• by Laurie Petersen , September 26, 2007

"The Extreme Diet Coke & Mentos Experiments," a consumer-generated sensation later adopted by the brands themselves, was named Best in Show at the OMMA Awards show on Tuesday night.

Creative Breakthrough was awarded to a mobile campaign executed on behalf of Motorola at the Hong Kong Airport by The Hyperfactory, Ogilvy/Hong Kong, and Aura Interactive, Australia. In it, travelers said goodbye to loved ones by using their mobile phones to post photos of themselves with goodbye messages on digital screens in the new airport. The campaign also featured video farewells from David Beckham and Cantonese pop star Jay Chou beamed to the airport via Bluetooth technology. It also won Best Mobile or Wireless Campaign.

Carat was the agency with the most wins, garnering OMMA Awards for Best Standard, Flash or Rich Media Expandable Banner for Reebok; Best Campaign in Social Media for Adidas; and Best Search Campaign for Reebok (RBK Custom).

Deep Focus picked up two awards with Best Rich Media Campaign for HBO/Flight of the Conchords, and Best Viral Campaign for Court TV/Parco P.I.

Other winners were:

Organic Inc., Best Standard, Flash or Rich Media Banner for Warner Bros. International/Harry Potter and the Order of the Phoenix.

Creative Digital Group, Best Video Appearing in a Banner, Pre-roll, Interstitial or In-Stream Unit for EyeWonder

Schematic for Standalone Video, for Nissan

A&E, Best Contest/Promotion/Sweepstakes for The Sopranos A&E Connection Game

Billboard/LG, Best Use of User Generated Content, for the Billboard/LG Mobile Beat Contest

Crew Creative Advertising, Best Use of Widgets, for the Discovery Channel Deadliest Catch.

Converseon, Best Use of Virtual Worlds, Plant It 2020/Second Chance Trees

Conde Nast, Best Email Campaign, Brides.com Weekly Newsletter

Imagination Ltd., Best Video Campaign, "Where Are the Joneses?"

Starcom USA, Best Content Integration, for Kellogg's/Special K.

AKQA, Best Advertising/Promotion Web/Microsite for Visa Signature.