• by Staff Writers , November 1, 2007

We salute the creative genius of those receiving OMMA awards

The Extreme Diet Coke & Mentos Experiments," a consumer-generated sensation later adopted by the brands themselves, was named Best in Show at this year's OMMA Awards.

The viral hit, created by professional juggler Fritz Grobe and trial lawyer Stephen Voltz, showcased the geysers that resulted from dropping Mentos into bottles of Diet Coke.

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 with mobile phones, posting photos with 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.

Organic Inc., also garnered kudos for Best Standard, Flash or Rich Media Banner for Warner Bros. International/Harry Potter and the Order of the Phoenix. To promote the film, Organic created a campaign with three key audiences in mind: fans of the novel, movie enthusiasts (who haven't read the books), and newcomers to the Harry Potter phenomenon.

For fans, the banner offered allusions to the story, while the ads tantalized non-fans with enough information to intrigue.

Carat garnered the most wins, with three OMMA Awards: 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). The expandable banner ad used advanced rollover Flash animation and 3D programs, and invited users to a virtual locker room chalkboard, where they learned which NFL superstars they most resemble, and which performance cleats best suit their style. The spinning locker room chalkboard displays chalk-marked X and O play formations, allowing visitors to select their positions.

Deep Focus picked up Best Rich Media Campaign for HBO's "Flight of the Conchords," and Best Viral Campaign for the Court TV program "Parco P.I."

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

Other winners were:
>Schematic,for Stand-alone 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's "Deadliest Catch";
>Converseon,Best Use of Virtual Worlds, Plant It 2020/Second Chance Trees;
>Conde Nast,Best E-mail Campaign, Brides.com Weekly Newsletter;
>Imagination Ltd.,Best Video Campaign, "Where Are the Joneses?";
>Starcom USA,Denuo, Leo Burnett, Best Content Integration, for Kellogg's/Special K;
>AKQA,Best Advertising/Promotion Web/Microsite for Visa Signature.