Just when you thought that Madison Avenue had stretched the creativity of magazine advertising about as far as it could go, the finalists in this category proved that big ideas can go beyond the linear dimensions of paper stock.WINNERAgency: MediaVest Client: Avon The words "interactive" and "print" rarely coexist in the advertising realm, but the folks at MediaVest managed to combine both categories in a print campaign for Avon. MediaVest strategists wanted to move away from traditional cosmetic campaigns that use images of unattainable beauty. Instead, they tapped …

To some general market media strategists, b-to-b often reads like "boring-to-boring." This year's finalists provide new reasons to think of industrial media as both creative and industrious. WINNERAgency: StarLink Worldwide Client: Hewitt Associates The Starlink media team sought to connect with an elusive target -- Fortune 1000 CEOs -- by creating an original online concept called The Hewitt Golf Challenge. This virtual golf competition enabled participants to play golf on their own time, competing with one another via an online leader board. The program offered one-of-kind prizes like …

All too often, creative ideas for out-of-home media seem like they're simply out-of-mind. This year's finalists show that outdoor ideas can be out-of-sight. WINNERAgency: R/GA, Reuters Client: Nike The old proverb goes: if the shoe fits, wear it. But, what if you don't like the shoe's design? In May 2005, when R/GA orchestrated a takeover of the Reuters sign in Times Square for nikeid, the non-proverbial shoe could be customized. Passersby were encouraged to use their cell phones to design a pair of Nike Free 5.0 shoes live. …

The debate over whether online is a branding medium subsided long ago. These new media strategies cancel any doubts that online can also be a creative medium. WINNERRipple Effects Interactive VisitPA.com This campaign is an example of a pioneering use of both paid online media and consumer-generated outlets to extend a brand and a marketing message. "Real People, Real Road Trips," depicted six diverse groups of travelers, including a history buff and a motorcyclist, taking short road trips across the state, and sharing their experiences via blogs on …

Pushing the envelope even further, these finalists are finding innovative ways to use the search medium. WINNERAgency: Mediacom's Beyond InteractiveClient: CheapTickets Mediacom's Beyond Interactive increased the number of CheapTickets.com keywords it managed by 2,900 percent, to well over 100,000. Even with that many terms, the team devoted individual attention to the highest-volume keywords, and also documented the precise correlation between position and return on investment for each keyword. The agency tested copy in real time for most high-volume keywords. Sales from CheapTickets' paid search efforts grew at …