Sprint took home a Gold Lion in the Integrated Campaign at the 56th Cannes Lions International Advertising Festival last week for its "Now Network" campaign. The Internet effort, by Goodby,
Silverstein & Partners, used the immediacy of the medium to show Web surfers what was happening at that very moment.
The online ads are tailored to each of the sites and will
encourage consumers to interact with the information on those sites. On YouTube, for instance, the takeover featured a clock in which users (who filmed themselves holding up a pre-assigned number)
became a real-time clock. --Aaron Baar