OMD won Best in Show for a series of enigmatic 15-second radio spots, in which a static-distorted man's voice called out, "Hello? Hello?" during a local sportscaster's rundown of upcoming games. OMD promoted "Lost" by distributing missing-persons fliers with grainy black-and-white photos of the show's characters. The agency also won CMAs for best media plan and best radio media plan, both supporting "Lost."