Crispin Porter & O&M's Dove Video Highlight Cannes Cyber Winners

  • by June 22, 2007
Miami's Crispin Porter & Bogusky garnered Interactive Agency of the Year kudos at the 54th Annual Interactive Advertising Festival in Cannes, while Ogilvy & Mather's time-lapse "ordinary girl to model" Dove video picked up one of three top Cyber Lions Grand Prix honors.

Africa Propaganda, based in Sao Paulo, Brazil, came in second place behind Crispin Porter, with Forsman & Bodenfors, Gothenburg, Sweden, taking third spot.

Crispin Porter's honor was based on obtaining the highest score for its entries in the Cyber Lions competition, where it picked up one Gold Lion, one Silver Lion, and two Bronze Lions.

Crispin's Gold Lion was won for its Volkswagen "____ Like a Rabbit" campaign, in which users filled in the blank in the display ad, with different result car actions then displayed on the screen. It received the Silver Lion for Slim Jim meat sticks' "Snapalope" banner, which invited users to click on a string to try to catch an elusive moving creature, the "snapalope." The agency pointed out that the banner drove 60% of the traffic at shaa.com, home of the Slim Jims-sponsored Snapalope Hunting Association of America. Both Bronze Lions also went to Volkswagen campaigns.

Despite its overall win, Crispin Porter did not pick up any of the three Cyber Grand Prix awards, which went to: " Ogilvy & Mather, Toronto, for its viral video on behalf of Unilever's Dove Self Esteem Fund--a 1-minute-plus time-lapse film of a young woman's transformation from pretty but ordinary girl to strikingly beautiful billboard model. " Unilever's R/GA, New York, for its Nike+ project, which linked running shoes with Apple iPods and iTunes. " Stockholm 's Farfar, for Diesel Underwear's "Heidie's 15 Mb Of Fame," a microsite in which, to quote the entry synopsis, "two girls, The Heidies, steal the new and unreleased Diesel Intimate collection, kidnap a guy from Diesel, and lock themselves (and him) into a hotel room for five days....The Heidies interacted and chatted with their growing audience, uploading their shenanigans to the site as well as a chunk load of other popular sites."

"I asked the jury to look beyond good and great--and they certainly did," said Tom Eslinger, jury president and creative director, interactive and emerging technologies, Saatchi & Saatchi, Auckland, New Zealand. Eslinger, quoted in the official "Lions Daily News," added: "Elements of these three campaigns will undoubtedly be widely copied, because they are all true originals."

Ideas played a bigger role in this year's competition than previously, jurors said, since technological innovations have slowed down. The "Lions Daily News" quoted Juror Fernanda Romano, executive creative director at Interpublic Group's Lowe in New York, as saying: "The leap from dial-up to broadband was obviously a big factor, as has been every new version of Flash. But not this year--and I believe that will become the norm from now on."

Finally, the Cyber winners in the Young Creatives competition spanned the globe, with the Gold going to Felipe Lima, art director of Brazil's AlmapBBDO, and Diego Oliveira Art Director, Africa Propaganda; the Silver to Hiroki Nakamura Technical Director, Dentsu, Japan, and Takashi Kamada, Web designer at SPFDESIGN; and the Bronze to Adam Smereczynski and Konrad Grzegorzewicz, Web designers at Leo Burnett Group's ARC Warsaw.

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