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.