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CANNES, France—A risky tourism campaign that turned Sweden's official Twitter account over to its citizens, sometimes with questionable results, fought back a flood of bad press to win a Cyber Grand Prix here tonight for its creator, the agency Volontaire in Stockholm.
A second Grand Prix was also awarded in the Cyber contest—to R/GA in New York for its work on Nike+ FuelBand.
The Curators of Sweden campaign, orchestrated on behalf of the Swedish Institute and Visit Sweden, has been one of the most polarizing marketing campaigns of the year.
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