CANNES, France—A collaboration between two global giants, Coca-Cola and Google, reeled in the Grand Prix in the inaugural year of the Mobile Lions contest here today.
The winning execution, developed by Grow Interactive in Norfolk, Va., was an app that allowed consumers to send Cokes to unsuspecting strangers at specially outfitted vending machines around the globe. The app was part of Google's larger Project Rebrief (led creatively by New York agency Johannes Leonardo), in which the company reimagined classic ad campaigns for a modern digital audience. In this case, it was Coca-Cola's classic "Hilltop" commercial that was being recast. In the original commercial from 1971, a group of people sang that they'd like to buy the world a Coke; in the remake, they actually could—with a few taps on a smartphone through Google's AdMob network.
In all, 54 Mobile Lions were handed out. U.S. agencies did well in the contest, winning two golds (JWT for Band-Aid, and Goodby, Silverstein & Partners for Chevrolet), six silvers (R/GA for Nike + Fuelband; Turner Broadcasting for Nokia and CNN; Team One for Lexus; Ansible Mobile for Intel; @radical.media for Gagosian Gallery; and @radical.media for KSM), and three bronzes (Grow Interactive for a different Google app; Deutsch, New York, for PNC Bank; and Anomaly for Captain Morgan).