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'Subservient Chicken' Named 'Most Infectious' Viral Campaign

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NEW YORK Crispin Porter + Bogusky took top honors at the Viral Awards, which named the agency's Burger King "Subservient Chicken" the "Most Infectious North American Viral." The effort won a gold award and was also honored in the "Most Creative Use of Technology" category.

The Viral Awards is a London-based competition honoring viral advertising, from Internet-based campaigns to word-of-mouth efforts. The winners were celebrated at a reception at the Chelsea Art Museum in New York on Tuesday. The Viral Awards are sponsored in the U.S. by the Now Corporation in New York.

The runners-up as "Most Infectious" were MTV's "Instructoart," created in-house with freelance creative director Matt Vescovo, which won a silver award and was also honored for "Best Use of Humor." A Napster campaign from Venebles Bell & Partners in San Francisco received a bronze award.

The "Best Campaign" honor went to a multi-spot viral effort for Trojan condoms called "Trojan Games." The ads, created by The Viral Factory in London, used Olympics-style sporting events to demonstrate the strength of the product.

Yet CP+B in Miami was clearly the most "infectious" agency among the winners. The agency's Burger King work also won "Best Writing" for "Angus Diet" and "Creative Use of Media" for "Chicken Fight."

Additional honors were awarded in a variety of categories: "Word of Mouth" to MasterCard and McCann Erickson in New York; "Best Art Direction and Design" to BT Broadband's "Where Did the Time Go?" created by Agency.com in London; and "Best Charity Viral" to CARE International U.K.'s "Global Rich List" by Poke, London.

Also, "Best Direction" went to Precious, a test film for Pot Noodle by Jack O'Melli; "Best Interactive Viral" to beer.com "Virtual Bartender" from D3, Toronto; and "Most Creative Use of Resources" to Keta Keta's "Make Love, Not Terror." The Lycos Award went to an appealnow.com campaign from Nitro, London.

Additionally, three campaigns were inducted into the Viral Hall of Fame: Haxan's Web site for The Blair Witch Project; DDB Chicago's "Whassup?" work for Budweiser, and McCann Erickson in New York's "Priceless" ads for MasterCard.

The North American winners were determined by a 19-member jury including Jason Gaboriau, creative director at Amalgamated in New York, Roger Camp, creative director at Wieden + Kennedy, Portland, Ore., and Steve Wax, executive producer and partner at Chelsea Pictures in New York.

—Adweek staff report