By Eleftheria Parpis
Nike Livestrong, "Chalkbot"
Wieden + Kennedy, Portland, Ore.
Inspired by the tradition of writing encouraging messages in chalk to riders along the roads of the Tour de France, "Chalkbot" went to the 2009 race with messages of hope for those fighting cancer. More than 36,000 messages, each 40 characters or less, were submitted through texts, Twitter, banner ads and the Livestrong Web site, with many of them printed on the race course via a custom-made machine. Digital photos of the displayed message were given GPS tags and e-mailed to participants. The inventive, buzz-generating effort produced a 46 percent sales bump for Livestrong and raised $4 million for the Lance Armstrong Foundation. The entry, which has a best of show from The One Show Interactive in its growing awards collection, may be knocked out of Grand Prix contention if the judges view "Chalkbot" as a charity, not a brand, effort. If so, it can still be honored with a new award, the Grand Prix for Good. Other contenders for top Cyber prizes: wechoosethemoon.com, an impressive digital re-creation of the moon landing from The Martin Agency for the John F. Kennedy Presidential Library; and Monopoly City Streets from Tribal DDB, London for Hasbro, which used Google Maps to re-create the game online using real streets.
Jury president: Jeff Benjamin, co-CCO, Crispin Porter + Bogusky. Entries: 2,603.