CP+B, DDB Win Top Cyber Prizes

CANNES, FRANCE A confessional Web site for cleaning-product company Method by Crispin Porter + Bogusky earned the U.S. its first Grand Prix of the week, for cyber, at the International Advertising Festival here today.

On the site by the Miami shop, comeclean.com, users are urged to confess something or read others’ confessions. After typing in a statement, the site generates a unique response.

A second Cyber Grand Prix was awarded to DDB in Sao Paulo, Brazil, for Henkel glue’s “Reality Advertising,” which set up a Web cam trained on a computer monitor in an office. (The monitor is glued to the wall.) Viewers can type in anything they want and see it pop up on the monitor, all in real time.

“The great things about these two [winners] were that they did great work taking these brands and going really deep into what the medium can offer,” said jury president P.J. Pereira, executive creative director of AKQA in San Francisco.

The Method site created a “very personal experience” and forged an emotional connection with consumers to the brand, Pereira added.

“Reality Advertising” was a “groundbreaking piece of work that consisted of a product demonstration in real time on the Web that’s never been done before,” said juror Scott Rodgers, creative director at Euro RSCG Interaction in London.

Overall trends in the entries included high-quality video becoming standard and a rise in traditional agencies rather than online agencies creating Cyber work, Pereira said.

Fifteen gold, 18 silver and 52 bronze Cyber Lions were awarded altogether. The U.S. won 17, or 20 percent of the medals. CP+B and Goodby, Silverstein & Partners in San Francisco each won four, not counting the Grand Prix.

CP+B won a gold for “Counterfeit” for Mini, a bronze for “Dreams” for Virgin Atlantic, a bronze for “Chicken Fight” for Burger King, and a bronze for “Ugoff” for Burger King.

Goodby took home three bronze awards for its work for Hewlett-Packard and one bronze for “Relay” for Saturn.

R/GA in New York won a gold for Nike’s “Nike Lab Holiday ’04,” a bronze for “Chamber of Feat” for Nike and a bronze for “180 Fun Pack” for Nike.

Mekanism in San Francisco won a gold for “The True Adventures of Chad” for Sega.

Fallon in Minneapolis won a bronze for “Amazon Theater” for Amazon.com.

Big Spaceship in New York won a silver for a Web site for the film The Grudge.

Modem Media in Norwalk, Conn., won a bronze for “Interviews From Hell” for Kendall Tarrant.

Marcandtom.com in New York won a bronze for a self-promotinal Web site.

DDB in Chicago won a bronze for McDonald’s “Lincoln Fry” site.

DDB in Sao Paulo was named 2005 Interactive Agency of the Year, a new honor for the most awarded agency. The runner-up was CP+B, followed by Euro RSCG 4D in Sao Paulo.