Cyber Jury Rewards Nike, Volvo

CANNES The Cyber jury presented Grand Prix awards to Nike and Volvo at the International Advertising Festival here tonight based on what jury president Marco Tinelli described as the marketers’ creativity, quality of execution and forward thinking.

The 15-member jury, which reviewed 1,244 entries from 40 countries, awarded five gold, 12 silver and 20 bronze Lions at the ceremony at the Palais de Festival.

Volvo was recognized for an integrated interactive campaign that launched the XC 90, the Swedish automaker’s first sports utility vehicle. The effort from Forsman & Bodenfors was Web-centric, with offline communications driving people to the URL. The Gothenburg, Sweden, shop also won a gold Lion in the automotive category for the XC 90 push.

“I was very impressed with the daring idea,” said Tinelli, president and CEO of FullSIX in Paris. “They built a very holistic campaign that was online and offline.”

Nike landed the top prize for its Panna K.O. Web site from Framfab in Denmark. The interactive initiative focuses on the new way kids are playing football in the region.

This is the fourth consecutive year that Nike landed a Cyber Grand Prix. Last year the Beaverton, Ore.-based marketer was lauded for its Nike football effort, also from Framfab. Again, the athletic goods giant dominated the interactive ceremony, as it has in all of the awards shows this season, winning six Cyber Lions.

R/GA, the U.S. shop to nab the most Cyber Lions, took home all four for its Nike work. The New York-based interactive shop won a gold and silver for Nike Lab, a Web site that used a collective of digital artists to express Nike’s product innovation, in the fashion and e-commerce categories, respectively. It also nabbed a silver and bronze for the Nike Goddess site in the e-commerce and consumer products categories, respectively.

“This is going to be a Nike festival on the Cyber side. [Nike’s Web sites] ranked as the best sites. If there are advertisers that are listening, please do something. Otherwise, this will be a Nike festival,” Tinelli advised.

Noticeably missing from the winner’s circle was this year’s sequel to BMW Films from Fallon in Minneapolis. The highly acclaimed digital shorts series grabbed one of the Cyber Grand Prix awards last year, and was partly the impetus for the Titanium Lion—created this year to recognize innovative ideas that push the industry forward.

“The new set of movies are absolutely great quality,” said Tinelli. “But the consensus was after having such a breakthrough idea last year, we just had an upgrade. We didn’t have a feeling this was pushing the industry.”

In addition to R/GA, the other gold Lion recipients were Hi-Res! in London for a Sony Playstation2 initiative; OgilvyInteractive in Sao Paulo, Brazil, for its Renault work; and Harrison/Human Bates in Johannesburg, South Africa, for a domestic abuse awareness effort.

Other U.S. winners included Euro RSCG’s Circle, which received a silver Lion for an Ikea Web site that plays upon Crispin Porter + Bogusky’s “Unboring” offline campaign. The Boston shop also took home a bronze Lion for its Mini USA work. Arnold, also in Boston, landed a bronze for an America Legacy Foundation anti-smoking effort.

Bartle Bogle Hegarty in New York grabbed a silver Lion for a campy Web site for Unilever’s Axe deodorant. AtmosphereBBDO in New York won a silver for a General Electric ad that lets users exercise their imagination by drawing with a virtual pen. And Big Spaceship in New York took home a bronze for a Columbia Pictures film promotion.

As to whether there were any Titanium Lion contenders among the Cyber winners, Tinelli said, “Of course there are.” But, he was quick to add that the inaugural recipient of the award would be decided after deliberation among all the jury presidents. “It’s really about finding something that’s breakthrough across categories,” he said.