Directed by Smuggler's Randy Krallman, the short promotes the hip-hop clothier's graffiti-based video game, which features a mysterious tagger who spray paints Air Force One. The game triggered a wave of media coverage, causing the Pentagon to deny that any such defacing actually occurred. Crispin Porter & Bogusky, one of last year's winners for the top cyber honor, this year was awarded for its Volkswagen GTI web campaign featuring a customizable car that visitors can take for a virtual test drive with the buxom Teutonic engineer Helga.
Breaking the mold
As for what set the winners apart from the rest, the jury, led by Matias Palm-Jensen, CEO and co-founder of Farfar, Stockholm, noted that each was able to break out of category molds.
"The one thing about Volkswagen is that the client, not just the agency, is behind the brilliant campaign, and it changed the perception of their product in the marketplace in the U.S.," said juror Steve Mykolyn, VP-creative director, Taxi, Toronto. As for Droga5's award-winning effort, "Like the GTI, it changed the way people think about the medium," Mr. Mykolyn said. "To have the Pentagon deny its existence and have CNN and Wolf Blitzer talk about it on the evening news makes for an amazing piece of advertising."
Winning a top honor for its first project out of the gate establishes a very early milestone for Mr. Droga's new venture, while Crispin's win cements the agency's stronghold in new media. Crispin was also named interactive agency of the year, garnering three Golds and two Silvers for work done on behalf of VW, Burger King and Mini. Goodby, Silverstein & Partners, San Francisco, was first runner-up, earning five Lions, including three golds for Comcast's "Comcastic" campaign and two projects for the California Fluid Milk Processors Advisory Board. DDB Brasil, last year's top interactive agency, was third in line with three lions, including one gold for Reckitt Benckiser's "Oops."
Record number of entries
Overall, the cyber entries this year hit a record high of 2,502, a 32% increase from last year. In total, 87 Lions were awarded, down from last year's 93, and 25 Gold Lions were awarded. The U.S. took home more Gold Lions (nine) than any other country: Besides Droga5, Crispin and Goodby, other U.S. gold winners were DDB (for its Philips Bodygroom website) and Big Spaceship (for TBS' Department of Humor Study).
Trends the jury observed in 2006 included advanced integration of elements in cyber campaigns, as well as work requiring more active involvement from the consumer. "Whether it's tapping into a blog or consumer-generated media, half of the campaign is not completely controlled by us," noted Colleen DeCourcy, chief creative officer of Organic.
Taxi's Mr. Mykolyn saw the continuing theme of one-upsmanship. "I don't like to think of cyber as trend-based, because we're all very competitive and trying to do the next big thing. To sum up 2006 for me, if 'BMW Films' was 'Citizen Kane' and 'Subservient Chicken' was 'Star Wars,' then [in this year's Grand Prix winners] we found 'Blue Velvet.'"