Oddly enough, "I had no idea what I was getting myself into," Wilkes says. "I thought they were just going to announce the winner. Who knew you've got to get up on the stage, do this song and dance, it was like a big deal. The rehearsal was the first sign that we were a little bit in over our heads. People were getting out the costumes, the Powerpoint, it's on the stage at Saturday Night Live, which is so intimidating. I was thinking, 'Oh my god I'm going to totally embarrass the company because I'm not even remotely prepared for this.'" But Wilkes' barebones conversational presentation about the organic success of the series, which over the years has developed into a successful entertainment property while resonating with its audience and actually selling shoes, helped to win over the audience. Nike also won additional prizes for strategy, production ingenuity and business performance. Additionally, McKinney+Silver GCD Jonathan Cude and Chelsea Picture/Campfire director Mike Monello got on stage to present the hard data behind their successful work on Audi's elaborate alternate reality gaming effort, "Art of the Heist," taking the home the prize for creativity.
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