Here's an interesting product integration that took home a Gold Media Lion at the International Advertising Festival this week in Cannes.Tokyo-based Dentsu found inspiration in a new Hitachi washing machine, believing it would make a great time machine in movie. Dentsu became involved with the making of a "Back to the Future"-like movie, and secured a starring role for the Hitachi washer as a time machine. Hitachi was even included in the title of the 90-minute movie. the agency was able to blanket most media prmoting the movie and the washing machine. For more news out of Cannes, check out Advertising Age's continuing coverage of the weeklong festival.
-- Laurel Wentz