[CANNES, France]The U.S.--led by Ogilvy Interactive Worldwide and IBM Corp.--swept the Cyber Lion competition at the International Advertising Festival last week.
Ogilvy Interactive's New York office won one of two Cyber Grand Prix awards and two of eight Cyber Lions.
The second Cyber Grand Prix award went to German agency Scholz & Volkmer, Wiesbaden, for a clever campaign for USM U. Schaerer Soehne, an office furniture maker, that allowed users to select furniture and accessories to create their own offices online.
The only other non-U.S. cyber winners were another German agency, 3000.Communications, Berlin, for its own Web site, and Brazilian agency DM9 DDB, Sao Paulo, for UOL-Universo Online, Brazil's largest Internet service provider.
INTERACTIVE SNOWBALL FIGHT
The cyber jury gave a special mention as well as a Cyber Lion to U.S. agency Nicholson NY, New York, for a highly imaginative Christmas card for the agency involving an interactive snowball fight.
The other U.S. winners were Red Sky Interactive, San Francisco, for Seagram Americas' Absolut Vodka; Photodisc, Seattle, for its own e-commerce site, created in-house; and USWeb/CKS, San Francisco, for the Levi.com
e-commerce site created for Levi Strauss & Co.
The Grand Prix-winning online ads by Ogilvy Interactive customized IBM's e-business campaign to areas of interest for different IBM clients. For Charles Schwab & Co., a quiz tested users' knowledge of financial investment. A Yamaha Corp. of America ad let users play a piano keyboard for themselves. For Italian motorcycle brand Vespa, the user has to navigate a maze to get to the Web site.
'MOST BREATHTAKING' EVER
Loic Le Meur, president of the cyber jury and CEO of BLL, a Paris-based Internet agency that is part of BBDO Worldwide, said of the Ogilvy winner: "It was the most breathtaking ad [campaign] we had ever seen on the Internet."
Separately, the same campaign won the Cyber Lion in two other categories: rich-media banners and beyond the banner, including elements such as interstitials, minisites and push technology.
The Cyber Lions are posted at the Festival's site.
It was a particularly stellar performance compared to the festival's other competitions: The U.S. won none of the 17 Media Lions, including a Grand Prix, awarded last week and no Gold Lions in the press and poster competition.
Copyright June 1999, Crain Communications Inc.