Jury Sought to Encourage Integration and Innovation

By Published on .

CANNES ( -- BMW Films' "The Hire" and Nike's "Football" took dual Grand Prix Cyber Lion honors
This was the third year that dual Cyber Lions were awarded.
See Related Story:
An Interview With Jury President George Gallate

at the International Advertising Festival today.

The 17-person Cyber jury recognized two very different but, they agreed, equally worthy cyber entries -- one representing a beautifully integrated Web experience, one a huge marketing idea that could not be ignored.

Sends a message
Awarding two Grand Prix in the Cyber Lions competition sends a dual message-- "integrate and innovate" -- to the industry, said Cyber juror Jon Bains.

"For us the Grand Prix was a representation of excellence the industry needs to aim for," said George Gallate, jury president and CEO of Euro RSCG Interaction New York. "We believe BMW Films demonstrates that excellence unquestionably, as does Nike."

The Cyber Lions have featured a dual Grand Prix for the past three years, and Mr. Gallate said festival organizers weren't keen on seeing the trend continue.

'Half the story'
"We think we took the difficult route [in awarding two Grand Prix] because of the controversy it would cause -- but if we had awarded one, only half the story would have been told for 2001."

Mr. Gallate said there was much debate

The BMW Films entry didn't fit the existing categories because it was so different.
Watch the BMW Films 'The Hire.'

among jurors about precisely what BMW Films was and where it belonged in the category but in the end, he said, "it was an idea that would move our industry forward and move marketing forward."

BMW Films was originally entered and shortlisted under the category of Film/Event Promotion. Recategorizing BMW Films reflected the project's scope and sent a signal for future Cyber competitions to broaden the categorical framework to embrace genre-defying marketing initiatives such as this one, Mr. Gallate said.

'Torturous' decision
"The judges extensively discussed BMW Films and we felt it was best placed in another category. It was too big to judge in the Brand category or the Film/Event Promotion category," Mr. Gallate said. "And in a way it also prepares the way for more innovative entries and the ability to put more innovation in other parts of the award."

Mr. Bains, who is chairman of Lateral, London, said the decision was "torturous," but necessary. "Nike Football is a fantastically integrated campaign. ... In BMW, a lot of the elements were not well integrated but overall it's killer."

BMW Films' "The Hire" was created out of Publicis Groupe's Fallon Worldwide, Minneapolis, and features a number of short Web-based films by well-known directors that revolve around BMW cars and an enigmatic driver. The project has garnered more press and award show hardware than BMW could have ever dreamed but had until now been shut out of Cannes glory, being disqualified for the film category due to its length and refused Media victory after jurors felt the campaign was more about filmmaking than media.

Secret Tournament
The Nike Football Web site for Nike Europe was created by Framfab Copenhagen. The site is tied into Nike's highly touted "Secret Tournament" film, which was released before the World Cup. The Web site features well-integrated entertainment and e-commerce components including games, a product showcase, player profiles and a nifty Nike ID section, where users can design their own pitch-worthy trainers.

Jurors called it "very deep, very wide," and, more important, an immersive brand experience. "Nike Football was, to all of us, the best thing that happened on the Web last year," said juror Marco Tinelli, president-CEO of Paris-based Full Six.

Many of the jurors enthused about the generally high level of quality seen in the entries. Mr. Gallate said a disproportionately large quantity of good work came from small independent shops rather than from the major networks.

Want a new element added
While the Cyber jury emphasized creativity in evaluating entries, jurors suggested adding another criteria to the grading process. "I would suggest that adding an element of effectiveness would enhance this category in future," Mr. Gallate said.

Out of 1,343 entries from 41 countries, a total of 53 Cyber Lions were awarded in categories including Corporate Information, Brand Promotion, Film/Event Promotion, Building Community, E-Commerce, Content Oriented Sites, Non Profit, HTML Banners, Rich Media Banners, Beyond the Banner, Rich Media Email and Other.

Eight Gold Lions were awarded, including two Gold campaigns: Tribal DDB North America's "Drunk Driving/Because/Worth" anti-drunken driving campaign for the Ad Council, in the HTML Banner category, and Hakuhodo, Tokyo's WWF effort for WWF Japan in the Rich Media Banners category.

Other Gold winners included Vancouver's for L'Oreille, Montreal, in corporate information; Framfab Copenhagen's brand promotion site for Nike "Freestyle"; OgilvyInteractive, New York, for the nonprofit site supporting the fundraising book, Brotherhood FDNY, backed by American Express; ALMAP BBDO for a Pilao Coffee HTML banner; DPZ Propaganda Brazil for a KY Jelly Rich Media Banner; and Farfar Stockholm for Burning Hearts Records' Millecolin Battle, in the Beyond the Banner category.

~ ~ ~
Teressa Iezzi is the editor of Ad Age Global.

Most Popular
In this article: