R/GA's Nike+ Fuelband was one of the big winners at Cannes 2012, picking up not only a Cyber Grand Prix but also a Titanium Grand Prix at the festival. It was also awarded one of two integrated Gold Lions, making it a festival favorite.
The basis for the campaign is that everything you do counts. The simple wristband lets people track the "fuel" they use in every activity during the day through a single button, measuring calories, steps and timing, and tracking their performance on the Nike+ platform.
Read more about the effort and the judging in our Cannes coverage.