CYBER WINNERS ANNOUNCED / CANNES LIONS

  Invisible technological magic and a sense of real-time were themes in much of the winning work at the Cyber Lions today at the Cannes International Advertising Festival, with Grand Prix trophies going to the Volkswagen 'Fun Theory' from DDB, Stockholm and Nike's 'Chalkbot', from Wieden + Kennedy, Portland and technology firm Deeplocal.

Jury president Jeff Benjamin, ECD of Interactive at Crispin Porter + Bogusky, explained how invisible technology and a sense of real-time pervaded the best work. 'The real innovations, that were greatest, were captured in this notion that technology will reach its peak when you don't even know it's there. It'll be like magic. The second theme was this notion of real and real-time; it was something we saw in almost every piece of things that we were liking'.

Benjamin pointed to other Gold Lion-winning work like 'We Choose The Moon', from The Martin Agency, commemorating the 40th anniversary of the moon landing, and 'Sounds of Hamburg', from Jung von Matt and the Philharmonic Orchestra of Hamburg as more examples of real-time done well. 'The same people that were glued to their radios, they're glued to the website to watch the spaceship lift off. [With] 'Sounds of Hamburg', they're taking things that were happening in the square, and amplifying them in this moment.

Benjamin also spoke on the rise of the creative technologist, and new groupings, with regard to how teams worked on the Nike 'Chalkbot'. 'It points to a new way of how we work together, it's not just an art director and a writer anymore', Benjamin said.

'The Fun Theory', which communicated that fun can help people act responsibly, is for Volkswagen's Bluemotion Technology, an eco engine solution. Benjamin said the scant product connection (the cars and certainly the engine is absent from the virals) was something the jury discussed thoroughly. (Read more on the latest bits of the campaign here.)

'A lot of times these campaigns are a voyage, and you have to do a little work up front. It was almost like a little kind of funnel, and the funnel started with 'Hey, you've got to have fun', Benjamin said. 'If you start to get that message, you can have another message later on. I think if they had driven that product story in at the very beginning that work wouldn't have been as powerful and as sticky'.

Martin Cedergren, Executive Creative Director at Åkestam Holst, expanded on that notion. 'Often we get briefs from clients telling us 'can you guys create a viral?'. And often we can't achieve that mission', Cedergren said. '"The Fun Theory" was created to become a viral, which I think is a great achievement. It just took off. And with the recession, I think it's very bold for a car brand to try and own the word fun, it makes the world a better place'.

Benjamin explained how real-time communications and efforts help expand the scope of meaningful narrative online. 'That notion of real carries with it this emotional element that rehearsed stuff can't. That's why we're drawn to reality television. With 'Sounds of Hamburg', we discussed if we'd have felt the same way if it were pre-recorded clips. Those little moments that you saw, once or twice, that could happen over and over again, created this emotional bond with this piece. This other notion is feeling like you can be part of the work. That can only happen because of digital and the internet'.

The United States led the Lion count in Cyber, but Sweden made an especially strong showing, picking up 20 trophies.

In the Press competition, AlmapBBDO São Paulo's music-centric Billboard campaign took Grand Prix honors, while the Design Lions Grand Prix went to the Toyota 'IQ' font from Happiness Brussels.

See the Cannes Lions website for full winners.

http://www.canneslions.com/