Gold to Publicis Mojo at Cyber Lions

Publicis Mojo Auckland picked up a Gold Lion at the Cyber Lions last night for Coca-Cola Schweppes ‘Signs’, a short filmbased around a love story in an office.

CumminsNitro, Brisbane’s ‘Best Job in the World’ picked up its thirdGrand Prix of the festival. awarded a Grand Prix in the Cyber Lions ininteractive campaigns. A total of three Grand Prix were handed out this year-the others went to AKQA London in interactive tools for Fiat’s ‘Eco Drive’,which allows users to plug a USB port into their car to analyse their drivinghabits, and 42 Entertainment’s ‘Why so Serious?’ promoting the release of theWarner Bros film, The Dark Knight, won in viral marketing. A total of 80 Cyberawards were handed out.

Lars Bastholm, chief digital creative officer, AKQA, saidthat with ‘Best Job in the World’ it was very hard to look at the campaign andnot smile with all the jury members wanting the job, which means they connectedwith it on an emotional level.

Australia juror Mark Ashley-Wilson, head of interactive forThree Drunk Monkeys, said it used the medium to create websites, createinteractivity and the submissions were absolutely fantastic. “Not only was themedium itself the vehicle for the competition but using and creating content inits own right was fantastic,” he said.

This is the first time Australia has won a Grand Prix inCyber and Ashley-Wilson said it was great to be in the room when it happened -he actually got up and cheered. “Winning a Grand Prix is a such a massive thing and to have it come fromAustralia is completely awesome. Having said that, the quality of the work wasso outstanding and the way they used the medium was fantastic. The entirecampaign would never have worked if cyber wasn’t involved.”

Commenting on the other winners from Australia and NewZealand, Ashley-Wilson said that Coca-Cola Schweppes ‘Signs’ was very popularamong the jury members, especially the female jurors, who loved the characterswho appeared in the film. Clemenger BBDO’s ‘Offset the Evil’ campaign for Segawas the most discussed work in the room.

“It was a very split jury on how evil it actually was, thewhole mindset of having to offset the evil because you have slaying somebody onthe street with a rusty blade. The discussion was around the merits of humanitymore than anything else, not the creative idea.”

‘Right Music Wrongs’ was also a hit because everyone lovesto hate Vanilla Ice. The Droga5 Sydney campaign created debate about what makesmusic good or bad by having rapper Vanilla Ice apologise for his recording of’Ice Ice Baby’. The video clip leads to the www.rightmusicwrongs.orgwebsite where viewers can vote Vanilla Ice innocent or guilty and nominateother artists for their music wrongs.

Sudeep Gohil, founding partner of Droga5 Sydney, saidthe brief was to cement Virgin Mobile’s credentials in the music environment bytapping into popular culture.

Gohil said: “On the surface that feels a little toomuch to ask traditional advertising to do because our feeling was it would justturn into wallpaper if we go, ‘we are Virgin Mobile, we think that this is goodmusic and that’s bad music’. So we decided to encourage people to discussthings about music themselves and through that process communicate what ourpoint of view on music was. The idea of having people involved with thecampaign was more important than the brand just saying what it believed.”