Wieden + Kennedy took home three
Grand Prix trophies this week at the Cannes advertising festival, one for Old
Spice in the film category, the other two for Nike in the cyber and integrated
contests.

Nike ‘Chalkbot’ by Wieden +
Kennedy Portland was awarded Cyber Lion Grand Prix in Interactive. The campaign
was acclaimed as a prime
example of two themes that emerged from the best work seen during the judging
process: invisible technology and "real-time" interaction. The
greatest innovations supported "this notion that technology will reach its
peak when you don't even realize it's there," said Jury President Jeff
Benjamin (of Crispin Porter Bogusky). "The stuff that was so innovative
was the stuff that seemed magical. It had technology, but that's not what was
showing." 

The Nike's Livestrong campaign, of which Chalkbot was a part, took home the integrated Grand Prix. The campaign incorporated everything from events, outdoor, online,
web films, and "Chalkbot”. "We saw brilliant work
in every aspect of the campaign – print, broadband, an event and specifically
Chalkbot, that in itself showed true innovation in numerous channels,"
said Jury President Bob Greenberg. "The execution was flawless in every
way shape and form and we voted unanimously." And while
"Chalkbot" has been the most celebrated aspect of the campaign so
far, some jurors found the campaign's most brilliant component to be its
opening gambit — Armstrong's decision to return to the Tour De France in the
name of Livestrong.

"We have
to look at that as part of the advertising," said juror Rob Reilly, CCO of
Crispin, Porter & Bogusky. "That's where integration is going. It's
not just another TV spot. His coming back was a calculated move to start this
campaign. To me, that's the most important part. Chalkbot is an incredible
tool, but the decision to come back in the first place, as a marketing idea, is
brilliant."

The Grand Prix for film at this
year's Cannes Lions International Advertising Festival was awarded to a TV
commercial for Old Spice, "The Man Your Man Could Smell Like", also by
Wieden & Kennedy, Portland.

"It took an old, sleepy brand and woke it up,
and overnight wove its way into popular culture," said jury President Mark
Tutssel, global chief creative officer of Leo Burnett Worldwide. He noted that
the commercial showed "the power of creativity to ignite a sleeping
giant."

We're on a horse!