The 2008 Cannes Lions International Advertising Festival began Monday in France, and awards have already been announced in many categories. Yesterday, the Cyber Lions category was addressed, and some familiar faces were rewarded with some hefty recognition!
The Halo 3 “Believe” site is the interactive companion to the global advertising campaign which positioned Master Chief as the greatest of Earth’s heroes. Utilizing sophisticated motion control cameras and digital compositing, the 1200 square foot diorama was transformed into a fully immersive experience, giving users the ability to interact with and explore the elaborate monument to humanity’s greatest battle as well as a wealth of other content.
(Halo 3: Believe – view the site)
Secondly, 42 Entertainment (www.42entertainment.com) received two awards for their Year Zero Alternate Reality Game with Trent Reznor and Nine Inch Nails: the Grand Prix for “Viral Advertising” and a Silver for “Interactive Campaigns”
The ambitious Year Zero alternate reality game (ARG), a work of cross-media art involving websites, emails, phone calls, album packaging, tour t-shirts, thumb drives, music videos, murals, and live concert events with the new music of Nine Inch Nails at its core. Playing out over 10 weeks, the Year Zero ARG engaged over 2.5M participants. It started with a message hidden in the back of a concert t-shirt that lead to online websites – ultimately over 29 websites discovered over several months, 7.5M page views, 7M forum postings, 2M phone calls and thousands of original art submissions.
(NIN: Year Zero – see the overview)
Congratulations 42 Entertainment and AKQA!