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June 26, 2009

Best "web" in the world?

Sorry.

But I'm not sure I understand this: The Best Job in the world campaign "tonight earned the top award in the cyber website/interactive campaigns category. " at Cyber Lions this year.

mmmmmmmmmmmmm.

I love the campaign, it's by all accounts been hugely successful, and bravo the Cummins for the having the balls to run it - it's just that for some reason a digital Grand Prix that could potentially have focussed on innovation and creativity within the digital space is awarded to no more than a glorified video competition entry form - it might have just as well worked if people had sent in VHS tapes.

I'm speaking from a Digital POV - the word of mouth, channel integration and all that is another thing completely. Sure it might just deserve the accolades in PR, Direct and possibly Integration...

Can someone/anyone allow me the insight I'm missing that gives this the margin on the superb Fiat Eco drive?

Quote:
"Single-minded campaign" -- didn't signal much in the way of technological innovation or the pushing of boundaries."

http://adage.com/cannes09/article?article_id=137499


Or tell me to shut the f up and all of that.




 

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