The anachronistically-named “Cyber” category is full of a wide range of work showing that the lines between traditional-digital-mobile-experiential are forever blurred.
Here are a few of my favorites:
Honda – The Other Side – This ingenious execution received a lot of deserved attention when it launched a few months back and it’s racking up wins this year at Cannes. This product demo feels like a feature film with a digital interface -- a technological marvel with a great story at its core.
Nike – House of Mamba – The coolest basketball court I’ve ever seen. As Kobe Bryant himself said, “I didn’t even know this was possible.” For a brand like Nike, which has embraced technology to provide a better athletic experience, this was a real-world digital execution that perfectly manifested Nike’s core values.
Samsung – Safety Truck – A great example of a brand using technology to improve the lives of its customers in a very direct way. As their case study proclaims, “instead of changing people’s lives, we’re saving them” – now that’s a big idea!