Crispin Porter won the award for Best Campaign for its work for the Volkswagen Golf GTi. Dave Droga's start-up agency took home the prize for Best Viral for "still free", a film for the clothing brand Ecko Unltd.
Crispin Porter's microsite to launch the Golf GTi mark V allowed visitors to build a car to their own specifications, then take it for a joyride.
"Still free", directed by Randy Krallman through the US production company Smuggler, depicts a graffiti artist breaking into an airfield and spraying his tag on Air Force One, the US president's private jet. The film prompted the Pentagon to issue an official denial that the plane had been vandalised.
Steve Mykolyn, a Cyber Lions juror and the vice-president and director of design and digital at the Canadian agency Taxi, said: "'Still free' is an internet phenomenon, but a great piece of advertising can be a phenomenon."
Comment, page 48.