Bartle Bogle Hegarty
So is this proof that traditional agencies' strategic capabilities will ultimately win through over the digital specialists? It's certainly proof that you don't need to have been born a digital agency to come up with first-class digital ideas, ideas that even the specialists have to applaud.
Mark Cridge, the Digital panel chair and chief executive of glue London, insists that the category was judged as a level playing field. "Even a panel of digital people wouldn't go out of its way to bar a traditional agency," he jokes. "Digital agencies won't naturally inherit the earth - we're all going to have to fight now."
He uses BBH's winning entry to show how well traditional agencies can get to grips with digital and mobile briefs by simplifying them and understanding the audience.
"It's hardly the most sophisticated application," he says, neither from a technical or user point of view - the tool makes noises such as an harmonica, a round of applause or a fit girl detector.
"But it's genuinely laugh-out-loud funny and you can easily imagine blokes in the pub, or kids in the schoolyard, using it."
When pressed on whether he'd use the application himself, Cridge claimed he was "a bit out of the target market" and "too refined", if you believe that.
The application also stands out because of the waves created when BBH won the Lynx digital business from one of the hottest digital agencies around, Dare, which had been creating consistently good above-the-line work for the client for years. The challenge was sizeable; BBH met it head-on.
LONDON - You'll have noticed by now that there were two gold awards in the Digital category. You will also have noticed that both were taken home by what you might call "traditional" agencies, not digital specialists.