Cannes 2012: No 'breakthroughs' in Cyber Lions says jury President

Iain Tait, the President of the Cyber Lions jury, said that the standard of entries in this category at Cannes this year showed that it was "a year of maturing rather than huge breakthroughs".

Iain Tait, Cyber Lions, President
Iain Tait, Cyber Lions, President

This, he said, was reflected in the number of Silvers and Bronzes that were awarded while only nine Golds were deemed appropriate.

The judges were looking for connectedness and interactivity and Tait said that both Grand Prix winners – "Nike+ Fuelband" from R/GA New York and "curators of Sweden" from Volontaire Stockholm had met this requirement despite being very different case studies that "bookended" the industry, Tait added.

He described the Nike campaign as involving a great deal of research and development while the Swedish Institute/Visit Sweden campaign was "simple and brave" that lacked many complexities.