'On the rare occasion I found myself on the Freeserve Sports homepage, I encountered the Reebok 'belly' from the TV execution bounding across the screen. This is what those in the know in the new-media world call dhtml - dynamic html. The belly followed my cursor around the screen until I clicked on it. I was taken to an interactive chart that told me how many miles I need to jog to run off all the beer I've consumed. Great placement, hilarious creative and fantastic timing.'
Media planning and buying: Amanda Rohl and Charlotte Baptiste, Zentropy Partners
Brief: Reach sports enthusiasts with a male bias aged 16-34 in a premium content environment.