However, Nike was not left out in the cold and took home the Grand Prix for Best Interactive Campaign at this year's Cannes International Advertising Festival.
UK agencies did well this year with the highly-regarded Trojan Olympics viral campaign winning three gold Lions for the Viral Factory. Media Therapy also won a gold Lion for its work on the brand.
Glue London took home two gold Lions for its work on Unilever's Pot Noodle website and the Hysterical Girlfriend game. Other gold Lions won by UK campaigns were Hi-Res! for Christian Aid and Vodafone's in-house team.
The winning website, which can be viewed here, was created in house by NEC Media Products in Japan. The site promotes the company's Ecotonoha Project, where NEC plants a tree on Kangaroo Island in Australia for every 100 participants who write messages to a "virtual tree" on the site.
Nike has won the Grand Prix for best website every year at Cannes since 2000, winning three times for sites designed by Framfab in Denmark and once for a site designed by Critical Mass, a Canadian agency.
However, this year it took home its first Integrated Interactive Grand Prix for a campaign created by Spanish agency Doubleyou for Nike. The campaign, which can be seen here, promotes the 10km Madrid road race San Silvestre Vallecana, and is based on the legend of the bear of a famous statue in Madrid coming to life.
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