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The Luxor Highlighter campaign’s roll of luck continues. Now it has won Leo Burnett a bronze Cyber Lion – the first for India in this category.
The online campaign was done on Rediff.com; parts of the content of articles on the website were highlighted, and the highlighted content bore the gist of the story. This was similar to the innovation Leo Burnett tried in the Free Press Journal in Indore for the same product.
Leo Burnett tried another innovation on Rediff.com. Whenever the user highlighted content on the website, a Luxor Highlighter would pop up on the site. The interesting bit was that the colour of the highlighter was the same as the colour used by the user to highlight the content.
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Karl Gomes |
Karl Gomes, executive creative director, Arc Worldwide, the digital arm of Leo Burnett India, was part of the Cyber Lions jury. He said the entries were judged on three parameters – creativity, craft and technology. The jury members described the work on Luxor as a nice simple idea, which helped the readers to actually use the medium and saved time.
The entry got a unanimous vote for the bronze Lion.
Interestingly, the Cyber Lion award was won by a traditional agency, instead of a specialised digital. The same happened in the Media Lions, where full fledged media agencies lost out to creative agencies. Had a digital agency also won a metal, we could have said that the specialised digital agencies from India were doing very well indeed. However, it is learnt that Arc Worldwide had actively participated in putting up the Luxor online campaign.
From India’s perspective, it has been a great year at Cannes. Together, the Indian agencies have won 21 lions (one Grand Prix, four golds, three silvers and 13 bronzes).
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