Check out this INSANE campaign for the launch of “The Dark Night” that won the Cyber Grand Prix @ Cannes this year.
The Grand Prix winner in the viral category went to 42 Entertainment's "Why So Serious?" Jurors praised the campaign for multiple reasons, including its ability to take ARG (alternate reality games) and storytelling in general to the next level. Through multiple websites, user generated content, live events and variety of other vehicles, the game unfolded its own storyline parallel to the Batman film over a period of 18 months. "We made a joke that at a certain time you hoped when the film finally arrived it should have been as good as the game, which is a striking conclusion," notes Belgium juror Samuel De Volder, creative director at These Days. "Luckily for them the film was as good as the game." Jurors also lauded the reach of the campaign, in both metrics and geography. "This was actually the first global campaign that was really global," said Brazilian juror and Wunderman Creative VP Eco Moliterno. "Every time you see these 'global' things they don't actually come down to Brazil. This one did."
