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Nike and Sweden top Cannes Cyber league, silver for Colenso—UPDATED

Digital shop R/GA won the grand prix in the Cyber Lions for Nike+ FuelBand along with Volontaire Stockholm for Curators of Sweden. And Colenso BBDO took silver for Mountain Dew Skate Pinball in food and drinks.

String Theory for Goodbooks ‘Metamorphosis‘ in best copywriting failed to go any further than shortlist stage.

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Every week, someone in Sweden is @Sweden: sole ruler of the world’s most democratic Twitter account.
For seven days, he or she recommends things to do and places to see, sharing diverse opinions, and ideas along the way.

After that, someone else does the same—but differently. Follow all nine million of us. Welcome to Sweden.

As
the first country in the world, Sweden hands over the country’s
official Twitter account to its citizens.The project Curators of Sweden
is an initiative of the Swedish institute and VisitSweden, both part of
NSU, the National Board for the promotion of Sweden. Every week another
person receives exclusivity over the Twitter account @sweden, which aims
to present the country of Sweden through the mix of skills, experiences
and opinions it actually consists of. By means of the various curators’
narrations, not one Sweden is conveyed, but several.

Why Curators of Sweden?
In an age of mass communication and increasing globalization, a country
depends largely on how it is perceived abroad. Political objectives,
trade, investments, visitors, exchange of talent and creativity are all
heavily dependent on the view of the outside world. Sweden’s development
and future prosperity depend on strong relations with the outside world
and a more active exchange with other countries in many areas. This is
only possible, if more people are familiar with Sweden and become
interested in the country and what it has to offer.

Why Twitter?
Twitter is a global social-networking service and micro-blog that
allows users to send and read messages, known as tweets. The messages
are text-based and may be up to 140 characters long. Twitter as a medium
makes it easy to reach out to the target audience in realtime. It is
quick to update and to share content. Anyone can follow the Curator of
Sweden and the network’s global reach means that the message can be
received all over the world. The medium is also very useful for engaging
followers in a dialogue.

What’s the thought behind Curators of Sweden?
The idea with Curators of Sweden is that each curator will share both
their own and relevant third party’s thoughts, stories, information and
other content that is somehow linked to Sweden. The idea is that the
curators, through their tweets, create interest and arouse curiosity for
Sweden and the wide range the country has to offer. The expectation is
that the curators will paint a picture of Sweden, different to that
usually obtained through traditional media

As for Nike’s Fuelband,
which was launched to much fanfare at SXSW and featured a campaign by
Wieden + Kennedy (below), it claims to “make life a sport, track your
all-day activity and turn your moves into fuel”. It also allows wearers
to share via social media.

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Check out some vids of all the gold Cyber winners here.

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