For the first time ever, the 2012 Cannes Lions International Advertising Festival included a Mobile category in its awards. The category received a total 965 entries, 10 per cent of which were received given Gold, Silver, Bronze, or shortlisted status, and only one of which took home the very first Mobile Grand Prix – Grow Interactive, along with Johannes Leonardo, for their Hilltop Re-imagined campaign for Coca-Cola.

The campaign reworked the classic Id like to buy the world a Coke ad using a range of technology, all tied to an AdMob rich media ad. Users could send a free can of Coca-Cola to one of a number of customised vending machines along with a text message, translated automatically to the relevant language using Google Translate. The ad also brings in Google Maps, email, motion graphics, and video content – you can watch a video of the campaign below.

Gold Lion winners in each sub-category were:

• Toyotas Backseat Driver campaign (Activation by Location or Proximity, as well as Products)
• Band-Aid Magic Vision app for Johnson & Johnson (Augmented Mobile Experience)
• Chevrolets Chevy Game Time (Use Of Multiple Screens Or Networked Mobile Technology)
• Red Tomato Pizzas VIP Fridge Magnet (Use Of Innovative Technology For Mobile)
• The-Village.Rus Parking Douche app (News, Weather And Media)
• The Hospital For Sick Childrens Pain Squad app (Charities, Not For Profit And Public Information, as well Best User Experience)
• Bradesco Seguros Fake Ad campaign (Tablets And Other Devices)
• Microloan Foundations Pennies For Life campaign (Messaging Campaign)
• The Mystery Ad campaign for Nokias Lumia 800 (Products)