2006 Grand Prize Awards
Commentary by Interactive Jury President, Daniel Bonner

"Inventive, intuitive, innovative and creatively unique" were just some of the criteria to which all the winners in the interactive categories were asked to excel in. Now don't get me wrong, this is great criteria against which the best creative work in the world can and should be measured but no one warned me of the extent to which the jury and myself were going to be challenged by the enormous depth and breadth of big ideas, writing, art direction, design, production, interface design, interactivity, ambitious use of media and technology.

The Winners here represent the significant effect that digital is having on the way brands connect with the audience. Yes, yes, the debate will continue to rage over where the future lies for the rightful honour to 'own the idea' between traditional advertising agencies versus digital specialists and interactive agencies but while that bun fight carries on the audience couldn't care less. "Excite me or get lost", "Entertain me or I'm switching the channel" is their arresting and somewhat sobering point of view. Their lives and their behaviour are changing. Actually, to be honest, it's already changed. Their behaviour and consumption of brand messages is overloaded with noise and so no matter where it comes from it has to engage them, wherever it is they are and whatever it is they are doing. Formulas and formats cease to be effective anymore and that's where this year’s winners, the “inventive, intuitive, innovative and creatively unique” girls and boys step in.

All the work from the winners awarded this year demonstrated significant excellence in the many different areas as I mentioned earlier but I am also excited to be able to award work worthy of the Grand Prize moniker in both the Website and Online advertising categories. The Grand Prize winners set themselves apart with their ability to be beautifully simple, original, seductive, entertaining, completely intuitive, engaging and all while embracing innovative techniques in technology, animation, video and audio production.

Both winners took a unique blend of humor, product truths and insight to achieve something that looks and behaves in a way that motivates the user.

In short, they made me the most jealous.

Congratulations again to all the winners, the jury members and thank you London International Award.

Cheers.