The Grand Prix winner in PR-category was definitely one of my favourites this year:
Three reasons why this resonates:
* Grounded on the deep understanding of the culture (both popular & national).
* Succesful integration of the channels (Not just 360 but more of 365: great example how the different touchpoints compliment each other)
* Story-telling mode (The story started with a bang, had the interesting middle part and then ended with another bang)
Many times there is awarded advertising which can only be categorized as a stunt. This shows that you can go much deeper than just being a stunt, being a part of popular culture and being a movement. Making the leap from making advertising to making movements is a long and hard road. It is still the only road to take in 2012.