Not too strange, after all. The Jury of the Advertising Age Creativity Award decided that the most creative idea of the year is not a campaign, but the product itself: the Apple I-Phone, 'a most magnificent class of product transcending great design to become an artifact of our age'.
The iPhone didn't obliterate the competition, though--Master Chief and the Halo 3 "Believe" campaign out of McCann Worldgroup/T.A.G. and AKQA contended for the Grand Prix as well. Winning work also came from Crispin, Porter & Bogusky for its part in the Simpsons movie integrated effort and "Whopper Freakout" for Burger King. Other big winners included DDB, Chicago for it's "Fresh Salads" work for McDonald's and BBH, London for Levi's "Dangerous Liaisons"
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