Interactive media “best in class” award… Really?
This Loreal campaign “Worth it effect” is a play on the butterfly effect, trying to create ripples for International women’s day (2007)
People were invited to send a butterfly message to important women in their lives, a nice idea, but not promoted well at all, check out the see the effect tab on the microsite. Nearly every butterfly has been sent from the same person! yet it still won an interactive media “best in class” award… it seems to me something is wrong there. A site needs more than just the potential to be interactive, it needs to be interacted with, or what is the point! Not exactly the kind of thing agencies should be awarded for if you ask me.