A screenshot from Cyber Lions Grand Prix winner The Best Job in the World for Queensland Tourism.

Creative that lived outside the digital vacuum and resonated in the real world was the common thread shared by the three campaigns that picked up top honors at the Cyber Lions award ceremony in Cannes today.

The jury, headed up by chairman and Ogilvy chief digital officer Lars Bastholm awarded three Grand Prix awards to Tourism Queensland's The Best Job In the World, Fiat Eco:Drive and The Dark Knight ARG Why So Serious? as well as 19 Gold Lions, 33 Silver Lions and 33 Bronze Lions.

In praising agency Cummins Nitro, Brisbane's Best Job campaign, which picked up its third Grand Prix following wins at the PR and Direct Lions, Bastholm noted how the campaign used the website to anchor and house the disparate elements.

Similarly he noted that Why So Serious? aggregated the elements of the Batman cultural phenomenon with an ARG, and added that the 18-months build-up prior to the film's launch heralded a welcome trend in brands taking more time to create deeper relationships with consumers. Cyber Lion juror Bram De Rooij, creative director at Euro RSCG 4D, also pointed out that metrics backed up the campaign's claim to success.

Meanwhile Fiat Eco:Drive showed another trend: a change in the client/vendor relationship, with agencies genuinely providing product suggestions and utility to users as opposed to simply advertising, said Rooij. The London office of digital agency AKQA worked early on to develop an innovative device and software that encouraged Fiat drivers to be more fuel-efficient.

Reflecting a welcome variety of work and representing perhaps one of the areas perceived as moribund were banners. Axion's Gold Lion-winning Banner Concerts campaign by Belgian agency Boondoggle allowed web users to watch up-and-coming bands perform in the banner spaces on websites, and then vote and promote them on their own websites.

For the full list of winners, click here.