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Since the Cannes Lions international ad festival gave out its first Cyber Lions in 1998, the interactive category has for the most part huddled in the shadow of TV commercials. Relegated to the early part of the week, well before the all-important Titanium and integrated Lions are awarded, the Cybers were ignored by attendees and press alike.

"It used to be none of the bigwigs would allow the recognition," said Lars Bastholm, chief digital creative officer, North America for Ogilvy. Bastholm is the winner of three Cyber Lions Grands Prix awards, as well as the president of this year's Cyber Lions jury.

Read the full story on ClickZ