Sometimes a great campaign really isn't a campaign at all. Sometimes it's an entire new behaviour. Sometimes it's a new technology. And sometimes it's a refresh for an already respected brand. Only in very rare instances, as is the case with the Nike+ FuelBand, it is all of those things.

• Cannes Lions 2012: Titanium Grand Prix (top prize).

• Cannes Lions 2012: Cyber Grand Prix.

• Cannes Lions 2012: Gold Lion in Cyber (Digital/Mobile).

• The One Show 2012: Best of Show Pencil (Interactive - Integrated Branding).

• CLIO Awards: Gold in Digital/Mobile and User Experience.

• Webby Awards: Recognized as a Winner/Nominee for Mobile Sites/Social Gaming.