Brand Name: Royal Caribbean, Freedom of the Seas
Agency/Site Creator: IQ Interactive/Arnold
URL: freedomoftheseas.com

What is unusual and effective about this website?
This site not only brought a ship that didn't yet exist to life, it also brought the whole experience of cruising to life like never before.

How does the website fit into and complement the overall brand strategy for the company?
Royal Caribbean is selling the experience of cruising and to the degree that we can viscerally show people what that experience feels like we can overcome objections and create excitement for the brand. The really exciting thing is that we now have broadband tools that can bring any brand experience to life online in ways never before possible.

How would you improve this website?
Of course since it won the Webby, I think it's perfect. But if I had to change anything it would be because the site was built over a period of a year and I would like to go back and update some the earliest work with the benefit of what we learned along the way.

Additional resources
iMedia Creative Showcase: Cruisin' Creative

Brand Name: Nike Air
Agency/Site Creator: Nike/Big Spaceship
URL: nike.com/nikeair/us/

What is unusual and effective about this website?
The combination of really good custom video work and the keyboard interface control is wonderful and fun. I had to hit every key to see what would happen.

How does the website fit into and complement the overall brand strategy for the company?
Nike's sites are all about a wow experience, and this site like so many others of theirs is built around a really original idea, well executed. I guess the idea is that their sites should be as innovative as they want the brand to be perceived.

How would you improve this website?
Frankly I've tried to find something I don't like about this site, but I just can't. The sound design and music is terrific, the site performs beautifully and the design is gorgeous. Hats off to the creators.