I just posted something on our internal ad blog about the Cannes Lions 2011. There is a s always a lot of inspiring stuff to find so let me just mention 4 specific examples I liked:

Ever had problems falling asleep? Try the ‘dream recommender’ (pharma ad)

Do you like Sneakers? You’ll love browsing the Sneakerpedia (ad for Foot Locker)

Check out this massive piece of digital paper and discover or draw (ad for Edding)

MINI’s agency won an award for playing this very cool reality game in Stockholm

And last but not least Tesco showed how QR codes really work in South Korea

The outcome (thanks for the hint @3GoldeneRegeln – iPhoneBlog.de):

Through this campaign, 10,287 consumers visited the online Homeplus mall using smartphones. The number of new registered members rose by 76%, and on-line sales increased 130%. Currently, Homeplus has become No.1 in on-line market and is a very close 2nd offline.