You gotta love this mobile-age edition of Coke's classic "Hilltop" spot.

It's a mobile ad that enables viewers to buy a Coke for someone in a city of their choice by sending a text message to a specially-designed vending machine in that city. The viewer can even watch the Coke being delivered.

It was all part of Google's Project Re:Brief, which, as I reported at the time, includes elements that seem to borrow liberally from similar initiatives launched by Pepsi earlier a year earlier.

Still. A Cannes Lion. Major kudos to all involved.

Read more here.

Rick Mathieson is the author of THE ON-DEMAND BRAND and BRANDING UNBOUND. Post special to Mozes Inc. (C) Rick Mathieson.