| Title | ASAFA |
| Brand | SINGAPORE YOUTH OLYMPIC GAMES ORGANISING COMMITTEE |
| Product / Service | YOUTH OLYMPIC GAMES 2010 |
| Category | C01. Viral & Email Marketing |
| Entrant | McCANN ERICKSON SINGAPORE, SINGAPORE |
| Entrant Company: | McCANN ERICKSON SINGAPORE, SINGAPORE |
| Advertising/Web Design Agency: | McCANN ERICKSON SINGAPORE, SINGAPORE |
Credits | |
| Name | Company | Position |
|---|---|---|
| Farrokh Madon | McCann Erickson | Executive Creative Director |
| Goh Wee Kim | McCann Erickson | Creative Director |
| Parixit Bhattacharya | McCann Erickson | Senior Copywriter |
| Goh Wee Kim | McCann Erickson | Art Director |
| Lena Liew / Pim Pritsangkul / Hoong Yun Peng | McCann Erickson | Account Director |
| Charmaine Wong | McCann Erickson | Agency Producer |
| Koh Say Chong | Salt Films | Executive Producer |
| Michelle Tan | Salt Films | Producer |
| Desmond Tan | Salt Films | Director |
| Pang Wei Fong | Black Magic Design | Offline Editor |
| Leong Beng Wee | Black Magic Design | Online Editor |
| Adrian Ooi | Black Magic Design | Color Grading Artist |
| Goon Chee Hung / Shafiq Mutalip | MRM Worldwide Malaysia | Digital Planning |
| Gary Tay / Sandra Azavedo / Lim Suit Ying | MRM Worldwide Malaysia | Digital Co-Ordinator |
| Sandra Azavedo / Lim Suit Ying | MRM Worldwide Malaysia | Blog Writers |
| Alice Tan / Jason Fong / Grace Liew | Singapore Youth Olympic Games Committee | Advertiser's Supervisors |
A video showing a teenager running faster than Asafa Powell (third fastest man in history) was seeded online. It ended with the URL of a student's blog in London. Bloggers around the world posted the video and posed questions about the runner's identity and what was the video all about. Eventually another video of Asafa promoting the world's first Youth Olympic Games is found on the YOG website. The blogger connects this video to the first and pronounces that the first video was a promotion for YOG. All traffic following the mysterious video was then directed to the YOG website.