For the past 55 years, The Cannes Lions International Advertising Festival has celebrated the best creative work in television produced by agencies around the world.

But this year saw a seismic shift, with the focus at Cannes firmly on digital work. The film “grand prix”, announced on Saturday, went to an interactive online video by Tribal DDB, a digital agency, for a Philips TV set. Barack Obama’s presidential election campaign also won a grand prix award for its ground-breaking use of digital marketing to build grassroots support.