The ubiquitous yellow 'Livestrong' wristband has taken the top spot in Business 2.0 magazine's First Annual Bottom Line Design Awards, which recognize the combination of good design and commercial success. Manufactured by Nike to raise funds for the Lance Armstrong Foundation, the wristband, has become a cult item especially in the US with more than 33 million sold.
"Sometimes design simplicity-in this case, a $1 yellow rubber bracelet-is all it takes to make an emotional connection with consumers," writes Business 2.0's Susanna Hamner. "With a brand name reminiscent of Armstrong's own and a color evoking the cyclist and cancer survivor's five Tour de France winner's jerseys (he's since won his sixth), the wristband immediately struck a chord with consumers. 'It was without a doubt the most successful viral campaign in a decade, perhaps ever,' says judge Arnie Freeman. 'Becoming a cultural phenomenon usually takes millions of dollars in public relations and advertising. This one did it with a lovely, simple design.'"