On Friday, March 25 Guardian announced the names of those who drive innovation in such areas as digital communication and technology.

The award celebrates the most notable contributions by the media companies and brands in such categories as Culture and The Arts, Lifestyle, Media & Technology,аPublic Sector and oth.

So, letТs proceed to the winner list to see if there is some place left for the big brands.

The first award in the ‘Lifestyle’ category went to Nike for its online campaign entitled Nike Grid: Claim Your Streets. This destination invited young people in Nike Running by organizing a running contest across London. Participants used Facebook updates and checked in on at the rebranded London phone boxes to let other users know of their progress.

Nokia Push N900 took the first place in СMedia and TechnologyТ category. This project is aimed at getting the biggest techy and creative minds of Nokia consumer community to invent new devices using Nokia smartphones.

Hide and Seek agency was announced the leader of the СCulture and ArtsТ Category for its iPhone app dubbed СTate TrumpsТ sponsored by Bloomberg. The app is aimed at familiarizing the mass user with the heritage of Tate Gallery and engaging them to explore the venue in all-new interactive way.

Another groundbreaking mobile app idea came from Publicis LondonЧthe agency that was announced the winner in СPublic SectorТ category. The developers have created iHoboЧthe first homeless digital tamagochi that a user is to care for. Moreover, the app prompts the user to donate to a homelessness charity. The same app received the award in the ‘On a Budget’ Category.

Creators of Apache Hadoop were officially announced ‘Top Innovator of 2010’ for their open source project that allows enterprises deal with such problem as processing massive amount of data.