The category, which recognises work that appears on or is activated by a mobile device, app or the mobile web, is the festival's first dedicated award for the medium.
DDB UK led the UK showing on the shortlist, with two nominations for its Budweiser "ice cold index" and Volkswagen "digital showrooms".
AKQA also made the list for its "under the thumb" MTV work, while DLKW Lowe secured a nomination for The Microloan Foundation "pennies for life" campaign.
Red Bee Media was nominated for its "walkers kill count" work for Fox and Brothers and Sisters made the shortlist for "street tag" for Channel 4 and for Museum of London's "Dickens and London" exhibition.
Movement London was shortlisted for Coca-Cola "move to the beat".
The US dominated the category, with 20 nominations in a shortlist of 99 entries.
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