Amnesia Razorfish’s ‘The Fresh Start Project’ has been declared the winner of Creative Showcase 5.3, Australia’s best free online award for creativity in digital advertising. Design Royale picked up second place for its work on Billabong’s ‘I Surf Because…’ campaign and Tequila rounded out the awards securing third place for its work on ‘Tomorrow when the War Began’. The winners, who were chosen by a panel of esteemed industry judges and announced at the Creative Showcase lunch in Sydney this week, are showcased at www.creativeshowcase.net.au.
The bi-monthly Creative Showcase series accepts entries for work completed in the two months prior to close of judging for each round. The winners of each round’s Creative Showcase gain automatic entry into the 2011 IAB Awards “Best of Creative Showcase” awards.
Mike Zeederberg, MD of Zuni and Chair of Judges for Creative Showcase said "The intersection of the real and virtual worlds was a theme this round, and The Fresh Start Project was a worthy winner, blending social good with marketing to create a fantastic campaign."
Amnesia Razorfish’s winning campaign – “The Fresh Start Project” was designed to bring to life realestate.com.au’s campaign message about giving people a fresh start, with the aim of building a new home for a family in need, through people’s use of realestate.com.au.
As users interacted with realestate.com.au they collected ‘bricks’ which they could donate to the 1 million brick target and publish their involvement to Facebook. The 1 million target was quickly reached and in partnership with Habitat for Humanity Australia, the house build got underway.
Many users of the site and people in the real estate and advertising industries volunteered to help build the house, with the progress monitored through social media channels and video updates on the campaign site. The house was built in two weeks and on the 20th November, 2010, the Abednego Family (a family who originally came to Australia as refugees from Southern Sudan) took the keys to their new house.
The judges were touched by the campaign with one saying: “This campaign was so well rounded and had a great concept at its heart. The implementation was sleek and sophisticated and I can see why it was so successful.”
Second place winner Design Royale collaborated with surf brand Billabong to create a global digital campaign that asks surfing fans why they love to surf. Design Royale pushed the original idea into a higher level of interaction by adding the ability for users to create their own snapshots from surfing videos using a custom interface. The concept instantly appealed to surfers who could create their own wallpaper completing the “I surf because...” statement. The campaign was highly successful with over 25,000 submissions to date.
Third place winner Tequila designed an interactive campaign for the release of the film ‘Tomorrow when the War Began’. Tequila appealed to hard core fans to indulge in and uncover hidden content on a microsite including a secret video message that appeared to have been hacked into by the film’s lead character. This was supported by an authentic Google-Maps style satellite view of the film’s fictional town as the interface for the official website, offering the audience an immersive way to discover and interact with the site’s content. Audience engagement was driven via Facebook with 70,000 fans joining the community within six months.
The Creative Showcase competition is free and easy to enter – entrants simply register and submit the campaign online at www.creativeshowcase.net.au
5:3 Creative Showcase Winners
Winner: Amnesia Razorfish for ‘The Fresh Start Project’ – realestate.com.au
Second Place: Design Royale for ‘I surf because...’ – Billabong
Third Place: Tequila for ‘Tomorrow when the War Began’ – Paramount Pictures
About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia. As one of over 32 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to increase the share of advertising and marketing dollars that interactive media captures in the marketplace.
Incorporated in July 2010 by 9 founding members - Fairfax Digital, Fox Interactive Media, News Digital Media, ninemsn, REA Group, Ten, Yahoo!7, and Sensis Media Smart - together with the Australian Interactive Media Industry Association (AIMIA), the IAB has four objectives:
- To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers
- To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers, and the press
- To be the primary advocate for the interactive marketing and advertising industry
- To expand the breadth and depth of IAB membership while increasing direct value to members
For further information about IAB Australia please visit: www.iabaustralia.com.au