Pedigree Adoption Drive Application is judges pick in newly bi-monthly competition
Tequila’s ‘Pedigree Adoption Drive Application’ has been declared the winner of the first round of the fifth annual Creative Showcase, Australia’s best free online award for creativity in digital advertising. In a close competition, Visual Jazz was awarded second place for its work on Defence Force Recruiting campaign while Holler secured third place for its XXXX campaign. The winners were chosen by a panel of industry judges.
The winners were announced today at the Creative Showcase lunch, which also included an in-depth look at last round’s Creative Showcase winner - Visual Jazz’s ‘Dance Off 3D’ for Jay Jays.
The Creative Showcase series is now a bi-monthly event with entries being accepted for work completed in the two months before close of judging for each round. More details can be found online at www.creativeshowcase.net.au. The winners of each round’s Creative Showcase round 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 "We are delighted with the industry response to the new bi-monthly format. There was a good field of entries in this first round despite the reduced entry period now only covering two months of work.
“Pedigree's Adoption drive campaign is a very worthy winner as it showed how a big idea can be superbly well activated through a mix of digital and social media, blending great creative thinking with strong technical and usability execution," said Mr Zeederberg.
Tequila’s ‘Pedigree Adoption Drive Application’ set out to persuade people to adopt dogs, save them from being put down and to raise money and awareness of the cause. The campaign centred on Facebook, with the development of apps to help people find dogs to adopt, as well as a destination site. Within three months the fan page secured over 30,000 supporters, twice the target set by Pedigree and for each of these fans, a bowl of dog food was donated to a local shelter. Most importantly, 3,500 dogs have been saved so far.
The judges loved the campaign with one noting: “Woof woof I loved the Pedigree Adoption Drive campaign, clean and simple communication with very smart online marketing, really uses social media to full effect with live streams of what dogs are up for adoption - my first 10 in judging IAB, Good boy.”
Second place winner Visual Jazz developed a destination microsite “Under a Rising Sun” as part of a wider ARMY recruitment campaign, with the aim of correcting some of the myths about the military and assisting the recruiting effort. The campaign gives an up-close look into the lives of five serving army personnel and their families who share their stories in a video diary format designed to build the emotional attachment the wider public have with the Australian army. The videos also feature on its new YouTube channel. The campaign was praised by judges for its fantastic art direction and attention to detail in production values which brought an otherwise relatively straight forward “video diary based” micro-site to life in a way that is both impactful and a pleasure to explore.
Third place winner Holler was tasked by XXXX to develop a campaign that would provide structure to the brand’s formidable yet scattered arsenal of properties including sponsorships of V8, NRL, cricket and other brand assets with renowned customer loyalty. Their solution was to build a centrally located hub, a web platform that was highly content managed, with everything aggregated into one brand stream ensuring XXXX branded content is now visible in YouTube, Flickr, Tumblr and Twitter, rather than being limited to insular micro sites. Campaign results 700,000 video and 325,000 photo views, as well as 27,000 Facebook and Twitter followers.
The Creative Showcase competition is free and easy to enter – entrants simply register and submit the campaign online at www.creativeshowcase.net.au
5:1 Creative Showcase Winners
Winner: Tequila for ‘Pedigree Adoption Drive Application’
Second Place: Visual Jazz for “Under the Rising Sun” – Defence Force Recruiting
Third Place: Holler for XXXX
About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) is the peak trade association for online advertising in Australia. As one of over 25 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.
Officially launched in October 2005 by Australia’s six major online publishers - News Digital Media, Fairfax Digital, ninemsn, Yahoo!7, Google 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