Leo Burnett has beaten off stiff opposition to win the Creative Showcase 6.3 online award for creativity in digital advertising with its Parrot Carrot Safari campaign. Parrot Carrot Safari was developed to support the launch of a new children book targeted at two – five year olds. Taking the form of app which turned the iphone screen into a pair of magic binoculars, it allows young players to peer into and explore a world of unusual rhyming animals. The app brings to life each of the six rhyming characters from the book in a unique animated style with narration provided Kamahl.
Holler picked up second place for its Heineken Rugby Clubhouse campaign to support the Rugby World Cup 2011, while The Monkeys snared third spot for its Add a motor to it campaign for IceBreak which set out to prove you can make anything better by adding a motor.
Creative Showcase 6.3 winners were announced today at the Creative Showcase bi monthly luncheon and are showcased at www.creativeshowcase.net.au.
Mike Zeederberg, Chair of Judges, said “Australia's breadth of digital creative work continues to expand. iPhone apps, viral content, offline and online event tie-ups, impressive social integration - this rounds’ crop of entries had it all and made it extremely hard for the judges to choose between. Ultimately it was the integration of offline and digital products with a dash of augmented reality that most impressed the judges, but overall is was an impressive group of work."
Leo Burnett’s Parrot Carrot Safari was praised by the judges for its great use of the mobile channel with a simple idea beautifully executed and noting that it was a “charming extension of the book into a virtual space kids are sure to find magical.”
Holler’s Rugby Clubhouse campaign for Heineken was designed to maximise value from its sponsorship, with the ultimate goal of driving visits to Heineken venues and maximising product sales. The app allowed viewers to be part of the on-field action, kicking real penalty goals and conversions, live, as they happened in the Rugby World Cup games. Results were stellar with over two million Live Replay Kicks taken, 10.3 million training kicks and 244,000 Live Kicks. Sales were also up 30 percent.
The Monkey’s Add a motor to it campaign for Ice Break was delivered via YouTube and Facebook and began with the team adding a motor to a couch which was then clocked at 163km/h, smashing the world record for the fastest sofa. The campaign then continued on to run seven weekly episodes which combined have over million views and has attracted extensive media coverage. One of the judges commented: “This genuinely entertained me, watching the videos and laughing out loud - awesome content and good use of digital to get it out there.”
The Creative Showcase competition is free and easy to enter- entrants simply register and submit the campaign online at www.creativeshowcase.net.au.
The bi-monthly IAB Creative Showcase competition series which is sponsored by REA Media, accepts entries for work completed in the two months prior to close of judging for each round and only one campaign per agency is allowed. The winners of each Creative Showcase round gains automatic entry into the 2012 IAB Awards “Best of Creative Showcase” category.
6.3 Creative Showcase Winners
Winner: Parrot Carrot Safari
Media Agency: Leo Burnett
Second Place: Heineken Rugby Clubhouse
Media Agency: Holler
Third Place: Add a motor to it – Ice Breaker
Media Agency: The Monkeys
YouTube Channel: http://www.youtube.com/icebreak
Couch Stunt: http://www.youtube.com/watch?v=Xz3LScJDVbw
About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 40 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.
IAB Australia’s board includes representatives of Fairfax Media, News Digital Media, REA Group, Network Ten, Yahoo!7, APN News & Media, ninemsn, Carsales.com, Telstra, TressCox Lawyers and AIMIA. It 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