M&C Saatchi’s smart and pioneering campaign, Project Clever Buoy, has been nominated as the winner of IAB Australia’s Creative Showcase 8.6. Soap Creative was the runner up, with its inspiring breast cancer awareness campaign, I Touch Myself Project.
Mike Zeederberg, Managing Director of Zuni and Creative Showcase’s Chair of Judges said "These campaigns are great examples of how utility and content can cut through the marketing clutter to deliver strong brand messages in a way that creates great value for customers and impact for brands."
M&C Saatchi’s winning campaign Clever Buoy aims to protect both the beach-goers and sharks with an efficient, economical yet humane alternative to current shark defence methods. The result of a collaboration between Optus, Google and M&C Saatchi, Clever Buoy detects sharks by using a world-first sonar system which transmits a real-time message to the Lifeguard towers via the Optus Network and Google Plus once the shark’s movement is identified.
The campaign received great acclaim, reaching an audience of almost 10 million and work is now underway to build a commercially viable product by the Australian summer.
Soap Creative’s inspiring campaign transforms the late Chrissy Amphlett's hit 'I Touch Myself', a song about female sexuality, into a breast cancer anthem to inspire a generation of women to touch themselves for early cancer detection. Although there was no media budget, the project achieved over $7m in media exposure, and was picked up internationally by media, including the Huffington Post, Rolling Stone and Billboard magazines, reaching audiences of over 400 million.
The bi-monthly IAB Creative Showcase competition series, which is sponsored by Innovid, 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 winning entries are showcased at http://iabaustralia.com.au/Creative/Creative_Showcase.aspx. The Best of Best Creative Showcase winner of Round 8 will be announced in July 2014 and the winner will receive entry into MIXX 2014 Awards and return ticket to New York to attend the Awards.
The Creative Showcase competition is free and easy to enter - entrants simply register and submit the campaign online at www.creativeshowcase.net.au.
8.6 Creative Showcase Winners
Winner: Project Clever Buoy
Creative Agency: M&C Saatchi
Brand Name: Optus
Campaign Overview: www.cleverbuoy.com.au
Second Place: I Touch Myself Project
Creative Agency: Soap Creative
Brand Name: Cancer Council NSW
Campaign Overview: http://itouchmyself.org
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 support and enable the media and marketing industry to ensure that they thrive in the digital economy.
IAB Australia’s board includes representatives of Carsales.com, Fairfax Media, Google, Mi9, Network Ten, News Australia, REA Group, Telstra Media Group, TressCox Lawyers and Yahoo!7. It has four objectives:
- To be the ‘big tent’ for the entire digital advertising industry and define the future of digital advertising
- To deliver the benefits of ad funded interactive experiences to Australians
- 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
For further information about IAB Australia please visit: www.iabaustralia.com.au