Soap Creative’s innovative campaign for Toyota, “Cars That Feel,” has been named the winner of IAB Australia’s Creative Showcase 9.1. M&C Saatchi was awarded second place for its hard-hitting “Every Six Seconds” campaign, with Digital Arts Network taking out third for the “NZ Dronies” campaign.
The winning campaign, “Cars That Feel”, was an interactive installation created with Toyota for the 2014 VIVID festival in Sydney. The installation transformed three ordinary Toyota Prius cars into sentient beings which respond emotionally to human interaction.
Three Prius’, “Peter”, “Vicky” and “Carly” came to life with individual personalities, asking for hugs, tickles and generally interacting with the audience. Taking the interaction even further, each car had its own Twitter and Instagram accounts, allowing followers to have their selfies critiqued, share a joke, or get tips for navigating the festival. The campaign was technically complex, with Soap partnering with Noise international for sound design and music, and One Green Bean developing the social media avenues for the three newest members of the Prius family.
Mike Zeederberg, managing director of Zuni and Creative Showcase’s chair of judges said: "The realm of digital creativity continues to expand, with this round's winners showing how brands and agencies are taking advantage of new technologies, new platforms and the Internet of Things to come up with excellent ideas for connecting brands to consumers. Getting people to hug a car as part of a marketing campaign is quite an achievement.”
Second Place winner M&C Saatchi’s “Every Six Seconds” is a simple, effective and fact-based message developed for the Quit anti-smoking campaign. Based on information from a World Health Organisation fact sheet stating that tobacco use kills one person every six seconds, M&C Saatchi produced three simple six-second loops on Vine. Launched on “World No Tobacco Day,” the short videos have garnered 142,000 likes, 73,000 re-vines, 11,300 followers, and 19,000 Tweet mentions since 29 May, 2014. The campaign exposed the Quit message to a massive new audience.
Coming in third was “NZ Dronies,” Created by Digital Arts Network for Tourism New Zealand. This ski season Digital Arts Network collaborated with the slopes themselves to implement a drone video service to provide skiers with the most epic selfie ever. The pics and videos taken by the #NZDronie are distributed through social media platforms, Instagram, Twitter and Facebook.
Judge Matthew Delprado of Lowe Profero said of the campaign: “Drones might be very hot right now, but this idea rooted in real behaviour. As a boarder myself, I totally want one.”
The bi-monthly IAB Creative Showcase competition series 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.
Entries for the 9.2 round of Creative Showcase opens on 15th September 2014. The Creative Showcase competition is free and easy to enter - entrants simply register and submit the campaign online at www.creativeshowcase.net.au.
9.1 Creative Showcase Winners
Winner: Cars That Feel
Creative Agency: Soap Creative
Brand Name: Toyota
Campaign Overview: https://vimeo.com/97191170
2nd Place: Every 6 Seconds
Creative Agency: M&C Saatchi
Brand Name: Quit
Campaign Overview: http://mcsaatchi.com.au/work/quit/
3rd Place: NZ Dronies
Creative Agency: Digital Arts Network
Brand Name: Tourism New Zealand
Campaign Overview: https://www.youtube.com/watch?v=DdPmc0RflHo
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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