Round: 9.3     Place Awarded: 1   
VML Australia wins IAB’s Creative Showcase 9.3 with its Rip Curl Search GPS campaign

SYDNEY, December 10: VLM partnered with Rip Curl to create the exciting Rip Curl Search GPS watch as they set out to give surfers the chance to catch that perfect moment and re-live it. By activating the “Go Surf” mode, Search GPS will count the number of waves caught, distance travelled, top speed and pinpoint the location where it all happened. Users can then sync that data with the App for a detailed report of your surf day.

“The level of design and engineering involved in its creation is astounding. The result is a sublime product and experience that combines rich functionality with an elegant aesthetic,” said Nitin Mistry, one of the judges of Round 9.3, explaining why VLM took first place.

The VLM/Rip Curl campaign also took silver at the recent IAB MIXX awards in the U.S. in the Branded Utility category.

Taking second place was Lowe Profero, the digital arm of Lowe and Partners, for its Night Light campaign created in conjunction with Johnson & Johnson for Johnson’s Baby. The campaign resulted in an online portal service which offers support and advice for parents facing sleepless nights. Night Light has become the ‘go-to’ chat room, with a supportive and engaging community of new and returning mums growing, as it provides valuable real-time support and information for parents, including access to online nursing staff (and a Reading Room) for advice.

With the “Home Away From Home” campaign created for Fiji Airways, Iris Sydney has produced a touching narrative of human stories that embody the “connecting” purpose of travel. Fiji Airways put out a worldwide call and selected three families which they followed as they left their homes and flew in home-like comfort on board of Fiji Airways to their Home Away From Home.

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 .

Creative Showcase 9.3 Winners

First place
Creative agency: VML Australia
Brand name: Rip Curl

Second place
Creative agency: Lowe Profero
Brand name: Johnson's Baby

Third place
Creative agency: Iris Sydney
Brand name: Fiji Airways


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, Fairfax Media, Google, Mi9, Network, News Australia, REA Group, Telstra, TressCox Lawyers and Yahoo7. 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:

For further information please contact:

Alice Manners
CEO - IAB Australia
T: 0408 107 399

Pru Quinlan
Einsteinz Communications
T: (02) 8905 0995