Droga5 brews a Creative Showcase winner
12 April 2011: Droga5 has scooped first place in the latest Creative Showcase competition for its “Brewed by Feel” campaign for Cascade. Agency, A Bit Like This, picked up second place in Australia’s best free online digital advertising creativity competition for its philanthropic work with Banner + Aid. Austereo rounded out the awards winning third place for its “Talk About It - The Temper Trap 'Band In Your Hand'” Cotton On campaign.
The winners, who were chosen by a panel of esteemed industry judges are showcased at www.creativeshowcase.net.au, were announced today at a lunch in Sydney attended by 60 industry participants. The bi-monthly Creative Showcase competition series accepts entries for work completed in the two months prior to close of judging for each round. The winners of each round’s Creative Showcase gains automatic entry into the 2011 IAB Awards “Best of Creative Showcase” awards.
Mike Zeederberg, Managing Director of Zuni and Chair of Judges said "With almost half of the entries this month containing a link to a charity, it’s clear that brands are certainly starting to take the opportunity online to connect themselves to causes resulting in social good.
It’s also great to see that the three top spots this month were taken out by agencies that haven't previously been in the medals for Creative Showcase; and with executions covering iPhone apps, augmented reality and innovative banner add-ons, it’s clear that digital creativity is flourishing in Australia".
Droga5’s campaign for Cascade took Australia’s oldest working brewery into the 21st Century with an online and mobile presence. The campaign sought to highlight Cascade’s rich heritage, and position it as the authority on beer with a new website that allows you create your perfect mix of content by choosing the amount of topics and themes you would like to see on the homepage.
In an innovative mobile approach, Droga5 created 'The Brewer's Nose' application that showcases the Cascade brewers' vast beer knowledge. Users scan the barcode of any beer (500+ options), and the brewers tell you all about its style, taste and heritage.
The judges were impressed by the campaign’s bold approach with one judge saying: “A smorgasbord of beers, an iPhone app, a bar code scanner that works, where to find beers, food and stuff to read when you've consumed a lot of beer - a great recipe all round for any campaign”. Another judge praised Droga5 for creating an app that is “not just worthy of downloading, but using more than once”.
In the wake of the devastating Japanese Earthquake and Pacific Tsunami, second place winner, A Bit Like This, worked with Banner + Aid to launch a clever and cost-free way for the online digital media community to show visible support for those directly affected.
Banner+Aid is a not-for-profit messaging tool which allocates its messages to a current and visible cause, by offering a direct link through to a donation page or other relevant information areas from within existing online display banners. Through a regular flash banner uploaded to the service, site owners can show awareness and encourage support with a small icon layer carrying messaging for the cause.
Third place winner Austereo designed an augmented reality approach to raise awareness of depression and anxiety, a cause close to fashion brand Cotton On’s heart. Through Cotton On’s relationship with charity Youth Beyond Blue they became aware of a shocking statistic; that 70 percent of young Australians suffer from depression and anxiety.
Austereo combined music and fashion to encourage young people to talk about depression and anxiety with their friends and family. With the sale of ‘Talk About it’ charity t-shirts, customers were given tickets to an exclusive augmented reality Temper Trap concert through their mobile phones. The ‘band in your hand’ campaign was a huge success with over $50,000 donated to Youth Beyond Blue and 5,419,767 impressions collected over the campaign period.
The Creative Showcase competition is free and easy to enter – entrants simply register and submit the campaign online at www.creativeshowcase.net.au
February/ March Creative Showcase Winners
Winner: Droga5 for “Brewed by Feel” – Cascade
Second Place: A Bit Like This for “Banner + Aid” – Banner + Aid
Third Place: Austereo for “Talk About It - The Temper Trap 'Band In Your Hand' ” – Cotton On http://awards.austereo.com.au/talkaboutit/
About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia. As one of over 32 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.
Incorporated in July 2010 by nine founding members - Fairfax Digital, Fox Interactive Media, News Digital Media, ninemsn, REA Group, Ten, Yahoo!7, 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
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