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."

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