As a judge during this year’s New York Festivals I had the pleasure (and the pain) to see all the shortlisted entries. So seeing which projects won doesn’t come as much of a surprise. Below are some of my own favorites from the winners.
Nike SB APP – R/GA
Digital: First Prize
Until now Nike apps have focused mainly on running, fitness training and soccer but in 2013 (to quote the R/GA case study) they collaborated with pro riders to create never-before-seen digital skate experiences. It changed the way skaters participated in the world’s biggest action sport.
The Nike SB App helps skaters progress in their sport, connect with their peers and pro riders, and earn respect for one another with features like video posting and challenges, and building their personal skate history.
The app features a multi-angle video learning system, letting users watch trick videos from multiple directions. They can go head-to-head in virtual games of S.K.A.T.E. and get exclusive access to live-streamed Nike Pro events.
To launch the app, 28 of the world’s best skaters were brought together for 24 hours and challenged to complete all 616 tricks in the Trick Tree while the world watched live on YouTube.
GEOX. 7 Days of Rain – SMFB with Media Monks
Digital: First prize
We’ve seen some beautiful work from Geox in the past couple of years. This time, to promote the FW 13 Amphibiox collection (a waterproof line produced by Geox), the agency decided to get quirky by getting one man live for 7 days under a man-made cloud.
LOWE’S Vine Fix in Six – BBDO
Digital: Second Prize
Lowe’s is the second largest home improvement retailer in the world and they’re in the business of providing “how to” tips. When the agency saw Vine, they saw an opportunity.
To quote the agency, “in the first campaign of its kind, we used Vine as a way to bring useful home improvement tips to life. Using stop-motion animation techniques, we created over 50 six-second films that were as entertaining as they were useful. We called it Lowe’s Fix in Six”.
The campaign was recognized by the press and users alike for bringing meaning to a platform often associated with trivial curiosities, rather than compelling content.
Perrier Secret Place – Fighting Fish
Digital: Second Prize
Amazing project with extremely high production values. To quote the agency, “PerrierSecretPlace is a digital experience designed to enable people to party in a way they never could before, but have always dreamed about. It’s the first interactive film that puts you in the shoes of a guest at a very special party, where they live their craziest fantasies. To do so, all characters that you see on screen are clickable”.
By playing their role, you can live their fantasy. Choose among 60 lives, and as many fantasies as you want. There are almost 10,000 different ways to experience this party, conceived with a real movie studio production for 18 months. To give users the opportunity to continue the party in real life, there’s a hidden a secret Perrier bottle somewhere in the party. If found, it could give the user a chance to win an exclusive invitation and go to one of the craziest parties all around the world.
Volvo Trucks Live Test Series – Forsman & Bodenfors
Integrated: First Prize
Everyone knows the Van Damme video stunt. But the whole campaign was amazing. According the agency’s website, “the creative idea was to carry out extreme tests of relevant product features, in a live set up, where the outcome could never be guaranteed. In this way we could thrill and engage the widest possible audience while still providing a valid demonstration of the new truck. If our live test films could evoke enough interest, then we might be able to get all the way through to the purchasers”.
No doubt we’ll be seeing many of these project in upcoming award shows. Great work always rises above.