September 25, 2011

Spikes digital winners

The dust has settled and the advertising folk have left Singapore to be replaced by the Formula 1 fans for a weekend of noise and mayhem. Not much different then.

Let’s take a look at some of the digital campaigns that were awarded at the festival. The Grand Prix went to Colenso BBDO New Zealand for their Doggelgänger project. Their idea was based around human to canine pairing software, designed to connect homeless dogs to their human doubles. This state-of-the-art software analyses your features, and compares them with a nationwide database of real dogs looking for adoption. By partnering with shelters across the country, Doggelgänger has given homeless dogs everywhere the very best chance to set up that vital first meeting in the journey to finding a new home.

Gold went to several projects already featured heavily in previous awards including Uniqlo Lucky Line and Sour/Mirror – both from Japan. See the Cold, also from Japan, was developed by McCann and used people’s tweets about cough, fever, runny or stuffed nose, chills, throat, and headache to build a picture on the website of where the cold is, how it’s moving, and what its symptoms are. Sicknesses can be tracked day and night, symptom by symptom allowing pharmacies to stock the right amount of the right drugs at the right time: before the cold hits. And consumers can buy remedies they’re about to require.

Japan dominated silver too with some brilliant campaigns. Hakuhodo gave us the Samsung Space Balloon Project for the Galaxy SII. It was the world’s first LIVE communication challenge set in space. It’s also the world’s highest media development linked with many SNS sites and USTREAM. They live-streamed the 90 minutes flight of the GALAXY S II headed to space on a meteorological balloon. During the flight, they showed more than 3000 messages and icons of hope and dreams to encourage Japan on the beautiful display of GALAXY S II, live. SBP gathered an USTREAM ASIA record 380,000 unique viewers, 98000 tweets, and in the same month GALAXY S II’s share in Japan reached number one.

One of the few non-Japanese winners came from Soap in Australia. Their brief was to create an online promotion/platform for PAC-MAN which could help build awareness for upcoming products and showcase the power of HTML5 on Microsoft’s newly released IE9. Their “simple and catchy idea” was to let the global PAC-MAN community create & play their own maze to become part of the “World’s Biggest PAC-MAN” game. The ever expanding maze provided endless fun for PAC-MAN fans worldwide. There were 1.5 million visitors in the first 3 weeks, countless amounts of positive press for both clients and one huge hosting bill. All without any media spend.

Back to Japan for another silver winning project. Dentsu were asked by Ezaki Glico to change the image people had of their biscuit products as being cheap and childish. They developed the “smile chocolate factory”, a special production line in the real factory using high technology in biscuit and chocolate processing. People could make original chocolate biscuits by sending their smile via a website. The system analysed the face, generated the portrait sketch and drew it with chocolate on the biscuit. People could see the production line of “smile chocolate factory” in realtime with a webcam.

You can check out all the other winners here along with the best work from all the other categories. With this being an Asia Pacific award you’ll get to see some interesting work that might have been overlooked in other festivals. Until next year…

April 20, 2010

Great digital creative

At the recent AdAge Digital conference, Ashley Ringrose (one of my ex-colleagues from Sydney), did a great presentation about how to develop great creative online display ads. As reported in AdAge, the “co-founder of Soap Creative and curator of Bannerblog, had a few ideas. Among them: A truly interactive ad must have an interactive idea. That, and it should be useful, not annoying, to consumers”.

Below is his presentation of six rules for making great web ads. You’ll find lots of examples of great work from the likes of Crispin Porter & Bogusky for VW, Bridge Worldwide for Pringles, Glue UK for Coke Zero and Grand Union for the U.K.’s National Health Service. Click on the banners to see them live. Inspiring stuff Ashley!

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December 30, 2009

Digital in 2010

Everyone is busy making their predictions for digital trends in 2010. Mostly what we all know already. I’m interested in what will surprise us in 2010. Will it be tablet computers changing how we consume digital media at home? In the meantime here is a look ahead from the guys at Soap Sydney. As always, with their unique perspective…