|  |  |  |  | |  |  |  | | Creative agency Tribal DDB picked up the top honour at the 2009 Creative Showcase Grand Prix awards |  |
Tribal DDB were awarded the coveted Best Creative Campaign of 2009 award at the IAB and Microsoft Advertising’s Creative Showcase Grand Prix, which celebrated the best of the best in digital from last year.
Their winning campaign for Monopoly City which turned the world in one giant game board was voted as most outstanding creative by the Creative Showcase panel of 20 expert creative directors, taken from a shortlist of the 12 monthly award winners in 2009.
AKQA once again won the Agency of the Year Award for the most successful entries throughout 2009 with Creative Director Duan Evans in attendance to accept the industry accolade.
Picking up the prize for the Most Innovative Campaign of 2009 were agencies Publicis Modem and Skive for their campaign for The British Army, Start Thinking Soldier, an integrated recruitment campaign designed to engage 16-24 year olds regarding their career choices. The campaign won this award as it stood out from others in its category for being such an inspiring motivational tool for young people.
The Unthink Your Brand advertiser award - which recognises bravery within digital communications - was given to Green & Blacks for their ‘The Art of Green & Blacks’ campaign. The global confectionary giant carried out in-depth consumer research into customer’s perceptions of the brand, realising an overhaul was in order.
They used online to launch new packaging, as well enlisting Sir Peter Blake to create an original art installation made out of 700 Green & Black’s chocolate bars, with the campaign website giving people the chance to win this work of art.
For the first time, awards were also given in the new categories of social media, mobile, online video and games advertising to showcase the breadth of creativity within today’s digital landscape.
Proximity London were awarded Best Creativity in Social Media for their campaign for RNLI, designed to change the hearts and minds of young people in the UK. The lifeboat charity engaged with 12 young YouTube stars, sending them home made packages containing relevant gifts, and successfully earned their respect, getting them to promote the organisation on video.
AKQA picked up the Creativity in Mobile Award for their Nike Football and Master Control campaign - a unique iphone app that gave young footballers direct access to training from the world’s best players and coaching staff.
The Creativity in Online Video award went to AMV BBDO for their Metropolitan Police, Anti Knife Crime campaign, which gave the viewer the opportunity to steer away from a virtual life of crime through an interactive game where the ending is 100% in the viewer’s hands.
Finally, the Creativity in Game advertising Award was given to Vizeum and Microsoft Advertising, thanks to their exceptional Coca Cola Happiness Factory campaign.
Over the next 6 months there are plans to broaden the scope of the awards to incorporate new forms of digital advertising, and relaunch the Awards website to serve as an even better resource for the marketing community.
Kieron Matthews, marketing director, IAB said: The online industry's obsession with advertising ideas is yet again celebrated this year with another 8 clear Creative Showcase winners. The inclusion of wider categories clearly demonstrates the need for more integrated thinking. I hope these awards don’t just serve as a celebration for past work, but also inspiration for better, more consistent creativity across all disciplines in 2010.
Jonathan Lewen, Head of Agency Sales at Microsoft Advertising says, It’s great to see first-hand how the industry is continuing to evolve despite the obvious pressures that have been placed on it over the past 18 months. This year’s entries demonstrate how the industry is continuing to develop campaigns that are original and showcase the current talent pool. It will be exciting to see what the next twelve months bring as brands increasingly turn to digital to engage their consumers.
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