The Annual 2006: Top 10 digital ads

campaignlive.co.uk, Friday, 15 December 2006 12:00AM

1. LYNX, "BLOW"

After you're done plugging headphones into your Mac, just blow into them and the "babe" on screen starts to lose her clothing the harder you blow. Builds well on the idea that Lynx gives guys sexual powers.

Agency: Dare

Creatives: Flo Heiss, James Cooper, Alistair Robertson

2. ARMY ON EVEREST, WEST RIDGE EXPEDITION 2006

Considering the dim public view of the Army being taken into Iraq, this must have been a tough brief. But PCI Fitch was just too damn good to let a little thing like that stop it. Instead, it delivered a top piece of work that simultaneously built the brand and drove direct response. Winner of three Campaign Digital Awards.

Agency: PCI Fitch

Creatives: Mark Hodder, Tiki Graves, Julien Buckley, Paul le Herissier and Dan Sanderson

3. MERCEDES, "A-TO-S"

Sometimes, when a football team is on fire, it can dominate a game so much that the crowd spontaneously starts to cheer every pass. A-to-S for Mercedes is the online advertising equivalent of this. Interacting with the site makes your mouse hard to put down; and you almost want to applaud each page.

Agency: Agency Republic

Creative director: Andy Sandoz

4. RADIO 1, "MUSICUBES"

Musicubes allows the user to tailor a profile of their musical tastes in a "tower" while encouraging them to try out Radio 1 online. People with their own MySpace page can host their "tower", with a "get your own" link to the Radio 1 site

Agency: Agency Republic

Creative director: Andy Sandoz

5. MINI, "FOLLOW THE WHITE RABBIT"

Profero pulls off the "journey round the web" idea with real aplomb. The way the Mini skids on to your screen, before disappearing down a rabbit hole to take you on the trip, makes it hard to resist following.

Agency: Profero

Creative director: Matt Powell

6. MINI, "HAVE A WORD"

The new Mini Cooper S with JCW GP Kit sold out before launch. A manly statement to make about your car in itself, but the web and e-mail campaign glue London pulled off on behalf of the brand, which wanted to beef up its male credentials, drove home the brand's success.

Agency: glue London

Creatives: Sally Skinner, Dave Martin

7. VODAFONE MOBILE OFFICE SOLUTIONS

Uh oh! It's a B2B brief. Never that easy to produce "great" work for these. But Dare pulled it off. If Vodafone wants consumers to have their offices on their phones, well, they don't need desks anymore then, do they? So, why not visit the microsite, push the button, and watch as various iconic desks are crushed.

Agency: Dare Digital

Creatives: James Cooper, Flo Heiss

8. DARE SCHOOL

Finding new talent in digital is an issue, but with Marjorie at the helm, Dare reinvigorated the process. The lady in question worked, from 9-5pm, at Dare School, fielding job enquiries for a month, via webcam.

Agency: Dare Digital

Creatives: James Cooper, Flo Heiss

9. SMART ONLINE, SAFE ONLINE

An intriguing site for the Home Office, full of clever elements that delivered 45 million page impressions. The banners that ran early this year were great too.

Agency: Profero

Creatives: James Taylor, Ian Owen

10. ITV 1, "PREHISTORIC PARK"

The dinosaurs are the star of the show in the three main executions here, as they break out of their virtual prehistoric worlds and smash-up a few banners along the way.

Agency: Play

Creative director: Jon Sharpe.

This article was first published on campaignlive.co.uk

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