THE BOOK OF LISTS: The 10 Best new-media campaigns

1. VW Touareg

A campaign that focused on the big idea. An on/off switch let the user toggle between sounds, images and video of the Touareg performing on and off road. Elegant, sturdy creative throughout keeps the images clean.

Agency: Tribal DDB

Writers/art directors: Sam Ball and Dave Bedwood

Media planning and buying: Tribal DDB

2. British Airways

This ad uses the idea of uncomfortable angles to push the message of flat beds on board planes. An interstitial "tilted" the web page, followed by the message: "Don't like reading at this angle, try sleeping like it." A second ad shows a man trying to sleep vertically (in a skyscraper ad) and then walking across the screen to lie down in the horizontal banner.

Agency: itraffic

Writers/art directors: Russell Brown and Darren Navier

Media planning and buying: itraffic

3. Lynx Pulse

The dancing geeky guy of the TV ads was re-shot and animated to create a dancing dot man, with the girls becoming hand-drawn Bond girl-esque silhouettes. A fantastic online extension.

Agency: Dare Digital

Writers/art directors: Flo Heiss and Cyrus Vantoch-Wood

Media planning and buying: Zentropy

4. Brylcreem

In an Orwell-inspired campaign, Brylcreem becomes the "hair police", with the creative urging consumers to grass up style victims. Complete with CCTV-style streamed footage and homepage takeovers, the creative execution fits the police theme perfectly.

Agency: Abel & Baker

Writer: Chris Clarke

Art director: Emil Lanne

Media planning and buying: Zed

5. Royal Navy

Missiles, copy that looks like a military mission briefing, an interactive task that pits the viewer against a 60-second countdown clock. Very Boys' Own, very effective. And to drive the recruitment message home to the target market, a football analogy is used to highlight the team nature of Navy life.

Agency: Glue London

Writer: Gavin Gordon-Rogers

Art director: Gemma Butler

Media planning and buying: i-level

6. BBC News.com

Great archive images but the clever bit is the execution. In each creative, the top part of an innocuous image of, say, a mountain, is shown with the remainder obscured. A strapline asks "Are you missing the bigger picture?" and the image expands to show, for example, a rubbish tip covering the lower slopes.

Agency: Agency Republic

Writer: James Cooper

Art director: Pierre Odendaal

Media planning and buying: Agency Republic

7. Sony Ericsson t-six-ten.com

Online is synonymous with community and this strength has been harnessed to bring the picture-taking ability of the T610 to life. Use the web as a hub to build a global mobile phone photo gallery and they will come. Inspired themes for consumers to work with provide great shots - a great showcase for the product.

Agency: Dare Digital

Writer: Gavin Bell

Art director: Flo Heiss

Media planning and buying: Mediaedge:cia

8. Nike Run London

AKQA had a tough brief to marry quality creative with exceptional CRM to sign up and manage all the runners online. Runners were given a choice of three virtual "trainers" - Carter, O'Keefe and Paula - who motivated them using SMS, e-mail and online channels.

Agency: AKQA

Writer: Roger Beckett

Art director: Daniel Bonner

Media planning and buying: AKQA

9. IBM

Proof of the pudding is in the tasting, so what better way to demonstrate IBM's integral, yet often unnoticed, technical role at Wimbledon than to feed live results to desk-bound fans? Obvious, yes, but effective and supported by a great creative campaign that takes the brand beyond numbers and points.

Agency: Ogilvy Interactive

Writer: David Shearer

Art directors: Howard Dean and Zak Loney

Media planning and buying: MOne

10. Ikea

Imitation is the sincerest form of flattery, so to have the thread of this campaign replicated in the TV work is testament to the strength of the creative. Within a microsite featuring two diners, a "nosh-a-lyzer" allows users to pull a lever, which scrolls through products to make different scenarios.

Agency: Abel & Baker

Writer: Chris Clarke

Art director: Emil Lanne

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).