Feature

Campaign Digital Awards 2007: A bright future is predicted for Britain's digital industry

When you judge acres and acres of entries from banners to site, applications to interactive TV, it all boils down to a single response: "Oh my God!" The difference is in the emphasis and inclination between the words.

Oh My God. Pregnant pauses between the words implies you've just found one of the judges' pet hates, which we see all too often: boxes with 45-degree clipped corners, lozenge buttons, graphical arrows, drop shadows, lens flares, or any references to aeroplanes or airport signage. Any of these is cause for a sharp intake of breath and the judges to screech with fright - or maybe delight.

The second emphasis is: "Oh my God!" This line leaks out of the corner of your mouth in a quiet prayer, like a fish gasping its last on the deck of a schooner. The kind that spills out when you see a piece of work like that of Nike+ that simply slays you. The judges were very vocal: we had a whole day of clicking, picking and laughing, which was a good sign. As usual, the category names were debated, since our industry moves so fast that it's impossible to get this right - or at least right by the end of the year.

There were a few non-loading entries (you know who you are) and the best excuse we heard when we rang the culprits to get help was: "Sorry, our server farm is in Bristol ... (pause) ... it's under water." This was Lean Mean Fighting Machine, whose whole server farm was at that precise moment part of the Thames. After many hurried calls and favours from friends, it was all up and running, which lead to more "Oh my Gods".

We had a hard time choosing the final shortlists and an even harder one picking the winners. The digital section is going from strength to strength in only its third year, and we expect more crossover between the advertising and broadcast channels in the future. The weather forecast for Campaign Digital Awards 2008 is: forget lens flare, ignore the rain, the outlook is good to great. - Simon Waterfall, creative distractor, Poke.

THE JUDGES
Flo Heiss - Creative partner, Dare
Patrick Griffith - Planning partner, Work Club
Marc Giusti - Creative director and managing partner, GT
David Hurren - Executive creative director, Lbi
Sam Ball - Founder and creative director, LMFM
Simon Thompson - Chief marketing officer, lastminute.com
Gavin Gordon-Rogers - Creative director, Agency Republic
Simon Waterfall - Creative distractor, Poke (Chair of judges)
Matt Powell - Creative director, Profero
Giles Montgomery - Creative director, Grand Union
Dominic Chambers - Head of marketing, Vodafone
Paul Frampton - Head of digital, Media Contacts
Paul Banham - European executive creative director, Agency.com

THE CAMPAIGN GOLD AWARD - Best digital campaign

WINNER
Project: Nike+
Client: Roberto Tagliabue, senior brand manager, global digital
Agency: R/GA
Writers: Josh Bletterman, Alison Hess
Designers: Jeff Baxter, Wade Convay, Ed Kim, Michael Reger, Elena
Sakevich, Gary Van Dzura

This year's Gold Award winner demonstrates how powerful digital marketing is, especially when it's integrated into a brand right from its conception.

Nike+ is a unique concept - a running shoe that communicates data to an Apple iPod nano through a wireless sensor. This enables runners to compare their progress with their previous run and see if they are achieving the goals they have set themselves. It also allows them to interact with a global community of runners and compete against them.

R/GA wanted to devise a campaign that was more than just marketing or advertising, but that became part of the product itself.

It also wanted to engage consumers long after they had made a purchase. This ties in with the concept of the Nike+ - that it keeps runners motivated and connected with each other, and with the Nike brand.

The agency was brought in at the very beginning to devise the web experience for Nike+. The result makes what can seem to be a very complex product simple and instantly engaging. Nikeplus.com is designed to have something that will appeal to everyone from the keenest marathon geeks to everyday fitness joggers. It combines virtual racing, progress tracking and motivational stories from other runners.

The Nike+ community has already collectively run around the planet more than 501 times, proving that the work appeals not only to Campaign Digital Awards judges, but that it also motivates its global audience of runners.

http://www.rga.com/award/nikeplus.html

DIGITAL ACHIEVER OF THE YEAR - Mark Collier managing partner, Dare

Mark Collier is an anomaly in the ranks of digital marketing veterans. Older, probably wiser, and with nothing that screams I Survived The Dotcom Bust.

But he did survive - and has thrived, this year selling the agency he founded in 2000 to the Canadian group Cossette, which has bought a 65.4 per cent share in the company for £10 million.

Just as Collier is not the most obvious person to run one of the UK's best digital agencies, Dare's sale to Cossette is not, on the surface, the most obvious deal. It bypassed the large holding groups, and their generous offers, to tie up with a low-profile, Canadian holding company.

But dig a little deeper and it all makes sense. Cossette, which also owns Miles Calcraft Briginshaw Duffy, is known for deals that allow businesses to maintain their autonomy to keep them on board, and for not burdening its agencies with punishing profit targets.

It's not just about good deals, though. Dare continues to produce outstanding work, as is reflected in the awards where its work for Vodafone and Unilever have made it one of the most successful agencies in this year's Awards.

Collier would be the first to say Dare's success is not down to one person. He has one of the most enviable teams in the industry, having hired the business brain Lee Wright as managing director, famed planner John Owen and the much-admired creatives Flo Heiss and James Cooper.

Collier has also secured the advice of John Bartle as non-executive chairman and Bob Willott as director and widely thought to be among those offering counsel on the sale to Cossette.

Dare's relationships with clients - notably Barclays and Vodafone - are the envy of many agencies. It also has an impressive new-business record, which this year includes ITV and Sony Europe.

Collier has something else that marks him out: he is respected and admired by his peers, and is considered a gentleman and all-round nice guy - not the easiest qualities to retain in advertising.

THE YAHOO! AWARD - Best Use of Interactive, covering all categories

WINNER
Project: Nike+
Client: Roberto Tagliabue, senior brand manager, global digital
Agency: R/GA
Writers: Josh Bletterman, Alison Hess
Designers: Jeff Baxter, Wade Convay, Ed Kim, Michael Reger, Elena
Sakevich, Gary Van Dzura

Nike+ is by its very nature an integrated product - a running shoe that connects with the Apple iPod nano and enables runners to record and monitor their progress. R/GA came up with the data spec for how the shoes and iPod nanos sync with iTunes to capture the data. It also created the website that developed into a community for runners from all over the world, allowing them to share progress, motivational goals and stories, and compete in virtual racing.

COMMENDATION
Project: Royal Navy Recruitment
Client: Daniel Stephenson
Agency: glue London
Writer: James Leigh
Art director: Darren Giles
Designer: Leon Ostle

The Royal Navy wanted to change perceptions that a career with them meant a lonely life at sea, when, in fact, there are 130 careers, only some of which are based in the UK. Glue was given a brief to raise awareness of the range of jobs. It came up with a series of innovative format ads, as well as a personalised viral that enabled potential recruits to engage with a particular career in which they were interested.

www.bestofg.com/campaigndigital/royalnavy-recruitment. THE PURPLE CONSULTANCY AWARD - Best International Campaign

WINNER
Project: Nike+
Client: Roberto Tagliabue, senior brand manager, global digital
Agency: R/GA
Writers: Josh Bletterman, Alison Hess
Designers: Jeff Baxter, Wade Convay, Ed Kim, Michael Reger, Elena
Sakevich, Gary Van Dzura

Nike+ is a running shoe that is designed to connect wirelessly with an Apple iPod nano, allowing runners to record and compare their performances, and monitor their progress in reaching the goals they set themselves. R/GA was brought in at the beginning of the project to help design the website, where Nike+ owners can engage with a community of runners from all over the world. The result is a site that appeals to beginners, seasoned marathon runners and everyone in between.

http://www.rga.com/award/nikeplus.html

BEST TELECOMMUNICATIONS CAMPAIGN

WINNER
Project: Vodafone Formula One
Client: Kay Hoffmann, head of global advertising, Vodafone Global
Agency: Dare
Writers: Alex Braxton, Carina Martin
Art director: Alex Braxton
Designers: Eduardo de Felipe, Adrian Rowbotham, Hayley Watchorn

Vodafone sponsors the McLaren Mercedes Formula One motor-racing team - a team that features a rookie British driver by the name of Lewis Hamilton, as well as the world champion Fernando Alonso. Dare was given the brief to develop a campaign to convey first hand how the drivers make the most of every minute of their lives, which tied in with Vodafone's "make the most of now" strategy. The result was a site that lets Hamilton and Alonso upload content from their mobile phones, but also allows users to create and upload their own content - an invitation already taken up by thousands.

http://www.daredigital.com/cda07/telecomms/vodafone/index.html

BEST BUSINESS-TO-BUSINESS CAMPAIGN

WINNER
Project: Vodafone
The Big Idea - Coins
Client: Charlie Smith, head of advertising and media
Agency: Dare
Writer: Alistair Robertson
Art director: Alex Braxton
Designer: Dave McNulty

Dare was briefed to create a piece of compelling online content to tie in with Vodafone's sponsorship of the Sky One series The Big Idea, and link the brand with the TV show, as well as drawing entries to an online competition with a £10,000 cash prize. It made a film using the idea of dominoes, except with 10,000 pound coins. The result is a film that has been viewed 400,000 times on YouTube alone, and has created much debate whether or not it is real. It is!

http://www.daredigital.com/cda07/B2b/vodafone/index-coins.html

BEST AUTOMOTIVE CAMPAIGN

WINNER
Project: Hondamentalism
Client: Honda
Agency: Collective
Writer: Adam Cleaver
Art director: Al Taylor
Designers: Dan Hall, Andy Thomas

Honda is a brand that is usually seen as safe and reliable, but the company has a fine pedigree in racing, and wanted to convey this to drivers when it launched the Honda Civic Type R. The idea was to create a campaign what would allow Honda to spend ten minutes with consumers - not an easy task when people don't really want to hear a brand talking about itself. This campaign built up an interactive experience around a series of games and questions, and helped to turn existing Honda advocates into brand champions.

www.honda.co.uk/hondamentalism

BEST CONSUMER ELECTRONICS CAMPAIGN

WINNER
Project: Philips - A Simple Switch
Client: Philips
Agency: unit9, Tribal DDB
Writers: Tribal DDB New York, Tribal DDB Amsterdam
Art directors: unit9, Tribal DDB New York, Tribal DDB Amsterdam
Designer: unit9

Philips wanted to inspire people to take simple steps, such as changing a light bulb, to make their lives more energy efficient. One element of this is the simpleswitch.com website, which launched to coincide with the Live Earth concerts. It allows people to sign up and pledge to make a "simple switch" and cut the amount of energy they use. Within four weeks of being up and running, more than 500,000 people had visited the site.

COMMENDATION
Project: Sony PlayStation 3 - This Is Living
Client: Darren Cairns, head of online marketing
Agency: LBi
Writer: Paul Knott
Art director: Tim Vance
Creative group head: Simon Gill

To launch the Sony PlayStation 3, everything from television, cinema, press and digital activity was harnessed to create an edgy campaign around the theme "This is Living". The This is Living website, created by LBi, was the hub of the campaign, bringing together all the elements into one location - a mysterious hotel. The intriguing aspect paid off - users spent an average of six to ten minutes exploring the website and thousands contributed to the user-generated content sections.

http://awards.lbi.co.uk/sony_ps3_campaign_consumer.htm

BEST SPORTSWEAR, FASHION AND CLOTHING CAMPAIGN

WINNER
Project: Run London
Client: Ed Collin, brand communication manager
Agency: AKQA
Writer: Nick Bailey
Art director: Duan Evan
Designer: Daniel Whitehead

In a twist on Nike's well-known Run London marketing, last year 30,000 Londoners were invited to compete in a race pitting north London against south London. AKQA helped to bring the proposition to life on the runlondon.com website, with a series of rich video executions, including crowds from each side beckoning them to join. The site also featured personalised sections, with tailored content for north and south London. Thousands of runners signed up and continue to use the website.

http://awards.akqa.com/awards2006/nike/RunLondon06/index.htm

BEST FINANCIAL SERVICES CAMPAIGN

WINNER
Project: Virgin Money Savvy
Client: Chris Delahunty
Agency: glue London
Writer: Alex de Castro
Art director: Lisa Wallace
Designer: Matt Verity

Virgin Money wanted to unify its products and build its brand as a financial services provider, beyond the credit-card offering it is known for. Taking the advertising proposition that Virgin Money is the "savvy" choice, glue built a campaign around the three characters who featured in the television element of the campaign to create rich media video ads that ran online. Judges recognised that the campaign successfully deployed an idea conceived for television, overcoming the limitations of online advertising.

www.bestofg.com/campaigndigital/savvy

BEST TRAVEL CAMPAIGN

WINNER
Project: Emirates - Time Will Fly
Client: Clare Vaughan Davies, head of digital
Agency: Lean Mean Fighting Machine
Writers: Claire Baker, Zoe Hough
Art directors: Claire Baker, Zoe Hough
Designer: Wai Tai Li

Emirates has an award-winning, in-flight entertainment system known as ICE - Information Communication and Entertainment. This has more than 600 channels, as well as e-mail and the ability to make telephone calls. Lean Mean Fighting Machine's brief was to boast about the system. The agency opted for a campaign that focused not on the content of the ICE, but about the benefits it brings passengers; that is, it makes the flight appear to go faster. This was brought to life in advertising and a site showing a speeded-up plane journey.

www.leanmeanfighting machine.co.uk/campaigndigital/emirates/

BEST LEISURE AND ENTERTAINMENT CAMPAIGN

WINNER
Project: Sony PlayStation 3 - This Is Living
Client: Darren Cairns, head of online marketing
Agency: LBi
Writer: Paul Knott
Art director: Tim Vance
Creative group head: Simon Gill

The latest initiative from Sony PlayStation allows users to connect with other users via what Sony describes as a "living games console", leading to the campaign theme "This is Living". To build excitement around the launch, LBi created a website build around the idea of a mysterious hotel populated by curious guests, and allowed visitors to the site to explore their rooms. The site was truly interactive, reaching a wide audience - many of whom participated in the user-generated content sections.

http://awards.lbi.co.uk/sony_ps3_campaign_consumer.htm

BEST CHARITY/PUBLIC SECTOR CAMPAIGN

WINNER
Project: Department of Health - Anti-Smoking
Client: Sarah Partridge, campaign manager
Agency: Lean Mean Fighting Machine
Writers: Claire Baker, Sam Ball, Dave Bedwood, Zoe Hough
Art directors: Sam Ball, Dave Bedwood
Designers: Mark Beacock
David Cox, Wai Tai Li

Quit smoking campaigns have moved on from the days of telling people that cigarettes are bad for them. The Department of Health has been running campaigns informing smokers that the NHS can help them to give up for good, and Lean Mean Fighting Machine created the online ads, bringing the proposition to life. The innovative campaign included a pencil sketch of a packet of cigarettes and an eraser, which people could use to rub out the cigarettes.

COMMENDATION

Project: TalktoFRANK Bot
Clients: Department for Education and Skills, Department of Health, The
Home Office
Agency: i-level
Writer: n/a
Art director: n/a
Designer: n/a

Teenagers don't want to be told what to do, they want to decide for themselves. It is this thinking that has informed government anti-drug campaigns, leading to the creation of FRANK - a service providing drugs information and advice. i-level used MSN Messenger, which is extremely popular with teenagers, to enable young people to ask questions about drugs in a medium they use frequently and with which they are comfortable. The FRANK Bot has more than 1,000 programmed responses and took two years to develop.

http://specials.uk.msn.com/talktofrank

BEST FMCG CAMPAIGN

WINNER
Project: Trident Gum
Client: Cadbury Trebor Basset
Agency: AKQA
Writers: Colin Byrne, Per Nielsen
Art directors: Matt Longstaff, Dan Wright
Designer: Chris Gannon

Steering clear of the controversy that surrounded the television launch of Cadbury Trebor Basset's Trident gum, AKQA created a website to reflect the fun and frivolity of the new brand. It came up with a factory covering the weird and wonderful manufacturing methods used to make Trident, such as the Kitten department and the SoftorizatoraryFlavourizing process. The result is a four-minute experience that makes chewing gum interesting and introduces the Trident range.

www.tridentgum.co.uk

COMMENDATION

Project: Anyoneforpimms.com
Client: Matt Campbell, brand manager, Pimm's
Agency: Agency Republic
Writer: Abe Baginsky
Art director: Tobie Cameron
Designer: Marga Arrom-Bibiloni

Pimm's had a simple brief for its digital marketing: encourage people to adopt the drink more frequently in the summer. Agency Republic came up with a series of films starring Harry, played by Alexander Armstrong, giving instructions on how to play quirky outdoor games such as Flicket - flip-flop cricket. The campaign was extended to online ads and channels on Facebook and MySpace.

http://www.agencyrepublic.net/awards/campaign_digital_2007/pimms.php

BEST HEALTH AND BEAUTY CAMPAIGN

WINNER
Project: Lynx Blow
Client: Lauren Gold, brand executive
Agency: Dare
Writer: James Cooper
Art director: Flo Heiss
Designers: David Boleas, Dave McNulty, Wesley Swanepoel

This campaign builds on Lynx's marketing strategy, which is built heavily around the mating game. Dare came up with the simple idea of a website featuring a girl who is frozen in time. The users can warm her up by blowing into a microphone or a pair of headphones. As she is defrosted she comes to life, but if you keep blowing eventually her clothes come up and the user sees her skydiving. Visitors to the site spent an average of ten minutes interacting with it.

http://www.daredigital.com/cda07/health/Unilever/index.html

BEST INTERNET AND BROADBAND SERVICE PROVIDER CAMPAIGN

WINNER
Project: Verizon Beatbox Mixer
Client: Stephanie Eaddy, group director, interactive marketing
Agency: R/GA
Writer: Nicole Possin
Art director: Douglas Dauzier
Designers: Mark Corotan, Mehmet Irdel, Kiril Yeretsky

Verizon is famous as a telephone provider, but it wanted to reposition itself as a broadband and entertainment brand. To do this, the company needed to demonstrate its cultural involvement. This campaign, by R/GA, is built around a human beatbox, and uses music video, a video game and a drum machine. The result allows users to create a custom video mix and share it with friends. The campaign was spread via viral videos on YouTube and at beatboxing events.

http://www.rga.com/award/beatbox.html

BEST MEDIA AND PUBLICATIONS CAMPAIGN

WINNER
Project: Radio 1 Meet The DJs
Client: James Wood, head of marketing, BBC Radio 1
Agency: Agency Republic
Writer: Agency Republic
Art director: Agency Republic
Designer: Agency Republic

BBC Radio 1 introduced a new show in its last change of schedule - Colin Murray's 10pm to midnight slot. As a result, Radio 1's specialist shows on rap, dance, hip-hop and so on were pushed back two hours, starting at midnight. Agency Republic devised a campaign to ensure that listeners were aware of the time change, and to highlight the listen again service. It created a series of videos fronted by the DJs from the specialist shows, where they demonstrate their passion for the music they love.

http://www.agencyrepublic.net/awards/campaign_digital_2007/radio1meet.ph p

BEST ACQUISITION MARKETING PROGRAMME

WINNER
Project: Army Jobs
Client: Mark Bainbridge, marketing director
Agency: Publicis Dialog
Writer: Robin Garms
Art director: David Carr
Designer: Federico Selmi

The Army wanted to start a dialogue with a wider group of potential recruits, regardless of their sex, race, education or background. The challenge was to hold the interest of people who think the Army's not for them. This campaign integrated offline content with online, driving people to a website where they could watch 12 exciting stories about people in the Army, then take a psychometric test with feedback highlighting career opportunities in the Army.

http://www.armyjobs.mod.uk/

BEST INTERACTIVE TV CAMPAIGN

WINNER
Project: Army Jobs
Client: Mark Bainbridge, marketing director
Agency: Publicis Dialog
Writer: Robin Garms
Art director: David Carr
Designer: Federico Selmi

An integrated campaign featuring television, press and online was devised to encourage a wider range of people to consider a career in the Army. Teaser content encouraged viewers to engage further with the campaign and view content that told the whole story. The result was a huge boost in requests for DVDs, and a rise of 15 per cent in the number of people applying to join the Army in the month the campaign ran.

http://www.armyjobs.mod.uk/

BEST ONGOING BRANDING CAMPAIGN OR PROGRAMME

WINNER
Project: Vodafone Ongoing Branding
Client: Charlie Smith, head of advertising and media
Agency: Dare
Writer: Dare
Art director: Dare
Designer: Dare

Vodafone has been working with Dare since the beginning of last year to build and differentiate its brand online. The agency has created more than 20 campaigns covering consumer and business marketing, retail activity and sponsorship activation, along with an entire redesign of the website. Innovation such as the Coins film, showing 10,000 pound coins in a domino chain, have been hugely successful in building the Vodafone brand online.

http://www.daredigital.com/cda07/ongoing/Vodafone/index-vodafone.html

Topics