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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