What would you do for Campaign?
We asked two time-crunched and talented individuals to put their time, energy, emotion and inspiration into a challenge that would eat up their summer and beyond.
WINNER Team Sandoz
RUNNER-UP Team Hanas
What is CityLive?
Unique to MediaCo Outdoor, CityLive is a premium network of 20 state-of-the-art multipoint touchscreens that deliver more than 2.6 million pedestrian impressions a week and are located at some of Manchester’s key retail addresses.
It leads the market in terms of the sheer level of technology embedded within its units to provide a platform for richer content and engagement between people and brands.
Pioneering a completely new approach to out-of-home advertising, CityLive is traded on audience rather than the industry-standard panel rate model.
The interactive touchscreens include real-time audience optimisation software for automated real-time media scheduling.
Another first for the industry is the provision of live performance data via CityLive Enhance so brands can evolve and optimise their campaigns over time.
A desktop planning and booking system that incorporates live availability, CityLive Plan, and a final campaign summary, CityLive Report, complete the planning suite. EachCityLive unit features:
Multipoint touch functionality on high-definition touchscreens
Full-motion, dynamic, interactive and real-time content capability
In-built CityLive Look facial-detection software
In-built active near field communication technology
There would be some publicity for themselves and some benefit for a charity.
But it was clear from the outset that what drove the Havas Work Club founder Andy Sandoz and the Razorfish creative director Malin Hanås to take on the Campaign CityLive Challenge were the attributes that encapsulate what the best in advertising is all about.
Fun, creativity, determination, competitiveness, an itch to break boundaries, the pursuit of perfection, a grab-it-by-the-scruff-of-the-neck-and-make-it-work mindset – and still more fun.
It’s fair to say that what also motivated these digital leaders was the chance to play on some of the most advanced outdoor ad tech you’ll find on UK streets.
The challenge was to each pick a team and create a campaign for a charity they admire on MediaCo Outdoor’s interactive CityLive screens in Manchester that would kick down any barriers to creative thinking in digital out-of-home.
After a frenetic "live" week, the judges largely struggled to pick a winner between two such radically different answers to the brief.
In the end, Team Sandoz’s high-energy crowdsourced marathon for Macmillan Cancer Support edged it over Team Hanås’ emotive film for the Booth Centre, in which homeless people emerged from the darkness to tell their stories.
Thank you to both teams for their passion and dedication, and to the judges: VCCP’s executive creative director, Darren Bailes; the MediaCom chief strategy officer, Sue Unerman; the Mr President creative partner, Laura Jordan Bambach; Campaign’s global editor-in-chief, Claire Beale; MediaCo Outdoor’s commercial director, Richard Blackburn; FTP Concepts’ managing director, Martin Ayrton; and Enigma’s co-founder, Andrew Newman. Support was given to both teams by FTP and Enigma.
Team Sandoz wins a two-week CityLive campaign worth £50,000 for its charity and a Pebble smartwatch for each member: Tom Kislingbury, the planning director at Havas Media; Anthony Ganjou, Curb’s chief executive; and the former Havas Work Club junior creatives Daniella Murphy and Maria Barata.
Team Hanås also included: Martin Jon Adolfsson, the TBWA\London innovation director/interactive creative director; the freelance creative director Stuart Parkinson; and the Goldsmiths design student Lukas Valiauga.
To view more, including team pitches, visit: