Campaign Digital Awards 2005: Best FMCG Campaign

WINNER Title: Pot Noodle Hysterical Girlfriend Agency: glue London Creative director: Seb Royce Art directors: Richard Glendenning, Simon Parkin Writers: Simon Parkin, Richard Glendenning Designers: Simon Cam, Dan Griffiths Planner: Jerome Courtial Joint head of account management: Jo Hagger Client: Unilever Bestfoods Brand manager: Rachel Broad Work: www.gluelondon.com/awards/2005/CDA2005

Glue's challenge was to take Pot Noodle's infamous "slag of all snacks" proposition online. A tricky thing to do, considering that a large proportion of the broader FMCG-buying public are women, who may be offended by the brand's laddish approach to snacking. The idea was to mimic the very nature of illicit consumption on the web - the porn web ring - in the form of the "Noodle Web". The main feature of the Noodle Web was the Hysterical Girlfriend game. To play, you have to hide Pot Noodle in a virtual apartment before the missus comes home to discover your seedy habit.

COMMENDATION Title: Dulux Colour Chemistry Agency: Agency.com Creative director: Paul Banham Art director: Adrian Peters Writer: David Wellington Client: ICI Paints Group brand manager: Mark Bullock Work: www.awards.london.agency.com/campaign

Rather than be seen as just another paint company, Dulux wanted to reposition itself as a colour expert. Its "colour chemistry" proposition was running above the line, humanising colour combinations in a fun way. So what to do online? The solution was to characterise different colours and have them interact in different scenarios. For example, two colours come together and embrace, or one colour climbs from banner to banner to get the other colour, bringing to life the idea that: "Some colours are just made for each other." The campaign saw click-through rates reach 3.8 per cent, while traffic to dulux.co.uk rose by 60 per cent during the campaign.