Campaign Digital Awards 2005: Best Leisure and Entertainment Campaign

WINNER Title: The Hitchhiker's Guide to the Galaxy Agency: Digital Outlook Creative director: Dino Burbridge Client: Buena Vista International, Europe Marketing director: Adam Rubins Work:

Digital Outlook was asked to promote the release of the film of Douglas Adams' novel, The Hitchhiker's Guide to the Galaxy. The aim was to reassure die-hard Hitchhiker's fans and give the film broad appeal. PR, online ads and offline promotions drove fans to a website, which included an Adams profile, film trailers, virtual tours of the set, games, screensavers and interaction with the film's characters.

COMMENDATION Title: Agency: Greenroom Digital Creative head: Stefan Shaw Managing director: Jon Hamm Client: Sony PlayStation UK online marketing manager: Andy Reynolds Work:

PlayStation wanted to make an online home for its TV advertising. Greenroom Digital launched an online TV channel to alleviate the boredom of the most tedious part of the day. Fourtwentyfive TV was broadcast between 4.25pm to 4.35pm, and aimed to be a "holiday for the mind". The site, supported by viral and PR activity, topped the Lycos viral chart and racked up more than one million views in a month.

COMMENDATION Title: PlayStation Keyboard Guitar Agencies: Inferno, 10AM Creative director: Stuart Verney Group account director: Natasha Keene (Inferno) Creative partner: Al Johnson (10AM) Client: Sony Computer Entertainment Europe Interactive producer: Pascoe de Glanville Work:

Inferno teamed up with 10AM to create a viral to link and drive traffic to and from's European websites. The feature had to be relevant across 21 countries, work in 11 languages and attract 10,000 unique users. PlayStation wanted to broaden its website's appeal using the "fun, anyone?" campaign endline and create an "air guitar", playable on a computer keyboard.

COMMENDATION Title: Trauma Agency: 20:20 London Creative partner: Peter Riley Planning partner: Mark Riley Art directors: Dean Woodhouse, Hugo Biershenk Client: Warner Brothers Marketing director: Ashley Wirasinha

A site resembling a film chatroom was e-mailed to film buffs. Tucked away in postings was the user's name.

"On-set" footage was shot, and the actor Colin Firth told of unexplained events during the shooting of the film. There followed a scene where an arm appears on a mortuary trolley with the user's name etched into it with a knife.

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