CAMPAIGN DIRECT AWARDS 2003: Best Use of Electronic Media

SILVER AWARD Title: Choices Agency: Publicis Dialog Creative director: Jon Williams Art directors: Damon Troth, Joanna Perry Copywriters: Damon Troth, Joanna Perry Account managers: Denise Rozney, Reuben Heller, Kirsty Robinson, Jason Anderson Client: Depaul Trust Director of fundraising: Dave Redfern

This ad for the homelessness charity Depaul Trust was a two-minute interactive film where viewers could change the narrative direction by pushing a button on their remote control. Viewers could then go to a mircrosite to learn more, or to donate and, like a pay-per-view film, the donation is added to the viewer's monthly bill.

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Title: Monkey Business

Agency: TBWA\GGT

Creative director: Nick Moore

Art director: Thiago Demoraes, interactive designer

Copywriter: Rob Steeles

Account supervisor: Anna Evans

Client: News International

Brand: The Sun

Direct marketing executive: Rosie Harrison

By sending people a spoof e-mail and creating a news article on The Sun's website, The Sun wanted readers to believe that a team of geneticists had genetically engineered Marty, the primate. A fake company called First Genetics was set up with a website on which surfers could chat to Marty. Upon completing three questions, it was revealed that this was in fact an "Ape...ril Fool!" from The Sun. More than 46,000 people visited the website.

COMMENDATION

Title: Snowball

Agency: Leonardo

Creative director: Gary Sharpen

Art directors: Matt Bryson, Dave Edwards

Copywriter: Malcolm Caldwell

Account manager: Sue Hendrikz

Client: Leonardo

Chief executive: Steve Barton

Leonardo wanted to spread some end-of-year cheer and demonstrate the agency's skills. One thousand, three hundred clients, friends and journalists were e-mailed a snowball and invited to "return fire" or start a new snowball fight. Twenty-four thousand, four hundred and two people from more than 100 countries threw 45,573 snowballs, and visits to www.leonardocompany.com increased by 250 per cent.