Campaign Direct Awards 2006: Best Use of Digital Media

SILVER AWARD Project: Orange Paper Film Agencies: Naked, Poke Creative directors: Nick Farnhill (Poke), Niku Banaie (Naked) Strategist: Fleur Hollroft (Naked) Client: Orange

Orange wanted to link its association to film with the video capabilities of mobile handsets, encouraging people to try the technology.

In November 2004, it launched the Orange Paper Film Festival. Phone users were encouraged to create their own movies and submit them into a competition by uploading them to

Orange customers were contacted via SMS, e-mail, on bill inserts and in Orange shops. Other activity included viral seeding and inserts in magazines.

There were 236 competition entries and 367,000 impressions on the site.

According to research from TNS, Orange became the brand most associated with film in the UK.

COMMENDATION Project: Sun Footie Chants Generator Agency: Tequila\London Creative director: Nick Moore Art directors: Thiago de Moraes, Paul Ryan Copywriter: James Sexton Account manager: Serena Madan Client: News International Client brand: The Sun Marketing manager: Mark Thomas

How do you convince football fans that The Sun is the best source of daily football action and drama? Tequila\ London decided that a viral microsite was the best way.

It created, where fans could access The Sun's Football Chant Machine, select their Premiership team, personalise their own chant and forward it to friends.

The viral was seeded on football and viral websites, including The Sun online. Within 25 hours of its launch, the Super Chants site received more than 50,000 page impressions.

COMMENDATION Project: Egg Money Agency: Agency Republic Creative director: Andy Sandoz Art director: Russ Tucker Copywriter: Chris Baylis Group account director: Ika Collins Client: Egg Client brand: Egg Money Head of direct and online sales and marketing: Jane George

Egg wanted to promote its Egg Money credit card two months before its guinea pig TV ad broke. The campaign was brought to life by combination of rich media and viral marketing including a viral film. All the material directed interested consumers to the Egg Research Lab website.

More than 165,000 unique users visited the campaign site during the two months before the TV launch.

COMMENDATION Project: CSI:New York Agency: 20:20 London Creative director: Peter Riley Art directors: Dean Woodhouse, Hugo Bierschenk Copywriter: Peter Riley Client: Five Also won: Best Media and Entertainment Campaign