April 2014's IAB Creative Showcase winners have been announced with We Are Social's 'Live Young' initiative scooping first place. AKQA's 'First Flight' for Vodafone takes the number two spot with Somewhat and French Connection taking home the bronze for #Canthelpmyselfie.
To enter next month showcase visit the IAB Creative Showcase website, entries are open to agencies from across the UK with all information available via the IAB site.
First Place: We Are Social 'Live Young' for Evian
Every day throughout January, Evian suggested a different way people could ‘Live young’ by behaving with the playful imagination of a child, like asking their granny for a piggyback and playing peekaboo with fellow commuters.These suggestions were posted on Evian’s Facebook page, and tweeted from Evian’s Twitter account using the hashtag #LiveyoungJanuary. Fans everywhere were encouraged to participate in the conversation using the hashtag.Competitions ran through social media to encourage consumers to Live young - for example, on National Squirrel Appreciation Day, fans showing their best squirrel faces were rewarded with luxury nibbles. And ‘Inner child on board’ badges were given to responses that raised a smile. (A twist on TFL’s ‘baby on board’ badges)The campaign involved an experiential element. For example, Evian helped London’s commuters escape the drudgery of the Tube by providing pink branded space hoppers for the journey.
AKQA: 'First Flight' for Vodafone
Firsts is an initiative designed to foster an emotional connection with Vodafone by enabling people to do things for the first time, through the help of mobile technology. As part of this series of true stories, two ladies in their 70s who’d never flown before were introduced to the world. Completely different characters, An and Ria were yet to take their first flight. The aim was to give an intimate and completely different perspective of an experience most of us take for granted.The 10-minute film is an unobtrusive observational documentary that lovingly follows the nans on their life-changing journey from Amsterdam to Barcelona. The humour and poignancy of the film were created through unusual framing, a rhythmically stylised edit and a careful stripped back score.Their experience is used to bring to life the message it's never too late to do something for the first time.
Somewhat: '#Canthelpmyselfie' for French Connection
#Canthelpmyselfie is a real-time phy-gital campaign that combines social and the selfie phenomenon with in-store, online and mobile. It results in a live display of the French Connection spring/summer 2014 collection in store windows, modelled by fans of the brand, who go head-to-head in the online and on-social selfie-off to end all selfie-offs. Fans can pre-book their slots to be styled on a dedicated responsive site.The first consumer event took place at the French Connection Regent Street store on 24 April with a tour around the UK at several key locations taking place throughout April and May.
