By The Drum Team, Editorial

October 11, 2012 | 3 min read

The IAB Creative Showcase winner for September is Weapon7'sUNICEF Pinterest campaign, which invited users to pin the basic needs that each person must have onto a profile of a fictional girl from Sierra Leone.

The 'Pinning Their Hopes' campaign for UNICEF saw Weapon7 turn to the social media platform and aim to draw attention of the issues in Sierra Leone to its 11m users.

“We spotted an opportunity to shake up this community,” explained the agency.

The agency created a profile page for a 13 year-old girl from the area and filled her board with the things she wanted - food, water and education.

Then people were invited to repin these needs to remind the community what the dreams of the world’s poorest children are, and of the work that UNICEF is doing to help them.

Every picture was also linked through to a donation page, allowing people to make a difference in helping UNICEF.

The second place for October was AKQA’s ‘Nike GS’ campaign for Nike Football, which aimed to launch Nike’s greenest football boot. This included the creation of a mystery teaser film being released on YouTube, and tying in young Brazilian star Naymar to the launch in London.

Over a two week period, the campaign generated 135,162 Facebook likes, 20,000 new Twitter followers and a 700% increase in traffic to NBW.

Third place this month was LBi’s own campaign ‘Beyond Ravelity’ which aimed to attract new talent to the agency by inviting the industry to its offices in Brick Lane for a free rave.

Supported by social and earned media activity, that included the use of a Twitter hashtag #LBiRave, reaching 1.7m, over 2,000 people turned up on the night.

Go to the official website to see previous winners of the IAB Creative Showcase.

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