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IAB Creative Showcase winner for December: Google's Digital Creativity Guidebook


By Jennifer Faull, Deputy Editor

January 16, 2013 | 3 min read

IAB Creative Showcase has revealed the winners and runners up for the month of December.

Google’s The Digital Creativity Guidebook by Adam & Eve

In first place is the The Digital Creativity Guidebook created by Adam & Eve for Google. The Digital Creativity Guidebook, built on a custom 3D engine, using only Javascript, HTML5 and CSS3, harks back to the childhood fun of exploring a 3D pop-up book. Adam & Eve created the digital offering, which aimed to inspire marketers and other industry professional developing campaigns. Google had the specific intention of showing the different ways in which people are using its suite of products and how they can be used creatively.Users can click, drag, pull and interact with the digital book to guide them through the creative opportunities to be found in YouTube, mobile, Google Maps, Google Search, Google Adwords, and Goole+. Google also offered users detailed case studies.

Fiat’s The ‘Motherhood’ Feat Fiat 500L campaign by Krow Communications and Rubber Republic

Fiat topped the viral video charts with its Motherhood rap video, which came in second place for IAB’s creative showcase. Back in December, Fiat developed a rap parody video with krow Communications to introduce its latest car offering, the Fiat 500L, to the internet ahead of its Spring 2013 launch. ‘The Motherhood feat’ video had a simple objective: to provide a cheeky, candid and highly shareable piece of online video content. Eschewing the usual clichéd car adverts, it used rhymes such as “"Work versus home is a mental complication/I got my elbows deep in infant defecation" to reach out to young mums. The lyrics were written collaboratively by Rubber Republic and krow. The hip hop homage debuted on YouTube the week before Christmas and in just three weeks had delivered over 2.2 million views; over 207k+ shares on Facebook; 4800 Tweets and 83 blogposts.To date, Friday 4 January saw the video become the most shared ad globally.

RNIB’s Blind Email by Elvis

In third place is the awareness campaign developed by Elvis for the Royal National Institute for the Blind. In an effort to raise awareness of the challenges faced by blind and partially-sighted children in the UK, RNIB worked with Elvis on a campaign which played on the annoying e-mails people receive everyday with broken images. Recipients of the e-mail were unable to see any imagery, despite clicking on the familiar 'click here to view images' link. The e-mail was permanently broken.Clicking on the 'view images' link, people were then directed to a page on the RNIB website where they could learn more about the issues surrounding the blind and donate to the charity.The e-mail campaign achieved a 24 per cent click through rate.

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