IAB Creative Showcase winner for January: Nike+ Kinect Training campaign from AKQA
IAB has revealed the winners and runners up for the start of 2013 in its January Creative Showcase.
Nike+ Kinect Training - AKQA
In first place in AKQA’s campaign for Nike in its partnership with Xbox Kinect. Nike partnered with Xbox Kinect's powerful full body sensor technology to give everyone a motivating and effective personal trainer in their own home.The full campaign ad explains that the personalised home training experience will take an assessment, set your goal and receive a training program that is unique to you. It goes on to say that you can choose a personal trainer and get real-time feedback, train with friends and earn NikeFuel.
In second place is the Gatwick Express, Express Tracks campaign from VCCP. With the concept that ‘the right music makes any journey better’, Gatwick Express created Express Tracks. It launched three unique 30 minute tracks by three different artists, each scored to the view from London Victoria to Gatwick on the Gatwick Express.Dub-step producer Benga, Oscar nominated composer Philip Sheppard and indie band The Milk created the tracks. Customers could buy a ticket online, download one of the three tracks to their iPod or phone and when the train leaves the station – hit play and an otherwise conventional train journey turns into a unique experience with Express Tracks providing the soundtrack to their journey.
Topman’s #Topman360 campaign from TBG Digital came in third place. Topman wanted to give their fans the chance to be on the front row of their upcoming show at London Collections: Men. Working with TBG Digital it created #Topman360 - an innovative and interactive social experience that gave fans the chance to win tickets to the event, or view the show LIVE online from the front row.Pre-show, it ran a competition giving four fans the chance to attend to the fashion event. To win, they had to share a Topman Design invite with their friends on different social networks. The users with the most replies, won.For the fans that couldn't make it in person, an online Front Row experience was built using interactive 360° livestream. Fans were able to control the camera to view the latest collection from any angle they wanted.Using a 'shoot the show' feature, fans could take live photos of their favourite looks to share on their social networks. Streamed to over 100 countries live on Facebook and Topman360.com, it gave fashion fans a boundary pushing interactive experience.