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IAB Creative Showcase winner for February: Compare the Market's Meerkat Tales by VCCP

By Jennifer Faull, Deputy Editor



Compare The Market article

March 14, 2013 | 3 min read

The winner and runners up for IAB's February Creative Showcase have been announced.

Compare the Market's Meerkat Tales

In first place is Compare the Market's Meerkat Tales - Live Readings campaign developed by VCCPThe aim of the campaign was to introduce new Meerkat characters on the premise that the more people love the characters the more they will want a toy (which are given out when a consumer goes through Compare the Market for their insurance) To achieve this, VCCP created six illustrated books that appealed to both adults and children, introducing the different characters. Once the books were finished VCCP seeded them through Compare the Market's social media channels, and a special film was launched on the pages of Amazon.To drive excitement, a live reading and interactive Q&A with Alexander himself was put on at Harrods department store. This was made possible with cutting edge live animation technology developed with Passion Pictures. Working with a set of puppeteer controls and the ‘voice of Alexander’ they were able to render Alexander as a live cgi puppet bringing him to life and ready to answer questions in ‘real time’ from a group of children and parents invited to the event.Once the technology was fully tested, it was used on ‘This Morning’ for a live interview between Alexander and Phillip Schofield.

Samsung Galaxy Note II's Liquid Pixels

In second place is the Liquid Pixels campaign for Samsung Galaxy Note II, developed by creative agency Jam. To demonstrate the creative power of the Samsung Galaxy Note II handset, Jam wanted to build a new creative technology project.So they recruited Daniel Kupfer, a creative technologist, who came up with a one-of-a-kind interactive art installation that let viewers draw in water using the Galaxy Note II and S-Pen. It was achieved with 400 fish pumps which were programmed to be controlled wirelessly from a Samsung Galaxy Note II. Anything Daniel draws on the Note was displayed on the surface of a water tank using a combination of electronics, water-jets and code – making pixels in the water with bubbles of air.The film went live on Samsung Mobile UK's YouTube page and was seeded across a number of websites and blogs including Crenk, Blending the Mix and The Mail on Sunday.

Cadbury Dairy Milk's Joyville Made

In third place was the Joyville Made campaign developed by Hypernaked for Cadbury Dairy Milk. Cadbury Dairy Milk wanted to bring people closer to the chocolate creation process. To answer this brief, Hypernaked developed the The Joyville Made campaign, which launched in early February and allowed thousands to send customised Cadbury Dairy Milk bars to their friends and family.Hypernaked created a Joyville Made section within the Cadbury Dairy Milk website and mirrored the experience on Facebook. In addition to adding a name, message and photo to the bar’s wrapper, people were able to create a bespoke web-card with additional photos and videos.The campaign aimed to peak for Valentine's Day by will continue to run throughout the year.

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