IAB reveals May's Creative Showcase winner and runners up.
The Feed from Getty Images by R/GA
Getty Images asked us to help them stand out in the intensively competitive editorial photography market. The aim was to stay top of mind for media organisations. Rather than write a broadcast campaign, we created a utility that solved a problem for these organisations and the people who work for them. We saw a chance to help Getty Images position themselves for the way that people increasingly consume media – in streams, in real-time, wherever they are, across multiple devices.This would have a three-fold effect – reinforce perceptions of Getty Images as an innovator, and open up new revenue streams for them with brands hungry for relevant content and make Getty Images’ content open and accessible for the masses in a channel they visit multiple times a day - Facebook.Over a three month period, a core Technology team of five people developed a product called the Feed. The Feed is a collection of services that allow Getty Images content to be automatically uploaded as needed via the Getty Connect API and distributed to Facebook, Twitter and Tumblr.Further, we used the power of Twitter to listen to online conversations and post images from the most talked about moments of key events as they happened. This social listening algorithm has now been patented by Getty Images.The Feed from Getty Images automates the population of Getty Images’ clients’ news feeds in social. It does the job of a social content manager, listens to chat online and surfaces images immediately that are most relevant.The Feed uses Getty's Connect API to scans through the trending topics on Twitter, matching them up to the metadata tags in Getty's database and flowing in galleries of images of events even as they happen that other sites can pick up. There's also a Twitter account, @FeedMeGetty, which pumps out the most popular image of the top trending topic on the hour, every hour. If you tweet at it with a word, it will return a photograph of that word.
Cif The Web from DLKW Lowe
Who better to remove all traces of grime, muck and dirt from the web than the world's best-selling cleaner, Cif.We’ve created a unique new iPad app that lets your kids surf the internet in complete safety. ‘Cif The Web’ works like a normal web browser but blocks the sites that are unsuitable for children (4.2 million sites and growing).But it goes much further than that. Our unique swear filter even swaps out dirty words for squeaky-clean ones. It’s so clever you wouldn’t even know the words had been changed.No complicated settings or passwords - just the web, as clean and safe as you’d expect from Cif.
Carphone Warehouse's Running with no Limits by Adjust Your Set
Carphone Warehouse has launched the latest inspirational film in the Smarter World campaign. Created by Adjust Your Set the content depicts the training and dedication of a blind ultra-marathon runner, Simon Wheatcroft, via smartphone technology.In February 2013 Adjust Your Set and Carphone Warehouse launched a "Smarter World". A twelve-month campaign aimed at inspiring people about the wide and varied possibilities smartphones offer. In today's digitally-connected world we're glued to our smartphones 24/7, but do we really stop to think just how much they impact and aid our lives? The films created for this campaign unveil the wonderful and often hidden capabilities our phones can offer us – for example aiding the visually impaired to push the boundaries of what they believed was achievable.Simon Wheatcroft lost his eyesight at the age of 17 and since then has channeled his focus into running. Using apps on his smartphone he is training for the gruelling ultra-marathon in the Sahara desert. This film tells how he lost his sight, the affect on his family and how smartphones have not only given him the independence to run and train alone, but also rebuild his confidence.To host these films and share them with people, Adjust Your Set designed and built a dedicated video player experience that hosts both the professionally produced content and user generated content integrated across multiple channels (carphonewarehouse.com, YouTube, Facebook) and devices (desktop, mobile and tablet). It enables people to upload their own smartphone photos and films with the chance to win fantastic prizes, as well as share via social media the ways in which smartphones have affected their lives.