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IAB Creative Showcase winners: August 2013 - BBC Worldwide, Nike and O2

By The Drum Team, Editorial

VCCP

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IAB article

September 11, 2013 | 5 min read

This month's winners of the IAB Creative Showcase have been announced with entries from agencies such as Touch Fantastic, AKQA and VCCP winning for work with clients Baby Cow and BBC Worldwide, Nike and O2, respectively.

Entries are accepted for the showcase each month from agencies across the UK, with further information available to view on the IAB website.

First place: Touch Fantastic, Radio Alan - the Alan Partridge app, Baby Cow and BBC Worldwide

To promote the new Alan Partridge movie, Baby Cow (Steve Coogan's production company) and BBC Worldwide briefed Touch Fantastic to create the official Partridge iPhone app.The agency's idea was Radio Alan - an app that recreates the experience of listening to Alan Partridge's ACTUAL radio show on North Norfolk Digital.The app takes audio clips of Alan broadcasting on the radio and plays them interspersed with songs from a users iTunes library, creating the effect that you're listening live to Alan's Mid Morning Matters radio show.Making it smarter:As Partridge fans will know, Alan often introduces songs on the radio in his own inimitable style... "Keep your clubs away from his young, it's Seal"The app would recognise if you had any of the songs he mentions in your iTunes library and play that track next. Alan would also scan your iTunes library and give you a percentage score based on how much he liked you music taste. This could then be shared on Facebook and Twitter.People could watch the Alpha Papa trailer within the app and book tickets to the next showing at their nearest cinema. Touch Fantastic also encouraged people to buy Partridge DVDs from the BBC Worldwide store on iTunes and Amazon.

Second place: AKQA, the chance, Nike

AKQA's mission was to establish Nike as the number one brand for young footballers across the globe and to inspire and enable those same players to maximise their potential.In the brutal world of pro-football, if you're 16 and not signed to a club, you're finished. There are millions of these undiscovered young footballers across the world; gifted players who've slipped through the net.Instead of making more advertising, the agency hacked the system and give these players another shot. It was called The Chance.The Facebook app for The Chanceturned social networks into a worldwide scouting platform. Wave after wave of young players grabbed the lifeline: 150,000 of them, spanning 55 countries. The 100 best were rewarded with a place in The Chance final at the hallowed home of FC Barcelona.The finalists' journey was broadcast to a global audience of millions, delivering content on every channel our diverse worldwide audience demanded, including Facebook, Twitter, Instagram and Youtube.At The Chance final, 16 players rose from obscurity into a football world that was changed forever. Nike football's The Chance is now a part of the football landscape. With 19 competitors already signed to professional clubs, it's recognised as an authentic new entry point to the professional game. And young footballers across the world are eagerly awaiting the next instalment in 2014.

Third place: VCCP, O2 be more dog, O2

Brief : Encourage people to adopt a more open, optimistic and playful attitude to life and technology.Solution : Be more dog. Cats and dogs are very different animals. Cats can be aloof, lazy and coldly indifferent to the world. Dogs, on the other hand, love everything. Slippers - amazing. Socks - amazing. Everything - amazing. And dogs are right. The world is amazing. So we’re encouraging the country to be less cat and more dog.VCCP launched with TV and a call to action to Bemoredog.com. The site allowed people to start living the ‘Be more dog’ attitude as well as spreading the word to their friends and followers online.The main attraction was the ability to play a game of Frisbee with the cat from the TV spot by connecting your phone or tablet to your desktop browser meaning you could throw the Frisbee from one device to another. As they played, the cat explained the technology that enabled the game to happen, as well as the ‘Be more dog’ philosophy.The ‘Dog Bombs’ allowed users to create a customisable video that you could drop on friends as a way of combating any negative, ‘cat-like’ behaviour and give them a nudge to the ‘dog side of life’.We continued to spread the word in social with #Bemoredog and a calendar of events, including a Frisbee drop in parks, a vine film festival and an instagram hijack.The campaign spread across the web quicker than you could say ‘grumpy cat’. VCCP is still counting, but the campaign has seen some pretty ‘dog’ results. Players have thrown over 335,000 frisbees, created over 32,000 dog bombs, and used #bemoredog in over 55,000 tweets.
BBC IAB O2

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