IAB Creative Showcase winners for October 2013: Iris for Mini, Jam for Tesco Mobile and R/GA London for Baileys

First Place: Mini 'Not Normal' by Iris

MINI NOT NORMAL - CASE STUDY from dave newbold on Vimeo.

In first place is Mini’s ‘Not Normal’ campaign from Iris. The agency was tasked with making the brand relevant to an audience who have grown up with it. The ‘Not Normal’ global positioning thanks Mini owners and shows the relationships they have with their cars that is unashamedly 'not normal'. Iris turned to social media for campaign inspiration, asking fans to share their ‘Not Normal’ relationship with Mini through pictures and videos. A dedicated Tumblr hub was created, or fans could submit content via other channels using with hashtag #MININOTNORMAL.Fans whose ideas were used were name checked on digital posters and online and some even starred in the campaign. As a campaign finale a DOOH site on Cromwell Road became a special Not Normal’ salute for passing MINI drivers.

Second Place: Tesco Mobile #NoJoke by Jam

In second place is Tesco Mobile’s #NoJoke campaign from Jam which combined social media, real time content creation and online film.The activity challenged people to convince their friends to switch to Tesco Mobile, without telling them that prizes were up for grabs, including a holiday or new phone. The campaign proved popular online, with ‘The Call’ receiving nearly 800,000 hits on YouTube.

Third place: Baileys Chocolat Luxe 'Liquid Alchemy' by R/GA London

Finally, in third place is the Baileys first online film for its Chocolat Luxe drink. The ad, titled ‘Liquid Alchemy’, was developed by R/GA London. It shows an elaborate mechanical installation that theatrically pours a glass of Baileys Chocolat Luxe. No CGI was used, instead the 12ft physical installation was built to scale from an original design and captured all in camera. Since its launch on the 27 September, the ad has garnered over 1.2 million views.