The winners of the IAB Creative Showcase for December 2013 have been announced, with Tribal Worldwide London's work for Volkswagen taking the top spot, while AIS London's Choc Exchange placed second with Biborg's contribution to PS4's 'For the Players' also featuring.
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: Volkswagen Golf GTI + Underworld 'Play the Road' by Tribal Worldwide, London
Underworld and Volkswagen have collaborated on a project that synchronies driving and music in real time. The car becomes the instrument, the driver the musician.Volkswagen Golf GTI & Underworld, have developed software and Underworld musical compositions that synchronise motion, technology and music.The application utilises engine data from the Golf GTI’s on-board computer, combining it with steering, acceleration and GPS data (calculated from the phone’s accelerometer, gyroscope and GPS receiver). This data is filtered, smoothed and analysed. The musical programming language PD (Pure Data) uses the data to create and affect the music in real time, meaning the drive is always in sync with the music.As the Play The Road experience is not available for general release, consumers will have the opportunity to drive the Volkswagen GTI with The Play The Road Experience by entering an exclusive competition on Facebook.
Second Place: AIS London Choc Exchange
As 2013 was the year of virtual currency, ais London decided this Christmas was the perfect time to launch its own
. A sweet new currency based on chocolate coins gave friends of the agency the chance to bid on amazing prizes, like front row seats at London Fashion Weekend 2014, a Christmas hamper from Waitrose, a One Direction album, exclusive signed artwork and tour tickets.Ais London donated 200 chocolate coins to 200 of its closest contacts, from clients to journalists, inviting them to start trading on the ais London Choc Exchange.They were given five days to trade currency, place bids on items and win some of the fab prizes. If they were outbid, they could choose to make a donation to our chosen charity, Harrison's Fund and get their hands on more lickable lucre.As the campaign grew, the agency invited new traders to join the Choc Exchange via Twitter and watched as donations came flooding in.In only five days, over 10,000 coins were traded on the Choc Exchange, raising over £350 for Harrison’s Fund.To log in, use email firstname.lastname@example.org and password ABCxyz123
Third Place: PS4 'For the Players' by Biborg
Through a highly interactive user experience
Biborg invite the Players to discover in detail the iconic references in the TV ad, celebrating the history and the future of gaming on PlayStation.
// Featured in this article