The winners of the IAB Creative Showcase for January 2014 have been announced, with AKQA's work for Nissan in pole position. AMV BBDO's work for The Economist celebrating the life of Nelson Mandela and his 'long walk' cinches second place and Mason Zimbler's work to promote the Samsung Note 3 'Dot, Circle, Box' rounding out the top three.
First Place: Nissan 'Nissan IDX' by AKQA
In 2013 Nissan realised that young drivers were losing interest in their cars. In a world where the 'digital native' generation want to customize and personalise all aspects of their lives; Nissan decided that to win back their loyalty they would have to put them at the heart of their creative process.To do this, Nissan developed the IDx co-creation project; a bold new strategy that challenged convention and welcomed the new generation of drivers to share their ideas with Nissan and together, shape the future of automotive design.To introduce IDx to the world, AKQA gave everyone the opportunity to co-create with Nissan at the Tokyo Motor Show. Featuring the global debut of the High Definition Oculus Rift, and invited visitors to enter a virtual world of co-creation through stereoscopic visuals and binaural sound; immersing the user so they believed they had stepped into another world.Using the Rift to navigate and their eyes to interact, visitors journeyed through six unique levels; each one designed to glean an insight into their personality as a driver. The decisions they made while they traveled were translated in real time into design and engineering concepts by Nissan; co-creating a unique IDx car every time.The desire to co-create with Nissan was overwhelming; with visitors queuing up to 70 minutes to get involved. More than one-and-a-half thousand IDx designs were created and all 168 hours of user data has given Nissan invaluable insight into the needs and desires of young drivers; moving them closer to their goal of building the world's first truly crowd-sourced production car.With sights set on the motor shows of 2014, the Nissan IDx experience will continue to gather ideas from the next generation of car owners and prove that co-creation isn't just achievable, it's the future of car design.
Second Place: The Economist 'The Long Walk' by AMV BBDO
The 90-second film shows various figures laying artefacts, including shackles, a doll, flowers and a Springbok shirt, in a field.
At the end of the film the camera pans back and reveals the items have formed the face of South Africa’s first black president. Users can explore the individual objects that appear in the film and learn
, from a selection of articles taken from magazine’s archives, about their significance to a particular time in Mandela’s life and his impact on the world.
Third Place: Samsung's Samsung Galaxy Note 3 'Dot, Circle, Box' by Mason Zimbler
Launched in September 2013, the Samsung Galaxy Note 3 is an incredibly feature-rich phone (or phablet, if you prefer) incorporating an S Pen stylus.Through consumer research of the predecessor, Galaxy Note 2, Samsung identified that people enjoyed the S Pen but wanted to use it for a wider range of practical purposes in addition to creative endeavours. Consequently, the Note 3 comprises a set of everyday features within an always-ready menu called ‘Air Command’. Accessed via the S Pen, it uses three simple control gestures: dot, circle and box shapes.The challenge
Following the device’s launch in September 2013, many reviews said that while the range of features was impressive, it was potentially overwhelming. Within this context, Mason Zimbler's challenge was to develop a post-launch campaign to run from November 2013 focussing specifically on the Air Command functionality.The agency needed to:
Mason Zimbler's approach
- Inspire and educate 20-35 year olds from around the world on the new Air Command features
- Make ‘dot, circle, box’ gestures synonymous with Galaxy Note 3
- Reinforce the ‘delightful daily routines’ core product proposition
- Produce a concept that worked across a wide variety of channels
Working closely with D&AD award-winning illustrator Marion Deuchars the agency produced a fun, participatory Air Command guidebook.Marion’s expertise lies in children’s illustrations: her book Let’s make some great art uses simple shapes to create fun characters. This style married perfectly with the playful simplicity Samsung was looking to achieve. Creative assets include a printed guidebook and in-store leaflet, an animated video, Facebook infographics, Vine videos, in store LCD digital displays and a use case video.