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IAB Creative Showcase winners for February 2014: Red Bee Media for Sherlock, AKQA for Nike+ Training Club and Wieden + Kennedy for Three

The winners of the IAB Creative Showcase for February 2014 have been announced with entries from the likes of Red Bee Media for Sherlock Interactive, AKQA for Nike+ Training Club and Wieden + Kennedy for Three taking first, second and third place 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: Sherlock Interactive by Red Bee Media

In First place is Red Bee Media's 'Sherlock Interactive' trailer. The agency was tasked with generating a buzz for the returning series of Sherlock and to continue to feed the #sherlocklives hastag. Using wireWAX technology, Red Bee created an interactive trailer with clickable hotspots embedded throughout that created ‘rabbit holes’, which linked through to new pieces of video and exclusive content. A hotspot requiring a code to unlock it was hidden in the trailer revealing exclusive behind-the-scenes interviews.The agency used on-air trailers to point users to the interactive trailer online and posted it across key social networks.

Second place: Nike+ Training Club by AKQA

In Second place is AKQA's Nike+ Training Club (NTC) app. Originally launched three years ago, the agency focussed on updating the app by giving users more structure, variety and control.Predominantly used by women, the agency responded to the way they use the app by creating a new 4-week 'Programs' feature that will help them achieve their 'Get Lean, Get Toned or Get Strong' goals, which can now be completed at different levels.AKQA updated the app to include the ability to customise drills to give more control over workouts. They also reduced the overall size of the app with a download of less than 50MB.

Third place: Three 'Sing it Kitty' by Wieden + Kennedy


Finally, in third place is the #singitkitty campaign for Three, which encourages the UK to share silly stuff online via a 60-second TV advert and web based app.The app, created by Stinkdigital, uses face-morphing technology that portrays fans and their friends singing along to an 80's inspired music video.The TV ad, directed by filmmakers Traktor with VFX from creative studio MPC, is set to Starship’s 80s power anthem, ‘We Built This City’, and turns a shared moment between a young girl and her pet kitten into an 'emotion-filled' journey.

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