IAB Creative Showcase winners for June 2014: Langland's 'I did this with Idis', O Street for Scotland Can Make It and 'The last Pringle' by Carat
The winners of the IAB Creative Showcase for June 2014 have been announced with first place awarded to Langland for its Idis campaign 'I did this with Idis'.
Coming in second this month were O Street for Scotland Can Make It's 'Great Circle' and Carat rounds off the top three with 'The Last Pringle'.
First place: 'I did this with Idis' by Langland
Langland, together with B-Reel, worked with expert in helping patients gain access to medicine when the traditional access routes aren’t available or fast enough Idis to enable them to explain what they do through six films directed by a BAFTA-nominee documentary filmmaker.
Telling the real stories of people who were able to access a life-saving treatment thanks to the help of Idis the films feature interviews with patients, their families and the Idis scientists involved,
Highlighting the struggles, trials and tribulations of each case from a close and personal angle.
Second place: 'Great Circle' for Scotland Can Make It by O Street
O Street worked with art collective Found to create 'Great Circle', a digital souvenir to run alongside this year’s Commonwealth Games in Glasgow.
The music and artwork in the app constantly evolve through near infinite variations as the user approaches the site of the Commonwealth Games.
The app is free to download on iTunes and also benefits from a postcard and poster in-app purchase option with users able to buy and send a unique postcard or A2 digital print poster to anywhere in the world.
The souvenir is part of Scotland Can Make It!, an ambitious cultural project, led by producers Panel.
Third place: 'The last Pringle' by Carat
Dramatising a light-hearted product insight - getting to the last Pringle is never easy - Carat delivered an engaging video which looked to raise awareness of the Pringles Xtra and X-Men Days Of Future Past movie partnership. Creating desire around the exclusive movie content on offer, the video aims to get the target audience in store to buy Pringles Xtra products.
Exploiting learnings from a previous video campaign across paid media and paid social strategies, the work aspired to produce beautifully-crafted, quality video content using the connection with film whilst maintaining a sense of character authenticity. The entire creative concept ensured product was at the heart of the content, in a non-disruptive way, to build maximum brand recognition.
Overall 6.3m video views across four weeks on Facebook and YouTube were achieved with an average view duration within YouTube of 1:15. The film also performed strongly in markets without media indicating organic interest.