IAB Creative Showcase winners for October: Wieden+Kennedy's 'The Other Side' for Honda, Adidas 'Brazuca' by We Are Social and Wunderman UK for The Sun
The winners of the tenth IAB Creative Showcase this year have been announced with first place awarded to Wieden+Kennedy for its 'The Other Side' work for Honda.
Second place has been awarded to We Are Social for 'Brazuca' for Adidas. Third place was taken by Wunderman UK for its creation of the 5:15 appointment for The Sun.
First Place: Wieden+Kennedy 'The Other Side' for Honda
Honda is renowned for its reputation of engineering excellence, technology and reliability. But with Wieden+Kennedy's new campaign, launched on YouTube, brings to life Honda's other side, the side born from a racing heritage and thirst for innovation.
The all-new Civic Type R, the wild child alter-ego of the Civic hatchback, is a perfect embodiment of this other side. Launching next year, it promises to be the most extreme and high-performing model to wear the famous ‘Red H’ badge.
Wieden+Kennedy built the campaign around a dual-sided three-minute film: two parallel high-adrenaline tales, seamlessly mirroring each other. In the daytime, a father picks his daughter up from school in his white Civic and drives her to a surprise party. Night-time reveals the father’s other side - an undercover cop delivering a crew of art thieves to a police sting, in a head-turning red Type R.
The campaign looked to make people feel Honda's other side as well as see it, the agency dreamt up a technique that brings together both narratives through a simple interaction. With a press of the ‘R’ key, the viewer is given the power to drive the film, toggling between two parallel stories. It's a dramatic, heart-racing rush, a big gear shift between stories echoing the high octane rush of pressing the new Type R’s ‘R’ button to activate ‘Race Mode'.
Second Place: We Are Social 'Brazuca' for Adidas
At the last World Cup, the footballing world hated the ball. For the 2014 tournament, World Cup sponsor Adidas had the perfect ball. But We Are Social didn’t just want people to like it, or even love it - it wanted them to idolise it. So, it was time to bring Adidas’s World Cup hero product to life; for football fans, media, and influencers, everywhere.
adidas and We Are Social made Brazuca, named by its fans, into the REAL star of the tournament - by turning it from a ball, into a baller. They gave it its own voice @Brazuca; with brilliant football insight and an irreverent tone of voice that cut through football cliché. They also gave it a celebrity lifestyle, meeting everyone from David Beckham to the Pope, Pharrell to Pitbull.
People all over the world loved it. Gary Lineker followed it; along with writers, sports and tech personalities, media, musicians and football stars of the World Cup. Even Justin Bieber was tweeting about @Brazuca.
It brought fans closer to the game than ever before. Lightning-fast real-time reactive tweets made its wit and perspective a part of the biggest tournament conversations, from France’s flirtation with goal-line technology to Germany’s triumph at the Maracana.
@Brazuca was a storming success. Millions followed in the first week of the tournament. Brazuca achieved worldwide media coverage in publications covering everything from fashion to football; and built a community of over 3.4 million @Brazuca followers. Mashable even interviewed our talking ball.
Adidas sold a record number of World Cup balls. Brazuca was the fastest-growing Twitter account during the tournament, recognised as an official World Cup account by Twitter and achieved hugely positive sentiment amongst football fans and media.
Third Place: Wunderman UK The Sun's '5:15pm Appointment'
Football content is a massively saturated market, and one which Sun Goals – The Sun’s paid-for football highlights package – was struggling to make an impact on.
First, Wunderman UK needed to give The Sun Football its distinctive voice back; as a brand it has always offered a mischievous but passionate view. The creative proposition that reflects this character was established as: ‘Only The Sun loves football like you do’.
With this in mind, humour was injected into content that both celebrated and covered all aspects of football. The agency sparked debate among fans by taking on the most topical themes.
And through generating all this engagement, we were able to create a purpose for the Sun Goals product. Using a clear content strategy and TOV, supported by reactive ads, we built up to 5.15pm as the new national appointment to watch football highlights.
In just three months, the Facebook audience rose by 33 per cent, Twitter engagement shot up 42 per cent and ‘opens’ of The Sun Goals app rose by over four per cent in the first month.
The Sun Football had topped the social media league – above Paddy Power, Mirror Football and BT Sport.