Tequila snares Creative Showcase 5.1 with Pedigree Adoption Drive Application work

Whybin\TBWA\Tequila Sydney’s ‘Pedigree Adoption Drive Application’ has been declared the winner of the first round of the fifth annual Creative Showcase, Australia’s leading free online award for creativity in digital advertising.  In a close competition, Visual Jazz, Melbourne, was awarded second place for its work on Defence Force Recruiting campaign while Holler secured third place for its XXXX campaign.

The winners were chosen by a panel of industry judges and announced today at the Creative Showcase lunch, which also included an in-depth look at last round’s Creative Showcase winner – Visual Jazz’s ‘Dance Off 3D’ for Jay Jays.

The Creative Showcase series is now a bi-monthly event with entriesbeing accepted for work completed in the two months before close ofjudging for each round.  More details can be found online at www.creativeshowcase.net.au.The winners of each round’s Creative Showcase round gain automaticentry into the 2011 IAB Awards “Best of Creative Showcase” awards.

SaysMike Zeederberg, MD of Zuni and chair of judges for Creative Showcase:”We are delighted with the industry response to the new bi-monthlyformat. There was a good field of entries in this first round despitethe reduced entry period now only covering two months of work.

“Pedigree’sAdoption drive campaign is a very worthy winner as it showed how a bigidea can be superbly well activated through a mix of digital and socialmedia, blending great creative thinking with strong technical andusability execution,” said Zeederberg.

Tequila’s ‘PedigreeAdoption Drive Application’ set out to persuade people to adopt dogs,save them from being put down and to raise money and awareness of thecause.  The campaign centred on Facebook, with the development of appsto help people find dogs to adopt, as well as a destination site. Within three months the fan page secured over 30,000 supporters, twicethe target set by Pedigree and for each of these fans, a bowl of dogfood was donated to a local shelter.  Most importantly, 3,500 dogs havebeen saved so far.

The judges loved the campaign with onenoting:  “Woof woof I loved the Pedigree Adoption Drive campaign, cleanand simple communication with very smart online marketing, really usessocial media to full effect with live streams of what dogs are up foradoption – my first 10 in judging IAB, Good boy.”

Second placewinner Visual Jazz developed a destination microsite “Under a RisingSun” as part of a wider ARMY recruitment campaign, with the aim ofcorrecting some of the myths about the military and assisting therecruiting effort. The campaign gives an up-close look into the livesof five serving army personnel and their families who share theirstories in a video diary format designed to build the emotionalattachment the wider public have with the Australian army. The videosalso feature on its new YouTube channel.  The campaign was praised byjudges for its fantastic art direction and attention to detail inproduction values which brought an otherwise relatively straightforward “video diary based” micro-site to life in a way that is bothimpactful and a pleasure to explore.

Third place winner Hollerwas tasked by XXXX to develop a campaign that would provide structureto the brand’s formidable yet scattered arsenal of properties includingsponsorships of V8, NRL, cricket and other brand assets with renownedcustomer loyalty. Their solution was to build a centrally located hub,a web platform that was highly content managed, with everythingaggregated into one brand stream ensuring XXXX branded content is nowvisible in YouTube, Flickr, Tumblr and Twitter, rather than beinglimited to insular micro sites.   Campaign results 700,000 video and325,000 photo views, as well as 27,000 Facebook and Twitter followers.

The Creative Showcase competition is free and easy to enter – entrants simply register and submit the campaign online at www.creativeshowcase.net.au