Leo Burnett’s ‘Parrot Carrot Safari’ campaign wins Creative Showcase 6.3 with Holler and The Monkeys scoring second and third place
Leo Burnett has beaten off stiff opposition to win the Creative Showcase 6.3 online award for creativity in digital advertising with its Parrot Carrot Safari campaign.
Parrot Carrot Safari was developed to support the launch of a new children book targeted at two to five year olds. Taking the form of app which turned the iphone screen into a pair of magic binoculars, it allows young players to peer into and explore a world of unusual rhyming animals. The app brings to life each of the six rhyming characters from the book in a unique animated style with narration provided Kamahl.
Holler picked up second place for its Heineken Rugby Clubhouse campaign to support the Rugby World Cup 2011, while The Monkeys snared third spot for its Add a motor to it campaign for IceBreak which set out to prove you can make anything better by adding a motor.
Creative Showcase 6.3 winners were announced today at the Creative Showcase bi- monthly luncheon.
Mike Zeederberg, chair of judges, said: “Australia’s breadth of digital creative work continues to expand. iPhone apps, viral content, offline and online event tie-ups, impressive social integration – this rounds’ crop of entries had it all and made it extremely hard for the judges to choose between. Ultimately it was the integration of offline and digital products with a dash of augmented reality that most impressed the judges, but overall is was an impressive group of work.
Leo Burnett’s Parrot Carrot Safari was praised by the judges for its great use of the mobile channel with a simple idea beautifully executed and noting that it was a “charming extension of the book into a virtual space kids are sure to find magical.”
Holler’s Rugby Clubhouse campaign for Heineken was designed to maximise value from its sponsorship, with the ultimate goal of driving visits to Heineken venues and maximising product sales. The app allowed viewers to be part of the on-field action, kicking real penalty goals and conversions, live, as they happened in the Rugby World Cup games. Results were stellar with over two million Live Replay Kicks taken, 10.3 million training kicks and 244,000 Live Kicks. Sales were also up 30 percent.
The Monkey’s ‘Add a motor to it’ campaign for Ice Break was delivered via YouTube and Facebook and began with the team adding a motor to a couch which was then clocked at 163km/h, smashing the world record for the fastest sofa. The campaign then continued on to run seven weekly episodes which combined have over million views and has attracted extensive media coverage. One of the judges commented: “This genuinely entertained me, watching the videos and laughing out loud – awesome content and good use of digital to get it out there.”
The bi-monthly IAB Creative Showcase competition series which is sponsored by REA Media, accepts entries for work completed in the two months prior to close of judging for each round and only one campaign per agency is allowed. The winners of each Creative Showcase round gains automatic entry into the 2012 IAB Awards “Best of Creative Showcase” category.
6.3 Creative Showcase Winners –
Winner: Parrot Carrot Safari
Agency: Leo Burnett
Second Place: Heineken Rugby Clubhouse
Agency: Holler
Third Place: Add a motor to it – Ice Breaker
Agency: The Monkeys
4 Comments
On ya Jon that looks like a Won Ton
Kamahl was recorded in the Patts studio. Wonder why?
Opportunity Knocks, TubeSocks!
I do not like green eggs and scam. I love Leo’s though, the app made it.