Tequila Digital takes out IAB’s bi-monthly Creative Showcase for Pedigree ‘Dog-A-Like’ campaign

Second place was awarded to Leo Burnett, Sydney for its ‘Census Spotlight’ campaign for the Australian Bureau of Statistics.

Soap Creative, Sydney took out third place for the 5 Gum ‘5X Mutant Gum’ campaign.

The winners of the competition were chosen by a panel of esteemed industry judges and were announced at a lunch in Sydney yesterday.

VIEW THE WINNING ENTRIES

Says Mike Zeederberg, managing director of Zuni and chair of judges: “Adopting a dog, filling in a census or buying gum are not inherently exciting activities, but this month’s work shows how creativity in the digital space can make all of these compelling.  It shows success is not only about the channel, it’s about the idea, and how well it’s executed that counts.  That’s why a good old fashioned website managed to hold its own against iPhone apps and social media campaigns in this round of competition.”

The ‘Dog-A-Like’ campaign focussed on the sad fact that 100,000 dogs are euthanised in Australia each year as most people think of shelter dogs as damaged and find it difficult to visit shelter homes. Tequila Digital stated that “If we can’t bring people to the dog shelters, we’ll bring the shelter dogs to the people.”  One of the competition judges, Claire Waring commented that the campaign was “a great way of creating an emotional bond between would be owners and real dogs in need” and that the campaign was “simple, fun, engaging and above all relevant to the cause.”

Second place winner Leo Burnett created a website based on an animated visualisation of Census data. The site took some of the data from the last Census, and showed it from the user’s perspective. Once finished, the site built a customised sharable infographic. The aim of the interactive website was to engage users and make filling out the Census feel less like an obligation, and more like something worthwhile to be a part of.

Judge Gavin Heron stated Leo Burnett’s “Census Spotlight is an exceptional piece of visual communication – engaging in a truly entertaining way.”

Third place winner Soap Creative’s campaign was a cross promotion between 5 Gum and the 20th Century Fox film X-Men: First Class to introduce a specifically created flavour; ‘Mutant’. Soap created a fully interactive experience that allowed users to discover their mutant power.  The campaign allowed users to become a mutant, battle and earn upgrades and prize opportunities by entering unique codes from the new limited-edition packs. The campaign had huge online success with 4.3 million page views and an average session time of 6:34 mins. The campaign also attracted 65,000 new Facebook fans for the client during the campaign period.