Tequila, Sydney takes out Creative Showcase 5.2 for ‘The Order of Coopers’ campaign

Tequila, Sydney’s ‘The Order of Coopers’ has been declared the winner of the Creative Showcase 5.2, Australia’s free online award for creativity in digital advertising. Leo Burnett picked up second place for its work on Subaru’s ‘Subaru XV Rescue’ campaign and Holler rounded out the awards securing third place for its ‘Ted the Lab’ work. 

The winners, who were chosen by a panel of esteemed industry judges and announced at the Creative Showcase lunch in Sydney yesterday, will be showcased at www.creativeshowcase.net.au.

The bi-monthly Creative Showcase series accepts entries for work completed in the two months prior to close of judging for each round.  The winners of each round’s Creative Showcase gain automatic entry into the 2011 IAB Awards “Best of Creative Showcase” awards.

Says Mike Zeederberg, MD of Zuni and chair of judges for Creative Showcase: “This round has been one for the blokes, with beer and fast cars coming out on top. The winning campaigns were multi-dimensional leveraging a range of digital executions with great creativity.”

Tequila’s ‘The order of Coopers’ aimed to bring a not-so-secret society of beer drinkers and home brewers to the modern age. The online community features forums, information on label makers and tips on brewing. Tequila also created an interactive family tree bringing the Coopers family story to life based on true stories. Over 185,000 people visited the site in just six months without any mainstream media support.

The judges were very impressed with the campaign with one saying: “A thoroughly engaging site and experience. Everything has been thought of here and excellently produced. This campaign is a cracking piece.”

To launch the new Subaru Impreza XV, second place winner Leo Burnett created an emergency rescue service, dedicated to saving people from boredom. Users submitted cries for help through the site and told the team why they needed to be rescued. The best responses were chosen and the XV Rescue team was then despatched to rescue them for real. During the six week campaign more than 20,000 unique browsers visited the site with over 1,000 cries for help received, and over 3,000 people sought an online diagnosis.

Third place winner Holler designed an interactive campaign for Tooheys Extra Dry that focused on the two brand pillars of music and collaboration to drive brand affinity. As part of the campaign, Tooheys Extra Dry offered one Australian band, Danimals the opportunity of a lifetime: to collaborate with some of the world’s greatest musicians to create a song for TED’s next TV commercial in New York at ‘The Lab’.

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