This weekend I went through Webby Interactive Awards section with some comments. It takes more than few hours to see all the cases just for few seconds each. But it is worth it. And this is just one out of four section. My overall winner from this section is Salvation Army Second Hand
There are my choices with some comments.
1) Banner Campaigns:
SOL Comments. Great use of context. And content.
2) Banners: clear winner is Do You Have What It Takes. It is one of my TOP3 overall. Lightbulb also nice.
3) Branded Content:
No clear favorite. Year Zero is my #1. And Adobe Flash On is very close choice #2 (rather for its functionality in being to the point).
Department of health - funny, but too similar to several viral campaigns (e.g. Slob Evolution that actually is spoof of last year Cannes Winner TVC – Dove Evolution). Energy Savings Trust had some good ideas but environmental issue is too overused and a lack of single mindedness (too many things).
4) E-mail:
Actually no winner but at the end I voted for the viral one
CareerBuilder.com continues with what they started few years ago. Funny, but seen already. Computer Bild anti-spam campaign
5) Games
The hardest of all the categories. Rationally Coca Cola Happiness Factory mega webpage should win this – great execution, a lot of funny characters.
Bionic Assessment test - also great execution in the combination with some “ scientific “ flavor.
But my winner is Orange “Spot the bull” for its simplicity and for creating such buzz around such a simple idea.
6) Integrated:
Stella Artois is my winner.
Fuller Spectrum by MSNBC.com was close second choice from my side - great RSS game, great RSS feeded banners; but what an idea - changing cinema advertising to cinema game activity involving everybody (“the sweeties movie waiting activity I ever had” ). Hallo3 launch is also worth to check – multimedia campaign, biggest entertainment launch in the history. smart use of collective intelligence
7) Mobile:
Motorola - transforming HK airport environment by using the screens and customer created content. Plus leveraging relationships with stars. “ Cool way of saying goodbye”
Interesting also Credo Mobile. Turning blank walls into theaters for public opinion. AmEx link was not working properly on my computer last night. Since it is in the lead I will return to check it and then probably will ad some comment.
8) Online campaigns:
None. But if i have to make the choice then it it Nokia N95 Jealous Computer.
9) Online Commercials:
Apple vs. Vista was great in NYTimes and WSJ this year, particularly with smart use of two banners.
But my vote this time goes to CP+B Lawyers campaign for Coke Zero. With this kind of content it is exact hit into what I think is Coke Zero target group.
Then i saw TACOMA being #1. It made me curious. I should admit I overlooked the greatness of that. Probably because I am not into games.
10) Online Guerilla:
No clear winner again, but Mentos was my choice. Fresh. And relevant to brand and to audience.
Diesel Heides - already has been on Cannes last year. SONY - didn’t get what’s the big idea there.
11) BtoB
My choice is Avaya by RGA- besides of execution also great link with business proposals.
HP DesignJet Z - nicely done but rather just great execution, nothing fresh.
12) BtoC
My clear winner and overall favorite from all the categories is See My Dress (Salvation Army, Second Hand Shop). It has all.
HP Print studio - strong business idea that is already discussed in media rather than creative idea. But business-wise design shops should really be aware of this - either it will kill many companies or (rather) will change the way the business is done.
NikeID by W+K- designing your own shoe using great interface. One more proof that we live in the age of quick prototyping and age of mass creativity.
13) Non-profit / Educational: Try Drugs
14) Rich Media Single Promotional:
My winner is Nokia N95 - multimedia experience for multimedia computer N95.
Honda Sound Test drive - sounds like a great idea (Sound Test Drive), but it technically didn’t worked or me, so I have not enjoyed it yet.
15) Viral: no favourite but my vote went for HEMA. Rather because all other were there “YouTube-style” home-made films