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Soap Creative win Australia’s Creative Showcase 9.1 for Toyota campaign

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Soap Creative has been named the winner of the Australian Interactive Advertising Bureau's Creative Showcase 9.1 for their innovative “Cars That Feel” Toyota campaign. Second place went to M&C Saatchi for their “Every Six Seconds” anti-smoking assignment, whilst Digital Arts network rounded out the winners podium with a third place placing for their “NZ Dronies” work for Tourism New Zealand. The IAB is the peak trade association for online advertising in Australia. It's principal objective is to support the media and marketing industry, and the bi-monthly Creative Showcase competition celebrates the agencies and the campaigns that best reflect the most innovative and creative ideas in interactive advertising.

Cars That Feel by Soap Creative

“Cars That Feel” was an interactive installation created with Toyota by Soap for the 2014 VIVID festival in Sydney. The idea was to give three Toyota Prius cars three very distinct personalities, turning them into sentient machines that responded organically to human interaction. The three cars were named “Peter”, “Vicky” and “Carly,” and they didn't just interact with the audience (asking for hugs, tickles and more besides), but they even had their own Twitter and Instagram accounts, through which they shared 'selfies', jokes and tips on navigating the festival. The campaign was incredibly complex from a technical standpoint, with the agency teaming up with Noise International and One Green Bean to arrange the sound design and social media content respectively. Mike Zeederberg, managing director of Zuni and Creative Showcase’s chair of judges said Soap managed to show “How brands and agencies are taking advantage of new technologies, new platforms and the Internet of Things to come up with excellent ideas for connecting brands to consumers. “ He added that “Getting people to hug a car as part of a marketing campaign is quite an achievement.”

 

The IAB is the peak trade association for online advertising in Australia. It's principal objective is to support the media and marketing industry, and the bi-monthly Creative Showcase competition celebrates the agencies and the campaigns that best reflect the most innovative and creative ideas in interactive advertising.

“Every Six Seconds,” meanwhile is a simple, but effective campaign that M&C Saatchi developed with Vine for the Quit anti-smoking campaign. It underlines the information that a person dies from smoking related illness every six seconds by playing the statistics (accompanied by an exhaling smoker) on a constant 6-second loop. Launched on “World No Tobacco Day,” the short videos have garnered 142,000 likes, 73,000 re-vines, 11,300 followers, and 19,000 Tweet mentions since 29 May, 2014. “NZ Dronies,” the third place entry saw the Digital Arts Network collaborating with the slopes themselves to provide a “Drone selfie” service for skiers. Pictures taken by the drones were then distributed through social media sites such as Facebook and Instagram. Judge Matthew Delprado of Lowe Profero said of the campaign: “Drones might be very hot right now, but this idea rooted in real behaviour.” He added that as a boarder himself, he totally wants one.

#NZ Dronies by Digital Arts Network

The Creative Showcase series 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. Entries for the 9.2 round of competition opens on the 15th of September 2014 and is free and easy to enter. All entrants need to do is simply register and submit the campaign online at the Official Creative Showcase Website.

Official IAB Website

Official Soap Creative Website

Official M&C Saatchi Australia Website

Official Digital Arts Network Website

Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK who named his first car Sonic, because it was blue and (ironically) slow. That's as far as he's willing to go when it comes to giving his vehicle a personality.

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