Reactive wins Creative Showcase 7.6 for ‘The Most Powerful Arm Ever Invented’ campaign
Reactive’s campaign, The Most Powerful Arm Ever Invented has impressed the judges and been named the winner of IAB Australia’s Creative Showcase 7.6. Havas Worldwide Sydney picked up second place with its exceptional campaign Fundawear; and Soap Creative snared third place with its Lynx Apollo campaign.
Reactive’s campaign started with a petition that encouraged the Australian government to create a policy for Duchenne Muscular Dystrophy (DMD), and secondly match the money raised by parents-charity “Save our Sons”, dollar for dollar. The solution was to build a robotic arm that connects to Facebook so that all the sufferers as well as the public can sign the petition. The campaign was praised by the judges for using cutting edge technology to communicate an emotional message.
Says Mike Zeederberg, managing director of Zuni and Creative Showcase’s chair of judges: “The Internet of Things has come to Creative Showcase, with the top two entries using real-world physical devices connected to the digital world to get their message across, albeit in very different ways around a multitude of topics. Australia’s digital community has embraced the idea of seamless integration between the online and offline worlds and are coming up with increasingly inventive ways to use these technologies to solve marketing challenges.”
Havas Worldwide Sydney earned second place in Creative Showcase for the Fundawear campaign with Durex, who wanted to be known for fun and safety. The Fundawear campaign uses technology that combines a smartphone app, Amazon servers, and underwear with inbuilt touch actuators to accurately send the sensation of touch over the internet, so couples can physically connect even if they are miles apart. This campaign is now in the stages of full development.
In third place was Soap Creative’s Lynx Apollo campaign. In celebration of the launch of Apollo – their new fragrance – the deodorant giants were giving one Australian the chance to fly into space. Through a mobile friendly campaign site, the competition was brought to life in digital with Facebook content, a mobile and desktop game and videos around space content.
The bi-monthly IAB Creative Showcase competition series, which is sponsored by Innovid, 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 automatically gains entry into the 2013 IAB Awards “Best of the Best” awards. The winning entries are showcased here.
The Creative Showcase competition is free and easy to enter – entrants simply register and submit the campaign online at www.creativeshowcase.net.au.
7.6 Creative Showcase Winners
Winner: The Most Powerful Arm Ever Invented
Creative Agency: Reactive
Collaborating Agencies: Havas, Finch & Red
Brand Name: Save our Sons
Campaign Overview: http://www.themostpowerfularm.com.
Second Place: Durexperiments – Fundawear
Creative Agency: Havas Worldwide Sydney
Brand Name: Durex
Campaign Overview:http://yousawitfirstnowtxtyourfriends.com/cannes2013/cybere01/fundawear/.
Third Place: Lynx Apollo
Creative Agency: Soap Creative
Media Agency: Mindshare
Brand Name: LYNX
Campaign Overview: http://www.lynxapollo.com.au.
13 Comments
You mean Reactive scored a gong for digitally rolling out a HAVAS campaign.
Who actually did it?
Spill the beans. Please.
I worked on an EDM for an award winning campaign once…. Therefore I WON THE AWARD!!!
Please amend this to pay respect to the creative team/agency who actually came up with the idea, with “support” agencies reflected appropriately.
32,000 signatures signed compared to 7 million youtube views…
Hmmm… I sense some over the top collaboration pal wankery here.
Sounds like a lot of sour grapes to me.
Actually Finch came up with the idea as well as the technology, presented it to the agency to run it. And anybody who denies that is talking out their rectum.
Finch just shot the video. Sneepo did the tech, and it was a havas idea.
I thought the work came from HAVAS?? If so, Reactive should get a bitch slap.
I still like the work though .
Can someone confirm what Reactive actually did for the campaign?
Reactive built the website, Havas built the campaign and Finch built the robot.
Once the awards roll in, everyone wants a piece of the pie.
As “in the know” puts it//
“Reactive built the website, Havas built the campaign and Finch built the robot.”
So the Havas won Creative showcase.
Who’s the drongo that put the entry in…I assume Reactive. Great way to win friends.
“In the Know” is spot-on, and the Creative Showcase entry was submitted by Reactive with agreement from Havas, Finch and Red PR. You will note they are also credited in the entry.
btw – congratulations to Red PR who have today won Silver and Bronze in the PR Cannes Lions for this project. They also entered with full knowledge and agreement from the other collaborating agencies, and we’re thrilled that they won.
Yes – it IS possible for agencies to collaborate, and share the credit.