M&C Saatchi Sydney wins Creative Showcase 8.6 with Optus and Google’s ‘Project Clever Buoy’
M&C Saatchi’s smart and pioneering campaign, Project Clever Buoy, has been nominated as the winner of IAB Australia’s Creative Showcase 8.6. JWT Sydney and Soap Creative was the runner up, with their inspiring breast cancer awareness campaign, I Touch Myself Project.
Says Mike Zeederberg, managing director of Zuni and Creative Showcase’s chair of judges: “These campaigns are great examples of how utility and content can cut through the marketing clutter to deliver strong brand messages in a way that creates great value for customers and impact for brands.”
M&C Saatchi’s winning campaign Clever Buoy aims to protect both the beach-goers and sharks with an efficient, economical yet humane alternative to current shark defence methods. The result of a collaboration between Optus, Google and M&C Saatchi, Clever Buoy detects sharks by using a world-first sonar system which transmits a real-time message to the Lifeguard towers via the Optus Network and Google Plus once the shark’s movement is identified.
The campaign received great acclaim, reaching an audience of almost 10 million and work is now underway to build a commercially viable product by the Australian summer.
JWT Sydney and Soap Creative’s inspiring campaign transforms the late Chrissy Amphlett’s hit ‘I Touch Myself’, a song about female sexuality, into a breast cancer anthem to inspire a generation of women to touch themselves for early cancer detection. Although there was no media budget, the project achieved over $7m in media exposure, and was picked up internationally by media, including the Huffington Post, Rolling Stone and Billboard magazines, reaching audiences of over 400 million.
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 winning entries are showcased at http://iabaustralia.com.au/Creative/Creative_Showcase.aspx. The Best of Best Creative Showcase winner of Round 8 will be announced in July 2014 and the winner will receive entry into MIXX 2014 Awards and return ticket to New York to attend the Awards.
The Creative Showcase competition is free and easy to enter – entrants simply register and submit the campaign online at www.creativeshowcase.net.au.
6 Comments
both this and touch myself are great campaigns – can see both going on to win some big metal
this is just the start of an award avalanche for this bad buoy
So this was an idea generated by the agency?
Congrats, Jono and Paul. First win of many to come!
Breast cancer awareness campaign is so powerful, but agree that an idea which could fundamentally change the way Optus’ thinks about it’s business, even it’s role in as a network provider comes out on top. I’m sure hats are off from every creative whose ever worked on a telco. Or in fact ever worked on a brief. Well done M&C.
well done jonno and paul.