The winning team wins an iPad2 and a £30,000 Devil campaign for their client, Cockburn's.
Thank you to all those who took the time out to embrace the potential of a new online format and enter this competition from Campaign and AOL.
Special commendations are awarded to the four shortlisted entries featured here – from Albion for Unicef.
Agency: BETC London
Creative team: Neil Dawson, executive creative director; Clive Pickering, head of copy; Jonathan Plackett, developer, copywriter and art director; Louise Sloper, designer
Clients: Henri Sizaret, marketing director; Catarina Vicente, marketing manager, Symington Family Estates
Cockburn’s has always used humour to engage, with ads playing on the pronunciation of the brand name rather than product claims. The task is now to re–engage drinkers and build profile among a younger audience through the brand idea of "pronounce responsibly".
In this Devil ad, viewers "set light" to a Catherine wheel with a virtual match using a mouse or by shining a light at a webcam. The firework burns away the silent "ck" in the port’s name. The virtual match is "lit" via a tracking algorithm, developed in–house, which the agency claims is a first.
The "pronounce responsibly" premise is amplified in a film in the second panel, in which a man is disappointed when a genie presents him with a 12-inch pianist in response to his wish. Finally, the third panel loops through static executions of the same campaign.
"A strong collection of digital assets, with interaction that brings to life the challenge the brand faces in a smart way. I liked the use of multiple technologies but it could have benefited from greater use of social" - Charlie McGee, head of digital, Carat
"The use of interaction with the webcam will appeal to the targets’ curiosity to test the technology, increasing engagement with the brand. Upon successful test, the audience would be the most proficient and likely to share with friends" - Matt Pritchard, European digital director, Kellogg
"This entry shows great creativity, is a good fit with other brand activity, should be engaging, and is definitely an innovative FIRST, that will create great PR. The idea is already a working concept, adaptable to flash. I really wanted this one to win so we could make it!" – Alex Burn, head of creative solutions, AOL
"A novel use of technology" - Chris Arnold, creative partner, Creative Orchestra
"Cockburns has put a great amount of creativity and thought into its entry. We were looking for something that is innovative- and the concept of lighting the Catherine Wheel is not only engaging but something that challenges our team to build. All the entries had strong qualities, however Cockburn’s met all the points we were looking for. This ad will invoke curiosity with the hopes of this sparking a new range of ad formats" – Noel Penzer, VP, International Huffington Post Media Group (AOL)
Some of the campaigns entered into this promotion and listed here are may contain functionality which is not available via Devil. For further details on Devil and the functionality it can support please go to: www.AOL.project.devil.co.uk. Any advertising campaigns booked to run in the Devil format must conform with AOL’s advertising terms and conditions found at: http://advertising.AOL.co.uk/terms/AOL-advertising-standard-terms-and-conditions