April’s winner for the IAB’s Creative Showcase, sponsored by MSN, is Agency Republic’s From A-to-S campaign for Mercedes-Benz.
The campaign features a site with accompanying online ads that showcase the attention to detail in Mercedes’ range of passenger cars. It highlights the fact that the same qualities and features are standard on all its vehicles, from the entry-level A-Class to the largest S-Class saloon.
The site has a host of interactive elements that reflect the real world experience and rewards user exploration with a range of responses, each linked to the product detail they’re viewing. For example, in one banner execution the user’s cursor wipes away ”condensation” to reveal the words “…and no more steamy windows”, highlighting the charcoal-filtered air conditioning as a standard feature.
The first runner-up was Agency.com’s Colour Chemistry campaign for Dulux. The second runner-up was Tribal DDB’s People Profiler campaign for Guardian Jobs.