Campaign of the month: Ikea wins February’s IAB Creative Showcase Award in association with Microsoft Digital Advertising Solutions with its “Kitchens for Real Life” campaign for IKEA. The campaign illustrates what can be achieved when digital is put at the centre of ad strategy, bringing together a strong idea and digital expertise to create an innovative campaign that works across multiple channels.

With a series of rich-media executions in a range of formats, the campaign uses “IKEA test robots” to demonstrate the quality control undertaken to guarantee each kitchen against the wear and tear of everyday life. By placing robots in different real life situations they showcase the depth, style and function of IKEA kitchens to appeal across different lifestyles and tastes. The robots come in all shapes and sizes from “little angels” and “moody teenagers” to “wild guests”, creating a series of messy and amusing situations to bring the communication to life.

First runner-up this month was Franki & Jonny with a microsite for the film The Magic Flute, Kenneth Branagh’s new production based on the Mozart opera. The site offers a “place to play”, aiming to attract a new audience to opera by immersing them in the world of the film in a creative and playful way. The content of the website consists of games, text and video.

Second runner-up is VCCP Digital’s launch campaign for the second series of Prison Break on Five. As the show’s stars attempt to evade capture, viewers take part in an online manhunt across some of the Web’s most popular sites, including MySpace, Flickr and YouTube..

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