Campaign of the month – LBi

LBiLBi scoops the IAB Creative Showcase Campaign of the Month, sponsored by Microsoft Digital Advertising Solutions, with its dedicated microsite for Sony’s PlayStation 3.

The idea for this winning campaign is a virtual hotel where visitors can explore rooms and discover for themselves what "living" is all about. The experience changes depending on the time of day you arrive and no two journeys through the site are ever the same.

The site and integrated campaign focus on the hotel and its guests – a wannabe popstar, traumatised war veteran, football prodigy, photogenic delinquent, sleazy TV presenter, Zen master and Bubba, the receptionist. Virtual visitors can explore the quirks, relationships and ever-changing experiences that occur at the hotel.

"This is a truly interactive, groundbreaking, ever-changing experience," says guest judge Al Young, creative director for St Luke’s. "The animation is rich and artistic; the narratives dark, layered and obsessively absorbing. Just how you want a grown-up game to be."

The first runner-up in March was Goodtechnology with its recent work for Adobe: "What is in the box". The campaign coincided with the release of Creative Suite 3, the largest simultaneous launch of Adobe software products to date. The new suite enables creative professionals to go from initial concept to final execution with comparative ease. The "What is in the box?" campaign included a teaser video, microsite, direct mail and launch party.

The second runner-up this month was Profero, with its campaign for Mini Cherished, Mini’s 100% approved used-car programme.

The aim of the campaign was to drive traffic to the website where people could search a nationwide dealer database. The challenge was to achieve this within the context of the brand and avoiding any of the downmarket associations of the used-car market.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here