Campaign of the month: Orange

Orange and Poke have won this month’s Creative Showcase Award with the “Spot the Bull” campaign, launched to coincide with the Glastonbury Festival. As event sponsors, Orange had 20 pairs of tickets to give away in an innovative way that would effectively promote itself through word-of-mouth.

Based on the fact that Glastonbury is rural and pastoral, with plenty of cows in the area, Poke decided to let a bull decide. Using GPS technology to monitor his position in the field, wherever the bull was standing at a certain time every day would determine the ticket winners. People played in large numbers and the campaign featured heavily in blogs and online forums. Spot the Bull was described by one judge, Flo Heiss from digital Agency Dare, as: “A truly rock’n’roll idea. Love it.” 

First runner-up in June was Glue London with its work for Adidas. “Impossible Story” allows you to slam dunk the moon and eat a flying shark. The campaign aimed to bring the “Impossible is Nothing” brand philosophy to life and make it more relevant for our core youth target. Users are able to create their own, personalised Adidas animation by uploading a head and then using the A-Z keys to make the character achieve a unique combination of feats. The film can be personalised with a message and sent to friends.

Second runner-up was Agency.com’s creative for British Airways. The “Attractive Prices” campaign was translated online in a range of standard and rich media units, however instead of using the existing above-the-line artwork, Agency.com chose to create five original pieces that would work harder in the digital medium. In each unit, 3D animation is used to bring the illustrated numbers to life using a range of colourful transitions from one price to another. An added layer is the ability for the user to interact with units such as rotating a kaleidoscope to reveal the diamond patterned prices.