Glue’s ‘Strength of Mind’ Royal Marine ad campaign wins Creative Showcase award

Glue’s “Strength of Mind” campaign for the Royal Marines has won the Interactive Advertising Bureau Creative Showcase Award, in association with Microsoft Digital Advertising Solutions.

The 2007 Royal Marines campaign uses the idea that you can make it if you have the right state of mind. Glue rolled out a series of rich-media ads using bespoke video shot specifically to encapsulate the commando spirit of the Royal Marines.

First runner-up in September’s awards was Grand Union with its work for the Energy Saving Trust, consisting of online advertising creative and a strengthened microsite. The campaign message focused on two key themes: first, that energy saving actions are simple and second, if we don’t acknowledge that we all contribute to climate change, we are jeopardising parts of the country that have personal importance to us.

The campaign allowed people to show support within a range of rich-media ads, as well as on the site. A widget was developed containing details of individuals’ commitments and a photo of the place they want to preserve from the negative effects of climate change. The photos are available on the site through Flickr, presenting people with over 14 million images to choose from.

Second runner-up was Agency Republic with an-other campaign for Mercedes, “Pro-Safe”. Agency Republic showed that Mercedes still goes further than anyone else to provide the ultimate passenger protection. The Anatomy of Pro-Safe website compares the unique features of the Pro-Safe system to the human body’s advanced self-defence mechanisms using CGI interactivity to tell the story of a crash, stage by stage, examining how the Pro-Safe system (and your body) reacts at any given moment.

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