Agency Republic has won the Internet Advertising Bureau and Microsoft Advertising Creative Showcase Award for May with its “Truth About Smart” campaign for the Mercedes-owned city car.
The campaign seeks to confront a misconception that the Smart car lacks “real car” credentials, by confronting these views head on in a series of vibrant rich media ads and a campaign microsite.
The runner-up was New Media Maze for its “Carrie’s MacBook” campaign to promote the Sex and the City movie.
Users were given “faked” access to Carrie’s MacBook using a flash interface and given a series of challenges to complete through chats with Carrie’s friends. They were then rewarded with access to exclusive Sex and the City content.