Play won the Internet Advertising Bureau’s Creative Showcase for July with a campaign for Foster’s new in-can “bubble destroying” widget.
The agency created a game called Ride The Scuba, which let users to control a robot and destroy bubbles in the a can in real time. Players had two minutes to destroy as many bubbles as possible in a bid to win a trip to Australia. It was supported by online and press ads to drive users to the website.
The first runner-up was Grey London with its “disaster themed” film campaign for Frijj milkshake. It introduced creepy character Martha, who could be controlled through the website and used Frijj milkshake to cause destruction. Users were also encouraged to “Frijj something” through a specifically created YouTube channel.