AKQA has won the October Internet Advertising Bureau/Microsoft Advertising Creative Showcase for its eco:Drive campaign for Fiat.
The campaign aims to help Fiat drivers improve fuel efficiency and reduce their C02 emissions. Drivers load data from their car onto their computer. The programme then analyses their technique and awards it a mark out of 100, according to how efficiently the car is being driven.
The first runner-up was Agency Republic for its Sackboy – LittleBigPlanet campaign for Sony PlayStation 3. To support the launch of the game, Agency Republic has created a “Sackboy” generator, which allows users to create and control their own 3D version of the game’s hero.