Lean Mean Fighting Machine won the January IAB/ Microsoft Advertising creative showcase award with its work for the DCSF, National Year of Reading campaign.
The remit for the integrated campaign is to encourage 11-14 year-old boys to be more enthusiastic about reading. The online element, devised by LMFM, encouraged boys to read content and add information by asking them to help presenter Garron complete dares set for him via his YouTube page.
The first runner-up was AKQA, for its Paula Chasing campaign for Nike, and the second runner-up was Play, with its Shadow Napping campaign for Foster’s Super Chilled.
The IAB also recently held its IAB/Microsoft Advertising Creative Showcase Grand Prix awards for 2008. AKQA won agency of the year after six of the agency’s campaigns entered in 2008 made it into the monthly creative showcase top three. Poke took best creative campaign for its Orange Balloon Race activity, and the IAB Unthink Your Brand Advertiser award went to TalkTalk and affiliate charity Treehouse.