The latest winner of the Interactive Advertising Bureau’s Creative Showcase is Grand Union’s Commit campaign for the Energy Saving Trust. The agency developed a microsite and online advertising, which sit at the centre of the trust’s 2006 brand campaign.
The aim was to raise awareness of what individuals can do to tackle climate change. The site encourages visitors to commit to up to ten energy-saving measures, and dedicate their actions to a place in the UK they want to preserve.
The online ads showcase how energy-saving measures can have a direct impact on alleviating the negative effects of climate change. The banner ads are split into two panes – one prompts users to take specific energy-saving measures, the other shows the ill-effects of climate change. After taking the simple energy-saving step, the ill-effect disappears, high-lighting how a user can help prevent climate change.
Extending the reach of the campaign, the site has attracted a number of postings on blogs, encouraging a wider audience. The microsite also links with Flickr, pulling in over 7.5 million images of the environment from the photo-sharing site.
The first runner-up was Profero’s Follow the White Mini, an online branding campaign for the new Mini. The second runner-up was Dare Digital’s Win, a Contract campaign for Barclays which was based around the bank’s Premiership football sponsorship.