Campaign of the month – LBi

LBi scoops the IAB Creative Showcase Campaign of the Month, sponsored by Microsoft Digital Advertising Solutions, with its dedicated microsite for Sony’s PlayStation 3.

The idea for this winning campaign is a virtual hotel where visitors can explore rooms and discover for themselves what "living" is all about. The experience changes depending on the time of day you arrive and no two journeys through the site are ever the same.

The site and integrated campaign focus on the hotel and its guests – a wannabe popstar, traumatised war veteran, football prodigy, photogenic delinquent, sleazy TV presenter, Zen master and Bubba, the receptionist. Virtual visitors can explore the quirks, relationships and ever-changing experiences that occur at the hotel.

"This is a truly interactive, groundbreaking, ever-changing experience," says guest judge Al Young, creative director for St Luke’s. "The animation is rich and artistic; the narratives dark, layered and obsessively absorbing. Just how you want a grown-up game to be."

The first runner-up in March was Goodtechnology with its recent work for Adobe: "What is in the box". The campaign coincided with the release of Creative Suite 3, the largest simultaneous launch of Adobe software products to date. The new suite enables creative professionals to go from initial concept to final execution with comparative ease. The "What is in the box?" campaign included a teaser video, microsite, direct mail and launch party.

The second runner-up this month was Profero, with its campaign for Mini Cherished, Mini’s 100% approved used-car programme.

The aim of the campaign was to drive traffic to the website www.minicherished.co.uk where people could search a nationwide dealer database. The challenge was to achieve this within the context of the brand and avoiding any of the downmarket associations of the used-car market.