IAB Creative Showcase

Smart win for Agency Republic

Agency Republic has won the Internet Advertising Bureau and Microsoft Advertising Creative Showcase Award for May with its “Truth About Smart” campaign for the Mercedes-owned city car.

The campaign seeks to confront a misconception that the Smart car lacks “real car” credentials, by confronting these views head on in a series of vibrant rich media ads and a campaign microsite.

The runner-up was New Media Maze for its “Carrie’s MacBook” campaign to promote the Sex and the City movie.

Users were given “faked” access to Carrie’s MacBook using a flash interface and given a series of challenges to complete through chats with Carrie’s friends. They were then rewarded with access to exclusive Sex and the City content.

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