Creative Use of Technology

Share this article:

Gold

Snowday

Agency: Rosetta
Client: Rosetta

Rosetta introduced its Snowday campaign as an effort to establish itself as a top 10 interactive agency. To demonstrate its creative and technological capabilities, the Rosetta team developed a microsite

featuring a game in which users attempt to “catch” snowflakes on their tongue and then can share pictures of themselves playing the game via Facebook, Twitter or e-mail. To develop the game, the agency combined facial recognition software and motion tracking algorithms. The game marked the first time a body part as small as the tongue could be detected without help from QR codes. The game generated more than 4,000 shared media links, with visitors arriving from 49 states and more than 60 countries. Since the game's launch, Rosetta has received more than half a dozen requests for work. The agency credits the Snowday campaign with transitioning it from a segmentation and consulting firm into a creative shop with impressive technology skills and a keen understanding of viral marketing.

Chief Creative Officer
Gary Scheiner

Executive Creative Director
Toni Hess

Copywriter
Chuck Wells

Art Director/Designer
Damien Girardi

Silver

Hogwarts Wizarding Class

Agency: Quirk eMarketing
Client: Warner Bros.

Quirk eMarketing developed the Hogwarts Wizarding Class application as a way to leverage the buzz following the theatrical release of Warner Bros.'s Harry Potter and the Half-Blood Prince. The online application used a Twitter API and Flash to allow Twitter users to “cast spells” and work potions from the movie that take over their friends' Twitter pages. In the 12 days following the launch date, the Hogwarts Wizarding Class website received 343,253 page views and 102,210 unique visitors.

Executive Creative Director
Emma Carpenter

Chief Technology Officer
Craig Raw

Bronze

Expedia Hotel View

Agency: Archibald Ingall Stretton
Client: Expedia

Archibald Ingall Stretton (AIS) developed the Expedia Hotel View campaign to improve Expedia's brand awareness, drive traffic to its website and increase the number of vacations booked. AIS mapped every one of the 50,000 hotels in the Expedia database onto Google Street View; overlaid the official shots so the customer could compare and included user reviews from the site.

Creative Director
Geoff Gower

Head of Digital Design
Jon Biggs

Developer
Simana Paul

Finalists

Spy Banner
Agency: Demner, Merlicek & Bergmann Werbegesellschaft
Client: Media 1
CDs: Francesco Bestagno, Alexander Hofmann

Power Button
Agency: DDB
Client: AT&T
ECD: John Maxham

Doritos.com
Agency: Proximity BBDO Mexico
Client: Sabritas/Frito Lay
General CD: Teresa
LemusPop

Mystery Egg
Agency: OgilvyOne Beijing
Client: Lenovo
ECD: Doug Schiff

Eristoff Internative Festival
Agency: CP Proximity
Client: Bacardi-Martini
ECD: Eva Santos

What You're Not
Agency: Clemenger BBDO Proximity Melbourne
Client: Mercedes Benz
Australia
CD: Peter Bidenko

Scirocco Cup AR
Challenge
Agency: OgilvyOne Beijing
Client: Volkswagen
ECD: Doug Schiff

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Caples Awards

More in Caples Awards

Boldly Go Where No Marketing Has Gone Before

Boldly Go Where No Marketing Has Gone Before

Call for entries for the 2014 Caples awards is now open. Be bold and enter your most courageous marketing campaigns.

Caples: All Guts, All Glory

Caples: All Guts, All Glory

That feeling you get when you're in the presence of great creative—that's what Caples 2013 was all about.