Cirque du Soleil
Agency: M&C Saatchi/Mark
Client: Optus
Best Art Direction, a new Caples category, focuses on a technique that is core to the creative advertising process. A Cirque du Soleil campaign takes top honors. The show’s primary sponsor, Optus Communications, an Australian telecommunications company, wanted to bring live, 3D circus experiences to the Web. It sought to attract 25- to 49-year-old Australian consumers. Working with agency M&C Saatchi/Mark, Optus created The Dralion experience online, which included colorful images and renderings of the acrobatics and choreography for which Cirque du Soleil is known, as well as videos, downloads and an online game. Using rich, 3D animation and special effects, it delivered an experience that mirrored a Cirque du Soleil performance. The company set specific measurement goals for the campaign, tallying the amount of time consumers spent on site, as well as the number of pages they visited. Optus captured the magic of the circus in the first three months, delivering 12,000 Web visits per month, an average of two minutes spent on the site, and 100,000 games played
Creative Director
Gavin McLeod
Creative Group Head/ Copywriter
Josh Rowe
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