A campaign for Nike's iPhone app True City has taken the top award at the first Creative Showcase of the year.
AKQA's campaign for Nike's True City app was praised by Paul Banham, digital creative director of JWT, for offering "niche tourism information put together using very smart and relevant technologies".
True City is an application for the iPhone that aims to unlock access to city insiders' views of sport, life and culture in London, Berlin, Paris, Milan, Amsterdam and Barcelona.
Rather than providing a straight forward guidebook for visitors, the app delivers a combination of premium, geo-tagged content. Users are given an alternative taste of their city - updated in real time by real people - and become inspired to start tagging and broadcasting their own view of the city on the fly.
In first runners up spot was a campaign for RNID created by M&C Saatchi, together with digital departments Play and LIDA. The campaign aimed to raise awareness about hearing loss as a disability and to encourage people to take greater care of their own hearing.
The work focused on the fact that a shocking 1 in 7 people in the UK suffers from hearing loss and made strong use of interactive digital installations, featuring at locations including bus shelters and shopping malls.
In second runners up spot was a campaign for Mercedes' Benz's E-Class Estate created by Weapon 7.
As part of the campaign a dedicated website led users to interactive spaces with features that reveal more as the user explored further.
The navigation emphasised the capacity of the car, as did the soundtrack which increased in depth the more users explored the site.
