A Met Police campaign aimed at preventing knife crime took top prize in this month's Creative Showcase, held in association with Microsoft Advertising.
A key feature of 'Knife Crime' by AMV BBDO was an interactive film called 'Choose A Different Ending' which allowed users to interact with the work to decide what happened next.
The campaign was topped up with blogger outreach, all driving to the YouTube channel, where the interactive film was hosted.
This is AMV BBDO's second victory in the Creative Showcase in as many months, and follows the agency's award-winning ‘Thinking Space’ digital campaign for The Economist.
Praising the work, Jeremy Garner, creative director of digital agency Weapon 7, comments: "The 'choose which route next' concept may already be a well-worn path with the Army, but this stuff carries it off with such aplomb that it's scary. The execution, casting, locations, filming - it's all superb. And best of all, it makes you think. It stays with you."
Kieron Matthews, marketing director at the IAB, adds: "Online is full of exceptional video and brands have been quick to adopt the familiarity of telling stories through film. Where this film and indeed online stands apart is the fact that you can interact and participate. I'm not suggesting this will always be the case, but in this one it works brilliantly."
D&AD's New Blood campaign by LBi took the runner up spot.
The campaign was designed to create buzz and excitement around the D&AD's New Blood initiative and resulted in a huge amount of debate and created a genuine buzz around the notion of celebrity within the creative industries.
In second runner up spot was the Orange Boutique campaign created by AKQA.
Promoted by banners, buttons and microsites, the Orange Boutique is designed for consumers shopping for a premium product and offers a boutique experience online. Customers can scrutinise every detail using advanced zoom functionality and 360° rotation.
Phones can also be compared side by side to further ease decision making.
