A campaign for Monopoly, created by Tribal DDB, has taken top honours at this month's Creative Showcase awards, held in association with Microsoft Advertising.
Monopoly City Streets was praised by Matt Ross, new business director at WCRS, who said: "Monopoly City Streets was the digital advertising phenomenon of 2009. It was bigger, cleverer and more effective than any other campaign globally. And it was game-changing."
Matt Powell, creative director at Profero, added: "The Monopoly piece was the clear stand out piece of work. A massively ambitious idea and well executed. The results it achieved speak for themselves."
This is the third time in as many months that Tribal DDB has won Creative Showcase. It is also the second time in a row that a campaign for a traditional board game brand has won Creative Showcase. A campaign for Trivial Pursuit took the top honours in November's awards.
In first runner up spot was Agency Republic's Christmas-themed iPhone app, 'A Way to a Manger'. The augmented reality app was created as a Christmas gift to thank Agency Republic clients, suppliers and friends for their support in 2009.
To support the application, Agency Republic produced a film which was launched in an email as the agency 'Christmas card' for 2009.
In second runner up spot was 'Hopper Warehouse', a campaign to support the launch of Sony Ericsson's Satio and Aino mobile phones created by Dare Digital.
As part of the campaign, Dare organised a virtual and real life space hopper invasion. Over 250,000 people took part in what became the world's first online flashmob.
