A campaign for Foster's created by Play has taken top honours in this month's Creative Showcase.
The campaign was created to celebrate Foster's famous ‘No Worries’ attitude. In creating the campaign, Play searched for some of Britain’s most, and least, ‘No worries’ people, celebrities and places.
The agency used Twitter to help with the search and recruited a statistical linguist, specializing in Artificial Intelligence platforms for languages who helped to craft a custom built algorithm, named The Ozometer.
Capable of tracking sentiment and context, the Ozometer assigned a ‘No Worries’ value to individual words used in tweets.
The analysis spotted patterns and sentence structure giving Play a real-time assessment of Britain’s ‘No Worries’ attitude. Tweets were then assigned a ‘No Worries’ percentage, which they used to update The Ozometer leader-board, making it possible for us to show the most ‘No Worries’ person, celebrity and place in Britain at any given time.
Geoff Gower, digital creative director at AIS London, praised the campaign for being a "lovely little idea that will generate interest and talkability vastly in excess of its budget - and that's all you can ask for really."
In first runner's up position was Forward Living, a campaign for Lexus created by CHI & Partners.
The campaign was created to support the launch of Lexus' flagship 4x4, the RX450h, across Europe.
The Forward Living experience was created as a virtual test drive, showing how the New RX450h performs in a consumer’s everyday journey. Unlike most car sites, it presents all the car’s information from a completely user centric perspective.
In second runner's up spot was Lynx Twist - Keeping Keeley, a campaign created by Mind's Eye.
As part of the campaign, Mind’s Eye created an interactive film for Lynx consumers based around the launch of Twist. Keeping Keeley starred Keeley Hazell alongside Blake Harrison from Channel 4's 'The Inbetweeners' and Mike Fielding from 'The Mighty Boosh'. The 12 minute film was scripted by the BAFTA award winning team behind C4’s comedy Green Wing.
In the film, the viewer is able to control the fate of the protagonist, Jack, over the course of one unforgettable night, as he has to ‘Twist’ to keep Keeley interested.
