O2 & ZenithOptimedia / Channel 4 / The Outfit
Load & Go was a bite-sized rom-com that ran in the centre break of Hollyoaks every day, with characters discussing the plot lines and demonstrating the benefits of O2's Load & Go card. Recognised by the viewers as entertainment in its own right, the soap within a soap got people talking, took them online to find out more and delivered brand and sales results for O2.
NHS Leicester City & The Rocket Science Group
Aiming to reduce incidences of teenage pregnancy in Leicester City, a shocking viral film was created, showing a teenage girl giving birth on a school field. The unbranded film was placed on YouTube with the pioneering strategy that it would most likely be removed for breaching the website's graphic content. A media campaign then followed using a new branded version of the viral to increase awareness, backed up with an informative website, online drama and competition.
With a need to target a younger audience for support and donations, the RNLI engaged 12 of the UK's most prolific young vloggers as ambassadors. Each vlogger was sent an anonymous 'mystery package' inviting them to rebrand their generation, challenging negative perceptions of young people. The resulting films received almost a million views, and via these 12 people 11% of 15-20 year olds in Britain were reached.
The Karen Clifford Skin Cancer Charity (Skcin) & Limelight Public Relations
ComputerTan is an innovative hoax campaign, engaging a hard to reach audience with an important message about skin cancer. On visiting the website, users click through to the free tanning trial, and their computer is converted into an array of buzzing UV bulbs. Shortly afterwards users were confronted with shocking images and facts about skin cancer as well as a link to Skcin's website.
Blackpool: J'aime la Tour
visitBlackpool & SKV Communications
VisitBlackpool's humorous viral film playing on the similarities between the Eiffel and Blackpool Towers generated talkability and achieved a revaluation of Blackpool. An exclusive was given to the BBC which sparked take up amongst other media and overwhelming public awareness.
It doesn't have to happen
Home Office & Manning Gottlieb OMD
This campaign to reduce knife crime created a community of young people to deliver its message. The campaign name, its direction and production responsibilities were all created by young people, with the message being delivered on Bebo and on the ground.
Kasabian Football Hero
Columbia Records / Umbro & Sony Music Creative
Sony teamed up with Umbro to promote the release of Kasabian's single 'Underdog' and Umbro's new sportswear line. They programmed and built a giant 'Guitar Hero' game, played with footballs by football freestylers. The game itself showcased the new Kasabian single as well as the new Umbro clothing line. A short documentary of the project was released on YouTube.
Lips Number One Hits: Lips Jukebox for Xbox 360
Xbox & AKQA
To celebrate the launch of Xbox's karaoke game, Lips: Number One Hits, AKQA created an entertaining and shareable online application. The app used facial recognition technology to position animated lips on Facebook users' photos, encouraging them to create and share karaoke videos with their friends.
Sony Ericsson & Dare
The Hopper Invasion enabled users to inflate spacehoppers by the power of Twitter and the #pumpt tag, extending a campaign idea online and beyond. 245,000 hoppers were created by more than 17,000 people, pumping the hoppers in the warehouse, live, by the power of Twitter.
House of Cards
Shelter & Leo Burnett
The House of Cards campaign was created with no budget, but raised awareness and money for Shelter. As well as a traditional media campaign, the concept was extended to an exhibition of leading British artists, a talent competition and an auction.
onedotzero_adventures in motion festival identity 2009/2010
onedotzero & Wieden + Kennedy
The festival identity actively involved onedotzero's core audience of design and computing enthusiasts in the creation of an innovative design piece. Identity assets were generated by users and interacted with at a Nokia-powered identity projection at BFI Southbank.
This project was developed to open CBBC's news content to disabled audiences, initially designed to cater for complex motor disabilities such as cerebral palsy or spina bifida. The simple clutter-free interface displays a rectangle around a menu item, and then moves between each option on a timed delay. When the desired option is highlighted it can then be selected via the enter key.
ScraperWiki is a data store which allows developers to scrape, store, aggregate, and distribute unstructured public data in more useful, structured formats. The ambition is to fill ScraperWiki with thousands of public data sets that can be used by journalists, researchers, developers and public bodies.
To see the rest of the shortlist please visit here: http://www.guardian.co.uk/megas/shortlist
Picture: A man standing in front of a microphone on a stage at the Media Guardian Innovation Awards Ceremony, with thanks to joellybaby for publishing on Flickr under a Creative Comms license with some rights reserved.
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