NEW YORK, NY -- (Marketwire) -- 11/30/12 -- Tremor Video, Advertising Age and Creativity have announced that Ford Mustang, Miller Lite, Air Wick and their respective ad/media agencies have won the 2012 Super Creative Video Ad Challenge.
"These brands and their agency partners deserve a huge congratulations for their innovation," said Creativity Editor Ann-Christine Diaz. "All of them are helping to raise the bar of digital creativity by bringing fresh thinking to a category that's not typically known for exciting ideas. We look forward to celebrating their work on December 4 at a special event with members of the ad community." (Details below.)
The goal of the contest, launched in July, has been to inspire brands and agencies to think beyond standard pre-roll advertising on digital screens.
"Digital advertising is the perfect interactive medium -- it gives people the opportunity to engage tactilely, play, learn and explore," said David Sanderson, Tremor Video's senior director of creative strategy. "With this contest, we wanted brands and agencies to go way beyond the repurposing of TV ads on digital screens. It's time to take full advantage of the interactive possibilities of digital video, and it's great to see big brands making the leap."
How the Contest Worked
The contest was open to any brand or agency that wanted to challenge itself to think beyond the 30-second spot and experience the capabilities of interactive pre-rolls such as the Tremor Video Super Pre-Roll. Of the 113 submissions, 47 met the key criteria of having enough digital assets to create a Super Pre-Roll, which incorporates interactive elements into a brand's existing TV spot.
•Ford Mustang and agency Team Detroit won the Judge's Choice award for an interactive ad unit to support the Mustang Customizer contest. The 13-person panel of judges, representing Ad Age/Creativity and Tremor Video, considered several criteria: creativity, strategy, level of interactivity, and final execution of the unit. The award package consists of 5 iPad 3s, a $1,000 donation to the charity of the team's choice, and a trophy.
•Miller Light and agency Olson won the People's Choice award, garnering the highest number of votes and highest average score among the 2,739 people who cast votes on 47 submissions posted on the Super Ad Challenge website. The interactive ad unit supported Miller Lite's fan-based art contest tied to Mexico's Chivas soccer team. The award package consists of a $1,000 bar/restaurant tab or a $1,000 shopping spree for office supplies and decorations; a $1,000 donation to the charity of the team's choice; and a trophy.
•Air Wick and agencies Telemetry and Havas won the Special Mention award for having the second-highest average score among the people's votes. The interactive ad unit supported Air Wick's campaign promoting scents inspired by the National Parks. The team will be recognized with a trophy.
December 4 Event Open to Ad Community
Winners will be recognized at a special event on December 4 at Arena on West 41st Street in New York City. Members of the advertising community are invited and can RSVP by emailing email@example.com.
About Advertising Age and Creativity
Advertising Age is the leading global source of news, intelligence and conversation for marketing and media communities. The 83-year-old media group produces more than 15 original rankings each year, including the coveted 100 Leading National Advertisers, 100 Leading Media Companies, Digital A-List, and annual Agency Report.
Creativity-Online.com, originally Creativity Magazine, launched in 1986 and is one of the most recognized resources for the advertising and creative community, showcasing the best creative work, talent, techniques and trends that shape consumer culture and cultivate new ideas.
Both Advertising Age and Creativity-online.com are part of Crain Communications Inc, a privately held publisher with more than 30 titles, based in Detroit, MI.
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