LONDON, Jan. 26 /PRNewswire/ -- AKQA and Yell.com have won the Internet Advertising Bureau's Grand Prix, with their Yell.com integrated campaign being named Best Creative Campaign of the year.
Commenting on the win, the panel of judges said: "In agroup of very strong contenders, Yell.com was without a doubt the strongest piece of work ... the clever use of ambient media; the way that consumers interact with the brand and bring its functionality to life is inspiring and sets a new creative benchmark."
The judges praised the campaign as: "a good idea that translates well across a range of digital media; it isn't easy to differentiate yourself in the search market ... the Yell.com campaign shows what happens when a good agency thinks about the power of what we can do, using technology to liberate it."
Interactive bus shelters:
As part of its campaign AKQA pioneered the use of interactive bus shelters providing commuters with local services, shops, restaurants and bars information.
Intelligent busses:
AKQA and Yell.com also achieved a world-first with the use of GPS- triggered digital outdoor advertising. Location-specific messages changed in real-time as the busses traveled through London. This innovation ensured the advertising stayed targeted, exciting and relevant at all times.
The IAB Creative Showcase Awards are a monthly contest championing the very best in online creative. Over the last three years, over 120 agencies have entered work. The Best Creative Campaign Grand Prix is selected from the previous year's best twelve entries.
AKQA was recently named Marketing magazine's Digital Agency of the Year and OMMA's Agency of the Year. Last year, AKQA was the first agency to hold the Agency of the Year title on both sides of the Atlantic at the same time, achieving this feat again in 2007.
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