VML Wins At IAB Creative Showcase With Rip Curl Campaign

VML Australia has taken top honours in Round 9.3 of IAB Australia’s Creative Showcase for its Rip Curl’s campaign “Search GPS”.

Profero took silver for its Johnson’s Baby “Night Light” campaign and Iris Sydney placed third with its touching “Home Away From Home” campaign for Fiji Airways.

VLM partnered with Rip Curl to create the exciting Rip Curl Search GPS watch as they set out to give surfers the chance to catch that perfect moment and re-live it. By activating the “Go Surf” mode, Search GPS will count the number of waves caught, distance travelled, top speed and pinpoint the location where it all happened. Users can then sync that data with the App for a detailed report of your surf day.

“The level of design and engineering involved in its creation is astounding. The result is a sublime product and experience that combines rich functionality with an elegant aesthetic,” said Nitin Mistry, one of the judges of Round 9.3, explaining why VLM took first place.

The VLM/Rip Curl campaign also took silver at the recent IAB MIXX awards in the U.S. in the Branded Utility category.

Taking second place was Lowe Profero, the digital arm of Lowe and Partners, for its Night Light campaign created in conjunction with Johnson & Johnson for Johnson’s Baby. The campaign resulted in an online portal service which offers support and advice for parents facing sleepless nights. Night Light has become the ‘go-to’ chat room, with a supportive and engaging community of new and returning mums growing, as it provides valuable real-time support and information for parents, including access to online nursing staff (and a Reading Room) for advice.

With the “Home Away From Home” campaign created for Fiji Airways, Iris Sydney has produced a touching narrative of human stories that embody the “connecting” purpose of travel. Fiji Airways put out a worldwide call and selected three families which they followed as they left their homes and flew in home-like comfort on board of Fiji Airways to their Home Away From Home.

The bi-monthly IAB Creative Showcase competition series accepts entries for work completed in the two months prior to close of judging for each round and only one campaign per agency is allowed.

The winning entries are showcased here.

Creative Showcase 9.3 Winners

First place
Creative agency: VML Australia
Brand name: Rip Curl

Second place

Creative agency: Lowe Profero
Brand name: Johnson’s Baby

Third place
Creative agency: Iris Sydney
Brand name: Fiji Airways

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campaign mentality creative directors Jules Hall Mext Publishers