Leo Burnett Wins IAB Creative Showcase For Online Tool To Help Youth

Leo Burnett Wins IAB Creative Showcase For Online Tool To Help Youth
SHARE
THIS



Leo Burnett Melbourne has taken the honors in Round 11.1 of IAB Australia’s Creative Showcase for its “Reword” campaign which uses an online tool to help young people recognise online bullying.

Second place went to Clemenger for “Whiskas Cat Hacks” and third was awarded to WiTH Collective for its work for Optus on the “Olympics for Small Business” campaign.

Leo Burnett’s Reword campaign uses a real-time spellchecker to identify online bullying. Using regex (regular expression) matching as the child types, the tool searches a database of bullying words to identify patterns. When a bullying pattern is recognised from hundreds of thousands of potential combinations, the child is alerted with a red strikethrough, interrupting their impulsive behavior.

“This is a beautifully conceived idea, especially the co-authoring aspect meaning the children have genuine ownership over it,” said Creative Showcase judge Lachlan Pottenger, creative Director of FIRST DIGITAL.

In conjunction with the headspace National Youth Mental Health Foundation, Leo Burnett Melbourne piloted Reword in two schools prior to launching it as a free Google Chrome extension and through schools on the National Day of Action against Bullying and Violence. The tool is used by 60 schools across three states, and has over 20,000 active users.  15,000 new insults have been added since its inception.

Clemenger was tasked with proving Whiskas understood and cared for cats in the face of rising competition in the cat food industry. Cat Hacks offers instructions on how to modify flat-pack furniture to make it more cat-friendly by catering to cats’ natural curiosity. Items such as the clock feeder, the coffee table hammock and the bookshelf hidey hole are all made from existing items for the benefit of feline friends. Tapping into the existing market for cat videos, in two weeks the campaign received over 870,000 film views and more than 7 million-impressions.

Second runner-up WiTH Collective was given the complex task of converting small business sales and driving engagement for Optus as well as reinforcing the company’s position as a small-business support network.  The campaign which offered a prize of four trips to Rio 2016 for small business owners involved a national promotion for Australian icon Ian Thorpe’s faux pool-cleaning business leading to a mockumentary explaining the promotion and then to olympicsforsmallbusiness.com, a landing page where business owners entered the competition and built their own competition landing page.  Small business sales increased by 30 percent year on year during the promotional period with over 50 percent non-Optus customer entries and 40 percent in return visitors.

Now in its 11th year, the IAB Creative Showcase competition series accepts entries for digital work completed in the three months prior to close of judging for each round and only one campaign per agency is allowed.

Creative Showcase 11.1 Winners:

First place
Creative agency: Leo Burnett
Brand name: National Youth Mental Health Foundation

Second place
Creative agency: Clemenger
Brand name: Whiskas

Third place
Creative agency: WiTH Collective
Brand name: Optus

 

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.