M&C Saatchi Australia’s Project Clever Buoy has won the IAB Australia’s Creative Showcase with Soap Creative’s breast cancer awareness campaign I Touch Myself project coming in second.

“These campaigns are great examples of how utility and content can cut through the marketing clutter to deliver strong brand messages in a way that creates great value for customers and impact for brands,” Mike Zeederberg, managing director of Zuni and Creative Showcase’s chair of judges, said.

M&C Saatchi’s Project Clever Buoy was developed in response to Optus’ brief to ‘demonstrate the power of its network’.

M&C thought shark detection technology was the way to go. Check out the whole shark-be-gone campaign here.

The ‘I Touch Myself’ project received wide acclaim with the change up to Chrissy Amphlett’s iconic song. Check out the campaign here.

Neil Mallet, executive creative director of independent creative agency Marmalade, gave his praise for the campaign.

“Having witnessed first-hand the complex, distressing and often brutal nature of breast cancer, I can only say I praise anyone who gave their time to the realisation of this project,” Mallet told B&T. Check out what others had to say here.

Creative Showcase Winners
Winner: Project Clever Buoy
Creative Agency: M&C Saatchi
Brand Name: Optus
Campaign Overview: www.cleverbuoy.com.au