Inaugural IDEAS winners announced!

The 2016 Future of Advertising event at BAFTA earlier this week, saw the launch of the APA’s first Interactive, Digital and Experiential Advertising Showcase (IDEAS)

Steve Davies reflects on the showcase’s conception, “We went to Shanghai last year with a number of APA members. Agencies there were interested in commercials production companies and of course their directors (a market that is still showing growth) but they were even more excited about interactive and experiential work. They want to be offering it to their clients but don’t have the expertise there to do so, which is presumably true of many other markets around the world.”

He adds, “London is creating brilliant and original interactive and experiential work and we want the world to see that and know that they should turn to London for that work and of course, who to turn to as well. We can then take the showcase around the world to do just that.’

He further comments ‘We also felt that interactive/experiential deserves it’s own event and whilst there are some well established UK advertising events for commercials there wasn’t anything specifically for these disciplines/formats.’

The showcase encourages all sorts of interactive and experiential work, including the ever-evolving VR format. The showcase features short case-studies, explaining an advertising campaign or project that isn’t purely film based. This lends itself to an exciting array of submissions

One of the showcase’s fourteen judges, Ed Hornby (Director of Digital Delivery at VCCP), comments ‘The breadth and quality of the work we saw is inspiring; some of it could be classed as works of art. VR and AR played a dominant role, as did physical/digital experiential installations’

He adds, “The more we point at the very best work, the greater our expectations become and the more opportunities appear to achieve them.’

Fellow Judge, Chris Williams (Group Creative, Director at R/GA) also muses, ‘There were some outstanding pieces of work, which went beyond the norm, creating experiences which defined new ways of engaging audiences.’

The Winners of this year’s IDEAS are:

Coca Cola ‘Share a Smile’

Agency: Starcom Media Group

Agency Producer: Daniel Bauman
Production Company: Grand Visual

Director: Tim Last

Google ‘Made with Code: Holiday Lights’

Agency: 72andSunny

Agency Producer: Tristan Parker

Production Company: Nexus Interactive Arts

Director:  Evan Boehm

Honda ‘The Other Side’

Agency: Wieden and Kennedy

Agency Producer: Lou Hak, Gemma Knight

Production Company: Somesuch/Stinkdigital

Director: Daniel Wolfe

Kazakhstan 550^th Anniversary ‘Mangilik El’

Agency: Balich Worldwide Shows

Agency Producer: Simone Ferrari

Production Company: Partizan

Director: Kate Dawkins

London Stock Exchange ‘Stellar Atrium Project’

Agency: Framestore

Agency Producer: Jonny Dixon

Production Company: Framestore

Director: Robin Carlisle (Installation Director)

Marvel ‘Battle for Avengers Tower’

Agency: 72&Sunny

Agency Producer: Christine Cattano, Eric Bixon, Pete Jones, Celeste Jones, Jamie Glass

Production Company: Framestore VR Studio

Director: Mike Woods, Andrew Daffy, Bryan Rowles, Michael Bryce

Merrell ‘Trailscape’

Agency: Hill Holiday

Agency Producer: N/a

Production Company: Framestore VR Studio

Director:  Mike Woods ECD

Microsoft Xbox ‘Glitch – Halo 5: Guardians’

Agency: McCann London

Agency Producer: Dheerna Parmar

Production Company: B-reel

Director: N/a

Samsung Wireless Audio 360 ‘The 360 Sound Experiment’

Agency: Chiel

Agency Producer: Taewon Woo

Production Company: Little Dot Studios

Director: Ross Cairns

Smart Energy GB ‘Cinema Takeover’

Agency: AMV BBDO

Agency Producer: Verity Elvin

Production Company: HeLo

Director: Zach Guerra

Teatreneu ‘Pay Per Laugh’

Agency: The Cyranos McCann

Agency Producer: Ignacio Muñoz (Glassworks)

Production Company: CANADA and Glassworks Barcelona

Director: Marc Oller

Notes on Blindness ‘Into Darkness’

Agency: N/a

Agency Producer: Arnaud Colinart, David Coujard, Amaury La Burthe & Mike Brett

Production Company: Archer’s Mark, Ex Nihilo, ARTE France

Director: Peter Middleton & James Spinney

For more information please contact Louis Barron [email protected]