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 BBDO Sydney for "Whiskas Cat Hacks" and third was awarded to WiTH Collective for its work for Optus on the "Olympics for Small Business" campaign.
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.
Says Lachlan Pottenger, Creative Showcase judge and creative director of
First Digital: "This is a beautifully conceived idea, especially the
co-authoring aspect meaning the children have genuine ownership over
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.
BBDO Sydney 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
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.