Adidas - Kicking it
The aim of this campaign was to take advantage of the UK public's current obsession with celebrities and getting behind the scenes with them. In this case, the solution for adidas was to provide exclusive footage of sporting superstars Johnny Wilkinson and David Beckham on interactive TV only.
Outtakes from filming the brand's mainstream television ad were edited and put together, effectively, producing a video of the two stars having a laugh as they made mistakes during the shoot. It shows them in a more human light.
This video of outtakes was accompanied by the full-length television ad running alongside.
The exclusive footage generated editorial for both sports television programmes and tabloid newspapers.
According to its developers, the ad achieved a huge audience and redefined what can be achieved by encouraging the public to hit the red button.
The judges concurred. One said: "The success of this idea and its obvious appeal just goes to show how effective a very simple idea can be if it is executed well.
"It shows how well interactive television can act as an advertising platform when the medium is backed up by a well thought-out idea and something that is not available elsewhere - online or off."
Judges were looking for a future-focused and inspired approach that showed the technology's potential while acting as an ambassador for iTV services.
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Agency: Joshua Interactive