Cheil, MEC and AKQA awarded at Creative Tech Awards
Gathered at the Tower of London, brands, agencies and technology companies were highlighted for their work at the ceremony for the Creative Tech Awards, a newly-launched initiative aimed at recognizing ingenious and collaborative thinking in the use of technology across marketing, advertising and media.
The awards comprise 15 categories and are open to brands, agencies and technology companies that can demonstrate successful innovation in advertising, especially where campaigns have triumphed through effective collaboration. AKQA, Cheil London and MEC UK were among the winners, announced at a gala dinner in London.
The Judges Choice Award Platinum winners were selected from the gold-winning campaigns by the chair of judges Graham Bednash UK consumer marketing director for Google, and senior judges Anna Rafferty, director of digital marketing for BBC Worldwide, and Scott Ross, chief technology officer, international for Digitas LBI.
“What the judges liked about the winners of this particular award is that they took an existing idea or format and they reinvented it,” Bednash said. “They built on technology, on characters, and they created a lot of interest and excitement and made it feel very fresh. Not just from a tech point of view, but in a way that made it into the real world.”
For Barclaycard’s 50th anniversary, AKQA turned the British Summertime festival into a musical celebration. Partnering with BuzzFeed, the agency made a quiz designed to learn the user’s favorite musical genres. This data was used to create a unique “DanceBot” that could be personalized by race and gender.
To promote Samsung’s smartwatch, Cheil London created the Gear S3 World Choir. Singers from 24 choir teams from around the world performed in London’s Piccadilly Circus last year in the countdown to Christmas. Using Samsung’s Gear S3 smartwatch, Cheil London turned their biometric data into beautiful visual displays.
And for Thames 21, MEC UK worked with artist Jason Bruges to turn the outside of Sea Containers House into a visual artistic representation of the health of the Thames.
Using data about the river’s health, the display would change every evening to indicate if the river’s health was declining, static or improving.
R/GA’s work for Nike, “Nike on demand”, took home two golds, making it the next most awarded campaign of the night. The initiative offered 240 athletes, 1:1 training regiments delivered by the brand’s experts via WhatsApp.
PH: Agencies, brands and tech companies were awarded with prizes at the Creative Tech Awards. Photo: Creative Tech Awards