Claire Stapleton and Duncan Munro from Y&R Wellington have taken out the Bolly Award for their Metservice campaign 'You Can't Change the Weather', impressing the boffins with a digital execution that allowed punters a chance to play God.
The objective of the BollyAwards, which are run by the Interactive Advertising Bureau and supported by Champagne Bollinger and MediaCore, is to celebrate the best digital creative in all the land and continue to push the limits in this channel.
And the IAB's marketing manager Alisa Higgins says that as online advertising continues to grow so will the ideas and executions.
There were 10 entries in this, the second installment of the competition, and Higgins says it's a very good start to the new initiative.
James Mok, executive creative director of DraftFCB, Lee Parkinson, managing Partner of Digital Ikon Communications, Tony Gardner, general manager of Saatchi & Saatchi DGS and Toby Talbot, group executive creative director of DDB New Zealand were the presiding judges and a couple of them commented that they still saw a gap where some entries had missed the chance to take the idea to the next level.
Mok said of the winning Metservice campaign (check it out here): "[It] succeeds despite only using small space banners. They attract the eye by continually animating changeable weather. The sliding switches add to the intrigue. They are a good visualisation of the strategy that you can't change the weather so you should use Metservice to plan ahead."
Parkinson opined: "Metservice banners - there was an idea behind them, interactive sliders; relevant creative. Could have pushed the idea further though - what if, in addition to the interactive sliders, the banners had taken live data from Met Office's own Weather feeds around the country - this would have resulted in a more dynamic and changing campaign."
And Toby Talbot summed it up nicely: "Plan with Metservice – sweet banner executions that allow you to control the weather, if only we could."
Entries are now being taken for next month's Bolly Awards (entries close on 23 April).