The Obama campaign also picked up the integrated prize for its effective use of three or more different medias combining to produce a convincing advertising campaign. It got recognition as a creative use of different media across the board from television, new media and online to grass roots door to door campaigning.
The film category also included aspects of Obamas election campaign, with creator of Budweisers classic Wassup ads, Charles Stone III, being awarded a special jury commendation for his new version of the ad. The new version saw the original characters who were once happy and chilled out going through tough times after eight years under George Bush, suffering under the recession and being posted to Iraq. Unfortunately this ad was not eligible to win a prize in the film category as the rules state that all entries must be commissioned by a commercial client and work towards promoting a corporate identity design, but the judges felt it deserved special recognition for being such a powerful political statement.
Another big winner was newspaper The Zimbabwean, for their campaign which used the countrys almost worthless banknotes on billboards, giving a whole new meaning to sign printing and scooping gold awards in both the Titanium and integrated categories. Other successful campaigns included the “dance” ad for T-Mobile with a whole crowd dancing together in Liverpool Street station, and an interactive ad for a Philips TV featuring a bank robbery frozen in time.
