The Monkeys' amusing campaign for Intel's Ultrabook, The Ultrabook Temptations, has picked up first prize in the latest IAB Australia Creative Showcase awards.
The Ultrabook campaign consisted of social experiments to see how far people will go to get their hands on a new Ultrabook. Films captured in Australia, Indonesia and Thailand were viewed more than 1.5 million times in the first ten days.
Soap Creative won the Creative Showcase 6.5 second prize for its interactive Enigma campaign for Streets Cornetto, which helped reveal the ice cream's soft side.
Tequila was awarded third place for its Children's Timeline Facebook application for Children's Panadol, which enables parents to celebrate and share their children's milestones.
Mike Zeederberg, chair of judges and managing director of Zuni, said almost all the entries incorporated Facebook or viral video.
“Ultimately, the idea behind The Monkeys' campaign of watching people do random stuff in pursuit of a reward won over the majority of the judges,” he said.
The Creative Showcase awards are held every two months, recognising work that has run in the two months prior to each event. The winners of each round get automatic entry into the 2012 IAB Best of Creative Showcase awards.
Visit the Creative Showcase website for more information and to enter.