Tuesday, April 17, 2007

D&AD 2007 - Need for Speed Carbon AV Wars

Its that time again, and I please to note another entry in the book for 2007 to add to last years haul of 3 (including 1 Yellow Pencil nomination).
You can argue of the merits of the D&AD awards (smug ad industry back slapping vs genuine recognition for good creative) but to be fair I'll take any accolades going thank you very much.
The piece in question was a digital tv interactive 'ad' for EA Games release of Need for Speed Carbon - 'AV Wars'. You can check out a snippet on my portfolio site
The reason I'm pleased about this award is it was a conceptually strong idea with some great content to work with. EA marketing people had commissioned AV 'remixes' of NFSC by leading VJs that was earmarked for release at some date after launch. We asked for exclusive use of that content for the 'ad' and played it out longform behind the red button off the ads on digital tv. Of course NFSC fans recorded the thing on their PVRs ripped it and it was all over Youtube within hours.
So it was abit of tv that empowered and involved the viewer and contributed to community and conversation online via the forums and social media. And it looks pretty cool too. Job done?