Last year’s winner, Gatecrasher, won the Ads Are Better Rich competition with a ‘Scratch and Win’ creative, resulting in Gatecrasher digital project manager Scott Pelham gaining access to the world's biggest creative conference in Austin,Texas, in March this year.
Fairfax Media is again giving Australian talent the opportunity to go “beyond the brief” with the launch of this year’s Ads Are Better Rich Competition.
The campaign challenges designers, techs and creatives to experiment with its media advertising formats in order to design a self-promotional mobile interscroller.
The winner will be determined by a panel of judges who will look for a creative concept with strong aesthetic execution, supported by an engaging user experience.
Fairfax launched its rich media formats a year ago in a first for the Australian digital publishing space. The media company’s combination of inventory, digital media experience and audience enabled Fairfax to deliver measurable impact, using audience targeting capabilities and real-time analytics.
“Rich media has delivered incredible results across our mastheads since launch and we want to further encourage the industry’s brightest creative minds to experiment and extend their stories with these immersive formats,” says Fairfax Media head of the studio Chris Breen.
“Simply put, rich media makes great creative perform better and gives you greater context in an environment that provides a lean-in experience.”
“Our ‘Ads Are Better Rich campaign’ gives creatives absolute freedom to deliver the execution they’ve always wanted to design and challenge what digital creative could be.”
Last year’s winner, Gatecrasher, won the Ads Are Better Rich competition with a ‘Scratch and Win’ creative, resulting in Gatecrasher digital project manager Scott Pelham gaining access to the world's biggest creative conference in Austin,Texas, in March this year.
This year’s winner will receive a $30,000 digital media package with Fairfax media and have their work displayed across the Fairfax Metro News Network. A member of the winning organisation will also earn an all-expenses paid trip to the ATX Spring Festival in Austin,Texas - the world’s leading interactive film, music and comedy conference and festival.
RECENT UPDATE (November):
Digital agency Sugar has been announced as this year's winners of Fairfax Media's 'Ads are Better Rich' competition.
The announcement:
Sugar Agency has taken out the gong to win this year’s Fairfax Media ‘Ads Better Rich’ competition. Sacha Mimram, from Sugar Agency, is off to the world’s biggest design, comedy music and interactive conference in Austin, Texas. Launched by Matt Rowley, Chief Revenue Officer for Fairfax Media at the 2018 Agency Symposium, the challenge aims to encourage agencies to push creative boundaries by using rich media formats to develop a campaign that promotes their agency. The winning ad unit was the standout, with its unique 360 degree camera feature drawing the user into the world of the agency. The judging panel, consisting of Matt Rowley, Emily Bull, Director of Commercial Innovation, and Adam Weaver, Design Lead; The Studio at Fairfax, chose Sacha Mimram from Sugar Agency based on an entry that had strong messaging and leveraged a range of rich media features including swipe, shake and integrated video content. “As an agency, we’re intensely focused on rich media and leveraging emerging technology including AR & VR to deliver engaging campaigns and demonstrable results for our clients. The Ads Are Better Rich competition offered a chance to play and experiment which was invaluable.” said Sacha Mimram, Creative Director at Sugar Agency. “On top of that, we got to showcase our agency talent and win the ultimate inspiration trip to Austin, Texas.” “Yet again, Australia’s creative talent has experimented to produce some seriously impressive ad creative. It’s important that the people working in this field have formats to really indulge their creativity, so we see this competition as a way to highlight the technology and its capabilities” said Emily Bull, Director of Commercial Innovation at Fairfax Media. “It’s opportunities like this that mean brands and agencies can really experience the benefit of new technologies to bring their campaigns to life.” Fairfax’s ‘Ads Are Better Rich’ competition has experienced great market engagement since the inaugural challenge last year, with notable entries from VMLY&R, M&C Saatchi, Clemenger BBDO & Spark 44. Fairfax’s creative solutions offer advertisers premium inventory at scale, combining immersive, rich media experiences that place brands in the spotlight whilst engaging Fairfax’s quality audience. Underpinned by audience targeting capabilities, measurable data and real-time analytics, the formats combine creativity and technology in a first for the Australian premium digital publishing space. Source: Sugar Agency
Comments