Described as “the heart” of the Connected Consumer Awards by the chair of the judges, Graham Lovelace, this year’s winner of the Connected Campaign of the Year went to Manning Gottlieb OMD for its outstanding work with John Lewis on ‘Monty the Penguin’.
In this short video interview (above), Lovelace, director of Lovelace Consulting, explains what makes the category so important – and how it can tell us something about both the changing connected consumer and the way tech is altering the advertising landscape.
“A plethora of connected screens is changing the way we access and share media, as well as the way we communicate and, indeed, shop,” says Lovelace.
“Brands, agencies and media owners are all having to adapt.”
Special mention this year also went to Clear Channel UK for its ‘Tap to beat cancer’ campaign – a highly innovative use of contactless technology which turned a shop window into an interactive display.
The judges were also highly impressed with Clear Channel’s ‘Tweet to eat’ campaign – another world first for Clear Channel, in which a digital panel became a crisp dispenser…with a little help from Gary Lineker.
“But there had to be a winner,” Lovelace said, “and that is Manning Gottlieb OMD for John Lewis and ‘Monty the Penguin’ – a multi-channel campaign staged across TV, online, social and in-store, looking at the world through the eyes of an imaginative child.
“This brilliant campaign raises the Christmas TV advertising bar even higher, and provides a valuable case study from which we can all learn.”
