Creative Agency Mark wins IAB Australia Creative Showcase 7.2 with “Build with Chrome”

Posted by IAB Australia On October 10, 2012 Media Releases

Sydney, 10 October 2012: Creative Agency Mark has been named the winner of IAB Australia’s Creative Showcase 7.2, delighting the judges with their campaign for Google, Build with Chrome. Developed to push the boundaries of what’s possible in a browser, Build with Chrome was praised by the judges for its playful simplicity and technical prowess as it combined two of the world’s well loved products – Google Maps and Lego.

Second place was snared by US Sydney for the original Nike + NINE campaign, developed for Nike to introduce Sydney to an innovative suite of new products ahead of the 2012 London Olympics. SOAP Creative took third place for its entertaining Expendables 2: Deploy & Destroy campaign, an interactive game that brought the Expendables 2 movie to life and allowed users to choose their squad from the biggest cast of action heroes just like in the movie.

Mike Zeederberg, Managing Director of digital strategy agency Zuni and chair of Judges said “Creative Showcase shows the rapid evolution of the work that digital agencies in Australia are doing.  Entries ranged from digitally enabled coffee machines used as part of an event, through to fitness tracking and data visualisation; games and using digital to re-imagine the retail environment.

“Ultimately it was combination of using Lego to showcase the power of Chrome that caught the judge’s attention – a playful way for Google to bring to life the power of Chrome,” said Zeederberg.

The bi-monthly IAB Creative Showcase competition series, accepts entries for work completed in the two months prior to close of judging for each round and only one campaign per agency is allowed. The winners of each Creative Showcase round will gain automatic entry into the 2013 IAB Awards “Best of the Best” Awards Category. The winning entries are showcased at 

The Creative Showcase competition is free and easy to enter – entrants simply register and submit the campaign online at

Faced with the challenge that the Chrome browser does not come bundled with a Mac or PC, Mark set out to demonstrate how the Chrome browser provides a better experience of the web by pushing the boundaries of what’s possible in a browser. Working to showcase both imagination and creativity Mark brought the tagline ‘The web is what you make of it’ to life with the browser’s WebGL capabilities and combined it with Google Maps and LEGO® to deliver Build with Chrome.

Praise from the judges included the comment “I’d be lying if I wasn’t jealous of this work” and “the outward simplicity belies the technical prowess required to achieve such an experience. Simple digital joy.”

US Sydney’s campaign for Nike was developed to introduce Sydney to an innovative suite of new products – but thanks to the Olympics they couldn’t show any – no athletes, no Games imagery and no proof of the power of Nike’s vision. So they created +NINE, a store with a more playful connection to the Games that ran to the Olympics calendar, open for business at night and a darkened shop front by day. The store showcased Nike’s innovation principles – transforming into a surprising plaything for ‘passers-by’. A touch-screen built into the store window brought pockets of the store to life, simultaneously triggering large-scale projections highlighting the innovation story behind each and every one of the Nike hero products.

SOAP Creative’s Expendables 2: Deploy & Destroy campaign involved the development of a game, a social media competition which enabled the winner to become a pixel Expendable, wallpapers as rewards for players that unlocked the achievements in game and trailers that ran in TV and Cinema. The campaign was powerful, achieving 6.9M plays from 3.2M visitors in a month, with an average visit time of 13:40 minutes. It was embedded on 1000s of game sites worldwide and achieved 89,000 Roadshow Facebook links.

7.2 Creative Showcase Winners
Winner: Build with Chrome
Creative Agency: Mark
Media Agency: PHD
Brand Name: Google Australia

Second Place: Nike + NINE                         
Creative Agency: US Sydney
Media Agency: US Sydney /Boffswana / The Locals
Brand Name: Nike + NINE
Campaign Overview:

Third Place: Expendables 2: Deploy & Destroy
Creative Agency: SOAP Creative
Brand Name: Roadshow Films
Campaign Overview:


About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 40 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to increase the share of advertising and marketing dollars that interactive media captures in the marketplace.

IAB Australia’s board includes representatives of AIMIA, APN News & Media,, Fairfax Media, Google, Mi9, Network Ten, News Australia Sales, REA Group, SBS, Telstra Media, TressCox Lawyers and Yahoo!7. It has four objectives:
• To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers
• To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers, and the press
• To be the primary advocate for the interactive marketing and advertising industry
• To expand the breadth and depth of IAB membership while increasing direct value to members

For further information about IAB Australia please visit:

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IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.