Reactive wins Creative Showcase 7.6 with its emotional campaign “The Most Powerful Arm Ever Invented”

Posted by Lucy Halliday On June 14, 2013 Media Releases

14 June 2013, Sydney – Reactive’s highly interactive and well executed campaign, The Most Powerful Arm Ever Invented has impressed the judges and been named the winner of IAB Australia’s Creative Showcase 7.6.  Havas Worldwide Sydney picked up second place with its exceptional campaign Fundawear; and SOAP Creative snared third place with its Lynx Apollo campaign.

Reactive’s campaign started with a petition that encouraged the Australian government to create a policy for Duchenne Muscular Dystrophy (DMD), and secondly match the money raised by parents–charity “Save our Sons”, dollar for dollar. The solution was to build a robotic arm that connects to Facebook so that all the sufferers as well as the public can sign the petition. The campaign was praised by the judges for using cutting edge technology to communicate an emotional message.

Mike Zeederberg, Managing Director of Zuni and Creative Showcase’s Chair of Judges said “The Internet of Things has come to Creative Showcase, with the top two entries using real-world physical devices connected to the digital world to get their message across, albeit in very different ways around a multitude of topics. Australia’s digital community has embraced the idea of seamless integration between the online and offline worlds and are coming up with increasingly inventive ways to use these technologies to solve marketing challenges.”

Havas Worldwide Sydney earned second place in Creative Showcase for the exciting Fundawear campaign with Durex, who wanted to be known for fun and safety. The Fundawear campaign uses technology that combines a smartphone app, Amazon servers, and underwear with inbuilt touch actuators to accurately send the sensation of touch over the internet, so couples can physically connect even if they are miles apart. This campaign is now in the stages of full development.

In third place was SOAP Creative’s LYNX APOLLO campaign. In celebration of the launch of Apollo – their new fragrance – the deodorant giants were giving one Australian the chance to fly into space. Through a mobile friendly campaign site, the competition was brought to life in digital with Facebook content, a mobile and desktop game and videos around space content.

The bi-monthly IAB Creative Showcase competition series, which is sponsored by Innovid, 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 automatically gains entry into the 2013 IAB Awards “Best of the Best” awards.

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

7.6 Creative Showcase Winners
Winner: The Most Powerful Arm Ever Invented  
Creative Agency: Reactive
Collaborating Agencies: Havas, Finch & Red
Brand Name: Save our Sons
Campaign Overview:
Second Place: Durexperiments – Fundawear                      
Creative Agency: Havas Worldwide Sydney
Brand Name: Durex
Campaign Overview:
Third Place: LYNX APOLLO

Creative Agency: SOAP Creative
Media Agency: Mindshare
Brand Name: LYNX
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 Fairfax Media, News Digital Media, REA Group, Network Ten, Yahoo!7, APN News & Media, ninemsn,, Telstra, TressCox Lawyers and AIMIA.  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:
For more information please contact:

Pru Quinlan
Einsteinz Communications
T: (02) 8905 0995



Lucy Halliday