Shark diving in the desert wins IAB Creative Showcase for Leo Burnett

Posted by Melani Theodorou On May 15, 2015 Media Releases


SYDNEY, 15th May 2015: Sydney’s Leo Burnett has secured first place in IAB Australia’s Creative Showcase Round 9.5 with its campaign launching Samsung’s Gear VR. Second place was taken by WiTH Collective for the “World’s Best Fielder” World Cup cricket game created for Fairfax Media, while third went to SOAP Creative for its “Goal Getter” campaign for ING Direct.
“A broad spread of industries and ideas were represented in this round’s winners, showing that great digital creative ideas can work across a wide range of industries,” said Mike Zeederberg, managing director of Zuni and Creative Showcase chair of judges.

To showcase Samsung’s ability to immerse users in a different world with its virtual reality capabilities, Leo Burnett took a literal approach, setting up a dive shop in Alice Springs, 1200 kilometres from the nearest ocean. Using Samsung’s Gear VR – connected to the Galaxy Note 4 – visitors to the shop were treated to a shark dive in the middle of the desert, instantly transported to a world that was the polar opposite to the hot and dry landscape beyond the Gear VR. The visitor’s reactions were amazing, and the video that captured them has since been watched more than 1.8 million times on Facebook and YouTube.

WiTH Collective’s campaign for the World Cup cricket placed players on the field during live games in a bid to save runs and change the outcome of the game. Real-time data from the Fairfax Live Match Centre chalked up the runs they’d saved, with bonus runs awarded for higher engagement across social media. Players competed against each other for a $5,000 prize and the prestigious title of “World’s Best Fielder”. The game was a resounding success, played 21,672 times in 107 countries.

A close third was SOAP Creative’s “Goal Getter”. The campaign was designed as a fun way for ING Direct to capture details about people’s goals and then demonstrate how ING DIRECT could help achieve those goals. The site utilised the familiar gender-neutral dot “Lou” to create real-time reactions to the data customers entered. Within three days, entries were 232 percent of target, with more than 50 percent of all visitors submitting a personal goal. Existing ING Direct customers were invited to participate in the campaign via tailored EDMs. The data captured about individual goals was then used in personalised follow-up communications.

“When you have an open text field like the Goal Getter site does, it’s kind of great as it feels like it can anticipate pretty much anything you can throw at it. A simple idea that’s beautifully crafted and will net a bunch of interesting data too,” said judge Kieran Ots.

The 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 winning entries are showcased at

Creative Showcase 9.6 Winners

First place
Creative agency: Leo Burnett, Sydney
Brand name: Samsung

Second place
Creative agency: WiTH Collective
Brand name: Fairfax

Third place
Creative agency: SOAP Creative
Brand name: ING

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 support and enable the media and marketing industry to ensure that they thrive in the digital economy.

IAB Australia’s board includes representatives of, Fairfax Media, Google, Mi9, Network, News Australia, REA Group, Telstra, TressCox Lawyers and Yahoo7. It has four objectives:

To be the ‘big tent’ for the entire digital advertising industry and define the future of digital advertising

To deliver the benefits of ad funded interactive experiences to Australians
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

For further information about IAB Australia please visit:

For further information please contact:
Alice Manners
CEO – IAB Australia
T: 0408 107 399

Pru Quinlan
Einsteinz Communications
T: (02) 8905 0995

Melani Theodorou