Parrot Carrot Safari

Posted by IAB Australia On November 16, 2011 Research & Resources


October – November 2011 winner: Parrot Carrot Safari
Client: Parrot Carrot
Creative Agency: Leo Burnett
Campaign type: App
Industry: Entertainment

Campaign information
This app was developed to support the launch of a new children book targeted at 2-5 year olds. It turned the iPhone screen into a pair of magic binoculars, allowing young players to peer into and explore a world of unusual rhyming animals. The app brought to life each of the six rhyming characters from the book in a unique animated style with narration provided by Kamahl.

Judge’s comment
Great use of the mobile channel with a simple idea beautifully executed. A charming extension of the book into a virtual space kids are sure to find magical.


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.