We knew there were going to be lovely animal-shaped balloons around because they were in the TV ads. We can't see how we could have done anything other than set up a balloon race across the internet. The thing that got us really excited was creating a complex and mutually beneficial relationship between sites, players and Orange, something fun for racers, yet rewarding for site-owners. We built a bespoke ‘ad-serving’ environment, managing relational data between each individual balloon and the sites. The reward: 40,000 balloons, 3,000 sites and 3.2million free exposures to Orange through the race itself.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.