The Great British Music Showdown has won the Platinum Judges’ Choice Award at the Campaign Creative Tech Awards.
For Barclaycard’s 50th anniversary, AKQA turned the British Summertime festival into a musical extravaganza to discover the UK’s musical DNA. Partnering with BuzzFeed, The Great British Music Showdown quiz was designed to find out which genres the British public loves most. The data of people’s quiz results were then transformed into a unique, grooving DanceBot avatar that could be personalised further and shared on social.
The judges particularly liked that the winners of this Platinum award were “built on technology, on characters, and they created a lot of interest and excitement and made it feel very fresh. Not just from a tech point of view, but in a way that made it into the real world.”
The project was also awarded Gold in the Integrated Campaign/Technology of the Year category and two Bronze in the Most Creative Personalisation and Best Audience Engagement categories.
Studio Bliink was commissioned to design and animate all the Dancebot characters. We were also tasked with finding a way to create millions of combinations of unique new characters rendered on-the-fly in real time. It was a particularly technical as well as a creative challenge.
The newly-launched Campaign Creative Tech Awards recognise ingenious and collaborative thinking in the use of technology across marketing, advertising and media.