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SXSWi Awards: Big Wins for Jason Zada and Cheil's 'Homeplus'

By Published on .

Tesco's Homeplus was digital campaign of the year
Tesco's Homeplus was digital campaign of the year

South by Southwest Interactive is just about wrapped up, but as attendees make their way out of Austin, some of them are clutching trophies that mark them as the best in digital and interactive creativity.

The awards, which were presented last night in Austin, honored 20 Web developers and designers, chosen from hundreds of entries.

The digital campaign of the year was "Homeplus," the Cannes Media Grand Prix- winning effort out of Cheil Worldwide that recreated the aisles of the retailer in subway stations. Commuters could snap pictures of the items they wanted and the products would be shipped to their homes. That project was also Creativity's number one interactive effort from 2011.

In the activism category, defined as environment or non-profit projects that "make the world a better place," Slavery Footprint, a project out of MUH-TAY-ZIK | HOF-FER and Unit 9 London beat out projects like Highrise's One Millionth Tower and 31K Projects for Peace. The initiative allowed you to track how many "slaves" work for you, based on where you live and what you own.

Tool was a big winner, with director Jason Zada's "Take This Lollipop," which gathered information from your Facebook page to present you with a personalized video of a deranged stalker that is out to get you, winning best of show as well as the best in the experimental category.

That project beat out Americans Elect, which ended up taking home the coveted People's Choice Award, the award that was won by Groupon last year. Americans Elect asked Americans to vote for their own presidential candidate--it's no experiment, since the winner will appear on the ballot come November.

Tool's "Lights," project, which brought singer Ellie Goulding's track to life using WebGL, also won in the motion graphics category, which highlights work built using cutting-edge tools. It beat out "Bell," the beautiful interactive music video for Japanese band Androp, created out of Party.

And Tool also won in the business category for Screw*D, a live, interactive reality show for SEARS Craftsman that sent a tool amateur into the wild, forcing him to survive with just tools and the help of the online community.

The music winner was Philip's "Obsessed with Sound," Tribal DDB's interactive website created with StinkDigital that allowed users to single out individual notes and instruments of a track played by the Dutch Metropole Orchestra.

"Bla Bla", Vincent Morisset's film project for the National Film Board of Canada, won in the Art category. Morisset, who is known for his amazing interactive work, created graphics and characters that are completely inert, but can be controlled by viewers as they click through the screen.

In the "Amusement" category -- work that is "weird for the sake of weird," the winner was Lego's iPhone app "Life of George." The ingenious game combines the device with real bricks, so users had to complete challenges to create Lego designs on a special play mat before time runs out.

TBWA's "Projeqt" was the winner in the education resource category. The tool, which was initially open only for TBWA staff, acts as storytelling CMS or platform for the creative community, helping them present their stories and portfolios.

Stephen Wolfram, the founder and CEO of Wolfram Research and the creator of Wolfram Alpha, was named speaker of the event. Wolfram Alpha, the answer engine, has done some cool stuff, including providing a widget builder, and won both the technical and Best of Show prizes at SxSWi in 2010.

Other winners included Expedition Titanic, a project out of Firstborn that chronicled a historic dive and gave viewers a peek into the history and wreckage of the fabled ship, as well as Storify, which won in the social media category. In a not-so-surprising move, digital scrapbooking sensation Pinterest was honored as the year's breakout trend.

Here's the full list of the winners.


Made in a Free World: Slavery Footprint


LEGO: Life of George


National Film Board of Canada: Bla Bla


SEARS: Screw*D


RMS Titanic: Expedition Titanic


Big Stories, Small Towns


TBWA: Projeqt


Jason Zada: Take This Lollipop


Goa Hippy Tribe


Ellie Goulding: Lights


Obsessed With Sound






Coal: A Love Story


Eye-fi iPad App


Americans Elect




Stephen Wolfram


TESCO: Homeplus Subway Virtual Store


Jason Zada: Take This Lollipop

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