Five most influential digital campaigns

Paul Springer
Buckinghamshire New University

What can be learnt from the game-changing digital campaigns of the past decade? Put digital at the core of comms activity and use challenging techniques, but don't let the technology dictate

June 2013 marked a watershed for digital campaigns in the creative advertising industry. Dumb Ways to Die, a YouTube clip and game app to promote rail safety, became the most-awarded campaign in the history of advertising's Cannes Lions Festival (32 Lions, five Grand Prix awards).

For the most part, the feats of pioneering digital campaigns have been understood in hindsight. For instance, Unilever Dove's Campaignforrealbeauty.com, the first to feature a URL as its strapline, was lambasted at the time by trade press for shaping a moral campaign to sell cosmetics, while its onsite support network, involving 26 million, was overlooked.