BBDO Dublin has won the People’s Choice Award as well as a Bronze Lovie in the Best Experimental (Metaverse) category for its work with the Road Safety Authority at the 12th Annual Lovie Awards.
The Lovie Awards are organised by the International Academy of Digital Arts and Sciences (IADAS) and this year over 1,000 entries from 30 different countries took part.
The “Road Safety-Verse” campaign revolved around a learning portal that is available to primary and secondary schools across Ireland, to teach road safety to kids. It is Ireland’s first branded metaverse and the world’s first metaverse for road safety education.
“BBDO Dublin and The Road Safety Authority have excelled in its category, showing fantastic prowess in digital innovation and creativity,” said Nicolas Roope, Jury Chairman of IADAS. “This award is a testament to the skill, ingenuity and vision of its creators.”
“This award is particularly gratifying as it started its life as a traditional campaign brief before it became an immersive, interactive VR world, in which children can experience and learn about road safety in a whole new way,” says Shane O’Brien, BBDO’s executive creative director.
“For an agency with such a rich creative heritage, the ‘Road Safety-Verse’ is evidence of our continued ambition and determination to drive innovation and creativity into new spaces and mediums,” he says.