Results for real life

When wanted to distinguish its interactive content from its big yellow book, it wasn't enough to merely advertise its multimedia service - it wanted people to experience it too. Enter AKQA, the design agency responsible for invigorating everything from Microsoft's Xbox 360 to Nike's Run London 10k race. 'Results for real life' was the outcome, an interactive media campaign that spans outdoor, online, TV and theatre adverts in a truly unique way.

The initial brief was simple yet tight. AKQA was asked to devise a big idea to take away from its online portal existence and communicate the richness and availability of local content. "Often it's the open briefs that really freak out creatives," says Daniel Bonner, AKQA's executive creative director on the campaign. "The freedom that a tight brief offers is preferred because everyone - including the client - knows the direction in which you have to head."

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