As if there weren’t already a plethora of industry award shows, now (not that this is new or anything) we have agencies like Ypung & Rubicon handing out awards to individual agencies within its network for what it dubs great work.
The winner of the agency’s annual Idea of the Year Award goes to Shalmor Avnon Amichay/Y&R Interactive Tel Aviv for its work on Orange Time, a site for Orange’s entertainment and movie portal.
As the agency rep wrote, “Using the insight that when lights go out in the cinema it’s the signal that puts us in the mood, we created a site that opens only if you switch off the lights in the room. Physically. Literally.”
See it here.
Apparently, the work…um…worked. With a 50 percent increase in visits, the site became the number one video portal in the country.
