Tomorrow Awards Announce 2011 Winners

The Tomorrow Awards is the first international award show dedicated to discovering, showcasing and awarding advertising creativity that pushes new technological boundaries. Since the very best examples of such work are those that defy standard award show categories, the Tomorrow Awards is category-neutral; all entries were judged together, with only the very best ideas shined the brightest.

 

Ignacio Oreamuno, Founder of the Tomorrow Awards, says:

"The work speaks for itself. We've awarded pieces in this season's Tomorrow Awards that demonstrate the radical changes within the advertising industry. The judges agreed in unison that the Tomorrow Awards is serving an important purpose and it was unlike any other award show. The winners of the Tomorrow Awards have been, and always will be, a compass for the future of advertising. Congratulations to the winners for being brave and pushing the boundaries."

 

And the Winners Are

The USA dominates this year’s competition, with four American agencies taking home trophies. One of the coveted gongs will also go to the UK. The shortlists reflect a more global spread, with projects from Brazil, The Netherlands, Canada, Japan and Sweden receiving votes from both the jury and the public.

 

Project: Skype in the Classroom

Agency: Made by Many (UK)
http://tomorrowawards.com/showcase_archive.php?showcase_id=558

Skype in the classroom has made it possible for 17,000 teachers (and counting!) to bring technology into their classrooms in ways that genuinely bring education to life. Due to budget realities, classrooms tend to be an area where technological change is slow to appear. But because Skype is free to use, Skype in the classroom makes it possible to bring technology and a world of new ideas into classrooms everywhere, at minimal cost.

 

Project: Halo Reach

Agency: AKQA (USA)
http://tomorrowawards.com/showcase_archive.php?showcase_id=700

To celebrate the launch of Halo Reach, Xbox created a collaborative art installation powered by the online community. Live for twenty days, each person that visited RememberReach.com was able to create a point of light in memory of the heroes of Reach. By guiding a robotic arm to their chosen coordinates, visitors added a light to reveal the 3D sculpture that paid homage to the greatest shooter of all time.

 

Project: What Do You Love

Agency: Big Spaceship / Google Creative Lab (USA)
http://tomorrowawards.com/showcase_archive.php?showcase_id=617

“What Do You Love?” invites users to learn something new about their favourite things while interacting with Google’s broad range of services, shedding light on Google's more specialized tools, like Sketch Up or Patent Search. It also adds some serendipity into the experience. When we gave it a run, we came across organized debates on dragons, double-hot-dog-bun patents, and alpaca groups to name a few. 3-D Justin Bieber models, anyone?

 

Project: HypoSurface

Agency: Mark Goulthorpe (inventor) USA
http://tomorrowawards.com/showcase_archive.php?showcase_id=556

HypoSurface is a physically dynamic display medium - a literally moving screen. It is a powerfully visceral new medium that seems to elicit strange behaviour and excitement from all ages! It is physically interactive to sound and movement, and combines a generative sound and movement logic with projection of light and image. As such it is an immersive dynamic architecture, demonstrating new potentials for the linkage of information and form, a precursor to a radical new fluidity.

 

Project: Les Paul Google Doodle

Agency: Google Doodle Team & Google Creative Lab (USA)
http://tomorrowawards.com/showcase_archive.php?showcase_id=694

The Les Paul Doodle launched on June 9th, 2011, and became the most popular Google doodle to date. Its song-sharing functionality made it the first social doodle. In just 48 hours, 40 million songs were recorded in the US, the equivalent of 5.1 years worth of music. These songs were played back 870,000 times. An estimated 10.7 million hours of productivity were lost around the world.