Category B02. Microsite
Idea Creation WEBER Palatine Illinois, USA
Idea Creation 2 UNCLE GREY Copenhagen, DENMARK
Name Company Position
Lars Samuelson Uncle Grey Chief Strategy Officer
Jimmy Blom Uncle Grey International Creative Director
Simon Naver Uncle Grey Art Director
Karsten Kirkegaard Uncle Grey Creative Technologist
Charlotte Porsager Uncle Grey Client Service Director
Stig Peterson Weber Vice President Gloal Creative
Connor Story Weber Global Digital Marketing Manager
MediaMonks MediaMonks Creative Production Partner

The Campaign

This pioneering interactive showroom is designed as an interactive experience, seamlessly combining inspirational video, educational content with a WebGL product demonstrations in an immersive 360 environment. Letting you explore every detail of the state-of the art grill with a touch of your fingertips and via the website. Access to the functionality of the grills is experienced through a completely integrated and responsive UI surrounding each BBQ. The design comes to life using cutting-edge WebGL and real-time physically based rendering, reflecting the HDRI photographic 360 surrounding. The custom developed rendering camera reveals beautiful depth of field, presenting The Genesis II in the most stunning light possible. The site brims with video tutorials, grill recipes, tips & tricks, and everything else grillers could wish for.

Creative Execution

The project was briefed in August 2016 and reached completion in November 2016. The experience was deployed on the 8th of December after a period of UX and performance optimization, and rolled out globally during December 2016/January 2017. The experience was supported by a massive above the line campaign and social media campaign for four weeks all driving towards the digital experience and The design of the microsite was driven by the idea of creating a grilling experience and product demonstration that felt and looked as lifelike as possible in a digital environment. The first person view was essential to seamlessly transition from filmic narrative to interactive product exploration. The Aesthetics were created to be as lifelike and cinematic as possible, making use of cutting edge real time rendering in WebGL as well as fully integrating the UI into the digital experience.

Since the site has been launched, there have been a total number of 845,799 sessions, of which 85.5% is unpaid. The total number of pageviews is 2,822,001with an average 3.34 pages per session. “The initial engagement on the Genesis II site shattered our expectations and the metrics that we had put forth as this initial phase of the project.” Stig Pedersen,VP Global Creative, Weber-Stephen

With the Genesis II, Weber introduced two new models, each with a range of 4 grills. Every grill addresses it’s own target group ranging from young couples to empty nesters, newly started families to large families, the grill models are suited to everywhere from small balconies to backyards, rooftops and large summerhouse lawns. Based on the overall strategy of ‘Igniting Togetherness’ and a target audience with a passion for food and socializing, it was important to showcase the different settings the new Genesis II fits into. Furthermore, this luxury item comes at a significantly higher price than its competitors and had to deliver an online experience to match. The experience had to capture not only the multitude of innovation and features that have gone into the Genesis II range but also create an engaging environment that brought you as close to a real life barbecuing experience as possible.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

The Eurobest Awards is the benchmark for creative and effective branded communications in Europe.

For the past 32 years Eurobest has set the bar for Europe's creative communications industry, enabling those who push the possibilities of creativity to compete locally and be recognized globally.

Find out what's new in 2020

Juries announced

The names of the jurors for Eurobest Awards 2020 have been announced. All leaders in their respective fields, they encompass a wealth of creative expertise, skill and talent.

This year, our jurors will be judging the work online. We're adapting our robust and rigorous judging system to an online environment, while retaining our commitment to inclusivity and in-depth debate. As always, the work will be given the time, recognition and platform it deserves.

See the Juries

Get the Eurobest Evolving Trends Report

Full of useful insights and commentary, the Eurobest 2020 Evolving Trends Report revisits five key trends in creativity that emerged in 2019. With predictions from 2019 Jury Presidents and opinions on last year's winning work, we ask, “Where were we then? And what’s next?” across five key areas.