• by Lynn Russo , December 27, 2005

When it comes to thinking outside the box, AKQA leads the pack. This is an agency that isn't afraid to walk the walk or stretch the boundaries of digital media. This group seems to have fun while they're doing it, too. With blue-chip clients like Nike, Microsoft, Visa, Coca-Cola, and ESPN, the agency must be doing something right. Its knack for tackling tough Web problems and creating brilliant and engaging interactive sites earns AKQA the honor of receiving OMMA's nod for Best in Web Design and Development for 2005.

"The intricacies and complexities of [their] programs are mind-boggling," says new marketing consultant Joe Jaffe, an admitted fan of AKQA. "Most agencies wouldn't have a clue how to execute at this level. Their work shows an acute understanding of what I would call 'new marketing,' not just from a tactical or execution vantage point, but more importantly from a strategic and integrated one."

For instance, at runlondon.com, built for Nike's annual London 10k, a megaphoned scooter rider motivates a runner in front of him, while an oversized rooster sits atop an alarm clock to ensure that a sleepy athlete gets up for his early morning workout. These animated line drawings captivate both the eye and the spirit.

But the site is also jam-packed with informative and educational content to help runners keep in shape, train, and monitor their stats. More importantly, it keeps them coming back. Pushing the envelope further, runners' start and finish times from the London race were tracked using digital timing chips tied to participants' shoelaces, which interacted with magnetic mats. The stats were reported back to the individual runners on the site through text messaging and e-mail.

For Microsoft's Xbox 360 "Perfect Dark: Zero" game, the agency built a dashboard interface and then supported it with a campaign integrating video, e-mail, online advertising, and mobile marketing, using different media to reveal each chapter in the story. "This campaign ups the ante for Web video usage," Jaffe says. "AKQA integrated the components into a seamless experience that didn't feel overly demanding or complex. The result was a campaign that completely immersed the user into the world of 'Perfect Dark: Zero.' "

For Visa, the agency created an interactive video ad campaign with a built-in microsite that allowed potential applicants to research events, tickets, dining, concierge services, and premium offers that helped increase response rates. Meanwhile, a Nike Football site doubling as a video game enticed Asian football enthusiasts to play their favorite sport in the streets of Tokyo, Shanghai, and all over Southeast Asia, encouraging fans to purchase Nike equipment as they played.