Conceptualised by Gavin Cromhout and Uwe Gutschow for client Henkel's product Perfax wallpaper glue, the online advertising creative makes fun of all the 'Free Wallpaper downloads' type of advertising on the internet.
Gutschow says: "The advertising piece slides down bit by bit to reveal a 'broken image' - geek terminology which means that an image hasn't loaded properly, usually indicated by a red cross in the top left hand corner of where the image should be, as well as the words 'keep it stuck'.
"A packshot of Perfax Wallpaper Adhesive is revealed as the wallpaper peels away...a simple messge - use Perfax Wallpaper Adhesive to keep your wallpaper stuck to the wall!"
With a primary focus on groundbreaking creativity, a multi-disciplinary panel of judges assessed entries submitted according to criteria including concept and execution, brand relevance, design and branding, originality, call to action and best use of online media to meet campaign objectives.
"We were looking to reward online advertising that breaks new ground and that capitalises on the uniquely interactive nature of the medium," says Media24 Digital's Russell Hanly.
Gutschow believes it's the big idea and creative execution that have won them the Roar awards: "We've taken the product attribute and showcased it in a creative way in an environment that web users are familiar with.
"What's even better is that the client receives R25 000 in advertising spend with Media24 Digital."
To view the ad, visit http://www.mediafrenzy.co.za/atplay/freewallpaper/
