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Coggin believes "you need to get consumers interacting with the work for it to have the most chance of success. If you do, the rewards are not only greater for them but for online creativity as a whole."

1. MasterCard - McCann Erickson/unit9.creative.reproduction

I like this campaign. The banners have a simple design, yet are intriguing enough to get you to interact. The ads direct you to a microsite that invites you to hide a present for a 'friend', who is then invited to find it within a set time limit. It's a fun, inventive way of luring users to interact with the MasterCard brand, not to mention a clever way of capturing their data at the same time. It is also cleanly executed and has a nice pace. A great example of smart, yet simple, online advertising.

2. Royal Navy - Glue London

It is rare to find interactive ads that are genuinely exciting to play with, but these are a good example. One execution shows a landing strip and asks 'Could you land here?', followed by 'What if it was half the size?' The image is then reduced on screen, with the question 'And surrounded by water?' The image then shows a Royal Navy aircraft carrier in the middle of the Atlantic Ocean. If I was a teenage boy (as opposed to a fast-approaching middle-aged creative director), this campaign would have me running to the recruitment centre to sign up. Just one complaint: how the hell do you land the plane?

3. Brahma US launch - Wheel

I like the way this campaign captures the essence of Brazil and the 'spontaneous creativity' of its music. The two executions allow users to create their own Brazilian-style beats with the use of a Brahma beer bottle and a matchbox. The sound was apparently provided by Basement Jaxx's session percussionist, Jorge Batista. And, although I'm not sure whether it is the best showcase of his talents or the best interactive music mixer I've ever seen, it is an entertainingly simple piece of communication that should get its American audience thinking about Brahma, while providing the brand with instant credibility in the US. Job done.

4. Breathless Arts Season - Lean Mean Fighting Machine

While the Royal Navy campaign scores highly for making a loud impact, this one scores for the opposite reason - it doesn't need to shout. It simply is what it is: a series of beautifully crafted black-and-white banner ads, featuring a girl walking the streets of London with a trail of floating letters, seductively enticing us with the words 'Follow Me'. It's a really strong visual technique, underpinned by an inspired concept: one banner takes you to the next, neatly conveying the idea that there are many places to catch a Breathless event in London. This is interactivity at its most simple and brilliant best.