shots' Top Ten Interactive of 2010

The world was gripped by economic doom and gloom, but the creative industry still had plenty to be happy about in 2010. Each week great work dropped into shots' inbox and picking our favourites was never going to be easy, but we've whittled the list down and present to you our top 10 interactive campaigns from 2010.

Google Chrome Ball

The Flash-based game on YouTube is a Race across the Internet and encourages users to help the ball keep rolling with a range of online trivial challenges that utilise the diverse tools of Google. youtube.com/user/chromefastball



Arcade Fire: The Wilderness Downtown

Chris Milk and Aaron Koblin's immersive interactive video for Arcade Fire track We Used To Wait takes its viewers back to where they grew up with clever use of HTML5 and Google Earth in the Chrome browser. thewildernessdowntown.com



COI: Choose a Different Ending

This interactive anti-knife crime spot from AMV BBDO and Mad Cow snared the Grand Prix for Good at Cannes and highlights the potential seriousness and consequences of real life decisions.
youtube.com/user/adifferentending



Johnny Cash Project

Chris Milk and Aaron Koblin's first interactive effort of the year, this crowd-sourced music video allowed fans to contribute to the film and makes for a different viewing experience every time - Johnny would have loved it. thejohnnycashproject.com



VIFF: The Warden Sixteen

Sixteen scenes of a short film, all released one by one on sixteen consecutive days by TBWACanada and offered up to the public to remix. We liked it and so did fans of the Vancouver International Film Festival. thewardensixteen.com



Adobe Museum of Digital Media

The world's first digital museum, the Adobe Museum was unveiled in October and provides an interactive venue to present and preserve groundbreaking digital media works, inspire creative ideas, and provide a forum for expert commentary on how digital media influences culture and society. adobemuseum.com



Tipp-Ex: A Hunter Shoots a Bear

We don't advocate bear hunting, and neither does Tipp-Ex, as we saw, and exercised through the unique YouTube 'fill in the blank' campaign from Buzzman in Paris. youtube.com/user/tippexperience



Old Spice: Responses

After the massive response on Twitter to Old Spice's The Man Your Man Should Smell Like from W+K, the star of the spot came back by responding to personal Twitter messages. youtube.com/user/OldSpice



Nike Run: Grid

Masterminded by AKQA, W+K and Mindshare, this running programme encouraged players to claim different postcodes around London all on the same day with one overall winner coming out on top over 24 hours. nikegrid.com



Jay-Z: Decoded

The book of memoirs that literally goes back to its roots, Droga5 pasted each page of Jay-Z's book somewhere in NYC with fans able to track them down online. bing.decodejay-z.com