BIMA Awards 2013 Book of the Night
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Transcript of BIMA Awards 2013 Book of the Night
BOOK OF THEGREATEST BRITISHNIGHTIN DIGITAL.
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Welcome to the Book of the Night for the BIMA Awards 2013. Inside you’ll find details of every nomination along with insights and images from the winning projects.
As illustrated within, 2013 has been another incredible year for British digital. From across the industry we have seen content marketing take a giant leap and a mobile operating system named after one of Britain’s most famous chocolate biscuits.
It has been a similarly momentous year for BIMA, with our first events at SXSW and Cannes. We’ve also seen a record number of entries in the BIMA Awards and created separate categories for content marketing, UX and tablet.
Hard work from many directions goes into the Awards and I’d like to thank those that entered, the judges, the sponsors and the brilliant BIMA team of Bal, Anna, Bridget, Kait and Henry, as well as the BIMA Executive, led by Awards Chair Matt Pilgrim.
My thanks also go to our visionary headline sponsors Six Degrees Group and to Amaze, Channel 4, Digital Gurus, DigitasLBi, Futureheads, Giant PR, Lab Lateral, Millennial Media, MintTwist, Nile, OgilvyOne, Once We Were, POSSIBLE, Pulsant, Rainmaker, Redweb, SapientNitro, School of Communication Arts, Serenata Flowers, TDA Digital, TSL and Weapon7.
Thanks too to our partners: 12ahead, Amoveo, Audio Network, C21 Media, Chinwag, Contagious Magazine, Digital Doughnut, Figaro Digital, Mixing Digital, Nokia, The Drum and the Guardian.
This 29th BIMA Awards is my last as Chair of BIMA and I would like to thank everyone who has entered and supported BIMA and the Awards over the last four fantastic years. But the last word must go to this year’s winners whom have defined excellence in digital and filled me with pride, admiration and a tinge of envy.
Justin CookeChair of BIMA
“...we have seen content marketing take a giant leap and a mobile operat-ing system named after one of Brit-ain’s most famous chocolate biscuits.”
BIMA Awards 2013 Book of the Night
This year you will have noticed that we’ve done things a little differently, holding the final round of judging the day before the BIMA Awards. It has been a bold move with intricate logistics so I was delighted on Wednesday to visit the judges hard at work and soak up the excitement.
Judging any awards programme can be an arduous undertaking, and with the BIMA Awards rigorously assessed against four criteria to give a 360-degree view of the work, this is even more the case.
Our judging panel is made up of busy people – heads of digital at major brands, industry experts, creative directors and CEOs – and we’re humbled that they happily donate their time and effort to the cause of rewarding outstanding digital talent.
I wish to extend my thanks on behalf of BIMA to all of the judges for their diligence and enthusiasm, and to the entrants for giving them a brilliantly high standard of work.
Bal BhogalBIMA Commercial Director
“I wish to extend my thanks on behalf of BIMA to all of the judges for their diligence and enthusiasm”
The judges 2013
Adam StewartAlastair DuncanAlison CroweAmanda PhillipsBill GallowayCandace KussCaroline StephensCatherine TooleChris StillCraig Hepburn
Referees: Matt Pilgrim & Justin Pearse
BIMA 2013 / JUDGES
Dan HamburyDarren WhittinghamGerry McCuskerJames BruceJonathan DaviesKarl BarkerMatt GrovesNick JonesNick LeonardNiki Stoker
Omaid HiwaiziPaul DaviesRobin CharneySarah TierneySimon GillMatthew WattsTanya CordreyTim ParfittTom Reding
BIMA 2013
/ PREMIUM AWARDS
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Congratulations to all BIMA Award winners. It’s businesses like you that underpin the diversity and dynamism of the UK’s digital media industry.
We should know. As a B2B cloud computing service provider, we work with businesses like you all the time.
We understand the specific needs of the digital community. It’s why we provide reliable architecture that hosts critical applications, information and complex websites. It’s why we’re ready when timescales change and believe that your reputation counts for everything. It means we always talk to you in a way that you’ll understand so you can deliver the solutions that nobody thought were possible.
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BIMA 2013 / PREMIUM AWARDS
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Produced by: OgilvyOneProduced for: Kern & Sohn Precision Scales
/ The Gnome Experiment
Scientists love experiments. So Kern has been conducting the world’s first mass-participa-tion science experiment: one that reveals a little-known phenomenon.
Earth’s gravity actually varies, so you’ll weigh slightly more or less wherever you go. These fluctuations wouldn’t even register on typical scales, but Kern scales are more than ca-pable of measuring them.
The audience would play a starring role in demonstrating just how accurate the product is by recording the gravitational variation in their location and adding the data to the experiment website, gnomeexperiment.com
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BIMA 2013 / PREMIUM AWARDS
Runners-Up
/ GRAND PRIX
/ Nike+ Kinect Training/ Channel 4 Digital Paralympics
Produced by: Delta Tre, 13 Strides, Two Four Produced for: Channel 4
Produced by: AKQA / NIKE / MICROSOFT STUDIOSProduced for: NIKE / MICROSOFT STUDIOS
Produced by: TH_NKProduced for: Channel 4 / Kudos
/ The Utopia Inquiry
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AS BIMA’S OFFICIAL PR AGENCY GIANT WOULD LIKE TO CONGRATULATE ALL OF TONIGHT’S NOMINEES AND WINNERS
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BIMA 2013 / PREMIUM AWARDS
Agencies (creative, media or technical) that have consistently delivered creative, effective and innovative work in the previous 12 months.
/ AGENCY OF THE YEAR
AKQA continues to move from triumph to triumph. Already this year the agency has picked up Titanium and Gold Lions at Cannes and now takes home a lion’s share of the 2013 BIMA Awards.
The agency is built on values of Innovation, Service, Quality and Thought, and the man behind the values, Ajaz Ahmed (founding member of the BIMA Digital Hall of Fame), also attributes AKQA’s success to its absolute commitment to doing good work.
With innovation at its core. AKQA works in partnership with clients to deliver vision, thought leadership and highly effective, award-winning solutions that people want to share.
And share them they do. Nike PHOTOiD (Mobile winner) launched with no bought media yet almost instantly generated mass engagement at an unprecedented rate. Nike+ Kinect Training (BIMA winners for Battle of the Brands, Games and UX and Premium Awards winner for Innovation) became the #1 selling Kinect title of Christmas 2012.
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BIMA 2013 / PREMIUM AWARDS
Outstanding work achieved on a shoestring budget or against seemingly impossible odds.
/ MINOR MIRACLE
Produced by: WCRSProduced for: Women’s Aid
/ Blind Eye
With domestic abuse affecting 1 in 4 UK women, Women’s Aid needed to raise public awareness and address the discomfort that prevents people from confronting and preventing it. Using 3D technology, WCRS created a cinema commercial that allowed viewers to edit the ad in real-time by opening and closing their left or right eye. The left eye saw a woman alone preparing dinner and the right eye saw the harrowing presence of her abusive husband. By switching between eyes, the audience had the ability to observe or ignore the case of domestic abuse. In effect, they could turn a blind eye.
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RUNNERS-UPBlind Eye - WCRS / Nike+ British 10K - AKQA / Social Symphony - OgilvyOne
Outstanding examples of innovation in interactive media.
/ INNOVATION
BIMA 2013 / PREMIUM AWARDS
Produced by: AKQA / NIKE / MICROSOFT STUDIOSProduced for: NIKE / MICROSOFT STUDIOS
/ Nike+ Kinect Training
AKQA’s challenge was to bring the Nike campus elite training innovation to everyone, by putting a Nike certified personal trainer into every home. They began by merging Nike’s knowledge of training and motivation and Microsoft’s Kinect tracking technology.
Nike+ Kinect Training is the only fitness title to give a fully personalised programme, accurately tracing movement to the millimetre. It continues to adapt intelligently as the user progresses, and through live sessions brings the social experience of being in the gym into the home. Following two and a half years of design and development, Nike+ Kinect Training became the #1 selling Kinect title of Christmas 2012.
BIMA 2013
/ DISCIPLINE AWARDS
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HIGHLY COMMENDEDHeinz: Grow Your Own – We Are Social
BIMA 2013 / DISCIPLINE AWARDS
Projects that use digital platforms to build communities of interest around a product, brand or service.
/ COMMUNITY BUILDING
Produced by: OgilvyOneProduced for: Kern & Sohn Precision Scales
/ The Gnome Experiment
Scientists love experiments. So Kern has been conducting the world’s first mass-participa-tion science experiment: one that reveals a little-known phenomenon.
Earth’s gravity actually varies, so you’ll weigh slightly more or less wherever you go. These fluctuations wouldn’t even register on typical scales, but Kern scales are more than capable of measuring them.
The audience would play a starring role in demonstrating just how accurate the product is by recording the gravitational variation in their location and adding the data to the experiment website, gnomeexperiment.com
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RUNNERS-UP/ Capital One Superstars - Jam / Fenton - Poke / Hidden Talent - OgilvyOne / Life’s a Photo - Jam / Liquid Pixels - Jam / MARIACHI TWITTER - AMV PULSE / Pringles Fan vs Flavour - Isobar / Red Bull Stratos - Rockpool Digital / Support A Friend Campaign - Code Computerlove
Produced by: M&C SaatchiProduced for: NatWest/RBS
/ The IOU Team
BIMA 2013 / DISCIPLINE AWARDS
Excellence in digital content marketing, including but not limited to digital copywriting and video content.
/ CONTENT MARKETING
NatWest/RBS asked M&C Saatchi to promote their new mobile app feature, which lets you easily send money to your friends. The insight was that it’s awkward asking friends to pay you back. So now, you can send someone else to ask them for you. In a YouTube homepage takeover, you could send your friend a personalised video from a choice of seven unique characters: IOU Man, The Royal Mounted Friendship Police, Hipster Girl, Motivational Speaker, Reverse Psychologist, Hippies and Paranoid Psychic.
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RUNNERS-UP/ 50 things to do before you’re 11 3/4 - Trust Marketing and e3 / Beam Me Up - Realise / Easter Eggs Live - Windfall Films & Numiko / Heinz: Grow Your Own - We Are Social / Hidden Talent - OgilvyOne / Junior Vets Game - Stardotstar / Life’s a Photo - Jam / Lynx Apollo - Grand Visual / PUMA Dance Dictionary - GreyPOSSIBLE / The Text Challenge - PublicisB1 London
Produced by: AKQAProduced for: Nike
/ Nike+ British 10K
Projects that seek to engage audiences and use relevant content to build long-term loyalty where other media may not be so successful.
/ ENGAGEMENT
In July 2012 Nike+ hosted the British 10K – the country’s most prestigious road race – for the first time. It was an opportunity to promote Nike+ as an essential accessory for runners. AKQA’s mission was to give runners a taste of the Nike+ experience, so even if they didn’t own a Nike+ product, they could track and measure performance, and have access to messages of encouragement from their social networks. The British 10K app on Facebook tracked every runner’s progress in real time. It also allowed friends to send inspiring cheers direct to giant screens on the racecourse.
BIMA 2013 / DISCIPLINE AWARDS
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Produced by: AKQA / NIKE / MICROSOFT STUDIOSProduced for: NIKE / MICROSOFT STUDIOS
/ Nike+ Kinect Training
Outstanding examples of digital gaming that demonstrate creativity, inspiration, production values, great game-play and overall project success.
/ GAMES
BIMA 2013 / DISCIPLINE AWARDS
HIGHLY COMMENDEDFull English – Fish in a bottle & Two Brothers Productions
AKQA’s challenge was to bring the Nike campus elite training innovation to everyone, by putting a Nike certified personal trainer into every home. They began by merging Nike’s knowledge of training and motivation and Microsoft’s Kinect tracking technology.
Nike+ Kinect Training is the only fitness title to give a fully personalised programme, accurately tracing movement to the millimetre. It continues to adapt intelligently as the user progresses and through live sessions brings the social experience of being in the gym into the home. Following two and a half years of design and development, Nike+ Kinect Training became the #1 selling Kinect title of Christmas 2012.
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Produced by: ProferoProduced for: MINI
/ MINI Psychic Roadster
Campaigns that use an effective and media-neutral approach to engage consumers across digital and non-digital touch points in a consistently creative manner.
/ INTEGRATED CAMPAIGN
The brief was to launch MINI’s first 2-seater Roadster as an accomplice for misadventure. Profero’s insight: to reassure middle-aged men that their best adventures still lie ahead. The idea? A Psychic Roadster predicts future adventures.
A targeted national OOH campaign, £500k highly targeted online campaign and paid search drove over 1/4million men through the branded experience for a bespoke psychic reading across desktop, tablet and mobile.
Once behind the psychic’s wheel, Profero dynamically pulled in users IP addresses, weather feeds, places of interest and etymology, to create convincing psychic readings, all in MINI’s irreverent tone. The psychic reading culminated in a shareable prediction about their future.
BIMA 2013 / DISCIPLINE AWARDS
Sponsored by
RUNNERS-UP/ Get Ahead Of The Games - Detica / Kick My Habits - Epiphany / Tech Ball - SapientNitro / The Spirit of ‘45 / My ‘45 - Syndicut & The Project Factory
Produced by: OgilvyOneProduced for: British Airways
/ Social Symphony
Use of publicly available data feeds to create new tools, experiences, mashups or data-visualisation.
/ MASHUPS & DATA-VISUALISATION
The 2012 Games were billed as the Social Olympics, but one thing unites social noise. It’s silent. OgilvyOne’s challenge was to give it a voice so they aggregated tweets and posts related to the British Airway’s Olympic Campaign #HomeAdvantage and used them to power a live, constantly updating ‘Social Symphony’. They even recorded a choir, so when an athlete became the centre of online attention, the choir joined in, singing his or her name.
Over 50,000 people visited the Social Symphony during the Games. More than 65,000 sounds were generated and interacted with. #HomeAdvantage exceeded all other Olympic tags on five separate occasions. Helping to inspire a medal haul like never before.
BIMA 2013 / DISCIPLINE AWARDS
Sponsored by
RUNNERS-UP/ Calvin Harris. 18 Months. Album Launch. - We Make Awesome Sh / Discover The Taste of Summer - Razorfish / Horse Tracker - Monterosa Productions, Turf Trax, Civolution / M&S - Blooming QR code - Profero / Rolling Stones AR Album Launch - nimbletank / The British & Irish Lions - Sequence / The Million Pound Drop mobile app - Remarkable Television & Monterosa
Produced by: AKQAProduced for: Nike
/ NIKE PHOTOiD
Outstanding projects and campaigns based on media and/or software that provide an excellent user experience specific to a mobile platform.
/ MOBILE
HIGHLY COMMENDEDBlippar – Blippar
AKQA developed a platform for sneaker addicts and Instagram fans to turn their shoes into one-of-a-kind designs. NIKE PHOTOiD’s smart algorithm analysed the colour palette of the user’s photo, applying the 3-4 most prominent colours onto an iconic Air Max shoe to transform it into a completely unique and personalised Air Max creation.
The campaign launched with no bought media. However, almost instantly NIKE PHOTOiD generated mass engagement at an unprecedented rate. In the first week alone, a staggering 100,000 NIKE PHOTOiD shoes were created – amounting to an average of 600 per hour. With an 8% click-through rate of users going to the NIKEiD store to buy their creations.
BIMA 2013 / DISCIPLINE AWARDS
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Produced by: Delta Tre, 13 Strides, Two Four Produced for: Channel 4
/ Channel 4 Digital Paralympics
Campaigns or projects that have run across multiple digital platforms with each one contributing to the overall success of the activity.
/ MULTI-PLATFORM
HIGHLY COMMENDEDD-Day: As It Happens – Windfall Films and Digit
BIMA 2013 / DISCIPLINE AWARDS
The Paralympic Games is a global sporting event that poses distinct challenges around context and understanding. Social media and live video needed to be at the heart of things and accessibility had to be core to the UX and design. The last (and in many ways biggest) challenge was that it all had to be done from a standing start – this was the first international multi-venue event that Channel 4 had ever covered. They took all these challenges head on and delivered a Paralympic Games to the highest level and quality that has ever been achieved digitally.
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Produced by: Weapon
/ The Snow Machine
Projects with the sole aim of drawing attention to and promoting one’s own business, service, product or skills.
/ SELF PROMOTION
The Snow Machine was an experiential Christmas event in Covent Garden, featuring a Twitter-powered snow machine, an eight-ton Mercedes-Benz Unimog truck and copious amounts of fake snow.
Passing Christmas shoppers were invited to Tweet #snow to @thesnowmachine, which would then cause a ten second snow flurry.
The event ran all day and received over a thousand tweets, not to mention coverage of The Snow Machine and Weapon7 in the London Evening Standard (read by 1.7 million people daily) and Metro.
BIMA 2013 / DISCIPLINE AWARDS
RUNNERS-UPCyber-Duck Responsive Website - Cyber-Duck Ltd / Flash Vs HTML5 - Waste / LivesON - Lean Mean Fighting Machine / Redweb: a year of shameless self-promotion - Redweb / Snowloco - Proximity london
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Ad.pdf 1 10/09/2013 11:50:16Ad.pdf 1 10/09/2013 11:51:44
Sponsored by
RUNNERS-UPCoca-Cola and London 2012 - Zone / Heinz: Grow Your Own - We Are Social / Nike and Tinie Tempah Present #BlazerHunt - AKQA / NIKE PHOTOiD - AKQA / Social Symphony - OgilvyOne / The Gnome Experiment - OgilvyOne / The IOU Team - M&C Saatchi / The Plane Crash Online Check-In - RCKT / The Snow Machine - Weapon7 / Yu cant spel properlie wen hungrie Grab yourself a Snikkers - AMVBBDO
Produced by: AMVBBDOProduced for: Doritos
/ Mariachi
Projects that deliver organisational objectives by engaging with and giving value to an audience via social media channels.
/ SOCIAL MEDIA
Doritos adds a little bit of Mexican fun to every ordinary English party. This film features a band that does exactly the same. Mariachi Doritos are a very real band that AMVBBDO cast and they are shown on their tour of parties across the UK singing Mariachi versions of famous but very ordinary English pop songs. And the reactions of the people at those parties are their genuine, unscripted reactions.
BIMA 2013 / DISCIPLINE AWARDS
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Produced by: Tom Fenwick-Smith, Joshua Cunningham, Rebecca Arthur and Victoria LenchProduced for: Unilever open brief - Simple body wash
/ The Simple Steps
Any digital project spanning one or more platforms, created by full-time students.
/ STUDENT
The perfect time to check for breast cancer is in the shower, as women are already in close contact with their body. With this in mind the project team re-designed Simple’s packaging so the correct directions for checking breast cancer appear when the bottle becomes wet, thanks to hydrochromic ink. The directions are written in song form so women can sing along in the shower. Celebrities who have been affected by breast cancer release the song on a national stage, during breast cancer awareness month.
BIMA 2013 / DISCIPLINE AWARDS
HIGHLY COMMENDEDSense Danger – Tom Bender & Tom Corcoran
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BIMA-ad_0409.indd 4 05/09/2013 12:12
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RUNNERS-UP‘Urban World’ tablet app - McKinsey Global Institute / American Airlines 3D Presentation System / Event in a box - Smart Cookie / DotShop - Kanoti / Sit Back/Settle In. The all new Range Rover web experience - Blast Radius / The Z10 Experience - PublicisB1 London
Produced by: Crash LabProduced for: Channel 4
/ The Snowman and The Snowdog Game
Outstanding projects and campaigns based on media and/or software that provide an excellent user experience specific to a tablet platform.
/ TABLET
Released for iPhone, iPad and Android devices with the very broad range appeal of the film in mind, the game was enjoyed by novices and more experienced players alike – whether young or old. Featured in full 3D and using the distinctive hand-drawn environment and characters of the film it allowed players to create the feeling and emotion of the story through an interactive experience.
The Snowman and The Snowdog game was created for Channel 4 by East Midlands based developer Crash Lab, founded by veterans of the games industry.
BIMA 2013 / DISCIPLINE AWARDS
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RUNNERS-UPCineworld Website: The Re-launch - we are experience / my.edfenergy.com - Acknowledgement / Royal Mail ‘Redesign’ - Proximity london / The Masters of Photography - Equator / Williams website redesign - Rufus Leonard
Produced by: AKQA / NIKE / MICROSOFT STUDIOSProduced for: NIKE / MICROSOFT STUDIOS
/ Nike+ Kinect Training
Projects that provide an outstanding user experience or excellent service design.
/ USER EXPERIENCE
BIMA 2013 / DISCIPLINE AWARDS
HIGHLY COMMENDEDVirgin Atlantic Web Futures – DigitasLBi
AKQA’s challenge was to bring the Nike campus elite training innovation to everyone, by putting a Nike certified personal trainer into every home. They began by merging Nike’s knowledge of training and motivation and Microsoft’s Kinect tracking technology.
Nike+ Kinect Training is the only fitness title to give a fully personalised programme, accurately tracing movement to the millimetre. It continues to adapt intelligently as the user progresses and through live sessions brings the social experience of being in the gym into the home. Following two and a half years of design and development, Nike+ Kinect Training became the #1 selling Kinect title of Christmas 2012.
BIMA 2013
/ SECTOR AWARDS
BIMA_210x280_AW_ol_v4.indd 1 03/09/2013 16:56
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Produced by: AKQA / NIKE / MICROSOFT STUDIOSProduced for: NIKE / MICROSOFT STUDIOS
/ Nike+ Kinect Training
/ ‘Call of Duty: Black Ops II’ Photo Shoot Campaign - Millennial Media / Heinz: Grow Your Own - We Are Social / Hidden Talent - OgilvyOne / Lynx Apollo - Grand Visual / MINI Psychic Roadster - Profero / Social Symphony - OgilvyOne
The best campaigns and projects for established, recognised brands and their challengers.
/ BATTLE OF THE BRANDS
BIMA 2013 / SECTOR AWARDS
PUMA Dance Dictionary – GreyPOSSIBLE
HIGHLY COMMENDED
AKQA’s challenge was to bring the Nike campus elite training innovation to everyone, by putting a Nike certified personal trainer into every home. They began by merging Nike’s knowledge of training and motivation and Microsoft’s Kinect tracking technology.
Nike+ Kinect Training is the only fitness title to give a fully personalised programme, accurately tracing movement to the millimetre. It continues to adapt intelligently as the user progresses and through live sessions brings the social experience of being in the gym into the home. Following two and a half years of design and development, Nike+ Kinect Training became the #1 selling Kinect title of Christmas 2012.
Creative Evolutionby lab
0207 183 6668 www.lablateral.com
lab_advert.indd 1 05/09/2013 10:40
Sponsored by
RUNNERS-UP/ Deloitte Season’s Greeting 2013 - The Partners / Futureproofing SME’s with Hibu - The BIO Agency/ Innovation Live - The Partners / Orange Different Business - Publicis Chemistry / ProReal application - Corporation Pop / The PSN story - Base One / VeChat - Ve Interactive
Projects that provide or promote business-to-business products or services.
/ BUSINESS-TO-BUSINESS
Scientists love experiments. So Kern has been conducting the world’s first mass-participa-tion science experiment: one that reveals a little-known phenomenon.
Earth’s gravity actually varies, so you’ll weigh slightly more or less wherever you go. These fluctuations wouldn’t even register on typical scales, but Kern scales are more than capable of measuring them.
The audience would play a starring role in demonstrating just how accurate the product is by recording the gravitational variation in their location and adding the data to the experiment website, gnomeexperiment.com
BIMA 2013 / SECTOR AWARDS
Produced by: OgilvyOneProduced for: Kern & Sohn Precision Scales
/ The Gnome Experiment
Sponsored by
RUNNERS-UP
Produced by: PublicisB1 LondonProduced for: BlackBerry
/ The Text Challenge
If the client wears a suit, the work might be suited for an award in this category.
/ CORPORATE
The BlackBerry Z10 took BlackBerry’s heritage and experience as the best phone for typing and applied that knowledge to a new all-touch device. The result was flick typing. This new innovation is much quicker and simpler than the auto-correct found on other devices. We wanted to give online users first-hand experience of this speed. So we let them challenge a real BlackBerry Z10 to a texting race, using their own phone. Just a couple of clicks and a QR code later and their phone connected to the banner and they were head-to-head with an on screen BlackBerry Z10.
BIMA 2013 / SECTOR AWARDS
/ Capital One Superstars - Jam / Harvester and Passbook - Millennial Media & Eagle Eye Solutions / Hidden Talent - OgilvyOne / ICAP Charity Day 2012 - Zone / Little Big Things - Realise / The IOU Team - M&C Saatchi / V40 Launch Event Toolkit - Line Up / VeChat - Ve Interactive
/ Make more of your garden - LIDA
HIGHLY COMMENDED
Sponsored by
RUNNERS-UP
Produced by: WCRSProduced for: Women’s Aid
/ Blind Eye
Projects that inform or support target groups that may be difficult to reach using traditional methods, with special attention given to creating lasting engagement.
/ EDUCATION & OUTREACH
With domestic abuse affecting 1 in 4 UK women, Women’s Aid needed to raise public awareness and address the discomfort that prevents people from confronting and preventing it. Using 3D technology, WCRS created a cinema commercial that allowed viewers to edit the ad in real-time by opening and closing their left or right eye. The left eye saw a woman alone preparing dinner and the right eye saw the harrowing presence of her abusive husband. By switching between eyes, the audience had the ability to observe or ignore the case of domestic abuse. In effect, they could turn a blind eye.
BIMA 2013 / SECTOR AWARDS
/ EASD Hypo Simulator - Ogilvy DigitalHealth / Make Things Do Stuff - Numiko / n0tice - DigitasLBi / Pearson: The Learning Curve - Soak Digital / Signed Stories App - ITV SignPost / Tetley’s Farmers First Hand - Starcom Mediavest Group / The Girl Effect - Zone / The Gnome Experiment - OgilvyOne / Try Being Me - The Workshop
Sponsored by
RUNNERS-UP/ A Date To Remember - Agency Republic / Calvin Harris. 18 Months. Album Launch. - We Make Awesome Sh / CONNECT TO EE - Publicis Chemistry / JD Roots - Agency Republic / Mischievous Minions - Grand Visual / MUSE - Isle Isleinteractive / Never Underdressed - Clock / The Last of Us - Detica
Produced by: TH_NKProduced for: Channel 4 / Kudos
/ The Utopia Inquiry
Projects that provide or promote media or entertainment-related products or services, or projects that directly entertain a target audience.
/ ENTERTAINMENT
The Utopia Inquiry is a multi-platform Channel 4 drama investigating the unseen powers that affect us all. To make it terrifyingly real, TH_NK employed a modal digital channel strategy.
They tweeted genuine articles on subjects referenced, as they were introduced in the broadcast, and fired off personalised tweets - engaging fans of the drama and making them question their online behaviour. Facebook served as the long-term hub for debate around the controversial issues raised and documented supporting content, fuelling lengthy debate between episodes.
For the super fans TH_NK also created downloadable artwork from the show and brought to life the appeal phone line featured in the drama.
BIMA 2013 / SECTOR AWARDS
RUNNERS-UP
Discover the benefits of mentoring:
Please consider mentoring our next batch of award winners.
SPOT THE TREND
BIMA Student Award Finalists 2012
Helen Parry & Thirza Prentice School of Communication Arts 2.0
Martin Headon & Olly Wood School of Communication Arts 2.0
Rose Lewis & Danielle Mensah School of Communication Arts 2.0
Amar Marwaha & Arvid Härnqvist School of Communication Arts 2.0
BIMA Student Award Finalists 2013
Ran Stallard & Max Maclean School of Communication Arts 2.0
Tom Bender & Tom Corcoran School of Communication Arts 2.0
Ran Stallard & Max Maclean (again!) School of Communication Arts 2.0
Gavin Nastili, Carrie Leger,Oliver Palle & Victor Lambert School of Communication Arts 2.0
Tom Fenwick-Smith, Josh Cunningham,Rebecca Arthur & Victoria Lench School of Communication Arts 2.0
Please consider mentoring our next batch of award winners.
Sponsored by
RUNNERS-UPDotShop - Kanoti / Escape Flight - B-Reel / Manchester City: Stadium Tour Interactives - d2 Digital / St Andrews Links design and build - Precedent / The Most Amazing Places To Walk In Britain - Nice Agency / The Space - Arts Council England and BBC / Virgin Atlantic Web Futures - DigitasLBi
Work promoting or providing leisure or travel products or services or extending the reach of arts and culture to a wider audience.
/ LEISURE & CULTURE
The 2012 Games were billed as the Social Olympics, but one thing unites social noise. It’s silent. OgilvyOne’s challenge was to give it a voice so they aggregated tweets and posts related to the British Airway’s Olympic Campaign #HomeAdvantage and used them to power a live, constantly updating ‘Social Symphony’. They even recorded a choir, so when an athlete became the centre of online attention, the choir joined in, singing his or her name.
Over 50,000 people visited the Social Symphony during the Games. More than 65,000 sounds were generated and interacted with. #HomeAdvantage exceeded all other Olympic tags on five separate occasions. Helping to inspire a medal haul like never before.
BIMA 2013 / SECTOR AWARDS
Produced by: OgilvyOneProduced for: British Airways
/ Social Symphony
Sponsored by
RUNNERS-UP/ Blind Eye - WCRS / Enough Food for Everyone IF - The IF Coalition, Cogapp, Lavish Connect, Homemade Digital, Adam & Eve Tribal DDB / Global Rich List - Poke / I wish my son had cancer - ais London / Oxfam Grow Campaign: Behind The Brands - Code Computerlove / The Great British Property Scandal - Tiger Aspect, Project Factory, mySociety / The Public Toilet - Lean Mean Fighting Machine
Produced by: Delta Tre, 13 Strides, Two FourProduced for: Channel 4
/ Channel 4 Digital Paralympics
Projects or campaigns for public bodies or the public good.
/ PUBLIC LIFE
The Paralympic Games is a global sporting event that poses distinct challenges around context and understanding. Social media and live video needed to be at the heart of things and accessibility had to be core to the UX and design. The last (and in many ways biggest) challenge was that it all had to be done from a standing start – this was the first international multi-venue event that Channel 4 had ever covered. They took all these challenges head on and delivered a Paralympic Games to the highest level and quality that has ever been achieved digitally.
BIMA 2013 / SECTOR AWARDS
/ Weekly Appeals - Grand Visual
HIGHLY COMMENDED