BIMA Awards 2016 Book of the Night

BOO NIGH BIMA AWARDS 2016

BOOK OF THE NIGHT

BIMA AWA ADAM GRAHAM Chair of BIMA

A ARDS Welcome to the Book of the Night 2016 Inside you will find details of all our finalists plus a showcase of this year’s winning work.

smaller agency to have a crack and rub shoulders with the established digital heavyweights.

The BIMAs are the longest running digital awards in the world and we have evolved with the industry over more than three decades. As digital has become ubiquitous, many of the traditional media awards now have digital categories and it’s been great to see the growth in recognition of our industry’s work. In the meantime, BIMA has continued to provide the gold standard for best in class interactive work.

And indeed, any aspiring agency that wants to prove that small can equal mighty will take masses of inspiration from checking out this year’s finalists for our Grand Prix and Agency of the Year. Powerhouse small to mid-size agencies like Nile, ORM and Brainlabs may come in at fewer than 50 or 100 headcount, but they are excelling alongside industry leaders like DigitasLBi, AKQA, Amaze and R/GA.

As the industry body for digital practitioners in Britain, we are uniquely plugged in to this thriving community. Our members are spread far and wide across the British Isles and we support the next generation of up and coming agencies. As such, the BIMAs present an opportunity for the

Of course, whether you are shortlisted or not, it’s always worth coming along to our awards night and we trust everyone who joined us on 15 September is now resting their dancing feet and nursing sore heads while reading this. If you were there, you will have celebrated, mixed and mingled – not to mention enjoyed

the fine tunes from our headline DJ Trevor Nelson, or as I prefer to describe him, warm-up act for the main set of the night!

I’d like to thank our sponsors who make such a difference and enable us to invest in creating a unique experience for all. A huge thank you goes to Amaze, Amoveo, Droxic, ForrestBrown, Head, Invest HK, Iomart, Jahia, Lab, Nexus CX, Ngoar, Only, Packt Publising, Propeller, Sitecore, Steve Ward, Tealium, The GREAT Britain campaign and Wirehive. I’d also like to thank our media partners, Communicate Magazine, Creativepool, Cult LDN, Digiday, The Drum and Hashtag’d.

Lastly, I’d like to say a huge WELL DONE to all the winners and everyone who made the shortlist.

It is a real achievement. I hope you enjoyed the evening.

201

OVER THE PAST 3 THE BIMA AWARD CEMENTED AS TH OF BRITISH DIGITA

MATT PILGRIM Co-Chair of the BIMA Awards and VP Partner & Alliances at Tealium

32 YEARS, DS HAVE BEEN HE CORNERSTONE AL.

Innovation and diversity shine this year Our industry is in the early stages of a real evolution, as the advancements of technology are explored, demands from audiences reach new heights and agencies deliver projects with innovation at their core.

Of course, this makes judging no easy feat, and we need to give serious kudos to the BIMA Awards 2016 judges on a job well done. The jury this year included influential and experienced digital players from the likes of Facebook and ITV to SapientNitro and Ogilvy. Ask any of our jury, past or present, and they will comment on the rigour of the judging process. For their part in this and for upholding the highest standards, we would like to thank all of our judges for their time, dedication and diligence.

Like the industry, BIMA is continually working to innovate and

change, and this year we introduced a new category – ‘Arrival of the Year’, to celebrate the up and coming agencies that will be the giants of tomorrow. A quick glance at the shortlist shows that British digital has a great future ahead.

Equally, with the changes we made last year to the framework for determining the BIMA Awards ‘Agency of the Year’, we have also seen an influx of agencies wanting to show us what they’re made of. There has been a real focus on developing homegrown talent, harnessing innovation, developing the agency culture, investing in employees both in and out of work and doing social good.

Diversity is a word on everyone’s lips at the moment, and what better way to shift the needle on gender equality than by introducing a shadow jury

made up of rising female creative talent. In collaboration with Creative Equals – the programme to increase the number of senior female creatives – BIMA launched the world’s first initiative of this kind, giving our shadow jurors the chance to mirror one of our wonderful judges, network and gain all the insights from sitting in on the judging (under strict NDA, of course). As they rise through the ranks, we hope that they can learn from the work they have seen and of course benefit from the valuable connections they have made within the industry.

Finally, I would like to personally thank my Co-Chair Tiffany St. James, BIMA’s MD Bridget Beale as well as the BIMA team and Executives, whose dedication and work makes the awards the best night out in British digital.

JUD– GES JUDGES

TIFFANY ST JAMES Co-Chair of the BIMA Awards and Co-Founder at Transmute

ADAM SMITH Managing Director at Rawnet

AMANDA NEYLON Programme Director Digital Delivery at NHS Digital

AMANDA PHILLIPS Head of Omnichannel Content & Marketing Operations at British Airways

ANDREA MOORE Marketing Director at MADE.com

ANDY HOOD Head of Emerging Technologies at AKQA

BEN DORAN Head of Technology at MullenLowe Profero

BEN GREEN CEO at KiTTi

BEN WALLACE Director at drpdigital

CATHERINE FLYNN Head of EMEA Agency Team, Global Business Marketing at Facebook

CHARLIE SMITH Client Services Director at R/GA

CHEYNEY ROBINSON Chief Experience Officer, EMEA and APAC at Isobar

7

BIMA AWARDS

DAVE PATTEN Head of New Media at The Science Museum

EMILY SAMWAYS Managing Partner at OgilvyOne Worldwide

JENNY HOWARD Head of Strategy at Sunshine

JESSICA ROWLEY Managing Director at Techdept

JIM COLEMAN UK CEO at We Are Social

JONNY TOOZE Managing Director at Lab

JULIE ATHERTON Managing Director at Small Wonder

KELLY-ANN MAXWELL Deputy Managing Director at Tribal Worldwide

LISA BLYTHMAN-WOOD Creative Director at VML London

MATTHEW TWEDDLE Creative Director at Only

NEIL COOPER Creative Director for Visual Design at SapientNitro

NIKKI BARTON Director of Design & UX at Auto Trader UK

ROBERT BLACKIE Director of Social at OgilvyOne Worldwide

SANDRA MCDILL Chief Digital Officer at 7thingsmedia

SIMON GILL Chief Creative Officer, UK & MENA at DigitasLBi

SHEENA PEIRSE Editorial Director, Online at ITV

SHUVO SAHA Director, Google Digital Academy at Google

SONALI FENNER Integrated Partner and Global Business Director at J. Walter Thompson London

TOM SALMON CEO at The Bakery

SPON– SORS SPONSORS

MAJOR SPONSORS

9

PARTNERS

MEDIA PARTNERS

SPONSORS

BIMA AWARDS

10

BIMA AWARDS

PREM –IUM PREMIUM AWARDS

GRAND PRIX AGENCY OF THE YEAR ARRIVAL OF THE YEAR BRAND OF THE YEAR STARTUP OF THE YEAR STUDENT OF THE YEAR GREAT INNOVATION BEST WORK ON A SMALLER BUDGET

11 13 15 17 18 19 20 22

PREMIUM AWARDS

GRAND PRIX

GR

11

WINNER

Mumsnet Pregnancy Tracker FINALISTS BBC Unearthed Realise Ltd Blackcircles - Changing the way the tyre market works in the UK Nile, Blackcircles & Blackcircles customers Beats by Dr. Dre - The Game Starts Here R/GA London Hustle Primania MullenLowe Profero Rise Philippines AKQA

PRODUCED BY DigitasLBi

PRODUCED FOR Mumsnet

WEB bit.ly/2boq7KP

TWITTER @DigitasLBi_UK

Navigating Mumsnet’s vast community wisdom can be tough on newly pregnant women. DigitasLBi and Mumsnet wanted to build a pregnancy app that turns it into an intuitive, empathetic experience.

The pregnancy app from Mumsnet lets you grow into your pregnancy at your own pace, with ersonalized help and advice from mums who’ve been there, done it and got the stretch marks. All the content has been distilled down from the Mumsnet forums from the past 15 years. So now every parent-to-be can have the collective wisdom of half a million women alongside them for 9 months.

The app curates the best Mumsnet pregnancy advice into 100s of pieces of content, delivered in a personal, intuitive way. It retains the authentic, home-made Mumsnet look and tone, presenting pregnancy as a human, not medical condition.

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PREMIUM AWARDS

AGENCY OF THE YEAR

AG

13

WINNER

Zone

FINALISTS AKQA Amaze Brainlabs Net Natives ORM R/GA London

WEB bit.ly/2bLnbft

TWITTER @ThisisZone

2015 further consolidated Zone’s position as one of the UK’s leading independent digital agencies. In 2014, Zone was a London-based agency with £10m revenues. By the end of 2015, they had moved into new premises at the heart of the King’s Cross development, having opened offices in Bristol and Cologne and grown revenues to more than £16.5m.

Their pitch success rate in 2015 was more than 70% and they secured engagements with the likes of Lloyds Banking Group and Stagecoach, as well as charity sector clients including British Red Cross, Girl Guiding and RSPB. However, growth, innovation and pitch wins are only part of the story. Zone is also proud to be awarded a two-star ‘outstanding’ rating by the Sunday Times Best Companies survey. Any agency is only as good as its people so they launched MyZone Career – a massive commitment to learning and development for their team. Every employee has 5% of their billable time reserved for personal and professional development. Employees can choose from more than 80 individual courses – from an ‘MBA in a Day’ to an introduction to photography.

Every employee is given two volunteering days each annually. Their entrylevel programme is open to school-leavers and graduates alike, and they advertise as many roles as possible with the King’s Cross Partnership.

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PREMIUM AWARDS

ARRIVAL OF THE YEAR

AR

15

WINNER

Only

FINALISTS Altair Media Keeping & Co platform

WEB bit.ly/2bor4ma

TWITTER @onlystudiouk

From humble beginnings in the summer of 2014, Only have been on an incredible startup journey. As well as securing contracts with some of the biggest and coolest brands in the world, Only have earned a reputation for outputting work to a consistently high standard; picked up industry awards and accolades from BIMA, Awwwards, SiteInspire and CSS Design Awards; and seen their work featured and discussed by outlets including the BBC, AdWeek, Design Week, The Drum and Prolific North.

Building on early success, Only have added some incredible brands to an international roster of clients. Projects currently in the studio include a major rebrand of an international charity working to support indigenous peoples all over the world; a brand identity and digital presence for one of the largest new universities in the South East of England; and a uniquely immersive digital experience for a major residential development currently underway in Yorkshire.

As a result of all of this, Only have been able to attract and retain some of the greatest young talent emerging from across the North of England. The Only design team is set to double in size again in year three as the studio aims to maintain its reputation for excellence across disciplines and sectors.

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PREMIUM AWARDS

BRAND OF THE YEAR

BR

17

WINNER

National Trust

FINALISTS Futurelearn RAF Benevolent Fund www.CRUISE.co.uk

AGENCY DigitasLBi

WEB bit.ly/2bopZuT

TWITTER @nationaltrust

The National Trust exists with a clear brand promise: to look after special places forever, for everyone. It has launched an ambitious plan to nurse the natural environment back to health as well as invest in looking after the nation’s heritage.

To help do this, the National Trust is reinventing its relationship with its audiences, aligning its systems and databases to help communicate in the right place, at the right time.

They completely redesigned their app, with in-visit and online modes, and geofencing for each venue. In the first month alone, they had 351,459 users spending an average of 12.7 minutes on the app, clocking up 12,816,405 location views – all meaning more visits being planned.

They launched a new, fully responsive website, where the places themselves are the stars of the show – using large, breath-taking images and incredible stories from across the charity, to inspire their audience to get out and explore. Bounce rate is down by 17% year on year, thoroughly beating the target of a 10% reduction.

And there’s much more to come. It all adds up to a superb brand reinvention in digital, making the National Trust a worthy choice for BIMA Brand of the Year.

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PREMIUM AWARDS

ST

STARTUP OF THE YEAR WINNER

Cat in a Flat

FINALISTS Creative Entrepreneurs HeadBox Zaapt

WEB bit.ly/2bkG4SL

TWITTER @catinabusiness

Cat in a Flat is a cat loving, cat sitting community that connects cat owners with trusted and insured cat sitters in their area. Its mission is to help our feline friends stay in the comforts of their own home/ sock drawer while their owner is away.

How it works: Cat owners can pick and choose insured cat sitters by personality, testimonial or cost. Cat sitters get to spend time with furry friends and not have to worry about pet bills or long term care, and best of all they get paid to do it! Cat in a Flat provides every cat sitter with their own personal webpage, a pay-as-you-go insurance, as wellas service agreement contracts and a secure payment & booking system.

All cat lovers are welcome!

PREMIUM AWARDS

STUDENT OF THE YEAR

ST

19

WINNER

Ford Liberty

FINALISTS 5 STYLE Alberto Negro Next Step Anthony Hollis, Nawaraj Gurung & Sakina Begum Pets Go Wild Laura Magee & Blaz Verhnjak

PRODUCED BY Ethan Bennett & Owen HunterJenkins

PRODUCED FOR Ford

WEB bit.ly/2c16RaR

TWITTER @ohunterjenkins @ethanbennett94

Henry Ford’s mantra was to provide mobility for all.

Ford Liberty aims to bring this mission into the modern world by solving a global mobility problem. For many from poor regions, finding durable prosthetics is extremely difficult. Most limbs last no longer than a year.

Without one, basic mobility is hindered. By using Ford’s huge resource of factories worldwide in poor countries, students Ethan Bennett and Owen Hunter-Jenkins created Ford Liberty – the first fully maintainable prosthetic leg. By repurposing Ford car parts, the leg can be maintained by local mechanics, reducing the need for regular and expensive hospital visits.

PREMIUM AWARDS

GREAT INNOVATION

GR

20

WINNER

RecoVR: Mosul

FINALISTS BBC micro:bit BBC micro:bit Partnership Designing a bank with Atom TH_NK Don’t Look Away AKQA Pigeon Air Patrol DigitasLBi

PRODUCED BY Visualise

PRODUCED FOR The Economist

WEB bit.ly/2boqQLZ

TWITTER @visualise360

RecoVR: Mosul is a collaborative virtual reality experience between The Economist, Project Mosul and Visualise. From crowd-sourced imagery of the ancient artefacts destroyed by Islamic State in the city of Mosul, Project Mosul took on the ambitious task to reconstruct them as 3D models using photogrammetry technology.

Viewers are able to take a virtual tour through Mosul Museum, which has been digitally reconstructed by the Visualise team, and appreciate the cultural history that would otherwise have been lost forever.

To maximise engagement, Visualise produced a Cardboard app for iOS and Android and Gear VR. The experience can also be viewed in 360 on The Economist’s Facebook and YouTube channels.

The BIMA jury commented on the excellent execution and praised the work for its demonstration of need-meets-tech-meets-creativity.

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PREMIUM AWARDS

SM

22

BEST WORK ON A SMALLER BUDGET WINNER

Tim Weaver’s MISSING

FINALISTS Cat in a Flat Hiut Music KNIT Koozai and Papa John’s - Taking the local pizza market by storm Koozai Mumsnet Pregnancy Tracker DigitasLBi Perfect Fit Garage DigitasLBi

PRODUCED BY Kindred

PRODUCED FOR Penguin Random House

WEB bit.ly/2bMzA1F

TWITTER @kindredagency

MISSING is a chart-topping podcast created by Penguin Random House and Kindred Agency to promote best-selling crime writer, Tim Weaver.

Selected as one of iTunes’ Best of 2015 and listened to more than 300,000 times, MISSING broadened awareness of Tim Weaver, positioned him as a leading figure in crime fiction, and introduced his books to a new audience.

The BIMA jury noted that MISSING is an excellent demonstration of understanding the customer, with great results delivered on a small budget in a competitive market.

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BIMA AWARDS

SECT –OR SECTOR AWARDS

AUTOMOTIVE BUSINESS TO BUSINESS CONSUMER GOODS CONSUMER RETAILERS CONSUMER SERVICES EDUCATION INTERNAL COMMUNICATIONS MEDIA & ENTERTAINMENT PUBLIC LIFE SPORT & LEISURE TRAVEL & ATTRACTIONS WELL-BEING & HEALTH

25 27 29 31 33 35 37 39 41 42 43 45

IHK-020816_London_OP.pdf 2016/8/23 2:56:18 PM

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C

M

Y

M

MY

Y

MY

K

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SECTOR AWARDS

AUTO– MOTIVE

AU

25

WINNER

Blackcircles Changing the way the tyre market works in the UK FINALISTS #itsnotforyou STACK Bentley Inspirator VML London Future of Driving AKQA Perfect Fit Garage DigitasLBi

PRODUCED BY Nile, Blackcircles & Blackcircles customers

PRODUCED FOR Blackcircles

WEB bit.ly/2bSmfDM

TWITTER @NileSays

Blackcircles are changing the way the automotive tyre market works in the UK, and using their engaged customer base to do it.

By redesigning the way customers are able to purchase tyres, and encouraging happy customers to be vocal about their experience on social channels.

Their innovative approach to experience design and social marketing has resulted in exceptional growth, satisfaction ratings and they are now the unequivocal leader of online tyre sales in the UK.

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SECTOR AWARDS

BUSINESS TO BUSINESS

BU

27

WINNER

UBS

FINALISTS Formica.com Kagool I-Global Intelligence for the CIO (I-CIO) Seven Reimagining Better Business Bright Blue Day Sage Digital Strategy Neo@Ogilvy Thomson Reuters Solvency II Diagnostic Omobono

PRODUCED BY Bloomberg

PRODUCED FOR UBS & Starcom Mediavest

WEB bloom. bg/2bVgcNG

TWITTER @business

In a world slowly recovering from the biggest global economic crisis in 80 years, UBS had a number of brand challenges. In 2008 the global banking crisis changed the market forever and UBS was hit hard. By 2015, UBS had been through a significant strategic transformation, and confidence and respect was returning to the business. UBS wanted to signal this transformation, showing the world that it had changed.

To achieve this, UBS would have to change perception within their core audience – high-net-worth individuals (HNWI) and ultra-highnet-worth individuals UHNWIs, who have an investible revenue of $1m+ and $5m+, an audience that Bloomberg Media were in a unique position to influence.

Bloomberg helped UBS break free from the clichĂŠs of financial services advertising to engage people on a more human and emotional level, using media channels that they preferred and that reflected their actual lives.

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SECTOR AWARDS

CONS– UMER GOODS

CO

29

WINNER

Beats by Dr. Dre The Game Starts Here FINALISTS CATDAQ DF London Hiut Music KNIT Primania MullenLowe Profero The Phantasmagorical Cogitative Drinking Toppers Gravity Thinking

PRODUCED BY R/GA London Hustle

PRODUCED FOR Beats by Dr. Dre

WEB bit.ly/2bCCk2n

TWITTER @RGA

To capitalize on one of the year’s biggest sporting events and extend the reach of Beats to new audiences, R/GA London created an integrated campaign around the Rugby World Cup. “The Game Starts Here” tells the pregame stories of three of rugby’s biggest athletes. For these athletes, the path to victory begins months before the tournament. They use Beats to prepare themselves mentally and physically to perform on the world stage.

The campaign includes online films, print, OOH, on-the-ground activations, and content created in response to the tournament’s biggest moments.

The result was that the Beats Rugby World Cup campaign was the most viewed sports campaign R/GA has created for the brand, with over 76 million YouTube views. They captured the spirit of the game and the hearts of millions, finding a new rhythm for the Beats brand story through rugby (a sport it was not previously associated to) and beyond.

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SECTOR AWARDS

CONS– UMER RETAILERS

CO

31

WINNER

Malts.com

FINALISTS Blackcircles – Changing the way the retail tyre market works in the UK Nile, Blackcircles & Blackcircles customers The McDonald’s Christmas Cab-i-oke Razorfish London UNIQLO – Unlock Utopia Graphite Digital

PRODUCED BY MullenLowe Profero

PRODUCED FOR Diageo

WEB bit.ly/2bnHzny

TWITTER @MLProfero

The Brief? To create an online Classic Malt Whisky portal that would excite both connoisseurs and new whisky drinkers alike.

The Solution? Mullenlowe Profero created a fully responsive site that became both a haven for those seeking answers to whisky questions big and small, and a digital companion to experts seeking inspiration. Sip and savour Malts.com with the ‘Whisky Guide’, ‘The Making’ timeline and the ‘Find a Whisky for You’.

The Results? 172% traffic increase with 3x the volume arriving from improved organic search, bounce rate reduced to below 20% and 16% of all traffic clicking to purchase.

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SECTOR AWARDS

CONS– UMER SERVICES

CO

33

WINNER

Greyhound Digital Transformation

FINALISTS haart website redesign and build Redweb RBS DigiDocs SapientNitro TSB public website redesign and optimisation Foolproof

PRODUCED BY Realise Ltd

PRODUCED FOR Greyhound

WEB bit.ly/2cdSt0v

TWITTER @realisetweets

Realise have updated the Greyhound brand through a comprehensive digital transformation project. The result is a new website that reflects the values and principles of this 100-year-old American icon and meets the needs of today’s digital consumer.

The framework has been so successful it is now being applied to all other service touch points for Greyhound customers. The end result will be one unified experience for brand, service and voice.

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SECTOR AWARDS

EDUCATION

ED

35

WINNER

BBC micro:bit

FINALISTS #hudfuture Mocha Goldsmiths University of London website redesign Only & Numiko How to Survive a Nuclear Bomb Jollywise & BBC History Open University – Hafan Sequence The Story of Parliament Parliament’s Education Service & Electrosonic

PRODUCED BY BBC micro:bit Partnership

PRODUCED FOR BBC Learning

WEB bit.ly/2bnHFeX

TWITTER @BBCLearning

The micro:bit project is designed to support formal educational goals for children, along with their teachers and parents. It has been prompted by the changes to the computing curriculum, which have introduced a focus on coding.

BBC Learning wanted to get a whole generation of young people aged 11 to 12 years old coding again, as they did when the BBC Micro computer was released in the 1980’s.

This time, BBC Learning has provided a programmable piece of hardware – called a BBC micro:bit – to 1,000,000 students, along with online resources and software environments in the form of ‘coding editors’ to get young people coding.

“I liked it very much, micro:bit can really change lives and I would like to get a degree in engineering now.” Quote from a Year 7 pupil after taking part in a 1-day event, The Faraday Challenge, run by a BBC micro:bit partner.

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Don’t miss out!

Join us on 18 October 2016 to celebrate the very best in strategic digital communications

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SECTOR AWARDS

INT

37

INTERNAL COMMUN– ICATIONS WINNER

JLL UK #cant believeisaidthat video campaign FINALISTS Worcester Bosch WAI Website & App drpdigital

PRODUCED FOR PRODUCED BY JLL UK UK Marketing and Comms team, JLL; Funny Women & Odd Man Out

WEB bit.ly/2c14LFH

TWITTER @JLLUK @funnywomen

Has a co-worker’s comment ever left you in disbelief? Or can you recall a time a slip of the tongue left you with egg on your face?

Needless to say, we’ve all had an “I can’t believe I said that!” moment at some point throughout our careers.

Although awkward comments are usually unintentional, it’s important to be conscious of the words we choose to use at work so that it’s a comfortable place for everyone.

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B RAVE .

@CultLDN

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SECTOR AWARDS

MEDIA & ENTERTAINMENT

ME

39

WINNER

Little Mix: Get Weird

FINALISTS #OursToLose We Are Social Beats by Dr. Dre The Game Starts Here R/GA London Hustle HTC Mood Player SapientNitro Tim Weaver’s MISSING Kindred

PRODUCED BY Ralph

PRODUCED FOR Sony/Syco

WEB bit.ly/2bFAIGK

TWITTER @RalphCreative

Sony Music approached Ralph to create a social campaign to build anticipation for and drive sales of Little Mix’s third album Get Weird, to span across Twitter, Facebook, Instagram and Vine over several months.

Little Mix have a very engaged audience online and Ralph knew if they could harness this love, the content could spread much further.

Parts of the campaign were aimed specifically at rewarding this existing community; with teaser content and experiences such as being able to create your own version of the Black Magic artwork and win a limited edition Little Mix Tape.

Other parts of the campaign were aimed at widening the audience and generating buzz outside of this community, such as the world’s first use of Instagram emoji search, clever camera trickery in Magic Vines and surprising video hacks across social platforms.

In terms of results, Ralph grew Little Mix’s followers by more than + 3.8million and had a total of 9 worldwide Twitter trends. More importantly, Get Weird went platinum and the campaign was Sony’s most successful to-date in terms of driving pre order, sales, awareness and social growth.

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@onlystudiouk

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SECTOR AWARDS

PUBLIC LIFE

PU

41

WINNER

Pigeon Air Patrol

FINALISTS #OursToLose We Are Social Improving UX, saving lives Nomensa NSPCC – defining a new standard for digital in the third sector Amaze Ronald McDonald House Charities Storybook Campaign Rawnet Share the Orange Field Day

PRODUCED BY DigitasLBi

PRODUCED FOR Plume Labs

WEB bit.ly/2bEZMJa

TWITTER @DigitasLBi_UK

Last year, almost 7 million people died from diseases caused by air pollution. 10,000 of those deaths were in London – a city that exceeded its EU air-pollution limit for the whole of 2016 by January 8th 2016.

Because air pollution is almost invisible, people can’t easily see when they’re putting themselves in harm’s way. And because the science explaining how it harms people is complicated, it can be hard for us to grasp just how big a problem air pollution is.

Environmental technology specialist Plume Labs is developing technology that helps people control personal exposure to air pollution and therefore improve their health. The challenge was getting Londoners to engage with it in a fresh way that made air pollution impossible to ignore.

The solution? The Pigeon Air Patrol. The world’s first flock of avian environmental crusaders, the Pigeon Air Patrol flew around London equipped with Plume’s tiny air-pollution sensors. The Patrol monitored air-quality in real time – sharing results live on Twitter as they flew.

And anyone tweeting @PigeonAir received an instant update on pollution in their local area, from the nearest Patrol pigeon flying above them. Resulting in 2,000+ news stories globally and over 667 million impressions.

SECTOR AWARDS

SPORT & LEISURE

SP

42

WINNER

Beats by Dr. Dre The Game Starts Here FINALISTS #BeTheDifference We Are Social #FramptonvsAvalos Manifesto Digital Clipper Round the World Yacht Race Salad Creative Try Climbing Kitsune Studio Ltd.

PRODUCED BY R/GA London Hustle

PRODUCED FOR Beats by Dr. Dre

WEB bit.ly/2bCCk2n

TWITTER @RGA

To capitalize on one of the year’s biggest sporting events and extend the reach of Beats to new audiences, R/GA London created an integrated campaign around the Rugby World Cup. “The Game Starts Here” tells the pregame stories of three of rugby’s biggest athletes. For these athletes, the path to victory begins months before the tournament. They use Beats to prepare themselves mentally and physically to perform on the world stage.

The campaign includes online films, print, OOH, on-the-ground activations, and content created in response to the tournament’s biggest moments.

The result was that the Beats Rugby World Cup campaign was the most viewed sports campaign R/GA has created for the brand, with over 76 million YouTube views. They captured the spirit of the game and the hearts of millions, finding a new rhythm for the Beats brand story through rugby (a sport it was not previously associated to) and beyond.

43

SECTOR AWARDS

TR

TRAVEL & ATTRAC– TIONS WINNER

Derren Brown’s Ghost Train

FINALISTS Behind the Thrill Critical Mass Guardian Holidays Redesign Lab National Trust app DigitasLBi Power To Your People: A Different Kind Of Travel Marketing www.CRUISE.co.uk

PRODUCED BY Exposure Digital

PRODUCED FOR Thorpe Park Resort

WEB bit.ly/2bSmNJx

TWITTER @ExposureLondon

The brief was to build a website to heighten anticipation and fuel speculation around THORPE PARK’S newest attraction – all while keeping the ride’s details under wraps until its social reveal early in 2016.

Exposure Digital created a teaser site packed with Easter eggs, and then, through a series of social posts and teaser videos, seeded clues on how to unlock the site’s secrets, including a world first: Easter eggs unlocked via touch gestures.

Resulting in 1.59M page views, 387,000 teaser video views (precampaign target of 100,000), 255,000 unique users, 158,000 codes used – and one very happy client.

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SECTOR AWARDS

WELLBEING & HEALTH

WE

45

WINNER

Baby Buddy

FINALISTS AstraZeneca digital platform DigitasLBi How is your body performing?

WCRS My Grand Tour Hiveworks Oesophageal cancer prototype Cancer Research UK Turkcell Healthmetre R/GA London

PRODUCED BY Despark

PRODUCED FOR Best Beginnings

WEB apple. co/1CQQXES

TWITTER @BabyBuddy_UK

Baby Buddy is an app innovated to provide parents and parentsto-be with support, helpful information and tools during their pregnancy and for the first six months of their baby’s life.

The app, based on extensive qualitative research and co-production with healthcare professionals and parents is already significantly improving outcomes for those affected by health inequalities in the UK. By giving mothers and mothers-to-be the fun of customising their own baby expert avatar, Baby Buddy overcame the challenges of presenting important health information to the user.

The app surpassed all expectations with over 74,000 downloads, won industry awards and received endorsements from several of the UK’s Royal Colleges. Due to the sheer success and impact on the users’ lives, Baby Buddy is being used by The Royal Foundation to promote its Mental Health Campaign.

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BIMA AWARDS

DISCI PLINE DISCIPLINE AWARDS

CONNECTED DEVICES CONTENT DATA IMMERSIVE INTEGRATED LOCATION & OUT OF HOME MOBILE NATIVE APPS PERFORMANCE SOCIAL UX & SERVICE DESIGN VIDEO WEB DESIGN & BUILD

47 49 51 52 54 55 57 59 61 63 65 67 69

DISCIPLINE AWARDS

CONN– ECTED DEVICES

CO

47

WINNER

Get Vive Ready

FINALISTS Change the Tune Critical Mass LED Dress Nexus Interactive Arts & 72andSunny Word By Word Hiveworks & Pixielabs

PRODUCED BY B-Reel & Google

PRODUCED FOR HTC

WEB bit.ly/2cx78m6

TWITTER @B__REEL

To demonstrate the unique room scale movement of the HTC Vive, they created a bespoke WebGL browser based 3D game controlled by the player’s body movement, captured by having them sync their smartphone via websockets to the web experience, and utilising its gyroscope and accelerometer.

The challenge for the player was to fight their way through the various levels and villains by swinging, dodging, helicoptering and throwing haymakers in real life. Their movements translated to actions on screen in real time, creating a seamless experience that blurred the lines between real and virtual storytelling, with movement at its heart. The challenge was to complete the game and prove themselves ‘Vive Ready’.

Over 5,000 hours were spent interacting with the experience, with a peak at 60,000 visitors within a single hour and the YouTube films were viewed nearly 10 million times.

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DISCIPLINE AWARDS

CONTENT

CO

49

WINNER

How to Survive a Nuclear Bomb

FINALISTS adidas Gamedayplus We Are Social Admiral Black Box Insurance Myths Busted Realise Ltd Empowering Local Radio with ICTs Addition London, WPN Chameleon The Serious Bacon Club isobel Tim Weaver’s MISSING Kindred

PRODUCED BY Jollywise & BBC History

PRODUCED FOR BBC (Histories team) Taster platform

WEB bbc.in/2bLpIq6

TWITTER @jollywise

Commissioned by BBC Connected Studios & BBC History, creative agency Jollywise were asked to develop a digital interactive experience, based on the recently declassified government war game — ‘Exercise Regenerate’ from 1982.

The end result? An exciting, hybrid, graphic novel experience, that uses HTML5, illustration, and live action footage to tell a gripping story about a post-apocalyptic Britain. One where Britain as you remember has gone, and in the wake of a nuclear blast, you find yourself in a crumbling wasteland of rubble, destruction and danger.

The Government have gone into hiding, which means that for three days and three nights — you’re on your own. Do you trust your fellow man? Or is no one to be trusted? What decision do you make… when every decision you make puts your survival at risk...

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DISCIPLINE AWARDS

DA

51

DATA

WINNER

Nike+ Run Club Re-Run

FINALISTS Building a world class travel experience Rufus Leonard FOM Investment Portal Territory Pigeon Air Patrol DigitasLBi The FT’s Great Paywall Pause Essence The Whaling Stations of South Georgia Shadow Industries

PRODUCED BY AKQA

PRODUCED FOR Nike

WEB bit.ly/2btWmtW

TWITTER @AKQA

In 2015, runners used the Nike+ Running app to cover over 600 million km, and complete over 100 million runs. Most people struggle to remember their last run, let alone a whole years’ worth of effort.

So the challenge was to take all the sweat and data from a runner’s year and make it tangible, so they could visualize their progress and achievement. AKQA partnered Nike and Google, to give runners a chance to re-live their year in runs.

They mixed runners’ Nike+ data with images of their routes pulled from Google Streetview and Maps. Turning the physical into the emotional with a personalized hyperlapse video. This also featured data based on their efforts across the year combined with bespoke animations.

It launched in 46 countries across the world. Over 245,000 Re-Run videos were created, shared over 50,000 times with over 9 million impressions on social networks.

DISCIPLINE AWARDS

IMMERSIVE

IM

52

WINNER

BBC Unearthed

FINALISTS Fiat Pocket Showroom App Accenture Interactive Greenwich Peninsula – Paper World Uniform RecoVR: Mosul Visualise Red Bull Air Race Flight Experience REWIND:VR The Room Found Studio

PRODUCED BY Realise Ltd

PRODUCED FOR BBC Connected Studios

WEB bbc.in/2cdT7eg

TWITTER @realisetweets

Realise have created a 360° immersive experience using binaural soundscapes to tell the story of a day in the life of a hummingbird deep in the rainforest.

The result is a beautiful interactive experience using footage from the BBC’s Natural History Unit in Bristol.

In the end, they created 6,164 lines of Javascript, used 4 terabytes of 4K footage, recorded 5,940 wing beats and had 1,400 shares in the first week of launch.

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DISCIPLINE AWARDS

INTE– GRATED

INT

54

WINNER

Rise Philippines

FINALISTS #BeTheDifference We Are Social Beats by Dr. Dre The Game Starts Here R/GA London Hustle Ford Connected Innovation Studio Imagination Lost Village Festival Only UNIQLO – Unlock Utopia Graphite Digital

PRODUCED BY AKQA

PRODUCED FOR Nike

WEB bit.ly/2bU2nAO

TWITTER @AKQA

In the Philippines, basketball is a national obsession. However, only a chosen few get the chance they deserve. The purpose was to prove that no matter where you are from, when given the opportunity, anyone can overcome adversity and realise their dreams.

Their solution was Rise – Nike’s first prime time TV series. Rise follows a team of young streetballers as they step up from their local barangay courts to the bright lights of the national stage. The journey begins with a nationwide search for players, and 24 chosen are brought to Manila to eat, sleep, and breathe basketball under the leadership of former Philippines national team head coach Chot Reyes.

Played out in real time across five emotional episodes on national television, Rise shared the players’ highs, lows and inspirational backstories with millions nationwide. It became the most-watched series on TV5 of 2015, cementing Nike as the #1 sports brand in the Philippines. But most importantly, it gave 24 kids a shot at greatness: to prove that they could overcome adversity and achieve more than anyone could ever believe. With 12 of the players winning scholarships and tryouts with colleges, Rise ultimately changed their lives forever.

LOCATION & OUT OF HOME

LO

DISCIPLINE AWARDS

GR

55

WINNER

Looking For You

FINALISTS The Artificially Intelligent Poster M&C Saatchi London The FT’s Great Paywall Pause Essence You’re Connected 383

PRODUCED BY OgilvyOne London

PRODUCED FOR Battersea Dogs & Cats Home

WEB bit.ly/2bU2CM6

TWITTER @OgilvyOne

How do you create a really targeted, personal experience that has all the emotional theatre that only big OOH digital screens can bring to bear? That was the question the Battersea Dogs Home team asked themselves when the 150-year-old, world famous charity asked for help in raising awareness of how loveable and smart rescue dogs are.

Cue some super smart technology and a doggy, Barley, that could follow you around from one digital OOH screen to another, interacting with you as you passed, barking to get your attention and pointing you towards the call-to-action.

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DISCIPLINE AWARDS

MOBILE

MO

57

WINNER

Bentley Inspirator

FINALISTS Building a bank for mobile TH_NK How is your body performing?

WCRS KiTTi. An account for groups Nimbletank McDonald’s Happy Studio R/GA London Turkcell Healthmetre R/GA London

PRODUCED BY VML London

PRODUCED FOR Bentley Motors

WEB bit.ly/2bTewUR

TWITTER @vmllondon

Bentley has always been seen as a luxury brand with a great heritage, but the brand has also been perceived as too classical.

Bentley wanted to change this perception, rejuvenating the brand and attracting a younger, mobile-first, tech savvy audience.

Every Bentley comes with billions of possible combinations. But with so much choice, it can be difficult to know where to start.

VML London created a new starting point for the car configuration experience.

Utilising innovative emotion recognition technology delivered through a mobile application, the Inspirator suggests a personalised model based on your reactions to an interactive film. The app uses 12 billion data points tracked by 77 facial micro-movements to create a film with a bespoke narrative that unfolds as you watch it. Once finished, you’re presented with a Bentley configuration that’s not only built from your emotional inspiration, but it also forms the starting point for your customisation journey.

The Inspirator app was downloaded 10,000 times in the first 90 days and has been recognised as “the future of the car configurator” by top tech, luxury, automotive and mainstream press.

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DIGIDAY Where modern media lives. news

insights

events

www.digiday.com @digiday Named one of Fast Company’s 2015 Most Innovative Media Companies

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DISCIPLINE AWARDS

NATIVE APPS

NA

59

WINNER

Turkcell Healthmetre

FINALISTS Bentley Inspirator VML London McDonald’s Happy Studio R/GA London Mumsnet Pregnancy Tracker DigitasLBi National Trust app DigitasLBi SpeakEmoji SapientNitro

PRODUCED BY R/GA London

PRODUCED FOR Turkcell

WEB bit.ly/2bMzKpB

TWITTER @RGA

Diabetes is a global epidemic. In Turkey it affects 1 in 7 adults and contributes to 1 in 3 deaths. More young people are receiving diagnoses every day. Many become depressed, and skip their treatment routine.

Turkcell, Turkey’s leading technology innovator, set out to make a difference with a brand new way to record diabetes data.

HealthMetre is the first socially connected diabetes app that syncs with your Instagram account making it easier and more fun to monitor the condition. The goals are to increase awareness of the condition amongst the general population as well as for actual patients to improve treatment compliance, motivation, and reduce long-term effects of diabetes.

The app has been tested in a year-and-a-half long trial and the results have exceeded expectations. Treatment compliance increased by 54%, blood sugar levels decreased by 27%, and complication forecasts decreased by 37%.

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DISCIPLINE AWARDS

PERFORMANCE

PE

61

WINNER

Unlocking the ‘golden hour’ - a Heathrow success story

FINALISTS An UGGbelievable Black Friday! iCrossing Brainlabs & Deliveroo – Delivering PPC Across Europe Brainlabs Koozai and Papa John’s – Taking the local pizza market by storm Koozai

PRODUCED BY iCrossing

PRODUCED FOR Heathrow

WEB bit.ly/2blz0ba

TWITTER @iCrossing_UK

There are over 73.4 million passengers arriving and departing Heathrow Airport every year, and the average passenger has around one hour of ‘free time’ before their flight. This ‘golden hour’ is very powerful; it provides Heathrow with an opportunity to unlock the potential value of each passenger.

For the 2015 holiday season, Heathrow wanted to create awareness and excitement around the airport as a shopping destination. With savings on well-known brands and excellent services including free luxury gift wrapping, expert ‘Gift Helpers’, and other Christmas activities, the airport was to transform into a festive alternative to the stresses of the high street for those who were travelling during the holiday season. It’s no surprise then that Heathrow’s marketing team had ambitious targets to meet during the key Christmas retail period. They partnered with their digital marketing agency, iCrossing, to help drive awareness of Heathrow as a shopping destination and drive revenue during this key peak season.

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DISCIPLINE AWARDS

SOCIAL

SO

63

WINNER

Pigeon Air Patrol

FINALISTS #OursToLose We Are Social Little Mix: Get Weird Ralph Share the Orange Field Day Six Second Saviour Vines Cubaka Turkcell Healthmetre R/GA London

PRODUCED BY DigitasLBi

PRODUCED FOR Plume Labs

WEB bit.ly/2bEZMJa

TWITTER @DigitasLBi_UK

Last year, almost 7 million people died from diseases caused by air pollution. 10,000 of those deaths were in London – a city that exceeded its EU air-pollution limit for the whole of 2016 by January 8th 2016.

Because air pollution is almost invisible, people can’t easily see when they’re putting themselves in harm’s way. And because the science explaining how it harms people is complicated, it can be hard for us to grasp just how big a problem air pollution is.

Environmental technology specialist Plume Labs is developing technology that helps people control personal exposure to air pollution and therefore improve their health. The challenge was getting Londoners to engage with it in a fresh way that made air pollution impossible to ignore.

The solution? The Pigeon Air Patrol. The world’s first flock of avian environmental crusaders, the Pigeon Air Patrol flew around London equipped with Plume’s tiny air-pollution sensors. The Patrol monitored air-quality in real time – sharing results live on Twitter as they flew.

And anyone tweeting @PigeonAir received an instant update on pollution in their local area, from the nearest Patrol pigeon flying above them. Resulting in 2,000+ news stories globally and over 667 million impressions.

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DISCIPLINE AWARDS

UX & SERVICE DESIGN

U

65

WINNER

Mumsnet Pregnancy Tracker FINALISTS AstraZeneca digital platform DigitasLBi Dyno – new website Indicia Group Limited Malts.com MullenLowe Profero McDonald’s Happy Studio R/GA London RBS DigiDocs SapientNitro

PRODUCED BY DigitasLBi

PRODUCED FOR Mumsnet

WEB bit.ly/2boq7KP

TWITTER @DigitasLBi_UK

Navigating Mumsnet’s vast community wisdom can be tough on newly pregnant women. DigitasLBi and Mumsnet wanted to build a pregnancy app that turns it into an intuitive, empathetic experience.

The pregnancy app from Mumsnet lets you grow into your pregnancy at your own pace, with ersonalized help and advice from mums who’ve been there, done it and got the stretch marks. All the content has been distilled down from the Mumsnet forums from the past 15 years. So now every parent-to-be can have the collective wisdom of half a million women alongside them for 9 months.

The app curates the best Mumsnet pregnancy advice into 100s of pieces of content, delivered in a personal, intuitive way. It retains the authentic, home-made Mumsnet look and tone, presenting pregnancy as a human, not medical condition.

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Z AP VIDEO + MOTION + DESIGN

A M O V E O .T V

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DISCIPLINE AWARDS

VIDEO

VID

67

WINNER

Love At First Taste

FINALISTS adidas Gamedayplus We Are Social CATDAQ DF London Don’t Look Away AKQA Project Guardian M&C Saatchi London Share the Orange Field Day

PRODUCED BY MullenLowe London

PRODUCED FOR Knorr

WEB bit.ly/2bMzMhd

TWITTER @mullenloweldn

Flavour is at the heart of everything Knorr does, and the brand is passionate about inspiring a new generation of millennial foodies, weaned on pop ups, supper clubs, super star chefs and bloggersturned-cookery-writers. How? By creating new compelling, shareable content that is rooted in people’s personal experiences of flavour and food.

The ‘Love at First Taste’ campaign combines a thought-provoking film with an interactive tool that provides an innovative platform to celebrate our shared pleasure of food and encourage discovery around flavour preferences, all backed by an online global research project.

One of the key findings of Knorr’s research was that we are more likely to be attracted to someone who shares our flavour profile. To test this theory Knorr conducted a social experiment with a twist – pairing complete strangers, based on their love of the same flavours, which was discovered using the Knorr Flavour Profiler.

Directed by filmmaker Tatia Pilieva of Pulse Films, the 3 minute film saw a group of 14 singles paired on their flavour profiles, to see if a shared passion for certain tastes would create chemistry between the couples.

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 01252 560 565 WWW.WIREHIVE.NET

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DISCIPLINE AWARDS

WEB DESIGN & BUILD

WE

69

WINNER

Primania

FINALISTS AstraZeneca digital platform DigitasLBi Goldsmiths University of London website redesign Only & Numiko Malts.com MullenLowe Profero McDonald’s Happy Studio R/GA London Rolls-RoyceMotorCars.com AKQA

PRODUCED BY MullenLowe Profero

PRODUCED FOR Primark

WEB bit.ly/2bEByTu

TWITTER @MLProfero

The Challenge? Build the world’s best fashion retail website without a single click to buy.

The Solution? Mullenlowe Profero looked at the digital behaviour of Primark fans mass-sharing #WhatIWoreToday. Instead of pushing content at them, they INVOLVED them to create the most relevant experience: Primark.com. A real-time, co-created fashion magazine, shot, styled, curated by a global community of fashionistas. Get inspiration from the latest shared looks and outfit boards. 24/7. BE the inspiration and share what you wore today, everyday. Get likes.

Get followers. Get shared.

The Results? 50 million users. 11 countries. 10,000 user generated looks. Dwell time doubled. OMG.