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BOOK OF THE GREATEST BRITISH NIGHT IN DIGITAL.


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BIMA Awards 2013 Book of the Night

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.

“...we have seen content marketing take a giant leap and a mobile operating system named after one of Britain’s most famous chocolate biscuits.”

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 Cooke Chair of BIMA


The judges 2013

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”

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 Bhogal BIMA Commercial Director

BIMA 2013 / JUDGES Referees: Matt Pilgrim & Justin Pearse Adam Stewart Alastair Duncan Alison Crowe Amanda Phillips Bill Galloway Candace Kuss Caroline Stephens Catherine Toole Chris Still Craig Hepburn

Dan Hambury Darren Whittingham Gerry McCusker James Bruce Jonathan Davies Karl Barker Matt Groves Nick Jones Nick Leonard Niki Stoker

Omaid Hiwaizi Paul Davies Robin Charney Sarah Tierney Simon Gill Matthew Watts Tanya Cordrey Tim Parfitt Tom Reding


BIMA 2013

/ PREMIUM AWARDS


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BIMA 2013 / PREMIUM AWARDS

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/ The Gnome Experiment Produced by: OgilvyOne Produced for: Kern & Sohn Precision Scales

Scientists love experiments. So Kern has been conducting the world’s first mass-participation 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 / PREMIUM AWARDS

/ GRAND PRIX

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/ Channel 4 Digital Paralympics

/ Nike+ Kinect Training

Produced by: Delta Tre, 13 Strides, Two Four Produced for: Channel 4

Produced by: AKQA / NIKE / MICROSOFT STUDIOS Produced for: NIKE / MICROSOFT STUDIOS

/ The Utopia Inquiry Produced by: TH_NK Produced for: Channel 4 / Kudos


AS BIMA’S OFFICIAL PR AGENCY GIANT WOULD LIKE TO CONGRATULATE ALL OF TONIGHT’S NOMINEES AND WINNERS

We are a PR & communications agency that helps big thinking digital, media and technology businesses to become giants in their field

11 ORANGE ROW, BRIGHTON BN1 1UQ WWW.GIANTPR.CO.UK @GIANTPR 01273 245460

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BIMA 2013 / PREMIUM AWARDS

/ AGENCY OF THE YEAR Agencies (creative, media or technical) that have consistently delivered creative, effective and innovative work in the previous 12 months.

/ AKQA 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.

RUNNERS-UP / OgilvyOne / M&C Saatchi / TH_NK

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BIMA 2013 / PREMIUM AWARDS

Sponsored by

/ MINOR MIRACLE Outstanding work achieved on a shoestring budget or against seemingly impossible odds.

/ Blind Eye Produced by: WCRS Produced for: Women’s Aid

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.

RUNNERS-UP / 50 Things to do before you are 11 & 3/4 - Trust Marketing and e3 / Calvin Harris. 18 Months. Album Launch. - We Make Awesome Sh / The Gnome Experiment - OgilvyOne


BIMA 2013 / PREMIUM AWARDS

/ INNOVATION Outstanding examples of innovation in interactive media.

/ Nike+ Kinect Training Produced by: AKQA / NIKE / MICROSOFT STUDIOS Produced for: NIKE / MICROSOFT STUDIOS

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.

RUNNERS-UP Blind Eye - WCRS / Nike+ British 10K - AKQA / Social Symphony - OgilvyOne

Sponsored by


BIMA 2013

/ DISCIPLINE AWARDS


“Rainbow” by Inkfetish, Jasik and Poer. Photograph by OWW

Adapt & Survive

the micro agency with BIG ideas


BIMA 2013 / DISCIPLINE AWARDS

Sponsored by

/ COMMUNITY BUILDING Projects that use digital platforms to build communities of interest around a product, brand or service.

/ The Gnome Experiment Produced by: OgilvyOne Produced for: Kern & Sohn Precision Scales

Scientists love experiments. So Kern has been conducting the world’s first mass-participation 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

HIGHLY COMMENDED Heinz: Grow Your Own – We Are Social

RUNNERS-UP / Bike Social - Bennetts / Capital One Superstars - Jam / Bombardier: English ever reliable and damned tasty - Tug / From likes to love - ais London / Life’s a Photo - Jam / Prostate Cancer Football League partnership - Zone / Social Symphony - OgilvyOne / World Baking Day - Lean Mean Fighting Machine


BIMA 2013 / DISCIPLINE AWARDS

Sponsored by

/ CONTENT MARKETING Excellence in digital content marketing, including but not limited to digital copywriting and video content.

/ The IOU Team Produced by: M&C Saatchi Produced for: NatWest/RBS 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.

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


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BIMA 2013 / DISCIPLINE AWARDS

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/ ENGAGEMENT Projects that seek to engage audiences and use relevant content to build long-term loyalty where other media may not be so successful.

/ Nike+ British 10K Produced by: AKQA Produced for: Nike

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.

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


WHAT

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your

COMPANY? In conjunction with NHS Direct, we helped to create the world's first clinically approved online digital health and symptom checkers.

We helped NetFlights take We helped develop the experience of peer to peer payments and mobile wallet with RBS, winning a Cannes Lion and BIMA prestige award.

We've helped the UK’s leading pensions providers demystify pensions for their customers

c m w t

to improve their online booking experience.

Find out more about our award-winning Service Design at: www.nilehq.com

+44 131 220 5671 hello@nilehq.com www.nilehq.com @NileSays

Cra f ti ng di gi ta l services si nce 2 006


BIMA 2013 / DISCIPLINE AWARDS

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/ GAMES Outstanding examples of digital gaming that demonstrate creativity, inspiration, production values, great game-play and overall project success.

/ Nike+ Kinect Training Produced by: AKQA / NIKE / MICROSOFT STUDIOS Produced for: NIKE / MICROSOFT STUDIOS

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.

HIGHLY COMMENDED Full English – Fish in a bottle & Two Brothers Productions

RUNNERS-UP / Championsheeps 2 - Aardman Animations / I’d Hide You - Blast Theory / Leonardo - Plug-in Media / Roller Rally - Snake Pass - Milky Tea / The Dumping Ground - Preloaded / The Snowman and The Snowdog Game - Crash Lab


STRATEGY & PLANNING CLIENT SERVICES PROJECT MANAGEMENT TECHNICAL SOCIAL MEDIA & MOBILE UX & CREATIVE CLIENT SIDE EXECUTIVE SEARCH OUR RECRUITMENT SERVICES HELP GREAT DIGITAL TALENT FIND THE CAREER THAT THEY LOVE. We have been instrumental in providing strategic high end digital recruitment solutions to the London and EMEA markets with top digital talent since 1998. We now have a Global reach working across North American and APAC regions.

HELPING YOUR BUSINESS EVO LVE.

LONDON

www.tda-digital.com info@tda-digital.com / 0203 328 7700

NEW YORK


BIMA 2013 / DISCIPLINE AWARDS

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/ INTEGRATED CAMPAIGN Campaigns that use an effective and media-neutral approach to engage consumers across digital and non-digital touch points in a consistently creative manner.

/ MINI Psychic Roadster Produced by: Profero Produced for: MINI

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.

RUNNERS-UP / ‘Family Blend’ - Aqueduct/Bray Leino / 50 Things to do before you are 11 & 3/4 - Trust Marketing and e3 / Campaign - PublicisB1 London / Discover The Taste of Summer - Razorfish / Hidden Talent - OgilvyOne / Measure Of Pleasure - OgilvyOne / Prostate Cancer UK Nutcracker Suite - Zone / The Gnome Experiment OgilvyOne / The NEX-5R Real-Time Gallery - Cake / What Kids Want - Indicia


BIMA 2013 / DISCIPLINE AWARDS

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/ MASHUPS & DATA-VISUALISATION Use of publicly available data feeds to create new tools, experiences, mashups or data-visualisation.

/ Social Symphony Produced by: OgilvyOne Produced for: British Airways

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.

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


BIMA 2013 / DISCIPLINE AWARDS

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/ MOBILE Outstanding projects and campaigns based on media and/or software that provide an excellent user experience specific to a mobile platform.

/ NIKE PHOTOiD Produced by: AKQA Produced for: Nike

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.

HIGHLY COMMENDED Blippar – Blippar

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


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BIMA 2013 / DISCIPLINE AWARDS

Sponsored by

/ MULTI-PLATFORM Campaigns or projects that have run across multiple digital platforms with each one contributing to the overall success of the activity.

/ Channel 4 Digital Paralympics Produced by: Delta Tre, 13 Strides, Two Four Produced for: Channel 4

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.

HIGHLY COMMENDED D-Day: As It Happens – Windfall Films and Digit

RUNNERS-UP Indian Premier League - Pulse Innovations / Life’s a Photo - Jam / The Utopia Inquiry - TH_NK / The Z10 Experience - PublicisB1 London


BIMA 2013 / DISCIPLINE AWARDS

Sponsored by

/ SELF PROMOTION Projects with the sole aim of drawing attention to and promoting one’s own business, service, product or skills.

/ The Snow Machine Produced by: Weapon

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.

RUNNERS-UP Cyber-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


STRATEGY.

MARKETING.

DIGITAL.

SUPERHEROES.

MintTwist

DIGITAL SUPERHEROES SINCE 2002

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BIMA 2013 / DISCIPLINE AWARDS

Sponsored by

/ SOCIAL MEDIA Projects that deliver organisational objectives by engaging with and giving value to an audience via social media channels.

/ Mariachi Produced by: AMVBBDO Produced for: Doritos

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.

RUNNERS-UP Coca-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


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BIMA 2013 / DISCIPLINE AWARDS

Sponsored by

/ STUDENT Any digital project spanning one or more platforms, created by full-time students.

/ The Simple Steps Produced by: Tom Fenwick-Smith, Joshua Cunningham, Rebecca Arthur and Victoria Lench Produced for: Unilever open brief - Simple body wash

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.

HIGHLY COMMENDED Sense Danger – Tom Bender & Tom Corcoran

RUNNERS-UP / Clarks: Made to Measure - Ran Stallard and Max Maclean / Clashfinder - Sean Howard / Spotify: Discover Music - Ran Stallard and Max Maclean / Weeknight Hit - Olivia Kuczynski / The Nice App - Gavin Nastili, Carrie Leger, Olivier Palle, Victor Lambert


We help companies of all shapes and sizes decide what’s next and then we take them there.


BIMA 2013 / DISCIPLINE AWARDS

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/ TABLET Outstanding projects and campaigns based on media and/or software that provide an excellent user experience specific to a tablet platform.

/ The Snowman and The Snowdog Game Produced by: Crash Lab Produced for: Channel 4

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.

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


Meeting Me M eet etin ing in g of(d o f (d (diig igital) giittall)) minds. m inds. Digital media recruitment —User experience —Project management —Client services —Creative & Design —Technical —Executive Hello. We are Futureheads. We are digital media recruiters. We understand that in the complex world of digital it’s important to get straight to the talent. That’s why we feel it’s a prerequisite for our specialists to understand your discipline in-depth so we can match the right people to the right jobs.

Futureheads Recruitment Ltd team@wearefutureheads.co.uk +44 (0)20 7776 9730 Twitter @futurebanter wearefutureheads.co.uk


BIMA 2013 / DISCIPLINE AWARDS

Sponsored by

/ USER EXPERIENCE Projects that provide an outstanding user experience or excellent service design.

/ Nike+ Kinect Training Produced by: AKQA / NIKE / MICROSOFT STUDIOS Produced for: NIKE / MICROSOFT STUDIOS

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.

HIGHLY COMMENDED Virgin Atlantic Web Futures – DigitasLBi

RUNNERS-UP Cineworld 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


BIMA 2013

/ SECTOR AWARDS


BIMA 2013 / SECTOR AWARDS

Sponsored by

/ BATTLE OF THE BRANDS The best campaigns and projects for established, recognised brands and their challengers.

/ Nike+ Kinect Training Produced by: AKQA / NIKE / MICROSOFT STUDIOS Produced for: NIKE / MICROSOFT STUDIOS

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.

HIGHLY COMMENDED PUMA Dance Dictionary – GreyPOSSIBLE

RUNNERS-UP / ‘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


Creative Evolution by lab

0207 183 6668 www.lablateral.com


BIMA 2013 / SECTOR AWARDS

Sponsored by

/ BUSINESS-TO-BUSINESS Projects that provide or promote business-to-business products or services.

/ The Gnome Experiment Produced by: OgilvyOne Produced for: Kern & Sohn Precision Scales

Scientists love experiments. So Kern has been conducting the world’s first mass-participation 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

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


In the beginning was original thinking . . .

amaze.com


BIMA 2013 / SECTOR AWARDS

Sponsored by

/ CORPORATE If the client wears a suit, the work might be suited for an award in this category.

/ The Text Challenge Produced by: PublicisB1 London Produced for: BlackBerry

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.

HIGHLY COMMENDED / Make more of your garden - LIDA

RUNNERS-UP / 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


BIMA 2013 / SECTOR AWARDS

Sponsored by

/ EDUCATION & OUTREACH Projects that inform or support target groups that may be difficult to reach using traditional methods, with special attention given to creating lasting engagement.

/ Blind Eye Produced by: WCRS Produced for: Women’s Aid

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.

RUNNERS-UP / 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


BIMA 2013 / SECTOR AWARDS

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/ ENTERTAINMENT Projects that provide or promote media or entertainment-related products or services, or projects that directly entertain a target audience.

/ The Utopia Inquiry Produced by: TH_NK Produced for: Channel 4 / Kudos

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.

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


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 H채rnqvist

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. Please consider mentoring our next batch of award winners.

Discover the benefits of mentoring: marc.lewis@schoolcommunicationarts.com


BIMA 2013 / SECTOR AWARDS

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/ LEISURE & CULTURE Work promoting or providing leisure or travel products or services or extending the reach of arts and culture to a wider audience.

/ Social Symphony Produced by: OgilvyOne Produced for: British Airways

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.

RUNNERS-UP DotShop - 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


BIMA 2013 / SECTOR AWARDS

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/ PUBLIC LIFE Projects or campaigns for public bodies or the public good.

/ Channel 4 Digital Paralympics Produced by: Delta Tre, 13 Strides, Two Four Produced for: Channel 4

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.

HIGHLY COMMENDED / Weekly Appeals - Grand Visual

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


/ BIMA AWARDS 2014 GET READY Entries open 1 May 2014 For more information: info@bima.co.uk

BIMA Awards 2013 Book of the Night  

Showcase of the winning projects and campaigns from the 29th annual BIMA Awards, held at One Mayfair on 12 September 2013.