BIMA Awards 2014 Book of the Night

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BOOK OF THE GREATEST BRITISH NIGHT IN DIGITAL 2014 #BIMAawards



#BIMAawards

INTRODUCTION Welcome to the Book of the Night 2014 – inside you will find details of all our finalists plus a showcase of this year’s winning work. And what a year it is to be a BIMA Award winner! It’s BIMA’s 30th anniversary, meaning we’ve been celebrating and rewarding the best of British digital since 1985. The changes in the industry and in BIMA have been massive over the span of thirty years, and even just since this time last year. Data continues to be increasingly important in the development of the web and the benefits are now clearly translating into value for users – and not just advertisers. Contextually-aware websites and highly-personalised content are now genuinely useful and not just creepy! And as most people approach email overload, it’s encouraging to see the rise of alternative systems of communication and more innovative ways to engage. Agencies and brands alike continue to embrace the changing mobile landscape and our hotly-contested ‘Second Screen’ category, not to mention ‘Mobile’ and ‘Native Mobile Apps’ shows the strength of work out there in this field. As the industry evolves so too do the companies within it. We’re delighted and proud to not only have industry leaders well-represented on the list of award winners but also as our sponsors. A huge thank you to our major sponsors Brilliant Basics, MediaMonks, Rackspace and Telerik Sitefinity. And no less of a thank you to our category sponsors 12ahead, Amoveo, Aspire, Audio Network, Cactus, Creative Social, e3, Engage Sciences, Futureheads, Huddle Creative, Iomart, Kemp Little, QA Apprenticeships, Resource IT, Sticky Content, TDA Digital, The Agency Collective, The Drum and Transmute. We’re immensely grateful for their support and the awards couldn’t take place without their backing. A special thank you also to our partners The Guardian, Contagious, C21 Media, Chinwag, Reztron, Figaro Digital and Say Fromage. And lastly, congratulations to the winners and to everyone who made the shortlist.

Adam Graham Chair of BIMA

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#BIMAawards

the judges 2014 Judging the BIMA Awards is never an easy task but this year definitely had an added layer of pressure, with all eyes on the awards for their 30th anniversary. Every year we are fortunate to be inundated with talented people applying to judge the awards and I know that the 2014 judges were proud to be involved. Certainly this showed through in the enthusiasm and rigour they applied to the judging process. My personal thanks go to the full judging panel and also to my fellow BIMA Executive Tiffany St James who did an amazing job of chairing the judging day. I also want to acknowledge the people who’ve built the profile of the awards over the past 30 years. The BIMAs have evolved hugely in this time: categories have come and gone, the format continues to evolve and the night itself has become one of the standout events in British digital. While we’re reflecting on the last 30 years, you may be interested to know what we were judging in 1985 – back before the arrival of the Internet. Well, the first BIMA Awards (or British Interactive Video Association awards, as we were then known) honoured work in just two categories: best design and best product. EPIC won best design for an interactive training manual to help with electrical installation and the BBC won best product for the Teddy Bear disc – with Martin Wright who ran the latter project going on to win eight BAFTA nominations and one TIGA. Proof that even in our founding year the awards were a launchpad for entrepreneurialism and innovation. So with everything that has changed, it’s great to see that some things remain the same. Although we have definitely added a category or two since 1985!

Matt Pilgrim

Chair of the BIMA Awards

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#BIMAawards

the judges 2014

Tiffany St James Chair of the Judging Panel

Allison Wightman

Belinda Green

Brad Smith

Chris Butterworth

Chris Gorell Barnes

Colin Macdonald

Danny Daley

Helen Robinson

Howard Scott

Ian Howlett

Jason Holland

Jess Davies

Joanna Montgomery

John Cunningham

Jonathan Davis


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Katie Mackay

Lizzy Pollott

Lucy Ferguson

Mark McKeown

Nadya Powell

Nick Clement

Nick Turner

Phil Robertson

Ryan Hall

Sarah Brookes

Sarah Jordan

Sean Chambers

Shaun Varga

Simon Attwater

Sonia Carter

Tristan Pride

Will Pyne


#BIMAawards

sponsors


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PARTNERs



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PREMIUM AWARDS Grand Prix

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Agency of the Year

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Innnovation 17 Startup of the Year

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Student of the Year

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Grand Prix / Premium Awards

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Grand Prix

Xbox - A real-life transfer saga for the virtual world The overall goal was to challenge perceptions of PlayStation as the home of FIFA, demonstrating the benefits of FIFA 14 on Xbox One, and to drive referrals to download starter packs for FIFA Ultimate Team in UK, France, Germany and Spain (engaging existing and targeting new gamers). Jam’s insight was that players of FIFA Ultimate Team (FUT, the online version of FIFA) were deeply passionate about their virtual players and Xbox has 42 exclusive virtual players available in the game. So they decided to blur the lines between the virtual and the real in an interactive, multi-lingual transfer saga.

Produced By: Jam Produced For: Microsoft Xbox See the project on Vimeo @spreadingjam

SHORTLISTED All Things Hair / Produced By: Razorfish London Pepsi Max Unbelievable Bus Shelter / Produced By: Grand Visual, AMV BBDO, OMD, Talon Re-invigorating the Royal Navy for a millennial audience / Produced By: e3


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Agency of the Year / Premium Awards

Sponsored By:

Agency of the Year

Holler In the past year Holler has gone global, helping lead innovation for the Leo Burnett network around the world. Together they opened dedicated Social & Mobile offices in Chicago and Silicon Valley, with many more planned. On top of this, co-founder James Kirkham was appointed global head of social and mobile of Leo Burnett Worldwide, further bolstering the agency’s global offering.

holler.co.uk @hollerlondon

Holler racked up a slew of pitch wins in 2013. They won all of The Co-operative’s social media accounts across six business units, becoming the brand’s first social media agency. They battled six agencies to pick up the social media account for BSkyB’s ondemand service Now TV. Other wins included Jura Whisky and P&G brands Always and Discreet where they delivered the first ever end-to-end social model, changing the way this powerhouse of marketing handles operations. On top of that Holler celebrated an incredible 3 pieces of work featuring in Campaign’s Top 10 Digital Innovations of 2013, including an interactive Pinterest campaign exploring the mind of cyclist Danny MacAskill for Red Bull’s ‘Imaginate’ project and their Snapchat campaign for The Co-operative, making the brand the UK’s first retailer to use the photo messaging app as an advertising medium.

SHORTLISTED

7thingsmedia / @7thingsmedia DigitasLBi / @DigitasLBi_UK R/GA London / @RGA Zone / @thisiszone

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brilliantbasics.com

contact_us@brilliantbasics.com

020 7729 6309


Innnovation / Premium Awards

Sponsored By:

Innnovation

Magic of Flying OgilvyOne wanted to create something truly engaging to remind us all how magical flying really is. So they built the world’s first ever billboards that react to planes flying overhead. The BA ads not only displayed the flight number of the passing plane, but also where it was flying in from. Dynamic retail messaging was matched to each route too.

Produced By: OgilvyOne

The outdoor campaign ran over 6 weeks at Piccadilly Circus and along the M4 en-route to Heathrow.

See the project on YouTube

Produced For: British Airways @OgilvyOne

SHORTLISTED #SaveWave / Produced By: Poke BUS SHELTER / Produced By: AMVBBDO Google Outside / Produced By: R/GA London MegaFaces / Produced By: Asif Khan, iart, Axis & Structural Engine

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Startup of the Year / Premium Awards

Sponsored By:

Startup of the Year

FutureLearn FutureLearn is making higher education accessible to all in an innovative and enjoyable way by providing free online courses from over 25 leading universities. The social learning platform launched in beta last September and already has over a quarter of a million registered learners, studying a diverse range of subjects from Shakespeare to Forensic Science across a growing list of courses. FutureLearn creates compelling social events hosted by leading academics. Courses are broken into convenient steps that fit easily around your life. The clean and simple responsive design allows you to learn anytime and anywhere.

SHORTLISTED Crowd / @thisiscrowd

futurelearn.com @futurelearn

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CREATIVE DIGITAL PRODUCTION

WWW.MEDIAMONKS.COM


Student of the Year / Premium Awards

Sponsored By:

Student of the Year

Donate & Nominate Donate & Nominate turned the negative trend of Nek Nomination into an initiative for blood donation from young people. It has shown incredible success and worked in association with the NHS to save lives across the UK.

Produced By: Will Wright & James Lucking Produced For: NHS Blood & Donor Service See the project on YouTube @itswillandjames

SHORTLISTED Biome / Produced By: Tom Kail Dear Friend / Produced By: Adam Radi & Mathias Trads Google Loaded / Produced By: Newby & Wells Passion is Power / Produced By: Adam Radi & Mathias Trads Photo Booth / Produced By: Greg and Thomas Save Sorrell / Produced By: Newby & Wells

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sector awards B2B & Professional Services

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Blue Sky

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Consumer Goods & Services

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Education 31 Entertainment 33 Entertainment Special Recognition

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Internal Communications

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Leisure & Travel

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Public Life

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Retail 41 Youth Focus

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020 7600 8080 @KempLittle


Sponsored By:

SECTOR AWARDS

B2B & Professional Services

ITV Studios Digital Overhaul Rawnet’s challenge was to create a transformational digital experience for the ITV studios website and revolutionise the way their sales team works at events. Rawnet created both a new online experience for the ITV Studios website and a sales toolkit iPad application for use at live events. Both digital solutions synchronise with one system, meaning ITV can offer their clients a more engaging meeting and screening experience than any of their competitors. With invaluable insights, clever functionality and a fully integrated CRM system, the ITV sales team now works in a completely different way.

SHORTLISTED 4GEE at Work / Produced By: Publicis Chemistry 70 years of PA / Produced By: Omobono Helping Britain Prosper / Produced By: DigitasLBi Orange brand on-the-go / Produced By: e3

Produced By: Rawnet Produced For: ITV Studios itvstudios.com @Rawnet

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BIMA members get exclusive discounts to 12ahead and other The Knowledge Engineers digital skills, innovation and leadership products Contact Elisa at elisa@theknowledgeengineers.com or on 0203 176 6054 to find out more Sign up for a free 5-day trial at 12ahead.com Visit us at theknowledgeengineers.com


SECTOR AWARDS

Sponsored By:

Blue Sky

Head to Head Redweb’s dedicated innovation department, Redweb Labs, recently turned their thoughts to beer to create ‘Head to Head’, a device that pours pints of homebrew using the power of thought alone (with the help of the Neurosky Mindwave Mobile headset for measuring your brainwaves, an iPad and an electromagnetic Solenoid valve). Redweb have been on the road showing off their beer machine and sharing their homebrew with those who have managed to pull pints with their minds.

Produced By: Redweb Produced For: Redweb headtohead.redweb.com @Redweb

SHORTLISTED Simpoll / Produced By: Redweb

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SECTOR AWARDS

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Consumer Goods & Services

All Things Hair On average, women suffer 20 years of bad hair days. Razorfish brought together the world’s biggest hair brands and the world’s best video bloggers to solve this problem, by curating and creating the web’s best hair content. They analysed what women were looking for online, and created bespoke content to match - featuring Unilever hair products. They then bought the search terms, matched them to the content, and hosted everything on their interactive, firstof-its-kind YouTube channel. Combining Unilever’s product expertise with search insight from Google and the hair know-how of YouTube stars, Razorfish helped solve real people’s real hair problems.

Highly commended Tweet When U Eat / Produced By: Isobar and Carat SHORTLISTED Auto ID / Produced By: SapientNitro Live young January / Produced By: We Are Social The NESCAFE Dolce Gusto Mini Me / Produced By: Jam

Produced By: Razorfish London Produced For: Unilever allthingshair.com @razorfishlondon



Sponsored By:

SECTOR AWARDS

Education

Life Fitness Academy Life Fitness wanted an e-learning tool to revolutionise how they brief and train their sales teams. Pancentric Digital tapped into what makes sales and sports people tick - competition - and created a new approach to online education. With Life Fitness Academy, learning goals are fuelled by peer interaction and recognition. Users create a profile, learn about the Life Fitness product range and complete tests to earn points, awards and social media bragging rights. Tracking progress is easy, sharing is encouraged and the results speak for themselves, with massive employee engagement and outstanding feedback.

Produced By: Pancentric Digital Produced For: Life Fitness

@pancentric

Highly commended Full Steam Ahead / Produced By: Aardman Animations SHORTLISTED Dixi / Produced By: Syndicut & Kindle Entertainment Fresh Meat Unlocked / Produced By: Objective Productions & Maverick Television, build & design by Numiko FutureLearn / Produced By: FutureLearn Staging It: Direct a Scene at Shakespeare’s Globe / Produced By: Play Nicely Ltd & Shakespeare’s Globe Track Roulette / Produced By: M&C Saatchi London

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SECTOR AWARDS

Sponsored By:

Entertainment

All Things Hair Every month, there are 1 billion hair searches on Google - but results pages are littered with disposable content. Razorfish brought together the world’s biggest hair brands and the world’s best video bloggers to address this. They analysed what women were looking for online, and created bespoke content to match - featuring Unilever hair products. They then bought the search terms, matched them to the content, and hosted everything on their custom YouTube channel. Combining the hair know-how of YouTube stars with Unilever’s product expertise and Google’s search insight, they have created the most subscribed-to hair brand channel in the world.

HIGHLY COMMENDED Beats - The Pills / Produced By: R/GA London SHORTLISTED #XboxArt / Produced By: VML London Made In Chelsea Online / Produced By: Monkey Kingdom, Spirit Digital Sherlock Lives / Produced By: Red Bee Media The Intel Comedy Club / Produced By: Hill+Knowlton Strategies

Produced By: Razorfish London Produced For: Unilever allthingshair.com @razorfishlondon

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SECTOR AWARDS

Entertainment Special Recognition Best Work on a SmallER Budget

The Amazing World of Gumball: Your Toy The Amazing World of Gumball brings together a host of funny characters and truly celebrates creativity and imagination. To promote the new series Holler wanted to involve the creators and bring Gumball into the lives of fans in a way that would reward their imagination; creating a story that would thrive within their social network.

Produced By: Holler

They asked fans to create and name their own character that could live in The Amazing World of Gumball, with drawings that would become the content for the show’s Facebook page. Each week the creators of Gumball reviewed every drawing and selected their favourite to be brought to life as an amazing cuddly toy, and sent to the child that had created it.

See the project on Vimeo

Produced For: Cartoon Network EMEA @hollerlondon


SECTOR AWARDS

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Internal Communications

Tap for water Typhoon Haiyan struck the Philippines in 2013 killing at least 6,200 people and changing the lives of over 11 million. Gawad Kalinga, a local Filipino charity, sent out an SOS saying victims needed clean, portable water to survive the aftermath. They needed help, fast. Within 48 hours Jam had hacked one of their entrance gates to create the world’s first ‘charity turnstile’. Employees tapped in with their ID card to send an instant micro donation from their salary. Every penny raised supplied clean water to victims in the Philippines. Jam called this solution Tap to Give.

SHORTLISTED John Lewis Partnership Intranet / Produced By: Cognifide Life Fitness Academy / Produced By: Pancentric Digital Havas Media Group: Love Your Contacts / Produced By: Cherry

Produced By: Jam Produced For: Philippines typhoon appeal tap-to-give.herokuapp.com @spreadingjam


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SECTOR AWARDS

Sponsored By:

Leisure & Travel

Magic of Flying OgilvyOne wanted to create something truly engaging to remind us all how magical flying really is. So they built the world’s first ever billboards that react to planes flying overhead. The BA ads not only displayed the flight number of the passing plane, but also where it was flying from. Dynamic retail messaging was matched to each route too.

Produced By: OgilvyOne

The outdoor campaign ran over 6 weeks at Piccadilly Circus and along the M4 en-route to Heathrow.

See the project on YouTube

Produced For: British Airways @OgilvyOne

SHORTLISTED Daily Mix in Dubai / Produced By: Maverick TV, Little Dot Studios & Gleam Digital Ireland 48 / Produced By: Indicia Star Alliance / Produced By: SapientNitro The Fantastic St Patrick’s Day Parade / Produced By: Hugo & Cat Web Futures / Produced By: DigitasLBi

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Biggest & best • Britain’s biggest marketing website*

• Britain’s best media brand†

THEDRUM.COM *Source; BRAD Insight, Alexa.com

PPA Awards Winner; Voted Brand and Magazine of the Year 2013


SECTOR AWARDS

Sponsored By:

Public Life

Tap for water Typhoon Haiyan struck the Philippines in 2013 killing at least 6,200 people and changing the lives of over 11 million. Gawad Kalinga, a local Filipino charity, sent out an SOS saying victims needed clean, portable water to survive the aftermath. They needed help, fast. Within 48 hours Jam had hacked one of their entrance gates to create the world’s first ‘charity turnstile’. Employees tapped in with their ID card to send an instant micro donation from their salary. Every penny raised supplied clean water to victims in the Philippines. Jam called this solution Tap to Give.

HIGHLY COMMENDED #SaveWave / Produced By: Poke SHORTLISTED fuck the firewall / Produced By: LIDA Re-invigorating the Royal Navy for a millennial audience / Produced By: e3 Second Chance / Produced By: Leo Burnett London The Do Button / Produced By: Citizen Relations Track Roulette / Produced By: M&C Saatchi London

Produced By: Jam Produced For: Philippines typhoon appeal tap-to-give.herokuapp.com @spreadingjam

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fuck



SECTOR AWARDS

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Retail

Christmas in a Day The public participated in the Sainsbury’s ‘Christmas in a Day’ project in three ways. First an appeal from director Kevin Macdonald in November 2012 for the public to film their Christmas and submit the footage for a crowd-sourced documentary. This led to almost 20,000 clips being sent in. A year later the film campaign launched with a 3.5 minute film trailer seen by over 5 million people, which ran across the entire break of Coronation Street and the semi final of X Factor. Lastly came the launch of the full-length 50-minute film on Youtube, seen by over 1.19 million people.

HIGHLY COMMENDED Primania / Produced By: Lowe Profero SHORTLISTED IKEA. Make Small Spaces Big 360 / Produced By: LIDA & Yellowbird production M&S website / Produced By: SapientNitro Smile As You Go / Produced By: 1000heads Success on Tap for Bathstore / Produced By: 9xb The Social Wine / Produced By: We Are Social

Produced By: AMVBBDO Produced For: Sainsbury’s See the full project @AMV_BBDO


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SECTOR AWARDS

Sponsored By:

Youth Focus

My Mad Fat Diary Online Series 2 of E4’s My Mad Fat Diary was supported online by rich and varied content across multiple platforms, engaging a loyal and highly active social fan base around the show’s themes of teenage life, music, mental health and self-image.

Produced By: Channel 4, Rckt, Tiger Aspect Produced For: Channel 4 channel4.com/mymadfatdiary @Channel4 @rcktsheffield @TigerAspectUK

SHORTLISTED Music Inc. / Produced By: Aardman Animations Tweet When U Eat / Produced By: Isobar & Carat

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Disciplines Content 47 Data 49 Engagement 51 Games 53 Immersive

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Location

57

Microsite 59 Mobile

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Native Mobile Apps

63

Performance

65

Second Screen

67

Social Media

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Social Media Special Recognition

71

User Experience

73

Video 75 Web Design & Build

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DISCIPLINES

Sponsored By:

Content

Beats - The Pills To prove that their small Pill speakers were remarkably loud, Beats by Dr. Dre invented The Beats Pills: tiny, trash-talking characters with big personalities and even bigger mouths. The Pills had a voice in every important pop culture conversation via custom-rendered art for social media, contextual out-of-home and online ads, and a live-action celebrity talk show animated instantly using Unity technology. Beats even produced and sold real characters designed to hold the Pill speakers. In the end, they achieved their goal in creating an authentic cultural voice that resonated directly with their audience.

HIGHLY COMMENDED All Things Hair / Produced By: Razorfish London SHORTLISTED 4GEE at Work / Produced By: Publicis Chemistry Bat Beats / Produced By: Mr President Born to Walk / Produced By: Hometown London

Produced By: R/GA London Produced For: Beats by Dr. Dre Watch the video on YouTube @RGA

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DISCIPLINES

Sponsored By:

Data

All Things Hair Every month, there are 1 billion hair searches on Google - but results pages are littered with disposable content. Razorfish brought together the world’s biggest hair brands and the world’s best video bloggers to address this. They analysed what women were looking for online, and created bespoke content to match - featuring Unilever hair products. They then bought the search terms, matched them to the content, and hosted everything on their custom YouTube channel. Combining the hair know-how of YouTube stars with Unilever’s product expertise and Google’s search insight, they created the most subscribed-to hair brand channel in the world.

SHORTLISTED #XboxArt / Produced By: VML London Compelo Motor Sport Dashboard / Produced By: CDS Digital East Coast Capacity Management / Produced By: Havas Media

Produced By: Razorfish London Produced For: Unilever allthingshair.com @razorfishlondon

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DISCIPLINES

Sponsored By:

Engagement

Xbox - A real-life transfer saga for the virtual world The overall goal was to challenge perceptions of PlayStation as the home of FIFA, demonstrating the benefits of FIFA 14 on Xbox One, and to drive referrals to download starter packs for FIFA Ultimate Team in UK, France, Germany and Spain (engaging existing and targeting new gamers). Jam’s insight was that players of FIFA Ultimate Team (FUT, the online version of FIFA) were deeply passionate about their virtual players and Xbox has 42 exclusive virtual players available in the game. So they decided to blur the lines between the virtual and the real in an interactive, multi-lingual transfer saga.

SHORTLISTED All Things Hair / Produced By: Razorfish London Copa90 / Produced By: Bigballs Films Fish Fight / Produced By: Seachange and KEO Primania / Produced By: Lowe Profero SKODA vRS it up / Produced By: ais London Tesco Mobile #NoJoke / Produced By: Jam and Tesco Mobile

Produced By: Jam Produced For: Microsoft Xbox See the project on Vimeo @spreadingjam

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DISCIPLINES

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Games

CBBC Gamebuilder With the key objectives of innovation, education and fun in mind, BBC and Atticmedia created CBBC Gamebuilder, which allows users (7+) to create, play and share their own computer game with friends and family. Once you are familiar with the basics of creating a game, the only limit is your imagination... Interactive video tutorials were created to explain each piece of functionality in a clear, simplistic manner. Menu structures were developed to help users find, play, tag and rate games easily within the application. To enable users to simply draw and then instantly play a game, the team used the open source Box2D physics as their underlying game engine. Finally a two-tiered moderation system was introduced and integrated with the admin system to allow users to publish games instantly.

SHORTLISTED adidas: Fast or Fail / Produced By: Iris London and MediaMonks Super Spice Dash / Produced By: Razorfish The Lockmaster Challenge by Jaguar / Produced By: Spark44

Produced By: BBC & Atticmedia Produced For: CBBC bbc.co.uk/cbbc/games/ gamebuilder @Atticmedia



DISCIPLINES

Sponsored By:

Immersive

IKEA. Make Small Spaces Big 360 IKEA knows that homes in the UK are officially the smallest in Europe. LIDA and Yellowbird invited IKEA customers and loyalty card members into an online home that was small on space but big on ideas. Rather than seeing flat product shots or room sets, the home used clever 360 degree surround-video technology to allow customers to explore as they wished, and find out more about products which happened to catch their eye. They could then purchase these directly from IKEA.co.uk 285,000 unique visitors were welcomed to the home, with over 82% looking around two or more rooms. This led to 5.8% higher additional sales than previous campaigns. And 7,500 extra IKEA FAMILY members into the store, an increase of 12.9%.

Highly commended Mercedes AMG Petronas F1 360 App / Produced By: VISUALISE SHORTLISTED adidas: Fast or Fail / Produced By: Iris London & MediaMonks Monarch Mountain Oculus Rift / Produced By: Techdept Send Yourself Home / Produced By: Lowe Profero

Produced By: LIDA & Yellowbird production Produced For: IKEA IKEA.co.uk/smallspaces

@LidaLondon @the_yellowBird

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DISCIPLINES

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Location

Pepsi Max Unbelievable Bus Shelter As part of the Pepsi Max ‘Unbelievable’ campaign Grand Visual, AMV BBDO, OMD and Talon wanted to bring an unbelievable experience to the lives of their audience. Their answer was a media first augmented reality bus shelter. A live video-feed to an HD screen gave the illusion of a clear window onto the street. They mapped 3D animations over the environment in order to prank unsuspecting commuters with events like alien invasions and a giant robot attacking the city. A sensor even adjusted the animations to match varying light conditions. They captured peoples’ reactions and shared the video on their Unbelievable YouTube channel.

Produced By: Grand Visual, AMV BBDO, OMD & Talon Produced For: Pepsi MAX See the project on Vimeo @GrandVisual @AMV_BBDO @OMD_UK @TalonOOH

SHORTLISTED Front Row / Produced By: adam&eveDDB and Grand Visual Google Outside / Produced By: R/GA London, Talon, Grand Visual, OMD International Live young January / Produced By: We Are Social Smile As You Go / Produced By: 1000heads



DISCIPLINES

Sponsored By:

Microsite

Tefal Pancake Selfie For a maker of frying pans there is no bigger time of year than Pancake Day - a key opportunity for Tefal to generate awareness and gather share of voice. With a budget of a mere £15k, Yomego created a world first - the ‘Pancake Selfie’ microsite. Their creative team devised a way to put faces (taken from social media, PC or webcam) onto pancakes, creating a unique ‘pancake Selfie’. The campaign accounted for 10% of total online conversation around Shrove Tuesday and reached 5m people, covered in multiple major media outlets.

Produced By: Yomego Produced For: Tefal Read the article on HuffPost Taste @YomegoSocial @the_yellowBird

SHORTLISTED (Not Provided) Count / Produced By: Click Consult adidas: Fast or Fail / Produced By: Iris London and MediaMonks Farrow & Ball inspiration microsite / Produced By: Redweb Madeon: Cut The Kid / Produced By: Sony Music Digital Creative

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DISCIPLINES

Sponsored By:

Mobile

Nike+ Training Club app The original Nike Training Club (NTC) app was incredibly popular and since 2011 had become the core of the Nike Women brand’s offering.

Produced By: AKQA

But the modern girl of fitness had changed and the marketplace was more competitive than ever, with NTC imitators and a wide range of other fitness apps, classes and trends competing for her attention. It was now AKQA’s job to capture her attention all over again.

Produced For: NIKE

Armed with a combination of app usage data and cultural insights, they set out to create the new Nike+ Training Club: an app that would give the modern girl of fitness the structure and measurement she needs to get the best results, plus the variety and control she needs to stay motivated.

SHORTLISTED My MindChecker / Produced By: Maverick & Rckt One Turkcell / Produced By: R/GA London Pass the Parcel / Produced By: Lowe Profero Re-invigorating the Royal Navy for a millennial audience / Produced By: e3 Transporting London / Produced By: we are experience Web Futures / Produced By: DigitasLBi

See the app on iTunes @AKQA

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NO NO lengthy meetings

NO dreary conference calls NO hidden costs NO middle managers NO smoke and mirrors NO politics

YES to clients with vision, commited strategic partners and exciting joint venture opportunities. yes@huddlecreative.com


DISCIPLINES

Sponsored By:

Native Mobile Apps

Fringe 2013 The Fringe app added another dimension to the festival in 2013. Making intelligent use of mobile technology with an intuitive user interface allowed festival goers to experience the Edinburgh Fringe in a completely different way. As well as a mobile guide to the festival, the app used location technology and mobile ticketing to provide an invaluable feature set to users. In addition to enhancing the festival experience for users, the app led to mobile ticket sales worth over ÂŁ1,000,000.

Produced By: Kotikan Produced For: Edinburgh Festival Fringe Society See the app on iTunes @kotikan

Highly commended Dogalize / Produced By: Business Competence srl SHORTLISTED Made In Chelsea The Game / Produced By: PaperSeven & Monkey Kingdom Nokia Camera / Produced By: Nokia Design Student Beans ID / Produced By: The Beans Group

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DISCIPLINES

Sponsored By:

Performance

Putting Forest Holidays on the map for UK holidays Propellernet have helped the team at Forest Holidays achieve their objective of providing one of the most authoritative sites in the market for UK holidays.

Produced By: Propellernet

The strategy - to make life better for people booking UK holidays and breaks has made Forest Holidays a genuine authority. It has earned (not paid for) the right to be recognised and is achieving sustainable business growth ahead of target and in an increasingly competitive market.

Produced For: Forest Holidays

By thinking about the people that would enjoy a Forest Holiday, Propellernet identified personas ranging from dog owners, to nature enthusiasts and even couples wanting romance. They then developed a standout resource Forestipedia - to provide content to make life better for these people and for link-building and social-sharing. Previously invisible on Google for terms such as ‘UK holidays’ and ‘dog friendly holidays’ it’s now a top five site, beating a number of large competitors in the process.

SHORTLISTED ‘Buying a car’: Car loans SEO campaign / Produced By: Barclays Bank PLC Cashing in on search engine success / Produced By: Absolute Digital Media Future proofing search strategy / Produced By: Epiphany Glenfiddich / Produced By: Gravity Thinking

forestholidays.co.uk @Propellernet

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DISCIPLINES

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Second Screen

Dynamo Unlock Red Bee Media identified that hardcore Dynamo fans love to experience new magic and, if they get a sneak peek ahead of their peers, there is an inherent social currency in being able to talk about it and share it first. The campaign built on this insight, turning fans into brand ambassadors across social channels. Red Bee devised a cross-platform campaign to cater to this tech savvy audience, launched with a roadblock promotion and involving the creation of a second screen experience that allowed fans to unlock new Dynamo content and share their experiences within the same portal. Fans were rewarded with the chance to see Series 3 Episode 1 a full week ahead of the on-air premiere – a UK TV industry first. To enrich the experience further, fans saw their tweets played out in real time on their TV screens during the show, with the best tweets then repurposed during the week before the on-air.

Produced By: Red Bee Media Produced For: UKTV Watch redbeemedia.com/creative/ work/dynamo-season-3

HIGHLY COMMENDED The Freesat App / Produced By: Nice Agency SHORTLISTED One Stadium Live / Produced By: Isobar The Lockmaster Challenge by Jaguar / Produced By: Spark44

@RedBeeMedia



DISCIPLINES

Sponsored By:

Social Media

Xbox - A real-life transfer saga for the virtual world The overall goal was to challenge perceptions of PlayStation as the home of FIFA, demonstrating the benefits of FIFA 14 on Xbox One, and to drive referrals to download starter packs for FIFA Ultimate Team in UK, France, Germany and Spain (engaging existing and targeting new gamers). Jam’s insight was that players of FIFA Ultimate Team (FUT, the online version of FIFA) were deeply passionate about their virtual players and Xbox has 42 exclusive virtual players available in the game. So they decided to blur the lines between the virtual and the real in an interactive, multi-lingual transfer saga.

SHORTLISTED #TravelBetterLondon / Produced By: M&C Saatchi London SKODA vRS it up / Produced By: ais London Tesco Mobile #NoJoke / Produced By: Jam and Tesco Mobile The Do Button / Produced By: Citizen Relations The Wolverine Declassified / Produced By: Way To Blue

Produced By: Jam Produced For: Microsoft Xbox See the project on Vimeo

@spreadingjam

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SECTOR AWARDS

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Social Media Special Recognition Best Work on a SmallER Budget

Jura Lost Island The Isle of Jura may be insignificant in size but it produces one the World’s most loved whiskies. When Twitter followers angrily mentioned it had disappeared from Google Maps, Holler spotted an opportunity. Harnessing the community’s passion that very day, they launched #findjura. They asked fans to mark an X where they thought Jura was on a map. For every correct entry, a bottle of Jura and a letter calling for reinstatement were sent to Google. By harnessing the passion of Jura’s fans, and capturing imaginations everywhere, they stood up to Google and were put back on the map!

Produced By: Holler Produced For: Whyte & Mackay See the project on Vimeo @hollerlondon


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


DISCIPLINES

Sponsored By:

User Experience

On Track What Google Now does for your day ahead, On Track does for your rail journey. Serving up the right information just when it’s needed, On Track is the fastest, smartest journey planning tool available for anyone travelling by rail in the UK – regardless of the train company you’re travelling with. On Track has proved a big hit with users. Since launching in January 2014, total downloads equate to more than one new user every minute. In the Google Play transport category, On Track’s three branded variations were ranked consecutively in first, second and third position. On the App Store, the Southern version of On Track achieved number 2 in the free travel apps category in iTunes, ahead of key competitors The Trainline and National Rail Enquiries.

SHORTLISTED FutureLearn / Produced By: FutureLearn IKEA. Make Small Spaces Big 360 / Produced By: LIDA & Yellowbird production LSO Play / Produced By: Sennep Re-invigorating the Royal Navy for a millennial audience / Produced By: e3 Transporting London / Produced By: we are experience

Produced By: The App Business Produced For: Go-Ahead Group See the app on iTunes @TheAppBusiness

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FULL OF GOOD CONTENT

A M O V E O .T V


DISCIPLINES

Sponsored By:

Video

All Things Hair On average, women suffer 20 years of bad hair days. Razorfish brought together the world’s biggest hair brands and the world’s best video bloggers to solve this problem, by curating and creating the web’s best hair content. They analysed what women were looking for online, and created bespoke content to match - featuring Unilever hair products. They then bought the search terms, matched them to the content, and hosted everything on their interactive, firstof-its-kind YouTube channel. Combining Unilever’s product expertise with search insight from Google and the hair know-how of YouTube stars, Razorfish helped solve real people’s real hair problems.

SHORTLISTED Bacon Don’t Buffer / Produced By: Poke Beats - The Pills / Produced By: R/GA London First Flight / Produced By: AKQA & VICE Second Chance / Produced By: Leo Burnett London

Produced By: Razorfish London Produced For: Unilever allthingshair.com

@razorfishlondon

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DISCIPLINES

Sponsored By:

Web Design & Build

Re-invigorating the Royal Navy for a millennial audience The Royal Navy promises adventure, purpose and excitement. But its website wasn’t telling the Navy’s story well, nor driving recruitment. How could it be made to work for a young, digitally savvy audience? By redefining the Royal Navy’s digital and social strategies to focus on storytelling, e3 designed and built a fully mobile-optimised website, rich in inspiring, informative video content. In just six months, site views went from 271,946 to 459,967 (up 69%) and video views went from 28, 439 to 45,157 (up 59%). Crucially, applications through the website went from 17683 to 25874, which is a 46% increase.

Produced By: e3 Produced For: The Royal Navy royalnavy.mod.uk/engineers

@e3_media

Highly Commended Mulberry website / Produced By: Poke SHORTLISTED One Turkcell / Produced By: R/GA London TfL: the busiest transport website in Europe goes responsive / Produced By: BAE Systems Applied Intelligence The Big Mac Mind Tests / Produced By: Razorfish Times+ Website Redesign / Produced By: Clock Wahoo / Produced By: Numiko

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#BIMAawards