November 30, 2010

Best of British

At the BIMA (British Interactive Media Association) Awards last week there were some great winners – some of which are definitely worth taking a look at. The biggest winner of the night was Recode Decode, a project from Saint@RKCR/Y&R. It was a generative marketing campaign for the Victoria & Albert museum’s show of digital art and design, Decode. The agency commissioned Karsten Schmidt to create an ever-changing open source artwork that was used for the exhibition identity. You can read the story behind the project here.

In the Charity and Not for profit category (sometimes known as SCAM – although not in this case 🙂 ), Publicis London won for their iHobo iPhone app. It was developed “to challenge perceptions surrounding homelessness. The app, the first ever to feature interactive live action video footage, has been developed on behalf of homelessness charity Depaul UK”. The free iHobo application downloads a virtual homeless person on to the user’s iPhone and effectively demonstrates in real time the complexity of homelessness; lack of shelter, food and money, emotional distress, isolation, drug use, crime and physical and mental abuse.

We are Social were winners in several categories for their Marmarati campaign. To launch Marmite’s new extra strong product the agency brought together a roomful of bloggers, influencers and journalists as they were being inducted into the secret society of the ‘Marmarati’. This select group of 40 were first sent an email from the secret society, then they received a phone call from a character called William Fotherington-Smythe, and finally were sent a beautifully crafted paper invite to the induction ceremony. At the event the group was told the story of the new product’s creation and introduced to the seven elders of the Marmarati, with Marmite’s CEO playing ‘Lord Marmarati’. They then blind-tasted three iterations of the product and were told that their feedback on flavour, as well as reaction to initial jar designs, would directly affect which version will be launched to the public after Christmas. They were then told about a private Facebook group (set up to create a community around the most passionate fans) and instructed to keep their eyes peeled for further instructions. (source New Media Age)

The full story enfolds in the presentation below.

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In the Websites and Microsites category Aardman Animations (the people behind Wallace and Gromit) won for their Tate Movie project. The Tate Movie Project was “the first of its kind – an animated movie made by and for children across the UK. Showcasing the vivid imaginations of kids, the Tate Movie Project used great artworks to inspire 5-13 year olds nationwide to contribute their ideas to the movie. Children created every aspect of the film, from the hand-drawn characters and plot twists, down to costumes and comic sound effects”.
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The BIMA website does not provide links to any of the cases but if you want to see a list of all the winners click here.

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