BIMA Awards 2012 Book of the Night by BIMA

BOOK OF THE

GREATEST BRITISH

NIGHT

IN DIGITAL.

HEADLINE SPONSORS

Sponsored by

The Winner

/ DBA IN SPACE Produced by: The Mill Produced for: Red Gate

Red Gate Software liberates Database Administrators (DBAs) from the server room. So this campaign gave one lucky DBA the ultimate experience of liberation: a trip to Space. To get there they needed to win a competition like no other. A 14-part sci-fi, broadcast on the web. At the end of each episode, DBA's answered a question or completed a challenge using Red Gate software. Throw in social media, mobile, OLM, direct mail, and a live event, and you've got the kind of integrated campaign you'd expect for a mass audience. But the campaign is entirely focused on DBA's. Behind it all is Red Gate, a successful UK software company that wanted to raise its brand awareness amongst database end users, IT managers and buyers. Working closely with Red Gate, The Mill Digital developed a fully integrated campaign comprising the website, the space-noir competition, the in-game communications and above all the films. The audience then voted for the final winner. And the campaign set a new marketing benchmark for the sector.

BIMA 2012 / PREMIUM AWARDS

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/ GRAND PRIX Runners-Up

/ LIVE FROM THE CLINIC

/ NIKE ACADEMY

Produced by: Maverick Television Produced for: Channel 4

Produced by: AKQA Produced for: Nike UK

/ VODAFONE RETAIL APPLICATION

/ WONDERS OF THE UNIVERSE

Produced by: Detica Produced for: Vodafone UK

Produced by: the OTHER media Produced for: HarperCollins

BIMA 2012 / PREMIUM AWARDS

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

/ ais London ais London is a creative agency specialising in integrating brands into people's lives. Founded way back in 1998 in a Soho pub by three friends, they took the then revolutionary step of bringing brand, direct and digital under one roof. The agency's campaign for One Direction (1D) spawned sixteen worldwide Twitter trends, over 4.5 million YouTube views and 500,000 albums sold in the first week alone. It's won an IAB Creative Showcase award and now three BIMA Awards: the Minor Miracle premium award for outstanding work achieved on a small budget; best Entertainment project; and best Community Building project.

RUNNERS-UP AKQA / The Mill / the OTHER media / We Are Social

BIMA 2012 / PREMIUM AWARDS

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/ INNOVATION Outstanding examples of innovation in interactive media – work that breaks new ground and pushes the concept of interactivity forwards.

/ GETCASH Produced by: Nile, SapientNitro and Monitise Group Produced for: Royal Bank of Scotland Group

GetCash offers customers an easy fix for forgotten cards, a way to get cash quickly to family members or friends in need, or a choice of leaving their wallets at home in favour of their mobile phones. Customers with the NatWest or RBS mobile banking app can request the cash on their mobile and a 6-digit pin will be generated. This code is entered at an ATM, the amount of cash confirmed, and funds distributed accordingly. GetCash is the only service of its kind currently being offered in the UK.

RUNNERS-UP Get Well Soup – We Are Social / Vodafone Retail Application – Detica / Wonders of the Universe – the OTHER media

BIMA 2012 / PREMIUM AWARDS

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

/ SAVE THE 1DAY Produced by: ais London Produced for: Sony Music/SyCo

One Direction (1D) is a boy band from The X Factor. The brief was to make them the biggest in the world. And sell a lot of their debut album 'Up All Night'. To keep the 1D community excited pre-launch, ais London created a 24/7 interactive escapade, on and offline for the fans to engage with. A fictional character called 1DCyberPunk steals the band's laptop with the new songs. To win it back, fans faced 50 challenges in 50 days. Sixteen worldwide Twitter trends. Over 4.5 million YouTube views. And 500,000 albums sold in the first week alone.

RUNNERS-UP 1000 Faces of MS - World MS Day 2012 – We Love Digital / Foxes Live: Wild in the City – Windfall Films and Numiko (website build) / Gallery of Mo – twentysix

BIMA 2012

/ DISCIPLINES

BIMA 2012 / DISCIPLINES

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/ ADVERTISING Paid-for display advertising campaigns and creative executions that encourage users to engage and interact with a brand.

/ IT’S ALL LIES, THEY’RE NOT EVEN SQUARE Produced by: glue Isobar Produced for: Kellogg’s 'The World's first video you can taste' was a YouTube Masthead that used compelling graphical diagrams and ridiculous scientific terminology to convince viewers they were tasting totally chocolatey Rice Krispies Squares. But they weren't. It was all lies. A second ad for the campaign - 'The World's first sound you can taste' -lived on Spotify and used 3D binaural sound to increase the placebo effect. Both executions were created for advertising, but they also became webfilms and together have clocked up nearly 150,000 views. Separate Facebook advertising was created for the campaign and all of the work was hosted on a Facebook hubsite. The campaign was so successful that Kellogg's commissioned a 3D version which aired in cinemas nationwide before some of the summer's biggest blockbusters.

RUNNERS-UP Brandon Generator – Microsoft, LBi and 3 Monkeys Communications / Love stuck? – Profero / NikeFuel Station – AKQA

BIMA 2012 / DISCIPLINES

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

/ SAVE THE 1DAY Produced by: ais London Produced for: Sony Music/SyCo

HIGHLY COMMENDED Get Well Soup – We Are Social

RUNNERS-UP Nike Academy – AKQA / Pottermore – TH_NK

BIMA 2012 / DISCIPLINES

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/ DIRECT MARKETING & TARGETED Outstanding examples of creativity, strategy and execution in direct marketing and targeted.

/ LOVE YOUR WARDROBE Produced by: Indicia Produced for: Shop Direct - Very.co.uk

To help women discover their fashion confidence, Indicia brought Very's brand proposition "Style made simple" to life. Experian Fashion segments and Indicia's Interact E data were used to segment the prospect pool into three distinct wardrobe attitudes. Prospects were invited via email and a DM pack to take a revealing online 'style personality' quiz, then redistributed into the communication stream that best matched their wardrobe attitude. Using stylish photography and upbeat copy, potential customers were emailed outfit suggestions that would tempt, inspire and instil them with the confidence to try the latest trends. With 12,667 new customers and an estimated LTV of £9.5 million, 'Love your Wardrobe' successfully demonstrated the value of launching a highly targeted story across integrated media to activate a brand.

RUNNERS-UP British Gas Q4 Campaign: Unique use of Weather + Location data – iProspect / MINI Royalty – LIDA Snap A Napper – LIDA

Channel 4 is proud to be associated with the BIMA Awards 2012 Good luck to all nominees, especially: Remarkable Television & Chunk Games for The Bank Job Head to Head Game Windfall Films & Numiko for Foxes Live: Wild in the City Maverick Television for Live from the Clinic & the My HealthChecker, My MoleChecker & My SelfChecker apps Mint Digital for Mad World

Photography: Tony Hisgett

Big Robot for Fallen City CHANNEL 4 is always looking for new creative and production talent to work with. If you are interested in working with us to shape the future of television and public service media, please contact Jen Topping on jtopping@channel4.co.uk.

BIMA 2012 / DISCIPLINES

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/ 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.

/ WONDERS OF THE UNIVERSE Produced by: the OTHER media Produced for: HarperCollins

The Wonders of the Universe iPad app brings together Professor Brian Cox's Wonders books with highlights from his award-winning BBC TV series in a revolutionary digital experience. Developed for HarperCollins, it features more than two and a half hours of video from the series, along with hundreds of beautiful photos, infographics and a story told in Cox's much-admired, accessible style. Wonders incorporates two innovative technologies developed in-house by the OTHER media - an advanced 3D rendering engine developed specifically for iOS 5 and used to create a truly amazing interface and a brand new publishing platform providing a new reading experience for tablet and mobile: Glide Publisher.

RUNNERS-UP BBC Bitesize Max & Molly games – Splinter Design / The Collins Dictionary – the OTHER media / Wondermind – Preloaded & Martin Percy

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UX Design QA Banners Emails Site Builds Code Apps Mobile Video

BIMA 2012 / DISCIPLINES

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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.

/ TESCO REAL FOOD Produced by: Reactive Produced for: Tesco

The Tesco Real Food website successfully provides an inspiring entry point into Tesco's broad food offering, whilst positioning Tesco as a retailer for whom freshness and quality are important. It provides customers with a mix of practical cooking inspiration (including a recipe database with over 4,000 recipes each with cost-per-serve and nutritional info), cooking tips and other useful tools. These tools include the recently launched Meal Planner which customers can use to generate meal plans based on their personal preferences (and order all ingredients in one click) and a Recipe Binder that allows users to create a personalised recipe archive.

HIGHLY COMMENDED Nike Academy – AKQA

RUNNERS-UP #FIRSTANDFOREVER – ODD / Save the 1Day – ais London / Xperia Studio – LBi

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BIMA 2012 / DISCIPLINES

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

/ GREEN OPS - COMMAND A COMMANDO Produced by: WCRS/Engine Produced for: The Royal Navy - The Royal Marines

The 'Green Ops Command a Commando Challenge' combines game play with sophisticated layered filming techniques to put the user at the heart of a Royal Marines Commando operation. The Challenge gets users as close as possible to experiencing what it would be like to lead a troop of Royal Marines, and tests decision-making skills in real time. This closeness to reality helps them to see if they have the right state of mind to be a Royal Marines Officer, allowing engagement and education. This leads to a greater level of self-evaluation and ensures the best quality of applicant.

RUNNERS-UP Bank Job Head To Head Game – Remarkable Television (an Endemol Company) & Chunk Games / Fallen City – Big Robot / LEGO Hero Factory – 4T2 / The Numtums Games – Plug-in Media and CBeebies

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BIMA 2012 / DISCIPLINES

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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.

/ ESCAPE THE MAP Produced by: AMV BBDO, Weapon7, unit9 & AMV Lab Produced for: MERCEDES

'Escape the Map' brought Google Streetview to life in a trans-media sci-fi thriller. Respondents had to help a girl, Marie, escape the map, by driving her to safety in a virtual Mercedes-Benz C63 AMG Coupe. Those that did had the chance to win the car for real. The campaign used a combination of AR, social media and phone calls from the characters to enhance the narrative and place it directly in the hands of participants. A 30" teaser aired during a primetime ITV X-Factor slot, with Marie pleading viewers to help her Escape the Map. Imitating a film release, she simultaneously appealed for help via 6-sheets and bus sides. Viewers took up the challenge online, navigating through a dystopian map world in a C63 AMG.

COMMENDED Wetherspoon Connect – OgilvyAction London

RUNNERS-UP Say it with Skype – 1000heads / Sharp FanLabs – Work Club

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BIMA 2012 / DISCIPLINES

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

/ FOXES LIVE: WILD IN THE CITY Produced by: Windfall Films and Numiko (website build) Produced for: Channel 4 Television

'Foxes Live: Wild In The City' was a groundbreaking multiplatform event about Britain's urban foxes. For the first time ever, a television series engaged the public in a comprehensive study of a wild urban animal. Interactivity was the beating heart of the project. Users submitted their fox sightings and took part in a fox survey in association with Brighton University - the cornerstone of the TV editorial. In addition, state-of-the-art GPS tracking maps allowed users to follow foxes live online up and down the country. And with rigged fox dens, viewers could watch the foxes around the clock online.

RUNNERS-UP Mad World – Mint Digital / NikeFuel Station – AKQA

Blueleaf is a multi award-winning digital agency. We design and build websites, mobile sites and social experiences that engage with huge audiences, turn over millions and build brands. We deliver outstanding results for clients such as Red Bull, Laura Ashley, Next, Co-operative Energy and Ovo Energy. Get in touch to find out how we could help grow your business. T. 01829 260 600 hello@blue-leaf.co.uk www.blue-leaf.co.uk LONDON â&#x20AC;˘ MANCHESTER â&#x20AC;˘ CHESHIRE

BIMA 2012 / DISCIPLINES

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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.

/ DK: THE HUMAN BODY APP Produced by: AKQA Produced for: Dorling Kindersley

Inspired by DK's best-selling book, The Human Body app draws users into an extraordinary interactive and sensory exploration. The iPad brings users significantly closer to the content, including the ability to zoom into over 270 high-resolution illustrations, a swipe-able interface, navigation carousel and stunning 3D animations. Bodily functions are further brought to life by haptic feedback, which allows you to 'feel' a heart beating, lungs breathing and nerves racing.

COMMENDED Wonders of the Universe – the OTHER media

RUNNERS-UP Domigoals – Big / GetCash – Nile, SapientNitro and Monitise Group / My HealthChecker, My MoleChecker and My SelfChecker iOS Apps – Maverick Television / The Design Museum Collection for iPad – twentysix

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BIMA 2012 / DISCIPLINES

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

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/ TREE FU TOM Produced by: Cbeebies/Blue Zoo/Plug-in Media Produced for: BBC/CBeebies

Tree Fu Tom is a multiplatform action-adventure fantasy series following the amazing adventures of a young boy called Tom. Tree Fu Tom was inspired by research showing that 10-15% of children suffer from dyspraxia and growing numbers of children are suffering longterm, even lifelong negative effects because they are not experiencing the full range of movements they need to develop typically. Tree Fu Tom aims to offer all children this movement experience. Tree Fu Tom has been a huge hit for CBeebies; episodes 1-11 attracted 542,000 viewers (30% share). Tree Fu Tom online is CBeebies' most successful brand to date achieving an average of 206,332 unique in the first 3 weeks after launch with users playing for an average of 20.3 minutes.

COMMENDED Dell festival tour – TBG Digital

RUNNERS-UP Bank Job Head To Head Game – Remarkable Television (an Endemol Company) & Chunk Games / Olive the Ostrich – Plug-in Media & Blue Zoo

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BIMA 2012 / DISCIPLINES

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

/ GALLERY OF MO Produced by: twentysix Produced for: Gallery of Mo by twentysix

The Gallery of Mo is a fundraising website designed by twentysix to promote the annual charity event 'Movember'. Donors were treated to a personally-designed artist's portrait of themselves modelling a luxurious Movember moustache to appear in The Gallery of Mo. For every £1 donated, the artist would spend one minute on the portrait, allowing donors to pay for anything from a simple sketch to a lovingly rendered artwork. The project attracted great word of mouth and participation from several high-profile guest artists, and directly raised significant donations for the charity.

COMMENDED Mill Touch – The Mill

RUNNERS-UP Brum Dished – 383 Project / The Torchbox Christmas Choir – Torchbox

These are just some of the consultancies that have joined the PRCA this year. See your logo here? No? Neither can potential clients. Make the Right Choice. Join the PRCA today. To join, contact: francis.ingham@prca.org.uk T: 020 7233 6026 www.prca.org.uk

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BIMA 2012 / DISCIPLINES

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

/ NIKE ACADEMY Produced by: AKQA Produced for: Nike UK

How do you give young footballers the unlimited access to pro clubs they crave? We built our own from scratch. And invited everyone inside. Introducing Nike Academy - the social media football club. We recruited unsigned players through social media, gave them an elite training programme, and pitched our club against some of the world's biggest teams. Next, we invited our audience in, allowing them to follow the academy player's journey and give them access to professional tactics, training and coaching. Previously unattainable insights into how a club is run. Inspiring young footballers to play more. And play better.

COMMENDED Get Well Soup – We Are Social

RUNNERS-UP Queen Extravaganza – Outside Line / Save the 1Day – ais London / Say it with Skype – 1000heads The Muppets - Never Ending Mahna Mahna – Jollywise Media Ltd

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BIMA 2012 / DISCIPLINES

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

/ PEACE ONE DAY Produced by: Martin Headon and Olly Wood

To raise awareness of Peace Day on 21 September, students Martin Headon and Olly Wood would partner with Electronic Arts to call a videogames ceasefire. Across the world, gamers would put down their guns and play football - just like British and German soldiers on Christmas Day 1914.

RUNNERS-UP Authentic Amoy – Helen Parry & Thirza Prentice / Tetley Social – Rosie Lewis & Danielle Mensah Try drugs – Amar Marwaha & Arvid Härnqvist

BIMA 2012 / DISCIPLINES

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/ VIRAL Marketing messages transmitted peer-to-peer.

/ THE KAISER CHIEFS BESPOKE ALBUM CREATION EXPERIENCE Produced by: Wieden+Kennedy and Specialmoves Produced for: KAISER CHIEFS/B-UNIQUE/ FICTION RECORDS

Kaiser Chiefs used to be massive. Their last album wasn't so massive. We were asked to build a site that would put fans at the heart of their latest album release. Fans could pick 10 songs from a possible 20 on a website. They could design their own artwork and download their unique album. They even got their own web page and banner ads for their blog so they could sell the album on social media. And they got a quid for each one they sold. We turned the fans into retailers. Instead of them sharing for free they got paid.

RUNNERS-UP Pass the Parcel – Profero / Say it with Skype – 1000heads / The Catch – Weapon7

BIMA 2012

/ SECTORS

BIMA 2012 / SECTORS

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

/ DBA IN SPACE Produced by: The Mill Produced for: Red Gate

Red Gate Software liberates DBAs from the server room. So this campaign gave one lucky DBA the ultimate experience of liberation: a trip to Space. To get there they needed to win a competition like no other. A 14-part sci-fi, broadcast on the web. At the end of each episode, DBA's answered a question or completed a challenge using Red Gate software. The audience then voted for the final winner. And the campaign set a new marketing benchmark for the sector.

RUNNERS-UP Brookson Connect – Mando Group / Medtronic - Innovating for Life iPad app – Seven / PPL Website – ORM

Digital Business. It’s what we’re known for. Osborne Clarke is a leading legal advisor to the advertising and marketing services sector. We’re at the heart of the European digital media industry. We provide full service capability from early stage funding to exit and everything else along the way. We’d like to get to know you. Chris King, Head of Advertising and Marketing Services E chris.king@osborneclarke.com osborneclarke.com UK TMT Law Firm of the Year | German Media Law Firm of the Year

BIMA 2012 / SECTORS

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

/ GET WELL SOUP Produced by: We Are Social Produced for: Heinz

Get Well Soup engaged users around the insight that people believe that eating soup when you're not feeling well can make you feel better. Using this insight the campaign tapped into the emotional territory of gift-giving by creating a link between soup and sending people a get well gift. A Facebook application was created where fans could personalise a can of Heinz Soup with their friend's name which was then sent directly to their friend who was feeling under the weather, for just £1.99. This resulted in some brilliant tender Heinz moments shared on the Heinz Soup Facebook page where people shared stories of how the personalised cans and the thought behind the gift had had a really positive memorable impact on their day.

RUNNERS-UP Brandon Generator – Microsoft, LBi and 3 Monkeys Communications / Say it with Skype – 1000heads Xperia Studio – LBi

BIMA 2012 / SECTORS

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

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/ VODAFONE RETAIL APPLICATION Produced by: Detica Produced for: Vodafone UK

Retail store staff reported that they often struggled to demonstrate the true power of smart phones and devices to customers in store. Many devices were 'dummy' models that could not be activated and information on features, price plans and extras was stored across several sources. Detica recognised that digital media could 'come to the rescue'. They created a unique and exciting tool to help e mpower Vodafone retail staff. It brings to life the features of the devices, provides on-hand info that otherwise would require staff to leave the customer and creates a 'wow' moment in the sales process. The retail app brings digital media innovation into the high street. Retailers can have a more involved conversation with customers, and in turn a greater likelihood of converting a sale.

RUNNERS-UP British Gas Online Account Management – British Gas, Waste Creative, iProspect, Outside Line / Fullers Pub Builder – Sequence / GetCash – Nile, SapientNitro and Monitise Group / Halifax Home Finder – Grapple Mobile / WeAreMaersk – LBi

BIMA 2012 / SECTORS

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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.

/ SAVE THE 1DAY Produced by: ais London Produced for: Sony Music/SyCo

RUNNERS-UP Kaiser Chiefs Bespoke Album Creation Experience – Wieden+Kennedy and Specialmoves / Pottermore – TH_NK / The Amazing World Of Gumball Character Creator – Waste Creative and Turner Broadcasting / Wonders of the Universe – the OTHER media

BIMA 2012 / SECTORS

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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.

/ GETSOMEHEADSPACE.COM Produced by: Sagittarius Marketing, WIP, Anna Charity Produced for: Headspace Meditation

Headspace is a project designed to demystify meditation. Using the wonders of science and technology, they make it easy-to-learn, fun-to-do, and relevant. This is meditation for modern life. At Headspace they're on a mission to get as many people in the world as possible to take 10 minutes out of their day, to practice a simple and easy-to-learn meditation technique. The New York Times says: "Andy Puddicombe is doing for meditation what Jamie Oliver has done for food".

RUNNERS-UP Ask Alfred – Weapon7 / BBC Sport website relaunch – BBC Sport / Visit Cornwall – Nameless / Wondermind – Preloaded & Martin Percy

BIMA 2012 / SECTORS

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

/ LIVE FROM THE CLINIC Produced by: Maverick Television Produced for: Channel 4

The first C4 show to grow from a purely online project, Live from the Clinic became a prime time show, with its own online presence. Viewers applied through the show's website to be seen live over webcam during transmission, cases became interactive videos online and users were encouraged to 'play along', using My HealthChecker, taking over 20 different tests across the web and iOS apps. Over 670,000 users registered, taking 9.4 million tests. My VideoDoctor, an interactive video product built using complex algorithms, allowed users to receive a personalised consultation from the show's doctors. A partnership with the NHS, they estimate it saved them £800,000 to date.

RUNNERS-UP Alcohol Relapse Prevention Project – d2 Digital by Design Ltd / The Blind Email – Elvis / The V&A Website Redesign – the OTHER media / 1000 Faces of MS - World MS Day 2012 – We Love Digital

/ BIMA AWARDS 2013 GET READY Entries open 1 May 2013