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Butterfly Effect’s creative concept voted by BIMA executive as best creative platform for this year's UK awards theme

The British Interactive Media Association (BIMA) today calls for entries for its 21st interactive design awards with winning creative concept from Butterfly Effect. Taking the industry back 21 years, the creative theme for the 21st BIMA awards will celebrate the “iconic design” of 1984 – the year the BIMA awards launched.

This year’s BIMA awards (known as the BIMAs) has been dramatically changed to better emphasise creative excellence and reflect the current interactive landscape. Changes include a more stringent and open judging criteria, a new criteria for selecting judges, revamped categories and a focus on identifying high standards of creativity, craft skills and above all, interactivity.

According to Mark Iremonger, vice chair at BIMA, “The UK is a leading light for creativity in interactive media and the BIMAs stand-out as a key creative showcase for the best in British online. The changes to the BIMAs strengthen its credibility”

All categories have been refocused, brand new categories include a people’s choice award based on SMS voting, and a wild card category for difficult to classify projects that shine a light for creativity, making a total of 18 categories.

Alastair Scott, Chair of the BIMAs, stresses that the judges, all senior practitioners in the interactive industry, will be looking for exceptional creativity and innovation.

“Judges will assess entries on how well companies have enhanced an experience and successfully achieved objectives,” says Scott. “The judging panel has very strict guidelines this year and no award will be given in categories where the panel does not deem entrants to be of a high enough standard.”

BIMA asked members to submit creative ideas for this year’s creative platform that would reflect the UK awards’ 21st anniversary. Butterfly Effect was selected as the winners following its idea to celebrate the iconic designs of 1984 – 21 year’s ago.

Acknowledging BIMAs’ 21st anniversary subtly and emphasising the UK heritage of creativity and innovation, the awards’ promotional campaigns and printed material will include design icons from 1984. Agreed campaigns are a pastiche of the era and are intended to be slightly tongue in cheek. They include logos and designs from Apple, Frankie goes to Hollywood, Band Aid and Ghostbusters.

The final deadline for entry into the Awards is the 21st of July. The BIMAs winners will celebrate at the awards ceremony on the 24th November. More information and entry forms can be found at http://www.bima.co.uk/awards2005.

Editorial notes

About BIMA
BIMA, the British Interactive Media Association, represents and supports companies who supply creative, consultancy and production services for the interactive industry. BIMA is the only organization dedicated to the craft of interactivity.

BIMA supports the discipline of interactive design. It promotes how interactivity can influence advertising, commerce, education, entertainment and art.

BIMA promotes interactivity in all digital media regardless of its application. It recognises and promotes excellence in interactive design.

BIMA sets standards, produces guidelines and defines best practice for all those working in the interactive arena.

Acting as a unifying voice, BIMA champions the issues important to those creating interactive work and promotes education, skills and training for people working at the sharp end of interactive design, production and consultancy.


Katy Howell
Immediate future Ltd
0845 408 2031

Published on: 12:00AM on 17th June 2005