BIMA10 Winners: The inside story on the best digital projects of the year

Posted by BIMA

An intimate fireside chat with three of our BIMA10 winners.


When we announced the winners of the BIMA10 recently, we celebrated ten genuinely game-changing pieces of work. It’s the sort of work that can inspire our industry and on 24th November, you can be part of a very special breakfast where we’ll dig deeper into three of the award-winning projects.

Joining us will be Deloitte Digital and the NHS, who’ll be explaining what it took to develop the COVID-19 National Testing Programme apps, Fictioneers (Potato, Sugar Creative, Tiny Rebel Games), who used AR to bring the iconic Wallace and Grommit characters to life in The Big Fix Up, and Foolproof and OneShot Immersive, who created an immersive mass casualty training experience to support people working in areas of conflict and disaster.

Who is it for?

An award ceremony can only ever show you a snippet of the work that won the award, yet underneath there’s a much bigger story to tell. That’s especially the case with our BIMA 10 winners, each of whose projects deserve a much deeper dive.

On 24 November, you’ll be able to do just that. So join us for this intimate chat with our winners, ask them your questions, and discover what it takes to create work that, in the case of these two winners, proved truly life-saving.

Speaker line up:

Sonoo Singh, Co-Founder of Creative Salon

Sonoo Singh is the co-founder of Creative Salon, the home of commercial creativity. Founded last year in 2020 with her partner, former Campaign global editor, Claire Beale.

Born and raised in India, Sonoo worked with some of biggest national newspapers in India including The Tribune and The Indian Express, writing primarily about health and culture. She arrived in London in 2000 and landed a gig at Marketing Week where she stayed for almost 13 years and went on to become the editor. Sonoo has more than two decades of experience reporting on media and marketing and has worked at M&M Global, Campaign and The Drum. She lives in London with her husband, her 15 year old son and an extensive collection of books.

Finbar Hawkins, Creative Director at Aardman

Finbar is a creative director and writer with experience of working with agencies, broadcasters, publishers, media & entertainment companies as well as mobile and gaming firms.

Finbar has founded digital ventures, actively pioneered content development, interactive drama and cross-platform TV projects, and I has a love for developing both analogue and interactive content for children and teens.

Illico Elia, Head of Mobile at Deloitte Digital UK

Ilicco is the Head of Mobile and runs the Apple Alliance at Deloitte Digital UK, with overall responsibility for delivery of mobile apps, services and strategies for the agency’s portfolio of global brands, helping them take advantage of the fact that Mobile is Eating the World.

George Ioannou, Managing Partner at Foolproof

George Ioannou is the Managing Partner of experience design company Foolproof, a Zensar company. Foolproof specialise in digital product and service design for global brands, with the aim of improving the world in which we live. George has spent over 25 years working within digital, specialising in large scale digital transformation initiatives and ecommerce optimisation at scale. His experience spans a variety of sectors with global clients ranging from small businesses through to Fortune 100 Companies. Today, at Foolproof, George works with leading financial services providers, global media brands and energy providers to make their vision for digital a reality. George also speaks internationally as a thought leader as well as publishing articles and papers for the digital industry.

James Gough, Founder, One Shot Immersive

James Gough is founder of One Shot Immersive, a company that exists to create Virtual Reality medical training experiences for conflict and disaster.

James is a former military and aid doctor, serving in the British Army, ICRC and the private sector in Afghanistan, Egypt, Indonesia, India and Bangladesh. Driven by his passion for empowering medical and non-medical personnel with life-saving skills during catastrophe, James has delivered hostile environment trauma training for governments, NGOs and security companies worldwide.

Beyond the field of medicine, James served with HMG Foreign and Commonwealth Office, led the global business development activities of med tech start-up Cydar, and is now VP at data scale-up Infinite Lambda. As the Founder of One Shot, he believes business should be an agent of change and a force for good.

Will Humphrey, Creative Director of Sugar Creative & Co-owner and Innovation Lead of Fictioneers

Will is Creative Director at Sugar Creative and Innovation Lead at Fictioneers. He is widely regarded as one of the UKs pre-eminent immersive design thought leaders and as one of the leading voices in building new forms of narrative with XR. He has led the delivery of some of the most ground-breaking and genre redefining AR experiences of the last few years for brands including Ubisoft, ‘Wallace & Gromit’, ‘Dr.Seuss’, UK Gov, Hyundai, BBC, and Kingspan.

Jamie Innes, Creative Product Lead for the consortium on behalf of Sugar Creative, Potato (London) and Tiny Rebel Games

Jamie Innes has over 20 years of design leadership in the creation of delightful, engaging experiences across multiple platforms and brands.

Now, Jamie heads up product development for Fictioneers, as they work to deliver Wallace & Gromit’s first foray into augmented reality: The Big Fix Up.

Jamie has built teams and inspired design thinking at Spotify, Microsoft, Nokia, & MelodyVR, where he recently launched the world’s first live 360 performance in VR on the Oculus Go and Gear VR.


Wed, 24 Nov 2021
08:30 - 10:30


The Club at The Ivy,

9 West Street, London, WC2H 9NE


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Our mission is to drive innovation and excellence across the digital industry. We are the connectors, thought leaders, champions and change makers determining the shape of Britain’s digital economy.

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