Gold for The Mill Experience team at the 2022 BIMA Awards

News November 23, 2022

Last night at BIMA’s 2022 Awards ceremony, we picked up the Gold Award in the Best Use of Technology category, for our work on EE’s ‘Hope United’.

The BIMA Awards are the UK’s longest standing and most prestigious digital and tech awards. Established in 1985, the BIMA Awards exist to set a gold standard in digital awarding, recognising the work in the British digital sector that is truly pushing the limits of what is possible, and that’s making a difference in business, culture and society.

For ‘Hope United’, our Experience team were approached by Saatchi & Saatchi & EE to design cutting edge football shirts to highlight online abuse of the England Women’s Team. The shirts, unique to each player, were created using a specially developed generative art application that converts statistical data about online hate speech into a mosaic of patterns and colour. A unique shirt that reflects the anti-female, anti-black and anti-LGBT hate speech directed towards the footballer.

Massive Congratulations to the the team and Saatchi & Saatchi & EE for crafting this incredible campaign.


You can discover more about the campaign here. You can also get in touch with our experience team via our contact page.