The discerning DADIs

Matmi has a lot of respect for the DADI Awards (The Drum magazine’s Awards for the Digital Industries). The judging panel is always a fine array of talent and intelligence. Some fantastic work has been showcased over the years. The venue at the Royal Armouries in Leeds is stunning, and The Drum’s organisers understand that people want to party!


It’s a winning combination.


And also a challenge.


We have entered the DADIs every year for the last four years – and we were very proud to carry off one of the eye-catching glass trophies in 2008 for Best In-house Website or Campaign. Our off-the-wall Christmas viral game, “Ho Ho Ho Yellow Snow”, must have been one of the more quirkly entries, but it’s massive audience appeal and seriously speedy spread around the globe found favour with the judges.


Putting their own reputations on the line, they selected Matmi over a more conventional but extremely well executed campaign by a leading Manchester agency (who I’m not going to name because I don’t think they were very pleased….).


Deserving over the obvious

The point I make is that the best awards always choose reputation before sycophancy; the deserving over the obvious. The DADI Awards is a great example – which is why we’re very proud to have two nominations in this year’s awards:


– The “Escape to Plastic Beach” game for Gorillaz, co-developed with EMI Music.

– The “Optathlon” games suite for United Airlines, in conjunction with our American partner, Barrie D’Rozario Murphy.


Be careful which awards you enter, because their reputation reflects on yours too.


A big Thank You to the judges and to The Drum – and we look forward to seeing you in November to see whether you have discerned that we are deserving.


Or not.





July 2011