Euro RSCG Circle Tops MIMC | Adweek Euro RSCG Circle Tops MIMC | Adweek
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Euro RSCG Circle Tops MIMC

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Euro RSCG Circle's work for BMW's Mini Cooper took home best of show at the seventh annual Massachusetts Interactive Media Council Awards last week.

Havas-owned Euro RSCG Circle scored three prizes for its Mini Cooper Web site: best of show, best use of technology and best automotive entry. Judges noted that the fusion of design and technology on the site (miniusa.com) makes shopping for a Mini more fun.

"The site is a testament to not playing by the rules," said Dave Batista, chief creative officer at the 100-person Boston shop. "[We wanted] to reinvent what an automotive-site experience is and even make the boring parts fun," he said. Crispin Porter + Bogusky, Miami, handles the Mini Cooper's ad account.

The site employs highly intuitive pull-down menus and colorful graphics to help users learn about vehicle features and design the best car for them.

The event, which celebrates the best interactive work in New England, was held Monday at Boston's Copley Place Marriott. Approximately 1,000 people attended.

"I thought it was impressive that we had more entries this year than last," said Ralph Folz, president of MIMC and chief executive officer at Molecular, Waltham, Mass. "Even in a down economy, there's still a lot of innovation, and to get [a large] response was great." The show received 400 entries this year, up slightly from 2001, Folz said.

Duffy & Shanley, Providence, R.I., took home the prize for best concept for an "anti-running" site promoting retailer Running Heritage, also in Providence.

Go Fish! Design, Boston, won awards for best design and best professional-services entry for its Carol Kaplan Photography site.

Other winners: Boston.com and Springstreet.com in the personal-services category; WGBH Online for wgbh.org in the media/portal category; Wunderkind Studios and Prospero Technologies for Spirituality.com in the online community category; Media Contacts for Comedy Central's Crank Yankers in the online advertising/media category; and Partners & Simons for Blue Cross & Blue Shield of Massachusetts in the healthcare category.