Mosaic Films and Illumina Digital win at Content 360

2 April 2009: Mosaic Films and Illumina Digital walked away with the prize for 'Factual Content via your Mobile' last night at the Content 360 awards show at MIPTV. The idea, The Great British Summer Holiday, could really "take advantage" of the potential of mobile, said Jason Daponte, Managing Editor Mobile Platforms at the BBC.

"We were looking for ideas that would be great on television, really take advantage of mobile and set people doing things outside the home and that had a purpose that fit with the BBC public service remit." Jason stated at the awards show last night. Beating 37 submissions from 16 countries, The Great British Summer Holiday, developed by Mosaic Films with later partnership from Illumina Digital, intends to motivate its target audience of 25 - 40 year olds to get out of their homes and engage with the BBC via their mobiles. Its aim is to celebrate the people, places, activities, events, and idiosyncrasies that put the 'Great' into Great Britain, whilst offering a practical solution to the dilemma that many people now face: how to have a good, cheap break close to home.

The idea is that four celebrities will set off from home and travel across the UK documenting their journey via video, photos and a Twitter-type SMS feed. Although they will be competing against each other, their challenge is not to arrive at their final destination before everyone else, but rather they have three weeks to make the most interesting journey there, taking in Britain's best and most unusual holiday destinations, activities and events.

"It's a really exciting way of examining what it means to be British today, and to explore the ways in which we - as a nation - can learn to get to know Britain in a new light," comments Andy Glynne, Managing Director of Mosaic Films. "It's also a unique opportunity to work in a way that pushes the boundaries of current technology and encourages the general public to be active participants."

Throughout the three weeks the public will use their mobiles to recommend destinations, assist, challenge, and accompany the celebrities along their journeys. They will also vote on which celebrity is making the best journey. The race will culminate in a large event in the centre of Britain (Dunsop Bridge) which will be a public celebration of the Great British Summer. The final legacy will be a rich media map which is available for anyone who wants to plan their next British summer holiday.

"I'm thrilled Mosaic asked Illumina to partner on this great idea and very excited we're going to take this forward for development together," comments Vanessa Arden-Wood, Director of Operations at Illumina Digital. "The fact that the celebrities depend on the public's goodwill and local know-how, to find out where to visit, is a fantastic way to get viewers involved in the story," concludes Richard Land, Illumina Digital's Creative Director.

Content 360 took place over three days in Cannes, which culminated in a final five minute pitch to the MIP audience and the judges: Nick Cohen, Multiplatform Commmissioning Executive, Factual and Jason Daponte, Managing Editor, BBC Mobile Platforms. The Great British Summer Holiday was announced the winner at the Content 360 Zapping Show on the 1st April, hosted by Ray Cokes.