Web design company Spike has scooped the award for "most innovative commercial development" for the Lemon Ruski Web site at the recent ATOM (Australian Teachers of Media) awards in Melbourne.
Built with Macro-smedia Flash, the Lemon Ruski site is highly interactive, with a look and feel more reminiscent of a futuristic video game than a menu-driven commercial Web site.
"It's totally Flash driven," said Darren Reynoldson, Spike executive producer, who worked alongside designer Andrew Bazar and others on the Lemon Ruski site.
"Each segment has one Flash component stitched to another. We made the decision early on that the demographic we were targeting would have the high order machines and be prepared to wait for something impressive to download. Having said that, we did try to reduce download times in a number of ways."Spike's brief was simply to create a site that was out of the ordinary and appealing to both men and women aged 18 to 35.
According to Sandy Mollison, United Distillers & Vintners Lemon Ruski brand manager: "We are very excited about winning this award. The site has gained enormous attention through industry awards and we are delighted with this outcome."The site also won the Best Entertainment Web site at the 1999 IdN Awards in Hong Kong.
"It was great to win the [ATOM] award," Reynoldson said. "I felt a little sheepish on the night because all the other winners involved very worthy projects, like Aboriginal reconciliation. This is a site promoting alcohol - not to under-age drinkers but still to young drinkers. It wasn't as politically sound as some of the others, so it was great that ATOM was able to look past that to the design."ATOM is an independent, non-profit professional association of industry personnel, media educators and others who are dedicated to the development and support of screen culture and media education. The ATOM awards are regarded as the AFI awards of the Web design industry, according to Spike.www.lemonruski.com.