The Creative Business Idea (CBI) Awards are Euro RSCG's internal awards scheme rewarding innovative thinking throughout the agency network. The CBI Awards website is targeted at internal and external audiences, and is meant to convey the meaning of a CBI as well as providing entry and judging information. The website uses the analogy of DNA as the building blocks of a CBI, illustrating the importance of strategy and creativity melding together. The objectives of this website were to get the Euro RSCG community interested and talking about CBI's, as well as to keep them top of mind (with the help of screensavers and an HTML email campaign). These objectives were reached when the jury received hundreds of entries for the Award. The site is navigated using a microscope device.