The MSN Creative Awards were established to recognise the wide array of outstanding advertising featured on MSN.com. In this, the show’s third year, MSN wanted to celebrate the people who pushed the limits of technology and opened new territory – the true pioneers of online advertising.

The 'call for entries' campaign included print ads, banner ads, a series of targeted emails, four online videos to represent each of the show’s categories, and a Boy Scout style 'web pioneer survival guide' which showed, among other things, how to start a fire using web standard fonts.