Astral Out-of-Home‘s Carte Blanche for Creatives competition has announced two of its winners, awarding work that the Bell-owned media company deemed strongest for the streets of Toronto and Montreal.
Sid Lee’s Barbato Martiniello and Emma Quiroz won the Toronto contest for their “Mark’s Thermometer” campaign.
Art director Martiniello and copywriter Quiroz turned a common Canadian experience – waiting at a bus stop in the brutal cold – into a sales opportunity. The lower the temperature dropped, the deeper the discount on Mark’s clothing. A digital display on the bus shelter ads shows the changing discount. The concept, according to Sid Lee: “With Mark’s you’re ready for the coldest Canadian winters.”
“All the submissions were very clever and demonstrated immense imagination, however the Mark’s Thermometer campaign was a real stand-out,” said Lucy Collin, vice-president of marketing and innovation for Bell Media Sales.
The winners for the Montréal market were Martin Baron and Marie-Eve Leclerc-Dion from LG2. Their “Chat Perdu” or lost cat poster for client Lotto Max showed an unusually large reward for a lost pet, showing how sudden wealth might have unplanned benefits.
“The quality pieces that were submitted illustrate the talent in our creative community and are an exciting testament to its interest in out-of-home advertising,” said Nathalie Doré, vice-president, marketing and innovation for Bell Media Sales. “We would like to warmly congratulate the winners and thank all of the participants for submitting such incredibly original work.”
The winning teams get a free ride to the Cannes Lions International Festival of Creativity. The winners for Vancouver will be unveiled on May 8.
The competition launched in late February and from April 7-9, the jury – composed of one member from each of the creative teams who submitted an entry – deliberated and voted on the winning piece. The 10 finalists were selected in advance by the creative community at CarteBlancheForCreatives.ca.