Superstitious about Friday the 13th? It turned out to be a lucky day for some Canadian agencies at the One Show Interactive Awards in New York last week.
Organized by the One Club, the awards celebrate the best in digital marketing with finalists competing for gold, silver and bronze Pencils.
Toronto’s John St. won a gold Pencil for “Pink Ponies” in the Online Films and Video: Self-Promotion – Single category. The project created a tongue-in-cheek child’s birthday case study that “targeted” an eight-year old’s friends to attend the party using direct mail (handmade invites), out-of-home ads (small signs pasted on an outdoor wall) and social media (Facebook invites).
Montreal’s Sid Lee also won gold in the Online Films and Video: Video Remixes/Mashups – Single category for “Adidas Originals Star Wars Cantina 2010.” The spot features guest appearances by Snoop Dogg (who brandishes a lightsaber), members of Oasis and footballer David Beckham, among other celebrities gathering to watch the World Cup.
The now defunct agency formerly known asTBWA\Vancouver took home two Pencils: a silver in the Websites and Microsites: Public Service/Non-Profit category and another silver in Online Films and Video: Long Form – Single. Both were for the “The Warden Sixteen” project for the Vancouver International Film Festival. Movie buffs could visit a website for 16 days to see one new scene from a short film each day, but the scenes were released in a non-linear order. Audiences would keep coming back to the site to assemble them themselves and determine how the story actually played out, sharing the results through social media.
In Websites and Microsites: Branded Games, Toronto’s Proximity Canada won silver for Mars Canada’s “Find Red.” The online scavenger hunt asked users to find the M&M candy named Red using a version of Google Maps’ Street View. Clues were scattered across different social media channels.
One Show Interactive’s Best in Show went to the Old Spice Response campaign, consisting of 186 personalized YouTube response videos to Old Spice fans who commented on various social media outlets.
The Friday awards closed One Show’s Creative Week in New York. To see the rest of the One Show awards’ Canadian winners, click here.