Anomaly Toronto and Labatt Breweries of Canada (Toronto) shared the spotlight with Montrealâ€™s Paprika and its client SociĂ©tĂ© du Village as the big winners from Canada at The One Show
The two agencies were both awarded a gold Pencil at The One Show on Friday in New York, where they won in the â€śInteractive: Other Digital Solutionsâ€ť and â€śDesign: Outdoor Spacesâ€ť categories, respectively.
Anomaly won for the â€śBudweiser Red Lightsâ€ť campaign, which featured replicas of hockey goal lights that flash and emit a goal horn each time a userâ€™s hockey team gets a goal. The wifi-enabled lights were aimed at elevating the hockey-watching experience for Canadian fans, and allowed Budweiser to attach itself to the emotional moments when goals are scored.
Paprika took home a gold for “Memory gaps,â€ť a unique art installation themed around the mystique of memories. A row of six large panels was constructed at the corner of St. Catherine and Wolfe streets in Montreal and featured simple drawings that, when viewed from certain angles, created new images. Many of the panels had round cut-outs in the centre that were large enough for people to sit in.
And the silvers go to…
In total, 12 Canadian agencies brought home One Show trophies.
Two of the six silver pencil wins went to Cossette Communications in Montreal. The agency won in the â€śInteractive: Other Consumer Goodsâ€ť category for its work on the â€śHeart of the Articâ€ť campaign for the Royal Canadian Mint. The campaign, launched at the end of last year, targeted kids with an online scavenger hunt game in which kids hunted for more than 50 objects in the far north. The game was one element in a broader campaign that promoted coins commemorating Canadaâ€™s first arctic expedition.
The agency also won silver in the â€śDesign: Annual Reports and Corporate Sustainability Reportsâ€ť category for its â€śEnablis effectâ€ť report for the financial support non-profit. Cossette won a silver Lion in the Design category in Cannes last year for the 2012 report. The â€śEnablis effectâ€ť report is also on the 2014 Marketing Awards final shortlist in the “Design: Annual Reports” category.
123W in Vancouver also won a silver pencil. It was awarded for â€ś123w meets fiverrâ€ť in the â€śInteractive: Self-promotionâ€ť category for its innovative website. Each part of the site, 123w.ca, features folks found through fiverr.comâ€”the site where services are offered that start atâ€”you guessed itâ€”$5. This approach allowed the young agency to show its low-overhead, collaborative strategy.
Red Urban in Toronto won in the â€śAdvertising: 20 and Under â€“ Singleâ€ť category for its work on Volkswagenâ€™s â€śBellies.â€ť The TV spot, which is also a finalist in the 2014 Marketing Awards in the â€śTelevision Single: 30 Seconds and Underâ€ť category, humorously shows how the acceleration power of the new Gold GTD impacts two dudeâ€™s paunches.
Grey Canada in Toronto took home a silver in the â€śInteractive: Branded Social Campaignâ€ť category for the Missing Children Society of Canadaâ€™s â€śMilk Carton 2.0.â€ť The campaign uses technology to let people donate their social media feeds to help locate missing kids in their area. Registered participants allow for local Amber Alerts to be automatically posted in their social media accounts.
In the â€śDesign: Indoor Spacesâ€ť category, Montrealâ€™s Moment Factory shared a silver with Baltimore-based agencies MRA International and Sardi Design for client Los Angeles World Airports. Their â€śLAX â€“ Immersive Multimedia Architectureâ€ť installation is a large-scale project meant to help create an enhanced passenger experience at the airport. The installation mixes digital storytelling and huge media features to make the terminal more of a destination.
The 11 bronze pencils went to:
Leo Burnett Toronto
â€śDesign: Promotional Items: Single or Seriesâ€ť category, Bell, â€śCanadian CEO Olympic Inviteâ€ť
â€śDesign: Logo Designâ€ť category, Mikon Drywall, â€śMikon Drywallâ€ť
â€śDesign: Single or Seriesâ€ť category, Leo Burnett, Toronto, â€śUnplug + Playâ€ť
â€śInteractive: User Experienceâ€ť category, Toronto Silent Film Festival, â€śInstagram Time Machineâ€ť
â€śDesign: Booklets and Brochuresâ€ť category, Enablis, â€śEnablis effectâ€ť
â€śInteractive: Other Interactive Media â€“ Singleâ€ť category, Molson Canadian, â€śThe Beer Fridgeâ€ť
â€śDesign: Book Cover Designâ€ť category, Les Editions Noir sur Blanc, â€śNotabiliaâ€ť
â€śInteractive: Branded Social Campaignâ€ť category, WWF, â€śThe Inevitable Newsâ€ť
â€śAdvertising: Collateral â€“ Campaignâ€ť category, Canadian Journalists for Free Expression, â€śInformation is Ammunitionâ€ť
â€śDesign: Logo Designâ€ť category, Parc Olympique, New logo for the Montreal Olympic Park
â€śInteractive: Best Use of a Social Networkâ€ť category, Missing Children Society of Canada, â€śWorldâ€™s Most Valuable Check-inâ€ť