Vancouver agencies won big at The Bessies last night, where the pairing of DDB Vancouver and Tribal DDB won Best in Show—Campaign for their “Must Drink More Milk” campaign for the BC Dairy Foundation.
The campaign included six quirky ads that are unrelated in style and content until a character recites the tag line, usually after failing at some physical task.
In the “Giant Monster” example, a Godzilla-like creature tries to destroy a city, but ends up getting injured instead. It slinks back into the ocean snarling “must drink more milk.”
The campaign won seven golds overall—two in campaign categories and five among single executions.
DDB Vancouver picked up another gold for the “Scales” single television ad for The Looking Glass Foundation, an eating disorder advocacy group.
The Best in Show—Single award went to an online viral ad for War Child Canada.
Toronto agency John St. made the short film that depicts a community sending weapons to child soldiers to “support” them. They take up the ironic chant “keep kids fighting” as the spot fades to black, revealing a super that reads, “We’re supporting the problem if we’re doing nothing to stop it.”
The television version of the viral won gold as well, and John St. picked up two more golds for Corby Distilleries’ “The Wiserhood” ads.
Other big agency winners included:
• BOS, for Mac’s Convenience Stores’s “WTF?” campaign (two golds)
• Doug Agency, for the Worldwide Short Film Festival’s “Scooter” single ad
• Proximity Canada, for Bayer’s “Alka-Seltzer Great American Road Trip” (two golds)
• Rethink, for Science World’s “Blind Date Mute” single ad
• Sid Lee, for Adidas Original’s “House Party” single ad
• TBWAVancouver, for Vancouver International Film Festival’s campaign (two golds).
