Toronto’s upscale Carlu theatre was abuzz Thursday night as The Hive claimed the Best of Show Award along with five golds at the 11th annual Promo Awards, put on by Canadian Agencies Practicing Marketing Activation (CAPMA).
The Hive’s Best Of Show celebrated the Caramilk Key to the Secret campaign, which also brought the Toronto-based agency three gold awards for Best Activity Generating Brand Volume, Best Integrated Campaign and Best Use of Packaging Design.
The Hive’s other two golds were for Best Digital Marketing Campaign for Dentyne M2M and Best Use of Social Marketing for the Reebok Sid Crosby Viral Videos.
There were 47 Promo Awards given over 17 categories. The other multiple gold winner for the night was Cossette, taking home Best New Product Launch and Best Small Budget Activation awards for its La Korrigane campaign promoting a craft beer.
Toronto’s TrojanOne took home gold in a new category, Best Use of Mobile Marketing, for its Hot Wheels Colour Shifters Road Trip campaign.
CAPMA president Mike Armstrong encouraged attendees to be proactive and continue to push the boundaries of creativity.
“We don’t have Mediocre Departments, we have Creative Departments,” said Armstrong, noting that in these times of austerity, marketing is always in the crosshairs.
“Better ideas get better results,” he notes, tipping his hat to creative concept development and the evening’s award winners.
The evening was hosted by Ron Tite, vice-president, innovation practice at Euro RSCG, and carried a freak-show circus theme highlighted by a contortionist, live snakes and a hairless rat.
Other gold winning agencies included:
• Noise Digital for ‘Tic Tac Small Fun’ in Best Activity Generating Brand Awareness
• Grey Canada for ‘Out of Reach’ in Best Cause or Charity Marketing Campaign
• Launch! for ‘DFC Get Enough’ in Best Pop-Up Activation
• Inventa Sales and Promotions for ‘Believe 2010’ in Best Shopper Marketing/Retail Account-Specific Activation
• BStreet for ‘Wonder+ Dreams Begin with Play’ in Best Sponsorship Campaign
• Bimm Direct and Digital for ‘Luxury from A to Z’ in Best Use of Direct Marketing
• Traffik Group for ‘Halo: Reach Launch’ in Most Innovative Idea or Concept
• Mosaic for ‘Halo: Reach Launch’ in Best Experiential Campaign
• MacLaren Momentum for Kraft Celebration Tour in Best Brand Building Campaign
