Proximity lands second consecutive Best of the Best title
Red did it again. The round candy character long-used in M&M ads has brought more award show gold to Mars Canada and Proximity Canada with a remarkable showing at Friday’s Canadian Marketing Association Awards in Toronto.
The “Find Red” campaign, which had brand fans searching Google Street View to find the character, won Best of the Best at the awards gala, along with gold medals in three consumer product categories: Integrated, Digital Interactive and Media Innovation. It had previously performed well at the Media Innovation Awards, and played a strong role in Mars Canada being named to Marketing’s 2011 Marketer of the Year shortlist.
The CMA also honoured Christine Day, CEO of Lululemon Athletica as its Marketer of the Year. Day was lauded for her role in expanding the lifestyle retailer beyond its Vancouver roots, pointing to a 57% revenue increase and 77% profit bump in 2010 as evidence.
“Christine Day has transformed the Vancouver-based outfitter into one of the most sought after, respected and recognized Canadian brands that now frame the entrances to stores around the world,” said John Gustavson, CMA president and CEO. “We are honoured to recognize these achievements and Christine’s track record in building an iconic Canadian brand in international markets.”
Twenty-three golds were awarded in total, including Mars Canada’s. Other gold winners included:
• Toronto Crime Stoppers’ “Anonymous” from DDB Canada
• Subaru Canada’s “Pure Performance” from DDB Canada
• James Ready Brewing Company’s “Help Us, Help You” and “Blank Cap Recall” from Leo Burnett
• Newfoundland and Labrador Tourism’s “Find Yourself” from Target
• Boston Pizza International’s “Flatties and Drummies” from Taxi Toronto
• Canadian Tourism Commission’s “Twitter Wall” from DDB Canada and Tribal DDB
• MasterCard Canada ‘s “Intern Program” from MacLaren McCann
• Telus’ “Go Pink” from Taxi Toronto
• Just for Laughs’ “Just for Laughs” from Twist Image
• Audi Canada’s “Luxury from from A to Z” from BIMM Direct and Digital
• Rogers Communications’ “Table Cloth DM” from Rosetta
• Fondation de l’Institut Nazareth et Louis-Braille’s “The Show You Must See” from Cossette
• Invesco Trimark’s “Intactive – Little Blue Pill” from Leo Burnett, Toronto
• Bombardier’s “Olympic Torch” from Media Experts
• Stanfield’s “The Guy at Home in his Underwear” from Environics Communications
• Workopolis’ “Work From Home Day” from Environics Communications and Zulu Alpha Kilo
• Scotiabank’s “Let The Saving Begin” from Narrative Advocacy Media
Mohawk College dominated the student competitions, winning two gold medals. The Ontario college’s “Eco Auto Share” campaign won in the student Marketing category, while its “GoGetters Travel” campaign won in student Creative.
