While the industry decked itself in fashionable finery at last night’s Media Innovation Awards (MIAs), it was woollen hats that stole the show when the Fédération des producteurs de lait du Québec and its agency Touché PHD won Best of Show for their “Natural Source of Comfort” campaign.
The winning work saw the streets of Montreal bundled in wool; bus shelters and street columns wore green tuques, hand-made mittens hung from backlit signs and even subway cars got cozy coverings through the early months of the year. It was all part of the Fédération’s attempt to make winter a little cozier and comfortable–two of the brand traits it hoped to communicate with the campaign. Nolin BBDO was the creative agency behind the campaign.
“Natural Source of Comfort” also won gold in the Out-of-Home (Traditional), Integrated/Multi-channel and Fast Moving Consumer Goods categories, and bronze in Other Digital Media, Including Mobile Devices.
Touché PHD won an additional bronze for its “Sexually Transmitted Infections Integration” work for the Ministère de la Santé et des Services sociaux du Quebec.
Other media shops had equally spectacular nights. Media Experts left the awards with five golds–the most of any competitor. Its work for Bombardier during the Vancouver Winter Olympics took top medals in the Experiential/Special Events/Stunts and Business Products/Services and Corporate Information categories. Its work with Mini Canada won gold in Media Research, while its Telus work won in the Radio and Localization Campaign categories.
OMD, meanwhile, was the night’s third big agency winner. It took home the most trophies of any agency with eight, including three golds and five silvers. The impressive showing was the result of breakout work for a variety of clients. It won gold for Frito-Lay Canada and its integration with CBC‘s Dragons’ Den, and the Canadian Tourism Commission‘s efforts to get Canadians vacationing in their home country. Its silvers came for work with Mars Canada, Rogers Communications, and again with the Canadian Tourism Commission.
The evening’s other gold winners were:
• Ambient/Place-based Media (Small Scale) – Fetch Marketing for Santa Claus is Coming by Cossette Inc.
• Ambient/Place-based Media (Large Scale) – B.C. Ministry of Tourism, Culture and the Arts for Nearly British Columbia: A 3D experience by Cossette Media
• Digital OOH/Digital Place-based Media – Canadian Tourism Commission for Twitter Wall by DDB Canada
• Online Advertising/Experience – Kellogg’s Canada for Corn Pops: It’s Popnetic by Starcom
• Social Media – AutoTrader.ca for Cliff Your Ride by PHD
• Integrated/Multi-channel – Unilever Canada for Love Your Heart by PHD
• Media Spend Under $250,000 – YMCA of Greater Vancouver for Re-opening of the Robert Lee Downtown YMCA by TBWA/Vancouver
• Niche Target and Multicultural – Hasbro for Camp Nerf by ZenithOptimedia
• Financial Products and Services – TD Bank Financial Group for Up Close & Comfortable by Starcom
• Commercial Public Service – Bell Canada for World Class Performance by Cossette Media
“The remarkable work showcased in this competition demonstrated the power of collaboration between agency and vendor, enabled by brave clients,” wrote MIA co-chairs Mark Sherman and Michael Girgis in a letter published in the awards book. Sherman is founder and CEO of Media Experts. Girgis is CEO and president of Onestop Media Group.
“These awards are a powerful force, highlighting the importance of innovation and its critical role in the media value chain.”
