Sid Lee prank called its client Videotron, and the result earned the agency top honours at the 2012 Créa Awards, held last night in Montreal.
The English-language video series features comedian Sugar Sammy (who won an acting Créa of his own) calling Videotron’s customer service hotline as various characters – partly to test their patience, partly to see if they would stick to their advertised product and service claims.
The work won the top award (Grand Prix) in five categories in addition to the best-of-show-like Grand Prix Créa. Sid Lee won 15 awards over all.
Fellow Montreal agency LG2 took home the most awards at the event, winning nine category Grand Prix and 36 awards overall.
The awards, meant to honour the best advertising in Quebec, are organized by Les Éditions Infopresse in association with Association of Quebec Advertising Agencies.
2012 Créa category Grand Prix winners
Campagne télé – Sid Lee’s “Prank Calls” for Videotron
Hors télé – Sid Lee’s “Infinity” for Videotron
Publicité télé (Produit) – Sid Lee’s “Telephone” for Lotto 649
Publicité télé (Service) – Sid Lee’s “Pineapple Juice” for Videotron
Publicité télé (Services publics) – LG2’s “Combien” for Ministère de la Santé et des Services sociaux
Imprimé (Publicité journal) – Zip Commuication’s “Montreal Pizza” for Boston Pizza
Imprimé (Campagne magazine) – BOS’s “Collection croisière” for Henri Vézina
Affichage extérieur (Pièce unique) – LG2’s “Chapeau” for Festival de magie de Québec
Affichage intérieur (Pièce unique) – LG2’s “Inattention” for Société de sauvetage
Affichage intérieur (Campagne) – LG2’s “Cirque du puces” for Lunetterie Sears
Affichage (Services publics) – LG2’s “Donner vie au panneau” for Agence de la santé et des services sociaux de la Capitale-Nationale
Campagne (Campagne intégrée) – LG2’s “Combien?” for Ministère de la Santé et des Services sociaux
Médias interactifs autres que le web – Sid Lee Architecture and Consortium Régis Côté Associés Architectes’s head office design for Videotron
Interactif (Publicité en ligne) – Tuxedos’s “Go Beyond the Cover” for L’Oreal
Interactif (Services publics) – LG2’s “Moments disparus” for Ministère de la Santé et des Services sociaux
Créativité (Design) – Baillat Cardell & fils, Iregular’s “Period” for Mutek
Créativité (Média) – LG2’s “Chapeau” for Festival de magie de Québec and LG2’s “Donner vie au panneau” for Agence de la santé et des services sociaux de la Capitale-Nationale
Créativité (Promotionnelle) – Commun’s “Rabais progressif” for Bernier Crépeau
Artisans (Interprétation) – Sammy Sugar in “Prank Calls” for Videotron
Artisans (Photographie) – Jean Malek’s “Lit” (BCP) for Fédération des médecins omnipraticiens du Québec
To see the full winners list and all the winning work, visit the CREA site.
