Halifax hosted the best of Atlantic Canada’s advertisers and agencies last night at the eighth annual ICE Awards, and Target Marketing and Communications went home with the biggest honour of the night.
Twenty gold awards were given out in 23 categories, with Target’s “Net” direct mail execution for the Canadian Sea Turtle Network taking home Best in Show honours, as well as a gold in the Direct Mail category.
Target created a mailer that packaged an issue of National Geographic dedicated to leatherback turtles inside a fish net.
Each mailer included a copy of the magazine encased in a real, green fisherman’s net, Noel O’Dea, Target’s president and director of strategic and creative planning, told Marketing when the campaign launched back in July.
A personalized handwritten note from Kathleen Martin, executive director, Canadian Sea Turtle Network (and former Marketing correspondent) was placed under the net, with a CSTN business card marking the article.
Recipients had to cut the net to read the magazine and the note.
The piece was sent across North America to key bloggers and journalists with environmental and conservation backgrounds that the agency felt had the “best influence with their audiences,” said O’Dea.
The Department of Newfoundland and Labrador Tourism, Culture and Recreation (another Target client) brought home five gold awards in the TV Single, TV Campaign, Out of Home Single, Media Plan and Integrated Campaign categories.
The shop also won golds for Irving Oil and Nonia, acquiring eight gold medals in total.
The night’s other big client winner was the Nova Scotia Liquor Commission. Its “Jonzed” campaign, created by agency Revolve, won a gold in the Other Broadcast Single or Campaign category, and shared gold with Newfoundland and Labrador Tourism in Integrated Campaign.
Based on an animated character named Jonze, the campaign advocates responsible drinking through a web film and website.
The alcohol retailer also won gold in the Packaging category for its single serving beer fridge.
