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Marketing magazine rolled out the red carpet last night at its 88th annual Marketing Awards, ushering the industry’s biggest names into Toronto’s Cineplex Varsity Cinemas for a night celebrating the best in Canadian advertising creative.
Taxi Canada‘s Viagra campaign, “Antiquing/Strolling/Reading,” won Best of Show, chosen over the more than 1,200 entrants by a 19-member jury.
The campaign, which suggests Pfizer‘s erectile dysfunction pill can change how people use their free time, was a gold winner in the Television Campaign category. Each ad within the campaign was also recognized in Television Singles–Antiquing and Reading won golds, while Strolling won silver.
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Taxi also took home three bronze awards for its point-of-purchase “Basement” ad for Pak-n-stor, the “All You Need Is Cheese” magazine campaign for Dairy Farmers of Canada and “Park Bench,” a spot for the Vancouver Aquarium entered in the Television Single: Production Under $75,000 category.
The second annual Excellence in Brand Creativity award–given to a brand that “demonstrates great brand thinking that raises the bar” went to Sun Chips, the Frito-Lay brand that has been greening its image for the past two years. It’s Green Effect campaign, which last year featured the brand’s compostable chip bag, was created by Toronto agency Juniper Park, which won an additional silver and bronze.
“It’s the kind of thing that will have companies, regardless of sector, playing catch-up,” said jury co-chairs Nicolas Dion, co-creative director at LG2, and Sean Barlow, group creative head at Leo Burnett. “It’s such an example of how a brand can act differently.”
Despite its impressive eight-award haul, Taxi was outpaced by a handful of other agencies in terms of total awards. The biggest gold winner of the evening was Leo Burnett Canada, which stood atop the podium five times for work on Procter & Gamble‘s Cheer Dark and Gain detergents, and James Ready beer. The agency also won one silver and three bronze trophies.
Vancouver’s Rethink won the most awards overall, taking home seven silver and seven bronze awards for clients Playland, A&W, SkeenaWild Conservation Trust, Executive Search Dating, BC Lions, Langara College, Science World and the Children of the Street Society.
Other big winners included:
• Cossette with four gold, three silver and two bronze
• DDB Canada with two gold, two silver and four bronze
• LG2 with one gold, one silver and five bronze
• BBDO Canada with two silver and four bronze
• BleuBlancRouge with four silver
A new award–In Memoriam–was also given out during the ceremony, commemorating an ad or concept that was killed before reaching the market. TBWAToronto‘s “The Nissan Sales Event Unlike Any Other Sales Event, Event” won the inaugural prize.
Also handed out last night was a special “Best of Decade” award. The honour was bestowed solely through online voting with visitors to CampaignOfTheDecade.ca able to choose from the Best of Show winners from the first 10 Marketing Awards of the 21st century. More than 1,600 people registered to vote and the winner was Cossette and Perfetti Van Melle for the Mentos gum “Make Art Pop” campaign, Best of Show winner in 2008.
The 2010 Marketing Awards book is on sale now. The complete gallery of winners will be posted to MarketingMag.ca next week.
