The National Film Board made a big splash at the Digital Marketing Awards in Toronto last night, with the website for its film Waterlife winning Best of Show honours.
The website, created by Jam3Media, is a rich, interactive, highly immersive experience that delivers the key message of the film–the Great Lakes are in great distress, but something can be done about it–for anyone who hasn’t seen the film.
The website uses video, animation and text in 23 different sections to deliver its message in a remarkably user-friendly, engaging manner. The site also won a Gold in the Entertainment, Arts & Tourism category.
 |
“What really helped Waterlife stand out to the jury was how impossible it was to ignore,” said Adrian Capobianco, DMAs co-chair and president of Quizative Inc. “It was captivating and drew you in. The content was great and that raised it above the rest.”
The awards at Toronto’s Convention Centre capped off Digital Day, the first day of Marketing Week at the Royal York Hotel, which continues today with Media Day and the Media Innovation Awards tonight.
Frito-Lay also had a very good night winning three Golds in total, one with agency partner Juniper Park in Online Advertising for “Green effect”–a campaign for its SunChips brand that saw consumers submitting ideas to effect positive changes for the environment in their local communities.
And by giving consumers the chance to name a new flavour of Doritos at DoritosGuru.ca, Frito-Lay won two more Golds, thanks to BBDO/Proximity, one in Integrated Campaign and another in Other Digital Media, Social Media.
Nolin BBDO also won a Gold for Federation des Producteurs de Lait du Quebec in Consumer Packaged Goods for MetsDeLaCreme.com, a website that presented a searchable bank of recipes using cream.
On the agency side, Cossette/Fjord won two Golds, one for “Living Breathless” a PSA against domestic violence for Quebec’s Ministere de la Culture, des Communications et de la Condition feminine in Online Single. Its other Gold came for the choose-your-own-adventure style “Follow your instinct” video for client Samsung.
“The depth, and diversity of work was amazing,” said Capobianco of the work submitted this year. “Every single sector was represented with rich work that did everything from build brands to drive direct response.”
Other Gold winners included Sears and M Marketing in E-mail Campaign, for “What’s in store for you” which is still connecting with consumers (mostly women) to drive e-commerce growth after three years.
In the Website/Microsite category, Engine Digital and St. Bernadine Missions won Gold in Business-to-Business for the StealthRingtones.ca, which enabled visitors to download fitting ringtones for unusual situations. The site was part of a promotional campaign for Vancouver’s Wave Sound Productions.
Asics and Montreal agency Cloudraker won Gold in Consumer Products for a website that recreated the Onitsuka Tiger retail environment to showcase hundreds of products at a glance.
Also in Websites/Microsites, Trapeze Animation won a Gold for JoinTheJam.com, a website created for kids TV series Razzberry Jazzberry Jam, while Twist Image and TD Canada Trust won a Financial Services Gold for the “Simply Save Program,” a microsite for the bank that introduced young Canadians to first steps to saving for the future.
Taxi and Diamond Schmitt won Gold, while online wine retailer Zyn.ca and Calgary agency Karo won Gold in E-commerce.
Finally in Websites/Microsites Public Service, Montreal’s One Drop Foundation and Sid Lee won Gold for OneDrop.org.
In the “Other Digital Media” categories, Arc Worldwide/Leo Burnett and Procter & Gamble won Gold for Luscious Fantasties, a text message based campaign that personified five Herbal Essences product lines as fantasy guys.
In Offline Digital, the Insurance Corporation of B.C. and Wasserman + Partners won for “Counter Attack Surveilance” that saw surveillance-style footage of police road checks running on screens above urinals in bars.
In Gaming, Henderson Bas and Coca-Cola won for Coke Zero Dance Hour, and Zulu Alpha Kilo won Gold in the On the Edge category for its self promotion stunt that saw a “Think” box erected in Toronto’s Dundas Square, passersby posed questions to the creative inside the box with the questions and answers posted to giant video boards around the square.
Wednesday night also saw the inaugural awarding of the Canwest-sponsored Digtial Media Agency Player honour to PHD’s Daryl Stansfield.
