Capital C’s “Wig Out” campaign for Unilever’s Sunsilk brand won four awards, including Best of Show, at the Canadian Association of Promotion Marketing Agencies’ 2008 Promo Awards last week.
The Toronto agency won Best of Show for the six-minute viral video “Bride Has Massive Hair Wig Out,” which showed a bride-to-be reacting in horror to her hairstyle hours before her wedding, and hacking off the hair as her bridesmaids try to stop her. The video, which launched the campaign, was created to show that “bad hair” is one of the challenges faced by young women, many of whom have experienced their own “wig out” moments, said Tony Chapman, Capital C’s partner and CEO.
The video was featured on the Canadian and U.S. talk-show circuits, including The Today Show and Good Morning America.
The “Wig Out” campaign also won gold in the Most Innovative Idea or Concept and Best Small Budget Campaign categories, as well as a silver in the Best Activity Generating Brand Awareness and Trial Recruitment category.
In addition to its Sunsilk work, Capital C won silver in the Best Multi Discipline Campaign and Best Sponsorship or Tie-In Campaign categories for its Bring Home the Stanley Cup promotion for PepsiCo; silver in the Best Use of Direct Marketing category for Vim Power Cream Spray; gold in the Best Use of Interactive Media category for Dovehair.ca; gold in the Most Effective Long Term Promotion Marketing Campaign category for the Dove Master Brand Program; gold in the Best Cause or Charity Marketing Campaign category for Dove and bronze in the Best Event/Experiential Marketing Campaign for Dove Pro Age.
“I’ve had some great nights at shows like this, but I’ve never had a night like this and probably never will have a night like this again,” said Chapman. “It was such a great showing for our company and our clients.”
More than 40 awards were handed out in 16 categories during the awards gala held in Toronto to recognize the best Brand Activation campaigns across marketing disciplines.
The following received gold:
• Blitz Direct Data & Promotion for “Make Art Pop” in the Best Multi-Discipline Campaign, Best Activity Generating Brand Awareness & Trial Recruitment, and the Best Brand Building Campaign categories;
• Blitz Direct Data & Promotion for “Buick Expogolf” in the Best Sponsorship or Tie-In Campaign and Best Event/Experiential Marketing Campaign categories;
• OSL Marketing for “QTG Aeroplan Loyalty Program” in the Best Use of Direct Marketing and Best Activity Generating Brand Volume categories;
• Blitz Direct Data & Promotion for “Beauty-mobile” in the Best Activity Generating Brand Loyalty category;
• Newad for “We Deliver Young People” in the Best Business-to-Business Campaign category;
• Takamatsu Group for Armor All “Go Ahead and Share” in the Best Retail Account-Specific or Channel Marketing Activity category;
• One Method for “Imagine Nokia” in the Best Dealer or Sales Force Activity category.
