SILVER
Hershey’s
The Hershey Take 5 game pitted users against the dim-witted stars of the Take 5 TVspots in a head-to-head claw game. The object was to be the first one to collect five Take 5 candy bars. The key to the game’s success was that it maintained the same humorous tone as the TVspots. Users could frustrate their opponent by collecting taunt items like bowling balls that could be dropped on their heads. Top scorers of the Take 5 game could win an iPod or a box of Take 5 bars.
TITLE: Hershey “Take 5”
PRODUCT/SERVICE: Hershey “Take 5”
MARKETER: The Hershey Company, Hershey, Pa.
AGENCY: Fuel Fuel Industries
CREATIVE DIRECTOR: Joel Grenier
PRODUCER: Cyrus Hogg
MUSIC DIRECTOR: Rob Plowman, Karbon Arc Studio
URL: thegreatestcandybarever.com
BRONZE
Unilever Canada
The Degree Fashionista Challenge let users buy shares in celebrities using Little Black Dress points. Just like the stock market, users tried to buy shares in celebs when their value was low. The values rose every time the celebrity appeared in the Metro Scoop section of the Metro newspaper and when they were mentioned in the weekly Degree Fashionista segment of CTV’s ETalk. As well, users could help raise their celebs’ share price by mentioning them in the game’s blog. The game attracted a dedicated following with the average person spending 10 minutes per session playing.
TITLE: Degree Fashionista Challenge
PRODUCT/SERVICE: Degree for Women
MARKETER:Unilever Canada, Toronto
AGENCY: Noise/Segal Communications/Zig Advertising
WEB DEVELOPER: Noise Digital
CREATIVE DIRECTORS: Brock Ellis, Elspeth Lynn, Lorraine Tao
COPYWRITER: Laura Rogers
ART DIRECTORS: Roddy Tasaka, Melanie Hurst
DESIGNER: Michael Chapman
PROGRAMMERS: Kris McFarlin, Dennis Giesbrecht, Rich McMullan, Adam Benzen
PRODUCERS: Trevor Carr, Baron Mannett
PRODUCTION MANAGER: Kate McLoughlin
ILLUSTRATOR: Brock Ellis
ANIMATOR: Jarom Cohen
CLIENTS: Gabe Verkade, Sophie Nias, Mark Wakefield
AGENCY ACCOUNT MANAGERS: Baron Mannett, Lesley RIvard, Trevor Carr
URL: fashionistachallenge.ca/flashnoise.php
CERTIFICATE
BMO InvestorLine
BMO Ultimate Golf was part of a campaign that gave consumers the chance to win a golf getaway of their choice and the game itself let users play three courses that were among the prize destinations (Australia, Germany and the Seychelles). The simple but realistic looking game was contained in the ad unit and resulted in 190,000 game sessions and 34,000 hours of play during the two-month campaign.
TITLE: BMO Ultimate Golf
PRODUCT/SERVICE: BMOInvestorLine
MARKETER:BMOInvestorLine, Toronto
AGENCY: Tribal DDBCanada, Vancouver
CREATIVE DIRECTOR: Bruce Sinclair
COPYWRITER: Tony Nichols
ART DIRECTOR: Ryan Semeniuk
DESIGNER: Ryan Semeniuk
PROGRAMMER: Dana Brousseau
PRODUCER: Kimberly Clifford
AGENCY ACCOUNT MANAGER: Matt Di Paola
COMPUTER GRAPHICS: Artifex Studios
URL: http://awards.trbv.com/golf
