GOLD
Church & Dwight Co. Ltd.
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A little voyeurism went a long way in the microsite for Trojan condoms. The site, designed to showcase the breadth of the Trojan lineup, let viewers peak in on nine apartments in a contemporary loft. In each one a humorous vignette unfolds involving one of Trojan’s condoms and a silhouetted couple. In one apartment, promoting Trojan’s Ultra Pleasure bulbous-shaped condom, a man whose hobby is glass blowing lets his date play with his new glass lamp that’s shaped much like a condom. As she rubs the lamp faster and faster to turn it on, they both get excited. Once the vignette ends users can click to learn more about that particular condom. The idea behind the website was to get people to click on all nine apartments so that they learned about the many different types of Trojan condoms.
TITLE: Trojan Condoms Microsite
PRODUCT/SERVICE: Trojan Condoms
MARKETER: Church &Dwight Co. Ltd., Mississauga, Ont.
AGENCY: Henderson Bas, Toronto
WEB DEVELOPER: Henderson Bas
CREATIVE DIRECTOR: Michael Gramlow
COPYWRITER: Brian Groves
ART DIRECTOR: Henderson Bas
DESIGNERS: Colin Craig, Yuko Arikawa
PROGRAMMERS: Yuko Arikawa, Guangde Wang
PRODUCER:Henderson Bas
PRODUCTION MANAGER: Laurie Del Bel
ANIMATOR: Yuko Arikawa
CLIENT: Andrew Smith, director of marketing, Church & Dwight
AGENCY ACCOUNT MANAGER: Dawna Henderson
QUALITY ASSURANCE: Norma Hislop
URL: yyzwork.com/2006/trojan
SILVER
Mac’s Convenience Stores
The website for Whack froster, a non-carbonated frozen beverage, had two objectives: to increase sales by driving teens to Mac’s convenience stores and to create a bond with the teen demographic through the site’s irreverent sense of humour. The website starred a brash TVhost who talks up Mac’s Whack with sexual innuendo that links having a Whack to masturbation. For example, the host suggests that people can never have too many whacks in a day or that the “size of the drink doesn’t matter when you’re having a whack.” The site launched in the summer of 2006 and resulted in 1,000 unique views per day, and Mac’s froster sales were up 30% over the previous summer.
TITLE: Whack
PRODUCT/SERVICE: Mac’s Whack Froster
MARKETER: Mac’s Convenience Stores, Toronto
AGENCY: BOS, Toronto
CREATIVE DIRECTORS: Chad Borlase, Gary Watson
COPYWRITERS: Gary Watson, Phil Sylver
ART DIRECTORS: Christiaan Welzel, Andrew Kontra, Barry Lachapelle
DESIGNERS: Christiaan Welzel, Barry Lachapelle
PROGRAMMERS: Barry Lachapelle, Graham Huber
PRODUCTION MANAGER: Andrew Kontra
AGENCY ACCOUNT MANAGER: Sherilee Frew
URL: thatswhack.ca
BRONZE
Wyeth Canada
Targeting women 14 to 21 who are currently on Alesse, the site’s home page was a typical teenager’s room. Users could navigate to see Alesse TVspots, learn about sexually transmitted diseases, and find out about breast self-exams.
TITLE: Alesse.ca
PRODUCT/SERVICE: Alesse
MARKETER: Wyeth Canada, Markham, Ont.
AGENCY: Anderson DDBHealth &Lifestyle, Toronto
WEB DEVELOPER: Brendyn Zachary
CREATIVE DIRECTOR: Ron Hudson
COPYWRITER: Abraham Zachariah
ART DIRECTOR: Monica Broekhoven
DESIGNERS: Monica Broekhoven, Brendyn Zachary
PROGRAMMER: Brendyn Zachary
PRODUCER: Lisa Mark
PRODUCTION MANAGER: Steve Benson
CLIENT: Sandra Wilson, product manager–Alesse, Wyeth Canada
AGENCY ACCOUNT MANAGER: Lou Anne Gaudino
PHOTOGRAPHER: Natasha Nicholson
URL: alesse.ca
BRONZE
Molson
The redesigned Molson Canadian site, launched in December 2005, created a user experience around beer, hockey and music. The site was designed with its younger target audience in mind and features ongoing online contests, events, surveys and access to exclusive offers designed to strengthen the connection between Molson Canadian and beer drinkers.
TITLE: MolsonCanadian.ca
PRODUCT/SERVICE: Molson Canadian
MARKETER: Molson, Toronto
AGENCY: Henderson Bas, Toronto
WEB DEVELOPER: Henderson Bas
CREATIVE DIRECTOR: Michael Gramlow
COPYWRITER: Brian Groves
ART DIRECTOR: Ryan Wolman
DESIGNERS: Ryan Wolman, Matt Hodgins, Yuko Arikawa
PROGRAMMERS: Andrew Hull, Guangde Wang
PRODUCER: Lisa Hyatt
PRODUCTION MANAGER: Laurie Del Bel
ANIMATORS: Ryan Wolman, Matt Hodgins, Yuko Arikawa
CLIENTS: Ross Buchanan, Molson Canada
AGENCY ACCOUNT MANAGER: Lisa Hyatt
QUALITY ASSURANCE: Norma Hislop
URL: molsoncanadian.ca
