Leo Burnett Toronto and Jungle Media took home the top honour at the 2015 Media Innovation Awards gala Thursday night for their work on IKEA‘s #sharethebathroom campaign.
Winning Best of Show, the retailer’s online effort gave visitors to IKEA’s website the opportunity to create custom ads and serve them within their own households – kids could tell their parents to get out of the bathroom, and parents could tell their kids to pick their towels up off the floor by serving ads to their family’s own IP address.
While #sharethebathroom took home the most coveted award, the most-awarded agency of the evening was Touché! Montreal, which walked away with three bronze, five silver and four gold MIAs for work it produced for clients such as Sport Chek and Desjardins. Its sister agency Touché! Toronto also won two gold, two silver and two bronze MIAs at the gala, held at Toronto’s Westin Harbour Castle.
Below is a list of all the agencies that won gold at the MIAs this year, along with their 2015 award tallies. Last year, Marketing implemented an Olympic-style system of determining the most-awarded agencies by giving five points for gold wins, three points for silver, and one point for bronze.
Only gold winners are listed below, but the full list of MIAs winners, including silver- and bronze-winning work, is available at our Media Innovation Awards site.
2015 MIAs GOLD WINNERS
Camp Pacific (1 Gold – 5 points)
- Best in Digital Innovation for “DBC Wild Within VR Experience.” Client: Destination British Columbia
Grip Limited (1 Gold – 5 points)
- Best in Branded Content for “Mission: Peak Brew.” Client: Labatt Breweries of Canada
MediaCom and Cundari (1 Gold – 5 points)
- Best in Sponsorship for “CIBC Pan Am Games.” Client: CIBC
Media Experts (1 Gold – 5 points)
- Best in Radio for “Bell Fibe Restarting Radio.” Client: Bell Canada
Leo Burnett Toronto/Chicago and Starcom MediaVest Group (1 Gold, 1 Bronze – 6 points)
- Best in Consumer Goods for “Unstoppable.” Client: Procter & Gamble/Always
OMD and DDB Vancouver (1 Gold, 1 Bronze – 6 points)
- Best in Branded Content for “Youth Milk Snack Time.” Client: Milk West
Taxi (1 Gold, 1 Silver – 8 points)
- Best in Retail and E-Commerce for “Leon’s Moving Day.” Client: Leon’s
Grey (1 Gold, 1 Silver, 1 Bronze – 9 points)
- Best in Charities, Health Care and Safety, Public Awareness Messages for “Groceries Not Guns.” Client: Moms Demand Action for Gun Sense in America
MediaCom (1 Gold, 1 Silver, 1 Bronze – 9 points)
- Best in Search for “VW Golf Head-2-Head.” Client: Volkswagen – 2015 Golf
Carat and Sid Lee (2 Gold – 10 points)
Gold Wins for “The Sky.” Client: Réno-Dépôt
- Best Innovation in Out-of-Home/Ambient/Place-Based Media – Budget Over $100,000
- Best in Digital Innovation
Saatchi & Saatchi Canada (2 Gold – 10 points)
Gold Wins for “The Gay Sweater.” Client: The Canadian Centre for Gender and Sexual Diversity
- Best in Charities, Health Care and Safety, Public Awareness Messages
- Best Innovation in Experiential/Special Events/Stunts – Budget Under $100,000
Grey and Havas (2 Gold, 1 Silver – 13 points)
Gold Wins for “6 Billion Hours.” Client: Volvo
- Best in Video
- Best in Cars and Automotive Services
DentsuBos (2 Gold, 1 Silver, 1 Bronze – 14 points)
- Best in Travel, Entertainment and Leisure for “Transat – Sun Auction.” Client: Transat
- Innovation in Experiential/Special Events/Stunts – Budget Under $100,000 for “Canal Vie – ‘I Screwed Up My Renos.'” Client: Bell Media – Canal Vie
Starcom MediaVest Group (2 Gold, 1 Silver, 2 Bronze – 15 points)
- Best in Integrated/Multichannel Campaign – Budget Over $250,000 for “Rice Krispies Treats for Toys.” Client: Kellogg’s Canada
- Best in Out-of-Home/Ambient/Place-Based Media – Budget Over $100,000 for “Ritz Fits.” Client: Mondelez Canada
BBDO and OMD (1 Gold, 3 Silver, 2 Bronze – 15 points)
- Best in Mobile for “Doritos Ketchup Hold Out.” Client: PepsiCo Canada (Foods)/Doritos
Touché! Toronto (2 Gold, 2 Silver, 2 Bronze – 18 points)
- Best Use of Display for “Winter is Coming.” Client: Canadian Tire
- Best in Social Media for “Shovel It Forward.” Client: Canadian Tire
Jungle Media and Leo Burnett Toronto (5 Gold – 25 points)
Gold Wins for “IKEA #sharethebathroom.” Client: IKEA Canada
- Best in Consumer Engagement
- Best Use of Display
- Best in Digital Innovation
- Best in Data-Driven/Programmatic Marketing
- Best in Retail and E-Commerce
- Best of Show
Touché! Montreal (4 Gold, 5 Silver, 3 Bronze – 38 points)
- Best in Financial Products and Commercial Services for “Ajusto App – Insurance is a Game!” Client: Desjardins General Insurance
Gold Wins for “#MyNorth: The Basketball Story of My Neighbourhood.” Client: Sport Chek
- Best in Integrated/Multichannel Campaign – Budget Over $250,000
- Best in Location-Based Marketing
- Best in Niche Target and Multicultural
