“Boy meets girl. Girl moves in.” That small bit of copy from IKEA’s catalogue ad was all it took to communicate the winning idea for the 2014 Extra Awards‘ Best of Show prize.
The combination of a picture of the catalogue and a couple short phrases gets the message across clearly in a medium that is all about simple images paired with concise copy. Awards organizer Newspaper Canada called the ad from Leo Burnett Toronto one of “outstanding execution” when it announced the winners Thursday.
The Extra Awards celebrate the best advertisements in newspapers and related media.
“The judges are asked to take the best of the best and pick the best,” said Newspaper Canada senior vice-president and chief marketing officer Suzanne Raitt.”It’s not easy.”
The IKEA work also earned a gold in the Retail category, as well as two silvers. Leo Burnett earned 10 awards in total across all 14 categories, including golds in Public Service and Advocacy for its Raising the Roof client.
“I am really proud of this accomplishment,” said Judy John, the agency’s CEO and chief creative officer. “We won awards in multiple categories and for varied clients, showing the breadth of our creative excellence.”
Rethink also took home two golds in the Travel Tourism Transportation category for Splashdown Waterpark, while Cossette received one gold for its balding sesame seed bun Father’s Day ad in Food Beverage and Drug with client McDonald’s Canada.
-
- Toyota
-
- Workopolis
-
- Corona
-
- Sears Optical
-
- Raising The Roof
-
- The Gazette
-
- Splashdown
-
- McDonald’s
The four-member jury named a few other multi-award-winnig agencies: Zulu Alpha Kilo won three silver awards for their work on Workopolis and Modelo Molson Imports’s Corona brand, while LG2 earned one silver and one bronze award for Sears Optical. Bleublancrouge earned two trophies for Toyota Canada and The Gazette.
Extra’s other medal winners include:
• FCB Toronto and PFLAG
• Nolin BBDO and Producteurs du lait du Quebec
• Journal Le Soleil and Groupe Restos Plaisirs
• BlueBlancRouge and The Gazette
• Target and Newfoundland and Labrador Tourism
All the award winners and honourable mentions can be seen at Newspapers Canada’s website.
