Media Innovation Awards 2016 shortlist — Part 1

Marketing is excited to unveil its first group of candidates for the 2016 Media Master Class by revealing part one of our shortlisted Media Innovation Awards entries. As noted in a previous post, our “Master Class” theme for this year’s MIAs will seek to highlight the best of what our country’s media strategists have to offer, and treat the winning work as case studies of true innovation that fellow members of the marketing industry can look to as best-in-class examples.

Below are the shortlisted nominees that made it through the first round of online judging in the Best Use of Content, Best Use of Digital Channels and Niche Marketing categories. Part two of our 2016 shortlist will be published Oct. 20 in the Marketing Morning Filter newsletter.

All of the entries were assessed and voted on in-person for potential bronze, silver and gold trophies by our 2016 MIAs jury in late September. One of the most fully-stacked and competitive categories in 2016 was “Best in Consumer Engagement,” with 17 entries making it to the shortlist.

Winners will be announced at the 2016 Media Innovation Awards Gala on Nov. 17 in Toronto. Tickets are available now—get yours before they’re gone!

2016 Media Innovation Awards – Shortlisted Entries, Part 1

BEST USE OF CONTENT

Best in Consumer Engagement

• “Kleenex Timely Cares.” Client: Kimberly Clark, Kleenex. Agencies: Mindshare and Ogilvy & Mather
• “Honey Nut Cheerios: Bring Back the Bees.” Client: General Mills. Agency: Cossette and Cossette Media 
• “Kit Kat Spotify.” Client: Nestle Canada. Agencies: Maxus Canada and OneMethod
• “The Recital.” Client: Quaker Canada. Agencies: OMD Toronto and Studio M
• “MTV x U by Kotex: ‘Save the Undies.'” Client: Kimberly-Clark. Agencies: Mindshare and Ogilvy & Mather
• “Lily & the Snowman.” Client: Cineplex. Agency: Zulu Alpha Kilo
• “Blind Love.” Client: Tourism Québec. Agency: Touché!
• “The 1st Annual Cat Events.” Client: Whiskas. Agency: MediaCom MBA and BBDO
• “Team Canada Owns Rio 2016.” Client: Canadian Olympic Committee (COC). Agencies: OMD and North Strategic
• “Life Unpaused.” Client: SickKids Foundation. Agency: Cossette
• “The WoW Guide.” Client: Canadian Tire. Agency: Rogers Media Content Solutions
• “McDonald’s Great Canadian Taste Adventure.” Client: McDonald’s Canada. Media Carrier: Spotify. Agency: OMD Toronto
• “Step up. Stand tall.” Client: Canadian Tire. Agency: Touché!
• “Ubisoft – Tom Clancy The Division.” Client: Ubisoft. Agency: Bleublancrouge
• “Discover UNB.” Client: University of New Brunswick. Agency: PHD Canada
• “Flash Donut.” Client: Interac Association. Agency: Zulu Alpha Kilo and Media Experts
• “Lindt Gold Bunny.” Client: Lindt Sprungli Canada. Agency: Grip Limited

Best in Branded Content

• “My Saving Plan.” Client: Desjardins. Agency: Touché!
• “The Recital.” Client: Quaker Canada. Agencies: OMD Toronto and Studio M
• “Lindt Gold Bunny.” Client: Lindt Sprungli Canada. Agency: Grip Limited
• “TD Big Fun Books in Motion.” Client: TD Bank. Media Carrier: Corus Entertainment. Agency: Starcom
• “Lily & the Snowman.” Client: Cineplex. Agency: Zulu Alpha Kilo
• “The Coors Light Games.” Client: Coors Light. Agency: MEC Canada
• “The 1st Annual Cat Events.” Client: Whiskas. Agency: MediaCom MBA and BBDO

Best in Content Integration

• “Share-A-Coke with ||Superwoman||.” Client: Coca-Cola Canada. Agency: UM
• “Nespresso – Perfect Pairing.” Client: Nespresso. Agency: MEC Canada
• “TD: The Human Impact of Music.” Client: TD Bank. Agency: Starcom
• “Audio Deprivation.” Client: Duracell Canada. Agency: Mediavest
• “Play-Doh Back to School.” Client: Hasbro Canada. Media Carrier: Rogers Media. Agency: OMD Toronto
• “Leon’s Home to Win.” Client: Leon’s. Agency: Pegi Lee Gross & Associates and Taxi
• “SickKids/Murdoch Mysteries Holiday Special.” Client: SickKids Foundation. Agency: Cairns Oneil Strategic Media 
• “Being in the Moment.” Client: Sport Chek. Agency: Touché!

BEST USE OF DIGITAL CHANNELS

Best in Digital Innovation

• “Chase the Gear.” Client: Sport Chek. Agency: Touché!
• “Discover UNB.” Client: University of New Brunswick. Agency: PHD Canada
• “Air Canada’s Around Brisbane in 360°.” Clients: Air Canada, Travel Australia and Travel Queensland. Agencies: Crucial Interactive, Mindshare and J. Walter Thompson Canada
• “BMO #TakePause.” Client: Bank of Montreal. Agencies: Maxus Canada and OneMethod
• “Kit Kat Spotify.” Client: Nestle Canada. Agencies: Maxus Canada and OneMethod
• “Team Canada Owns Rio 2016.” Client: Canadian Olympic Committee (COC). Agencies: OMD and North Strategic

Best in Mobile

• “Lindt Gold Bunny.” Client: Lindt Sprungli Canada. Agency: Grip Limited
• “Burger Swap, a.k.a. ‘Hack the Mac.'” Client: McDonald’s Canada. Agencies: OMD Canada and Tribal Worldwide
• “#GiftofSport.” Client: Sport Chek. Agency: Touché!
• “Ubisoft – Assassin’s Creed Syndicate.” Client: Ubisoft. Agency: Bleublancrouge
• “Telus Mobility: You Will Be Blown Away.” Client: Telus. Agency: Cossette Media
• “Telus Offline Conversion Logging.” Client: Telus. Agency: Cossette Media
• “How Mazda Generated a 75% Increase in Mobile SEM Conversion Rate.” Client: Mazda Canada. Agencies: Excelerator Media, Catalyst and J. Walter Thompson Canada
• “Mini Clubman: In the Driver’s Seat.” Client: Mini. Agencies: Media Experts and AOL

Best in Social Media

• “Ball-Star.” Client: BMO Financial Group. Agency: FCB Toronto
• “Reebok – Be More Human.” Client: Reebok. Agency: Carat Canada
• “Ubisoft – Tom Clancy The Division.” Client: Ubisoft. Agency: Bleublancrouge
• “Coors Light Raptors Snapchat Story.” Client: Coors Light. Agency: MEC Canada
• “OLG – #ScratchLikeAWalker.” Client: Ontario Lottery and Gaming (OLG). Agency: PHD Canada
• “BMO #TakePause.” Client: Bank of Montreal. Agency: Maxus Canada
• “Delissio PizzaScope.” Client: Nestlé Delissio. Agencies: Maxus Canada and OneMethod
• “#GiftofSport.” Client: Sport Chek. Agency: Touché!

Best in Websites and Microsites

• “Ubisoft – Tom Clancy The Division.” Client: Ubisoft. Agency: Bleublancrouge
• “Text & Drive.” Client: Cieslok Media. Agency: John St. Montreal
• “Blind Love.” Client: Tourism Québec. Agency: Touché!
• “Life Unpaused.” Client: SickKids Foundation. Agency: Cossette

Best Use of Display Advertising

• “Air Canada’s Around Brisbane in 360°.” Clients: Air Canada, Travel Australia and Travel Queensland. Agencies: Crucial Interactive, Mindshare and J. Walter Thompson Canada
• “Find Your Honda Place.” Client: BC Honda Dealers Association. Agency: Jungle Media
• “The Anti-Bullying ‘Bullying’ Campaign.” Client: Canadian Safe School Network. Agencies: Touché! and Bimm
• “BC Hydro Extreme Weather Alerts.” Client: BC Hydro. Agencies: Media Experts and Taxi
• “Kit Kat Spotify.” Client: Nestlé Canada. Agencies: Maxus Canada and OneMethod
• “Doritos Ketchup Roses.” Client: PepsiCo Foods Canada. Agencies: OMD Toronto, BBDO Toronto and Citizen Relations

NICHE MARKETING CATEGORIES

Best in Data-Driven/Programmatic Marketing

• “Winter Way to Travel.” Client: VIA Rail Canada. Agency: Touché!
• “Sport Chek Reinvented Out-of-Home.” Client: Sport Chek. Agency: Touché!
• “The Anti-Bullying ‘Bullying’ Campaign.” Client: Canadian Safe School Network. Agencies: Touché! and Bimm
• “What Kind of Advertiser Are You?” Client: Dialekta. Agency: Les Évadés

Best in Location-Based Marketing

• “Move in with Just Eat.” Client: Just Eat. Agency: Leo Burnett Toronto
• “Rendez-vous Loto-Québec – Les divertisseurs.” Client: Loto-Québec. Agency: Bleublancrouge
• “BCAA Play Here.” Client: British Columbia Automobile Assocation (BCAA). Agencies: OMD Vancouver, DDB Vancouver and 6S
• “Budweiser: Infused with Metallica.” Client: Labatt Brewing Company. Agencies: UM and Anomaly

Best in Search

• “The Source – Boxing Week Bonanza!” Client: The Source. Agency: PHD Canada
• “TD New-to-Bank Free TV Incentive.” Client: TD Bank. Agency: Media Experts
• “Emtrix.” Client: Paladin Labs. Agency: Media Experts

Best in Sponsorships

• “A Big Mac – and Everyone Loves Each Other!” Client: McDonald’s Canada. Agencies: OMD Montreal, Cossette Montreal and Tribal Montreal
• “Ball-Star.” Client: BMO Financial Group. Agency: FCB Toronto
• “The Fastest Olympic Campaign Ever!” Client: Sport Chek. Agency: Touché!
• “StepupStandtall.” Client: Canadian Tire. Agency: Touché!
• “LG Hockey Wives.” Client: LG. Agency: Promotivate

Best in Niche Target and Multicultural

• “Circle of Maternity.” Client: Thyme Maternity. Agency: OMD Montreal
• “Outsiders Exhibition.” Client: Art Gallery of Ontario. Agency: Cundari
• “Kids Will Be Kids.” Client: Desjardins. Agency: Touché!
• “BMW 7 Series Launch.” Client: BMW Canada. Media Carrier: The Globe and Mail. Agency: Media Experts
• “The Lemonade Stand.” Client: Yellow Pages. Agencies: Jungle Media and Leo Burnett Toronto
• “The Watercolour Project.” Client: World Vision. Agency: KBS Canada