NICHE TARGET AND MULTICULTURAL
GOLD
Sport Chek and Touché! Montreal
Sport Chek’s #MyNorth campaign, a nod to the Raptors’ #WeTheNorth campaign, aimed to give the retailer credibility in Toronto’s basketball community. Sport Chek partnered with TSN to produce a docu-series featuring the basketball history and legends of nine Toronto neighbourhoods. A grassroots outdoor campaign placed detachable posters and magnetic stickers in 500 locations, such as basketball courts, bleachers, street furniture, and changing rooms in community centres. As part of the campaign, Sport Chek launched an apparel line, My North, with designs tailored to each neighbourhood. During home-opening night of the Raptors, Dundas Square was lit with the colours of the campaign.
TITLE: #MyNorth: The Basketball Story of My Neighbourhood
AGENCY: Touché! Montreal
CREATIVE AGENCY: Sid Lee
PR/SOCIAL MEDIA AGENCY: North Strategic
MEDIA CARRIER: TSN
SILVER
Misfits and BBDO
TITLE: Dog GIF Party Maker
AGENCY: BBDO
BRONZE
Toronto Vegetarian Association/Veg Food Fest and Leo Burnett, Toronto/ Starcom Mediavest Group
TITLE: Change Your Mouth’s Mind
CREATIVE AGENCY: Leo Burnett, Toronto
MEDIA AGENCY: Starcom Mediavest Group
LOCATION-BASED MARKETING
GOLD
Sport Chek and Touché! Montreal
Sport Chek’s #MyNorth campaign aimed to give the retailer credibility in Toronto’s basketball community. Sport Chek partnered with TSN to produce a docu-series featuring the basketball history and legends of nine Toronto neighbourhoods. A grassroots outdoor campaign placed detachable posters and magnetic stickers in 500 locations like basketball courts, bleachers, street furniture and changing rooms in community centres, with each neighbourhood getting its own colour. As part of the campaign, a nod to the Raptors’ #WeTheNorth campaign, Sport Chek launched an apparel line, My North, with designs tailored to each neighbourhood.
TITLE: #MyNorth: The Basketball Story of My Neighbourhood
AGENCY: Touché! Montreal
CREATIVE AGENCY: Sid Lee
PR/SOCIAL MEDIA AGENCY: North Strategic
MEDIA CARRIER: TSN
SILVER
Mark’s and Touché! Montreal
TITLE: The Colder it Gets…
MEDIA AGENCY: Touché! Montreal
CREATIVE AGENCY: Sid Lee
MEDIA CARRIERS: The Weather Network, Astral Out-of-Home
Leon’s and Taxi
TITLE: Leon’s Moving Day
AGENCY: Taxi
BRONZE
Mondelez Canada and Starcom Mediavest Group
TITLE: Ritz Fits
AGENCY: Starcom Mediavest Group
MEDIA CARRIER: Astral Out of Home
Revlon and MediaCom
TITLE: Éclatante de Beauté avec Maripier Morin (Bursting with Beauty with Maripier Morin)
AGENCY: MediaCom
SEARCH
GOLD
Volkswagen/Golf and MediaCom
Search is a key catalyst in the car-buying phase. For the launch of the 2015 VW Golf, the approach was to utilize YouTube to intercept users who were searching for, or watching, a competitor’s video content. Consumers were served video content that put the vehicle they were searching for head to head with the VW Golf, addressing viewers directly. The videos, produced in partnership with Blue Ant Media, featured popular YouTubers, adding authenticity and organic reach, increasing sharability, and encouraging higher video-view completion.
TITLE: VW Golf Head-2-Head
AGENCY: MediaCom
GROUP ACCOUNT DIRECTOR: Martine Farrow, MediaCom
DIRECTOR, CONTENT: Jodi Brown, MediaCom
CONTENT & ACTIVATION MANAGER: Alaine Perrow, Manager, MediaCom
GROUP ACCOUNT DIRECTOR, SEARCH & SOCIAL: Sean McConnell, MediaCom
ACCOUNT SUPERVISOR, SEARCH: Joseph Pellegrino
MANAGER BRAND MARKETING: Lynne Piette, Volkswagen Canada
BRAND MARKETING SPECIALIST: Virginie Barbaran, Volkswagen Canada
SUPERVISING PRODUCER: Nick Appleton, Blue Ant Media
ACCOUNT MANAGER: Ben Li, Google Canada
SILVER
Volvo and Grey/Havas
TITLE: 6 Billion Hours
CREATIVE AGENCY: Grey
MEDIA AGENCY: Havas
Telus and Cossette Media
TITLE: iPhone 6 Launch
AGENCY: Cossette Media
BRONZE
VIA Rail Canada and Touché! Montreal
TITLE: The Price is Right
AGENCY: Touché! Montreal
MEDIA CARRIER: Google
DATA-DRIVEN/PROGRAMMATIC MARKETING
Gold
IKEA Canada and Jungle Media, Leo Burnett, Toronto
IKEA wanted to show that its new bathroom offerings can help make the morning bathroom routine less chaotic, especially for households that share this space. The retailer’s #sharethebathroom campaign let consumers vent their bathroom-sharing frustrations via custom ads served up to family members or roommates. On IKEA.ca, visitors could create custom banner ads, writing a personalized message and choosing a product that would help them most. The inputs from the ads were instantaneously stored on an ad server, along with IP information. The IPs and custom banners were pushed to the DSP in real time and used as buying parameters. Programmatically bought ad space matched the IPs and delivered the appropriate custom ad to create a hyper-personalized banner, which was served back to the target in real time.
TITLE: IKEA #sharethebathroom
MEDIA AGENCY: Jungle Media
CREATIVE AGENCY: Leo Burnett, Toronto
MEDIA SUPERVISOR: Janet Xi, Jungle Media
GROUP CREATIVE DIRECTOR: Morgan Kurchak, Leo Burnett, Toronto
COPYWRITER: Matthew Doran, Leo Burnett, Toronto
ART DIRECTOR: Mary Soroka, Leo Burnett, Toronto
WEB MANAGER: Kelly Garrett, IKEA Canada
MARKETING WEB SPECIALIST: Santiago Arbelaez, IKEA Canada
GENERAL DIRECTOR: Alexandre Henault, Magnet Intell
DEVELOPER AD OPERATIONS: Jean-Philippe Laroche, Adgear
SILVER
Rogers Communications Inc. and BBDO
TITLE: Smart Home Monitoring Launch Campaign
AGENCY: BBDO
SPONSORSHIPS
GOLD
CIBC and MediaCom
As lead sponsor of the 2015 Toronto Pan Am Games, CIBC wanted to showcase its new brand promise, “Banking that fits your life,” while creating meaningful engagement. The challenge was CIBC couldn’t reference Team Canada, since the rights belong to a competitor. CIBC created CIBC Team Next, a team of 67 up-and-coming Canadian athletes. Partnering with CBC, a robust media sponsorship was built to reach sports enthusiasts as they consumed the games on television, digital, in venues and at pop-up viewing locations. On TV, 20 English and eight French features showcasing Team Next athletes aired on CBC. Digitally, CIBC was prominently featured on all platforms, including the Pan Am microsite and mobile app, and a microsite specifically on CIBC Team Next athletes and mentors. Facebook videos and content from arts and cultural festival Panamania, presented by CIBC, helped drive engagement and social buzz. According to Solutions Research Group, CIBC was the most noticed Pan Am sponsor, with 32% unaided awareness.
TITLE: CIBC Pan Am Games
MEDIA AGENCY: MediaCom
CREATIVE AGENCY: Cundari
SENIOR DIRECTOR, MEDIA PLANNING: Melissa Williams, CIBC
SENIOR MEDIA MANAGER: Ron Guthrie, CIBC
SENIOR DIRECTOR SPONSORSHIP MARKETING: Rachael MacKenzie-Neil, CIBC
SENIOR MANAGER SPONSORSHIP MARKETING: James Monaghan, CIBC
SVP: Urania Agas, MediaCom
ASSOCIATE ACCOUNT MANAGER: Lindsey Sjourwerman, MediaCom
GROUP ACCOUNT DIRECTOR: Sean McConnell, MediaCom
MEDIA EXECUTIVE: Alec MacKrell, MediaCom
SILVER
Coors Light and MEC/TSN
TITLE: TSN Fantasy Football, Powered by TSN
AGENCY: MEC/TSN
MEDIA CARRIER: Bell Media (TSN)
