CONSUMER ENGAGEMENT
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
National Hockey League and Camp Jefferson
TITLE: NHL: My Playoffs Moment
AGENCY: Camp Jefferson
Kimberly Clark and Mindshare
TITLE: Kleenex Share The Care – Flu Break Friday
AGENCY: Mindshare
CONTENT INTEGRATION
SILVER
BMO and Maxus Canada
TITLE: BMO and The Amazing Race Canada Season 3
AGENCY: Maxus Canada
MEDIA CARRIER: Bell Media
CIBC and MediaCom/Juniper Park
TITLE: CIBC Mortgages
AGENCY: MediaCom
CREATIVE AGENCY: Juniper Park
BRONZE
Universal Studios Canada and Bell Media – The Mix/Maxus Canada
TITLE: Ted Talks
AGENCY: Bell Media – The Mix
MEDIA AGENCY: Maxus Canada
MEDIA CARRIER: MUCH, Comedy, MTV – Bell Media
BRANDED CONTENT
GOLD
Labatt Breweries of Canada and Grip Limited
Kokanee’s connection with the mountains has been central to its positioning, and its target has an even deeper connection with specific mountains close to where they live. To celebrate mountain pride, Kokanee enlisted local legends to scale seven mountains in B.C. and Alberta to collect snow from the peaks. The snow was then infused into an epic batch of Kokanee: Peak Brew by Kokanee. Full-length videos of the expeditions were created for YouTube, while shorter versions were created for Facebook and mobile platforms. The brand geo-targeted the content, matching consumers with the area’s closest mountain. Sales increased 15% in mountain communities and Kokanee grew its total share in Western Canada by 1.9%.
TITLE: Mission: Peak Brew
AGENCY: Grip Limited
CREATIVE DIRECTORS: Scott Dube, Randy Stein, Grip Limited
WRITER: Dane Boaz, Grip Limited
ART DIRECTOR: Juan Torres, Grip Limited
PRODUCER: Chantel Brinkman, Grip Limited
EXECUTIVE PRODUCER: Malcolm Sangster, Sherpas Cinema
DIRECTOR: Eric Crosland, Sherpas Cinema
ACCOUNT DIRECTOR: Martin McClorey, Grip Limited
GOLD
Milk West and OMD/DDB Vancouver
Teenagers spend most of their time online and they hate being forced to watch ads. So instead of forcing them to watch an ad about milk, the idea was to create something they’d want to watch, while subtly encouraging them to drink more milk. Snack Time is an animated web series featuring a milk carton named Carlton and his milk-pairing friends, like Chip, the chocolate-chip cookie. The cheeky series was designed to avoid all of the things teens hate about ads: there are no traditional product shots or calls to action, but every episode centres around milk and the snacks that go best with it. Special episodes were created to run in theatres before the three biggest teen films of the year: The Hunger Games: Mockingjay, Avengers and Jurassic World. Cinema-goers at two of the films were given Carlton-shaped USBs with additional content.
TITLE: Youth Milk Snack Time
AGENCY: OMD/DDB Vancouver
STRATEGY SUPERVISOR: Alex New, OMD Vancouver
ACCOUNT SUPERVISOR: Amanda Hardy, DDB Vancouver
BRONZE
Fiat Chrysler Canada and UM
TITLE: Jeep: Life Is Calling
AGENCY: UM
MEDIA CARRIER: Bell Media
Molson Canadian and MEC/Rethink
TITLE: Molson – Anything For Hockey
MEDIA AGENCY: MEC
CREATIVE AGENCY: Rethink
