WEBSITES AND MICROSITES
SILVER
Raising the Roof and Leo Burnett, Toronto/M&K Media
TITLE: Humans for Humans
CREATIVE AGENCY: Leo Burnett, Toronto
MEDIA AGENCY: M&K Media
Koodo and Cossette Media/Camp Jefferson
TITLE: The Happy Hub
MEDIA AGENCY: Cossette Media
CREATIVE AGENCY: Camp Jefferson
DISPLAY
GOLD
Canadian Tire and Touché! Toronto
Every year, Canadian drivers wait until the first snowfall to change their summer tires to winter tires. Their on-the-road experience is so disastrous, they all rush to stores to get their tires changed. Business is lost, as Canadian Tire can’t meet all of the surplus demand. Canadian Tire wanted to get consumers to buy their winter tires earlier, communicating: “when it’s cold enough to see your breath, it’s time to install winter tires.” The company partnered with media sites like Skype, where the use of the microphone is native to the experience, whether online or on mobile. When consumers breathed on the ad, the microphone picked up the action and frosted the screen, mimicking the frost on a cold window. A new message telling people to make the switch was then revealed to consumers—just like on the cold windows of their vehicles.
TITLE: Winter is Coming
AGENCY: Touché! Toronto
MEDIA CARRIER: Microsoft
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
SOCIAL MEDIA
GOLD
Canadian Tire and Touché! Toronto
Canadian Tire wanted to spread a little warmth during the cold winter months by surprising 200 unsuspecting Canadians with a freshly cleared driveway to start their day. They left behind the Canadian Tire #shovelitforward shovel, which contained the message: “A neighbour used me to clear your snow! Do the same for someone else and leave me with them. See my story and share yours at shovelitforward.ca.” As the movement grew from shovelled driveway to driveway, the campaign grew exponentially on social media platforms. Millions of video and image impressions on Facebook showed Canadians using the #shovelitforward shovel and the resulting cleared driveways.
TITLE: Shovel it Forward
MEDIA AGENCY: Touché! Toronto
DIGITAL AGENCY: Tribal
MEDIA CARRIER: Facebook
SILVER
Nestlé Canada and OneMethod (A Division of Bensimon Byrne)
TITLE: The Smarties Shout Out
AGENCY: OneMethod (A Division of Bensimon Byrne)
Transat and Dentsubos
TITLE: Transat – Sun Auction
AGENCY: Dentsubos
BRONZE
Moms Demand Action for Gun Sense in America and Grey
TITLE: Groceries Not Guns
AGENCY: Grey
National Hockey League and Camp Jefferson
TITLE: NHL: My Playoffs Moment
AGENCY: Camp Jefferson
Pepsico Foods Canada and BBDO
TITLE: Lays Do Us A Flavour! Tastes of Canada Phase 1
AGENCY: BBDO
MOBILE
GOLD
PepsiCo Foods Canada/Doritos and OMD
Doritos was bringing back its Ketchup chips for a limited time and wanted to capture the attention of millennials. Since it’s next to impossible to peel millennials away from their phones, Doritos challenged them to prove their love for Doritos Ketchup with a game that required them to give up the use of their phone. Social posts directed Android and iPhone users to doritosketchup.ca to compete for the world’s last bag of Doritos Ketchup. They only needed to do one thing: put their finger on the screen to hold on to that last bag as long as they could. The campaign included sponsored videos and posts, as well as Buzzfeed content. The brand also directly tweeted to consumers who had expressed their love of Doritos Ketchup in 2014, engaging a group who couldn’t wait to see it on shelves again. More than 60,000 games were played, and sales of Doritos Ketchip chips increased 350% compared to the product’s limited-time run in 2014.
TITLE: Doritos Ketchup Hold Out
AGENCY: OMD
DIRECTOR OF MARKETING: Susan Irving, PepsiCo Foods
MARKETING MANAGERS: Matthew Webster, Adam Day, PepsiCo Foods
ASSOCIATE MARKETING MANAGER: Telly Carayannakis, PepsiCo Foods
SENIOR STRATEGIST: Jennifer Weston, OMD
ASSISTANT DIGITAL STRATEGIST: Taylor Rohaly, OMD
ASSOCIATE CREATIVE DIRECTOR: Derek Blais, BBDO Toronto
ACCOUNT SUPERVISOR: Jaya Rizzi, BBDO Toronto
SILVER
Telus and Cossette Media, The & Partnership
TITLE: Telus Health
MEDIA AGENCY: Cossette Media
CREATIVE AGENCY: The & Partnership
BRONZE
Walmart and Mindshare
TITLE: Walmart Summer Waze
AGENCY: Mindshare
DIGITAL
GOLD
Réno-Dépôt and Carat
Home-improvement retailer Réno-Dépôt needed a disruptive idea to generate impact and increase awareness about its wide selection of paint colours. The solution? Take to the skies. With help from custom sensors, high-traffic digital billboards could detect the colour of the sky and match it to a shade of Sico paint. The ad featured the text “The sky is currently” with the changing swatches and paint names displayed beside it in real time. The technology was able to identify 53 different shades over the duration of the campaign, lifting the sales up to 165% versus the same period in 2013.
TITLE: The Sky
AGENCY: Carat
MEDIA CARRIER: Astral Affichage
MEDIA DIRECTOR: Martin Lechasseur, Carat
VP GROUP DIRECTOR: Dominique Verdon, Carat
MARKETING STRATEGY AND BRAND LEADER: Jonathan Fisette, Réno-Dépôt
CREATIVE DIRECTOR: Alex Bernier, Sid Lee
ADVERTISING ACCOUNT MANAGER: Carolyne Novak, Astral Affichage
Destination British Columbia and Camp Pacific
Destination British Columbia wanted to inspire travel writers globally to write about the province, but it didn’t have the means to send them on trips. So, instead of bringing travel writers to B.C., Destination British Columbia brought B.C. to them. An immersive, 360-degree virtual experience called The Wild Within enabled travel writers explore the Great Bear Rainforest and get a glimpse of how spectacular B.C. really is. To ensure no two experiences were the same, an interactive element allowed users to choose between different paths when exploring. The initiative resulted in more than 100 editorial features worldwide and 46 million impressions online.
TITLE: DBC Wild Within VR Experience
AGENCY: Camp Pacific
PRESIDENT, CHIEF CREATIVE OFFICER: Richard Hadden, Camp Pacific
COPYWRITER: David Giovando, Camp Pacific
ART DIRECTOR: Todd Takahashi, Camp Pacific
GROUP ACCOUNT DIRECTOR: Natalie Wu, Camp Pacific
PRODUCTION DIRECTOR: Claire Khan, Camp Pacific
STRATEGIC PLANNING: Steve Graves, Camp Pacific
PRODUCERS: Joe Lafleur, Adam Dolman, Camp Pacific
PRODUCER/MANAGING PARTNER: Michelle Craig, Camp Pacific
EXECUTIVE PRODUCER: Tom Murray, Camp Pacific
DIRECTOR: Gevorg Karensky
VR CAMERA SPECIALIST: David Crone
PRODUCTION MANAGER: Trevor Baines
PRODUCTION COMPANY: Unit 9
PR: Citizen Relations
PRODUCTION SERVICE COMPANY: Circle Productions
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
Canadian Tire and Touché! Toronto
TITLE: Winter is Coming
AGENCY: Touché! Toronto
MEDIA CARRIER: Microsoft
