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MIAS 2015: Best Use of Media

Video, Radio, Out-Of-Home and more

VIDEO

GOLD

Volvo and Grey/Havas
Volvo set an ambitious goal to showcase all the features the new XC60 had to offer. Instead of producing one pre-roll ad, the idea was to hyperlink each of the vehicle’s features to “6 billion hours” – the total amount of YouTube content that is viewed in a month. Different pre-roll ads tied specific features of the XC60 to popular YouTube content categories, including food and drink, sports, news and celebrity. Someone watching a video of a professional twerker, for example, would see the message, “Quit shaking the junk in your trunk” and a shot of the grocery bag holder in the XC60’s trunk. Teams also identified individual trending videos and created XC60 pre-roll videos that delivered topical messages in real time.

TITLE: 6 Billion Hours
CREATIVE AGENCY: Grey
MEDIA AGENCY: Havas
CHIEF CREATIVE OFFICER: Patrick Scissons, Grey
CREATIVE DIRECTORS: James Ansley, Patrick Scissons, Grey
ART DIRECTOR: Rob Trickey, Grey
WRITER: Dave Barber, Grey
PRODUCER: Erica Metcalfe, Grey
ACCOUNT SERVICE: Mariam Saab, Paul Curtin, Grey
POST-PRODUCTION: Sugino Studio, Saints Editorial, Alter Ego, Topix VFX, Apollo Music
ADDITIONAL CREDIT: Kirk Cavell, Mark-Olivier Thibault, Havas

SILVER

ParticipACTION and Zulu Alpha Kilo



TITLE: Make Room for Play
AGENCY: Zulu Alpha Kilo

BRONZE

Raising the Roof and Leo Burnett, Toronto/ M&K Media



TITLE: Humans for Humans
CREATIVE AGENCY: Leo Burnett, Toronto
MEDIA AGENCY: M&K Media

Milk West and OMD/DDB Vancouver



TITLE: Youth Milk Snack Time
AGENCY: OMD/DDB Vancouver

Pepsico Foods Canada and BBDO



TITLE: Lays Do Us A Flavour! Tastes of Canada Phase 1
AGENCY: BBDO

RADIO

GOLD

Bell Canada and Media Experts
To introduce Fibe TV’s Restart, which lets audiences watch a show already in progress from the beginning, Bell Media wanted to target competitors’ subscribers and demonstrate Restart’s functionality. The idea was to engage consumers by disrupting them when they were engrossed in their favourite newsworthy content. Three competing radio broadcast groups participated in a stunt: after giving the live on-air traffic report, hosts restarted the report the beginning, with a “courtesy of Bell Fibe’s newest feature, Restart” message. When the radio initiative was in market, subscriptions increased by 11%.



TITLE: Bell Fibe Restarting Radio
AGENCY: Media Experts
DIRECTOR, MEDIASYSTEMS DESIGN: Lloyd Lottner, Media Experts
SENIOR MEDIASYSTEMS DESIGNER: Lindsay Garfinkle, Media Experts
SUPERVISOR, RADIO SYSTEMS: Caroline Gallo, Media Experts
DIRECTOR, RADIO SYSTEMS: Mary Federici, Media Experts

SILVER

Walmart and Mindshare



TITLE: Walmart How To Spring
AGENCY: Mindshare

BRONZE

John St. Montreal and Espace M



TITLE: One Second Every Day
AGENCY: John St. Montreal
MEDIA CARRIER: Bell Media

PRINT AND CONTENT PUBLISHING

SILVER

PPG/CIL and PHD Montreal



TITLE: Beautifully Simple
AGENCY: PHD Montreal
MEDIA CARRIER: Rogers Media

Loblaw Companies Ltd./President’s Choice and John St./Sapient



TITLE: President’s Choice
AGENCY: John St./Sapient
MEDIA CARRIER: Rogers Media

BRONZE

Reitmans (Canada) Ltd./Penningtons and OMD Montreal



TITLE: Penningtons – Dare
AGENCY: OMD Montreal

Kimberly Clark and Mindshare



TITLE: Viva Stretch It To Get It!
AGENCY: Mindshare

PPG/CIL and PHD Montreal



TITLE: Painter’s Partner
AGENCY: PHD Montreal

OUT-OF-HOME/AMBIENT/PLACE-BASED MEDIA – BUDGET OVER $100,000

GOLD

Ritz_Award_Image
Mondelez Canada and Starcom Mediavest Group
While household penetration of Ritz is high, sales were stagnant. To become relevant again, the brand launched a new portable, stackable format, and focused on on-the-go moments where Ritz naturally fits. The “Ritz Fits” campaign set out to intercept mom when she is on the go and add real-time value to her day-to-day travels. A partnership with the TTC and Astral Media allowed Mondelez to push the limits of technology on Astral’s newly launched digital TSA network and existing digital superboards. The primary visual mechanism for the campaign was a stack of Ritz crackers. As time inched closer to the arrival of the next streetcar or as someone travelled from point A to point B, the stack would slowly disappear. The posters were not only ads but they were live notification boards with real-time transit and traffic updates.

TITLE: Ritz Fits
AGENCY: Starcom Mediavest Group
MEDIA CARRIER: Astral Out of Home
STRATEGY MANAGER: Jordan Lauper, Starcom Mediavest Group
GROUP STRATEGY DIRECTOR: Jennifer Thompson, Starcom Mediavest Group
EVP MANAGING DIRECTOR: Christine Saunders, Starcom Mediavest Group
SENIOR BRAND MANAGER: Amy Rozinsky, Mondelez Canada
GROUP ACCOUNT DIRECTOR: Anabella Mandel, FCB
ACCOUNT SUPERVISOR: Lora Landriault, FCB
NATIONAL ACCOUNT MANAGER: Penny Locke, Astral Out of Home
VP SALES: Jordana Fatsis, Astral Out of Home

SILVER

Sport Chek and Touché! Montreal



TITLE: #MyNorth: The Basketball Story of my Neighbourhood
MEDIA AGENCY: Touché! Montreal
CREATIVE AGENCY: Sid Lee
PR/SOCIAL MEDIA AGENCY: North Strategic

BRONZE

Yellow Pages and Leo Burnett, Toronto/Starcom Mediavest Group



TITLE: Highlight More Hoods
CREATIVE AGENCY: Leo Burnett, Toronto
MEDIA AGENCY: Starcom Mediavest Group

IKEA and Leo Burnett, Toronto/Jungle Media



TITLE: The Most Helpful Book in the World
CREATIVE AGENCY: Leo Burnett, Toronto
MEDIA AGENCY: Jungle Media

Revlon Canada and Maxus Canada Ltd.



TITLE: Revlon Love Is On – Cinema Integration
AGENCY: Maxus Canada Ltd.
MEDIA CARRIER: Cineplex Media

OUT-OF-HOME/AMBIENT/PLACE-BASED MEDIA – BUDGET UNDER $100,000

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

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

[10617]
Bell Media/TSN and Leo Burnett, Toronto



TITLE: Kings and Queens of the Court
AGENCY: Leo Burnett, Toronto

Moms Demand Action for Gun Sense in America and Grey



TITLE: Big Question
AGENCY: Grey

INTEGRATED/MULTICHANNEL CAMPAIGN – OVER $250,000

GOLD

Kellogg’s Canada and Starcom Mediavest Group
To keep Rice Krispies Squares top of mind during the holiday baking season, Kellogg’s created Treats for Toys, which asked parents and kids to make a toy-themed Rice Krispies Treat, and share a photo via social media using #treatsfortoys. For each tweet, a real toy would be donated to the Salvation Army Toy Mountain holiday charity. Print, video, and social media were used to ensure that Canadian moms were aware of, and engaged with, the simple proposition: “Make a treat. Make a difference.” Seven videos, served sequentially, set up the program’s premise and provided fresh inspiration. Dynamic ad units were also deployed, marrying the videos with hyper-relevant baking content from top publishers in a single ad unit and scaled programmatically. An eight-page holiday recipe booklet was distributed through Today’s Parent and at shelf in grocery displays. Social influencers engaged moms via their blogs and a Twitter party. The results? Rice Krispies sales were up 3% in November and 9% in December.



TITLE: Rice Krispies Treats for Toys
AGENCY: Starcom Mediavest Group
VP GROUP MEDIA DIRECTOR: Patricia McGregor, Starcom Mediavest Group
ASSOCIATE STRATEGY DIRECTOR: Jennifer Rahim, Starcom Mediavest Group
DIGITAL STRATEGY SUPERVISOR: Beatrice Gualtieri, Starcom Mediavest Group
SENIOR DIRECTOR, MARKETING, RTEC & BEVERAGES: Natasha Millar, Kellogg’s Canada
MARKETING MANAGER: Chet Dhole, Kellogg’s Canada
VP ACCOUNT DIRECTOR: David Moss, Leo Burnett, Toronto
ACCOUNT DIRECTOR: Alison Macklin, Leo Burnett, Toronto
CREATIVE DIRECTOR: Sean Ohlenkamp, Leo Burnett, Toronto

GOLD

Branded_content
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

Desjardins General Insurance and Touché! Montreal



TITLE: Ajusto App – Insurance is a Game!
MEDIA AGENCY: Touché! Montreal
CREATIVE AGENCY: LG2
MEDIA CARRIERS: Cogeco, V télé

BRONZE

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

INTEGRATED/MULTICHANNEL CAMPAIGN – UNDER $250,000

SILVER

Belairdirect and PHD Montreal
belair_holiday_forgiveness_Integrated
TITLE: Holiday Forgiveness
AGENCY: PHD Monteal
MEDIA CARRIER: Bell Media

BRONZE

Hudson’s Bay Company



TITLE: ELLE Canada & Hudson’s Bay “Shop Your Mood”
MEDIA CARRIER: Quebecor Media

EXPERIENTIAL/SPECIAL EVENT/STUNTS – BUDGET OVER $100,000

SILVER

Starbucks Canada and Media Profile/Mediacom/BBDO



TITLE: Starbucks Canada Sparkle Shop
AGENCIES: Media Profile, Mediacom, BBDO

BRONZE

IKEA and Leo Burnett, Toronto/Jungle Media



TITLE: House of Kitchens
CREATIVE AGENCY: Leo Burnett, Toronto
MEDIA AGENCY: Jungle Media

The Coca-Cola Company Canada and UM



TITLE: Diet Coke: Back in a Sip
AGENCY: UM

EXPERIENTIAL/SPECIAL EVENT/STUNTS – BUDGET UNDER $100,000

GOLD

Bell Media – Canal Vie and Dentsubos
To promote Canal Vie’s “J’ai raté mes rénos” show (“I screwed up my renos”), the station used a famous Montreal real estate fiasco, the Université du Québec à Montréal’s failed Îlot Voyageur project, to generate digital word of mouth while making a humorous reference to the theme of the TV show: renovations. The real-estate project, launched in 2005, was meant to be a university campus, student residence and commercial hub, but failed, and the site was sold. In January 2015, Canal Vie placed a giant sign in front of the still-unfinished building that read “J’ai raté mes rénos!” with the show’s airdate. The guerilla-like operation lasted a few hours and was photographed and filmed. The video was then posted on Facebook and YouTube and shared by a wide numbers of social media users, and the story was picked up by mass media in Quebec.



TITLE: Canal Vie – “I Screwed Up My Renos”
AGENCY: Dentsubos
MARKETING AND COMMUNICATIONS DIRECTOR: Marie-Ève Fortier, Bell Media
PROJECT MANAGER: Claudia Therrien, Bell Media
MEDIA PLANNER: Sebastien Labelle, Dentsubos
PROJECT MANAGER: Marie-Ève Rheault, Dentsubos
ART DIRECTOR: Xavier Blais, Dentsubos

[10747]
The Canadian Centre for Gender and Sexual Diversity and Saatchi & Saatchi Canada
CCGSD wanted people to stop using the word “gay” to negatively describe things and think about how damaging that language can be. The organization needed to create awareness of the problem and get people to use “gay” the right way. The big idea? Create the world’s first and only object that is okay to call gay – the Gay Sweater, which was made entirely from the donated hair of more 100 LGBT people. The campaign, which included a video, launched during Toronto Fashion Week, and #thegaysweater trended on Twitter immediately. Campaign elements were housed on a microsite, which also included downloadable education packages for teachers. The project received media coverage worldwide, generating $1.1 million in earned media, as well as 16 million impressions on Twitter and six million impressions on Facebook.



TITLE: The Gay Sweater – Awareness Campaign for the Canadian Centre for Gender and Sexual Diversity
AGENCY: Saatchi & Saatchi Canada
EXECUTIVE CREATIVE DIRECTOR: Brian Sheppard, Saatchi & Saatchi
GROUP CREATIVE DIRECTOR/ART DIRECTOR: Joel Arbez
GROUP CREATIVE DIRECTOR/WRITER: Matt Antonello, Saatchi & Saatchi
ART DIRECTOR: Rachel Kennedy, Saatchi & Saatchi
WRITER: Shauna Roe, Saatchi & Saatchi
PR AGENCY (CANADA): Republic
PR AGENCY (USA AND UK): Golin
DIGITAL DEVELOPMENT: TPM Communications

EXPERIENTIAL/SPECIAL EVENTS/STUNTS – BUDGET UNDER $100,000

SILVER

Bell Media/TSN and Leo Burnett, Toronto



TITLE: Kings and Queens of the Court
AGENCY: Leo Burnett, Toronto

BRONZE

Bell Media – Canal Vie and Dentsubos



TITLE: Canal Vie – Des rénos qui rapportent gros
AGENCY: Dentsubos

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