CARS AND AUTOMOTIVE SERVICES
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 weather-disaster video, for example, would see the message, “Tracking the weather, so you don’t have to,” and a shot of the XC60’s rain sensor. Teams also identified individual trending videos and created XC60 pre-roll videos that delivered topical messages in real time.
TITLE: 6 Billion Hours
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
POST-PRODUCTION: Sugino Studio, Saints Editorial, Alter Ego, Topix VFX, Apollo Music
ADDITIONAL CREDIT: Kirk Cavell, Mark-Olivier Thibault, Havas
SILVER
Mercedes-Benz Canada and OMD Vancouver/123W
TITLE: Smart Car Tri-Board
CREATIVE AGENCY: 123w
MEDIA AGENCY: OMD Vancouver
TITLE: Mercedes-Benz AMG GT
AGENCY: OMD
BRONZE
Canadian Tire and Touché! Toronto
TITLE: Winter is Coming
AGENCY: Touché! Toronto
MEDIA CARRIER: Microsoft
Fiat Chrysler Canada and UM
TITLE: Jeep: Life Is Calling
AGENCY: UM
MEDIA CARRIER: Bell Media
CHARITIES, HEALTH CARE AND SAFETY, PUBLIC AWARENESS MESSAGES
GOLD
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
Moms Demand Action for Gun Sense in America and Grey
In most states, people are free to openly carry loaded guns in public under the “Open Carry” law. Many retailers have addressed the issue by making their own rules against open carry. But Kroger, the largest grocer in the U.S., has remained silent. To raise awareness and put pressure on Kroger, this campaign contrasted what wasn’t allowed in Kroger (skateboards, outside food, going shirtless) versus what was (loaded guns). Side by side visuals were released as social posts, banner ads, and to online news media. Actual calls to Kroger stores were recorded and released to online communities for sharing. Film creative was deployed as pre-roll and posted on social networks. Customer boycott receipts (from shopping at Kroger competitors) were posted in the ‘World’s Longest Receipt’ at groceriesnotguns.com. The campaign garnered 360,000 petition signatures, 16,000 complaint calls and 213,000 new member sign-ups to Moms Demand Action for Gun Sense in America.
TITLE: Groceries Not Guns
AGENCY: Grey
CHIEF CREATIVE OFFICER: Patrick Scissons
ART DIRECTORS: Logan Gabel, Rob Trickey, Raul Garcia, Jay Melnychuk
WRITERS: Patrick Scissons, Graeme Campbell, Dave Barber, Sue Kohm
PRODUCERS: Vikki Kuzmich, Terri Vegso, Erica Metcalfe, Jay Gammy
DEVELOPMENT: Matt Kantor, Phil Moreira, Biko Franklin
ACCOUNT SERVICE: Laura Rovinescu, Darlene Remlinger
POST PRODUCTION: The Field, Spy Films, Rooster, Alter Ego, Fort York, Apollo Music, The Eggplant, Married 2 Giants, 1One, Wingman
SILVER
Ontario Women’s Directorate and Leo Burnett, Toronto/ZenithOptimedia
TITLE: #WhoWillYouHelp
CREATIVE AGENCY: Leo Burnett, Toronto
MEDIA AGENCY: ZenithOptimedia
The Foundation Fighting Blindness and Starcom Mediavest Group
TITLE: The Foundation Fighting Blindness: Experience Blindness Campaign
AGENCY: Starcom Mediavest Group
MEDIA CARRIERS: Captivate, Mode Media, Newad Media, Quebecor Media, Shaw Media, Zoom Media
Raising the Roof and Leo Burnett, Toronto/ M&K Media
TITLE: Humans for Humans
CREATIVE AGENCY: Leo Burnett, Toronto
MEDIA AGENCY: M&K Media
BRONZE
Amnesty International and Agency59
TITLE: Last Chance
AGENCY: Agency59
MEDIA CARRIERS: MSN, Outfront, Cineplex, Metroland
CONSUMER GOODS
GOLD
Procter & Gamble/Always and Leo Burnett Toronto/Chicago, Starcom Mediavest Group
Always wanted to continue the phenomenal momentum of the #LikeAGirl campaign, which was rooted in the fact that during puberty, girls lose their confidence twice as fast as boys. The Unstoppable campaign was based on the insight that at puberty, society puts girls in a box, and their roles become more rigid and limiting. In an online video, launched through YouTube, Facebook and Twitter, girls were invited to “smash” the boxes that limit them. Always also held nine simultaneous #Unstoppable conferences with a TED partnership to further encourage girls and women to participate in the movement.
TITLE: Unstoppable
AGENCY: Leo Burnett, Toronto/Chicago
MEDIA AGENCY: Starcom Mediavest Group
MEDIA CARRIER: MSLGROUP New York
CHIEF CREATIVE OFFICER/CREATIVE DIRECTOR: Judy John, Leo Burnett, Toronto
CREATIVE DIRECTOR: AJ Hassan, Leo Burnett, Chicago
GROUP CREATIVE DIRECTOR/COPYWRITER: Steve Persico, Leo Burnett, Toronto
GROUP CREATIVE DIRECTOR/ART DIRECTOR: Anthony Chelvanathan, Leo Burnett, Toronto
AGENCY PRODUCER: Adine Becker, Leo Burnett, Chicago
DIRECTOR: Lauren Greenfield, Chelsea Films
EDITOR: Kathryn Hempel, Cutters
ACCOUNT LEAD: Annette Sally, Leo Burnett, Chicago
SILVER
PepsiCo Foods Canada/Doritos and OMD
TITLE: Doritos Ketchup Hold Out
AGENCY: OMD
DURABLE GOODS
SILVER
PPG/CIL and PHD Montreal
TITLE: Beautifully Simple
AGENCY: PHD Montreal
MEDIA CARRIER: Rogers Media
Canadian Tire and Touché! Toronto
TITLE: Woods’ Call of the Wild
AGENCY: Touché! Toronto
MEDIA CARRIERS: Facebook, Instagram, Twitter, Google, The Weather Network
BRONZE
PPG/CIL and PHD Montreal
TITLE: Painter’s Partner
AGENCY: PHD Montreal
FINANCIAL PRODUCTS AND COMMERCIAL SERVICES
GOLD
Desjardins Assurances Générales and Touché! Montreal
Launched in 2014, Ajusto is a usage-based insurance program that tracks customers’ driving habits. The better they drive, the more they save on insurance. However, consumers were concerned with data safety and compared the program with “big brother.” The solution was to launch an app with a gamification dimension. The app tracked users’ driving performance and estimated their insurance rebate over a 90-day trial. Users could also invite friends to a competition to find out who was the best driver. A wide range of radio and TV integrations were developed, including friendly competitions among TV stars and radio hosts, with audiences casting their votes for the best driver.
TITLE: Ajusto App – Insurance is a Game!
MEDIA AGENCY: Touché! Montreal
CREATIVE AGECY: LG2
MEDIA CARRIER: Cogeco, V télé
BRONZE
TD Bank and Starcom Mediavest Group
TITLE: TD Bank Microbusiness Scribble Chats
AGENCY: Starcom Mediavest Group
MEDIA CARRIERS: Globe and Mail, Scribble
BMO and Maxus Canada Ltd.
TITLE: BMO and The Amazing Race Canada Season#3
AGENCY: Maxus Canada Ltd.
MEDIA CARRIER: Bell Media
RETAIL AND E-COMMERCE
GOLD
Leon’s and Taxi
On July 1, Moving Day in Quebec, the streets and sidewalks get flooded with unwanted furniture. Leon’s wanted to let Quebecers know that it sells “move worthy” furniture. Taxi created large, three-dimensional coupons to frame discarded furniture items, with messages like “this one got the cold shoulder” on an unwanted fridge, for example. Passersby could snap pictures of the displays with their smartphones and create their own redeemable coupons. The coupons could be texted, tweeted, and shared with others, so they could get discounts too.
TITLE: Leon’s Moving Day
AGENCY: Taxi
EXECUTIVE CREATIVE DIRECTORS: Jeff MacEachern, Pascal De Decker
ART DIRECTOR: Dan Cantelon
COPYWRITERS: Marc Levesque, Thibaut Delelis
EXECUTIVE PRODUCER: Cynthia Heyd
PRINT PRODUCTION MANAGER: Laura Dubcovsky
GROUP ACCOUNT DIRECTOR: Natalie Calderon
ACCOUNT DIRECTOR: Rachel McGibbon
ACCOUNT MANAGER: Rachel Riesel
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
CREATIVE AGENCY: Leo Burnett, Toronto
MEDIA AGENCY: Jungle Media
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
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
BRONZE
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
MEDIA CARRIER: TSN
IKEA Canada and Leo Burnett, Toronto/Jungle Media
TITLE: House of Kitchens
CREATIVE AGENCY: Leo Burnett, Toronto
MEDIA AGENCY: Jungle Media
Canadian Tire and Touché! Toronto
TITLE: Shovel it Forward
MEDIA AGENCY: Touché! Toronto
DIGITAL AGENCY: Tribal
MEDIA CARRIER: Facebook
TRAVEL, ENTERTAINMENT AND LEISURE
GOLD
Transat and Dentsubos
On Cyber Monday (Dec. 1), Transat organized a huge online auction for sun vacations on Twitter, marking the first time the social platform was used as an online auction tool in Canada. Transat posted the 20 trips up for auction throughout the day and users placed their bids via comments. Two days before the event, the event was promoted via email, inviting customers to follow Air Transat on Twitter and to mark the auction in their calendars. In additional, local alerts were sent to the general public. The campaign garnered more than six million impressions, the number of Air Transat Twitter followers doubled, and $35,000 was raised for SOS Children’s Villages.
TITLE: Transat – Sun Auction
AGENCY: Dentsubos
MEDIA ACCOUNT DIRECTOR: Véronik L’Heureux, Dentsubos
INTERACTIVE MEDIA PLANNER: Dalia Hamouda, Denstubos
VP MARKETING: Joseph Adamo, Transat
SENIOR DIRECTOR: Geneviève Lebrun, Transat
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
