Nissan and OMD drove off with the Best of Show honour at Marketing’s Media Innovation Awards at the Liberty Grand in Toronto Thursday night.
The award was given for the “Innovation that Excites—Altima Launch” campaign, chosen from the 20 Gold winning campaigns by a jury of 12 leading media and marketing leaders.
“There was a lot of amazing work to choose from, and some really great discussion when it came time to choose Best of Show,” said MIAs co-chair and Best Buy Canada marketing VP Angela Scardillo. “But in the end everyone agreed it had to be Nissan. This was the campaign that passed the all-important ‘I-wish-I-had done-that’ test with flying colours.”
Befitting the tagline “Innovation that Excites,” the campaign excited judges for demonstrating innovation across a number of media including print, digital, social and experiential—an unforgettable holographic video projected onto a thin fan of water to surprise and delight Canada Day fireworks celebrations. “I would have been talking about that thing forever,” said one judge.
The campaign also won two Golds, one in Experiential/Special Events/Stunts and the other in Cars and Automotive Services and a Silver in Newspaper.
Though the Media Innovation Awards are now 13 years old, the show continues to show growth and rising interest year after year.
“It goes without saying that the marketing and advertising industry has changed in remarkable ways since the MIAs launched and clients are looking for new opportunities to connect with consumers in resonant ways,” said Marketing publisher Lucy Collin. “Increasingly, innovative media executions are being relied upon to do that and we believe that’s why the MIAs have become more important with each passing year.”
Submissions were up in 2012 and the Liberty Grand was completely sold out. “I think next year we might have to look at a bigger venue,” said Collin. Click here for a gallery of Gold Winners from the awards show.
“We saw a lot of outstanding work,” said Cathy Collier, co-chair and CEO of OMD Canada. “From beautifully simple yet powerful ideas to complex, multi-media campaigns executed flawlessly across multiple platforms, there is much to inspire the industry on this year’s winners list.”
The awards book with extended credits will be available with the December issue of Marketing magazine, though the complete winners list provided below.
Best in Video
GOLD: Ford Canada and Mindshare for “Ford Focus TimePlay”
BRONZE: L’Oreal Canada and Rogers Media for “Canada’s Best Beauty Talent”
BRONZE: Rogers Communications and OMD for “2012 Q2 HTC OneX – The Studio”
Best in Audio
SILVER: McDonald’s Canada and Touché OMD for “Daily Dose of Laughs”
BRONZE: Johnson & Johnson and UM for “Sunny Days with Aveeno Sun Care”
Best in Newspaper
GOLD: Fédération des producteurs de lait du Québec and Touché! PHD for “Comforting Edition of Journal Metro”
GOLD: Subaru Canada and TeamSU Media for “Subaru: Reigniting the Passion for Sports Cars of Old!”
SILVER: Nissan Canada and OMD for “Innovation that Excites – Altima Launch”
BRONZE: Rogers Communications and OMD for “Gift Wrapped”
Best in Magazine
SILVER: Kraft Canada and Starcom MediaVest Group for “Premium Plus – Soup Loves Premium Plus”
BRONZE: Coty Canada and OMD for “Coty – Sally Hansen Magnetic”
Best Use of Out-of Home (Traditional)
GOLD: Volkswagen Canada and Red Urban for “Beetle AR”
GOLD: The Sun Products Corporation and PHD Canada for “Snuggled Outdoor”
SILVER: Royal Roads University and Cossette Media for “Curiosity”
BRONZE: Fédération des producteurs de lait du Québec and Touché! PHD for “Milk Youth Campaign”
Ambient/Place-based Media – Large Scale (Traditional)
GOLD: Volkswagen Canada and Red Urban “Jetta GLI – Art Heist”
GOLD: Kao Canada and Dare for “John Frieda – Precision Foam Colour Live Ads”
SILVER: IKEA Canada and Jungle Media & Leo Burnett Toronto for “IKEA – Moving Day”
BRONZE: Bell Canada and Media Experts for “Bell Enterprise Cloud Solutions Launch”
Ambient/Place-based Media – Small Scale (Traditional)
GOLD: BC Honda Dealers and Jungle Media for “2012 CR-V – Conveyor Belt”
SILVER: Julyna and Cossette Media for “Julyna – Try a New Look Down There”
BRONZE: Diageo Canada and Grey for “Guinness – Window Pints”
BRONZE: Monster Brawl and Zula Alpha Kilo for “Monster Brawl Campaign”
Best Use of Digital OOH and/or Digital Place-based Media
SILVER: Danone in Canada and MPG Media Contacts Canada for “Activia Dessert –10 Seconds of Glory”
Innovation in Experiential/Special Event/Stunts
GOLD: Raising the Roof and Leo Burnett Toronto for “The Street House”
GOLD: Nissan Canada Inc. and OMD for “Innovation that Excites – Altima Launch”
SILVER: J’espère que tu vas bien and Taxi for “87 Instagram Posters for J’espère que tu vas bien”
SILVER: Taxi for “Pothole Season”
BRONZE: IKEA Canada and Jungle Media & Leo Burnett Toronto for “Shiny Happy People”
Best Use of Online Advertising/Experience
GOLD: McDonald’s Canada and OMD for “Our Food. Your Questions”
SILVER: Johnson & Johnson Inc. and Lowe Roche for “o.b. Tampons – A Personal Apology (Just for You)”
BRONZE: Canadian Stage and Zulu Alpha Kilo for “Mark Rothko – Experience Red”
Best in Social Media
GOLD: Zellers and John St. for “Zellers – Festive Finale”
GOLD: Missing Children Society of Canada and Grey for “World’s Most Valuable Social Network”
SILVER: Labatt Breweries and UM for “Budweiser – The Flash Fans Phenomenon”
BRONZE: Johnson & Johnson and Lowe Roche for “o.b. Tampons – A Personal Apology (Just for You)”
Best Use of Other Digital Media (Including Mobile Devices)
GOLD: Infiniti Canada and OMD “Infiniti JX Launch”
SILVER: Volkswagen Canada and Red Urban for “Beetle AR”
BRONZE: Taxi for “Pothole Season”
BRONZE: Ford Canada and Mindshare for “Ford Focus TimePlay”
Best in Integrated/Multichannel
GOLD: Loblaw Companies Ltd. for “President’s Choice – Recipe to Riches”
SILVER: EA Sports NHL 13 Cover Vote and National Hockey League for “Cover Vote presented by BlackBerry”
BRONZE: Royal Roads University and Cossette Media for “The Traits We Admire”
Best Use of Content Integration and Sponsorship
GOLD: Mattel Canada and Aegis Media for “The Fab Life of Barbie”
SILVER: EA Sports NHL 13 Cover Vote and National Hockey League for “Cover Vote presented by BlackBerry”
BRONZE: Sanofi Consumer Health and Touché! PHD for “NeoStrata vs. High Definition”
Best Use of Branded Content
GOLD: Loblaw Companies Ltd. for “President’s Choice – Recipe to Riches”
SILVER: McDonald’s Canada and OMD for “McDonald’s All Access Moms”
BRONZE: Mountain Dew Canada (PepsiCo) and OMD for “”Mountain Dew – Do Awesome Do The Dew Much Partnership”
Media Spend Under $250,000
SILVER: McDonald’s Canada and OMD for “McLobster Love”
BRONZE: IKEA Canada and Bell Media for “IKEA & The Marilyn Denis Show Design Expert Search”
BRONZE: Royal Roads University and Cossette Media for “The Traits We Admire”
Niche Target and Multicultural
GOLD: Nestlé Canada and ZenithOptimedia for “Nestlé Purina PetCare New Pet Owner Acquisition Drive for Efficiency”
SILVER: EA Sports FIFA Street and Dare for “EA FIFA Street vs. Street”
BRONZE: Microsoft Canada and Starcom MediaVest Group for “Microsoft Canadian Developer Connection”
Best Localisation Campaign
GOLD: IKEA Canada and Jungle Media & Leo Burnett Toronto for “Ottawa Interior Beautification Plan”
SILVER: IKEA Canada and Jungle Media & Leo Burnett Toronto for “IKEA – Moving Day”
Best in Fast-Moving Consumer Goods
GOLD: Johnson & Johnson and Lowe Roche for “o.b. Tampons – A Personal Apology (Just for You)”
SILVER: Labatt Breweries and UM for “Budweiser – The Flash Fans Phenomenon”
BRONZE: Johnson & Johnson and UM for “Polysporin: A Cut Above”
Best in Cars and Automotive Services
GOLD: Nissan Canada and OMD for “Innovation that Excites – Altima Launch”
GOLD: Volkswagen Canada and Red Urban for “Beetle AR”
SILVER: Volkswagen Canada and Red Urban for “2012 Jetta GLI Launch – Art Heist”
SILVER: Subaru Canada and TeamSu Media for “BRZ Launch – Reigniting the Passion for Sports Cars of Old!”
BRONZE: Pfaff Auto Toronto and Lowe Roche for “Pfaff Porsche – Instant Direct Mail”
BRONZE: Ford Canada and Mindshare for “Ford Focus – Time Play”
Best in Commercial Services
SILVER: Toronto Port Authority and Grey for “Sail-In Cinema”
Best in Travel, Entertainment and Leisure
SILVER: Tourism Montreal and Touché! PHD for “Tourism Montreal – A Taste of Montreal”
BRONZE: VIA Rail and Touché! PHD for “VIA Rail – Online Booking”
Best in Retail and E-commerce
BRONZE: Pfaff Auto Toronto and Lowe Roche for “Pfaff Porsche – Instant Direct Mail”
BRONZE: McDonald’s Canada and OMD for “McLobster Love”
Best in Business Products and Services, Corporate Information and Self Promotion
SILVER: BCF Business Law and Touché! PHD for “BCF – Connecting Lawyers to Consumers”
Best in Charities, Health Care and Safety, Public Awareness Messages
GOLD: Société Alzheimer du Québec and Marketel for “Walk a Mile in their Shoes”
SILVER:Raising the Roof and Leo Burnett Toronto for “The Street House”
BRONZE: Julyna and Cossette Media for “Julyna – Try a New Look Down There”
Best in Consumer Engagement
GOLD: Johnson & Johnson and Lowe Roche for “o. b. Tampons – A Personal Apology (Just for You)”
SILVER: Labatt’s Columbia Brewery and Grip Limited for “Kokanee – The Movie Out Here”
BRONZE: Pfaff Auto Toronto and Lowe Roche for “Pfaff Porsche – Instant Direct Mail”
