Extreme Group and Target were neck and neck at the ICE Awards with seven golds and four silvers each, but Halifax-based Extreme Group walked away the big winner of the night when it was awarded Best Of Show for its “Volunteer Market” initiative for the Atlantic Red Cross.
TheVolunteerMarket.ca allows users to trade favours and services for donations to the non-profit aid organization. For example, one of the offers currently on the site reads: “I will donate $25 to the Red Cross if someone volunteers to bake the R&D team a batch of chocolate chip cookies and bring them to the lab at Dal…”
The campaign also won silver in Public Service Print, Out-of-Home Campaign, gold in Public Service, Online Initiative – Single/Campaign, and gold in Public Service – Integrated.
Extreme Group also won two golds for its “Holiday Shopping” campaign for Champlain Place.
Target’s medal collection at the awards, held in Halifax on Oct. 21, included three golds and one silver for its radio spots for Maple Leaf Foods. (“The Hunt” and “Prenatal” won gold in Radio – Single, “Official Food of Good Times” won gold in Radio – Campaign, and “Wedding” won silver in Radio – Single.) The campaign also earned Maple Leaf Foods the “Fearless Client” award.
In the TV – single category, Target won gold for its “Half Hour” spot for Newfoundland & Labrador Tourism. Its work for the tourism organization also earned the St. John’s agency four silver wards.
Other ICE winners were Revolve, which won gold in the Logo/Identity category for Honey Nuts Portable Toilets, and silver in the Point of Sale – Campaign for the Brain Candy Toys Store. Trampoline won gold in the Broadcast, Public Service – Single category for its “Get the Goat” campaign for Injury Free Nova Scotia, and gold in the Online Initiative – Single category for its “Fall Haul” campaign for the Halifax Shopping Centre.
Cossette took home two silvers – one in the Non-Traditional – Single category for its “Measure of Your Manhood” campaign for Oasis Pub & Eatery and one in the Self-Promotional – Single category for its own “Christmas Drive Invitation.” Upstream won Gold in the Out of Home – Single category for its “Mini Have” campaign for Mini St. John’s.
This year’s Ice Awards co-chairs were Shawn King, partner and chief creative officer at Extreme Group; and film director Jason Eisener.