Target‘s multimedia campaign for Newfoundland and Labrador Tourism dominated the Ice Awards in Halifax on Friday, counting Best of Show among its slew of honours.
The St. John’s agency’s integrated tourism campaign was selected unanimously as Best of Show by a jury panel headed by Zulu Alpha Kilo‘s Zak Mroueh.
“Everyone loved the power of the storytelling,” said Mroueh. “The visuals were striking, the writing was really well-crafted and it actually made you want to go to Newfoundland.
“It’s kind of a classic approach to tourism advertising, but it’s just done so well.”
Mroueh said the campaign was so compelling that many Ice Awards judges decided to join the panel when they found out that judging would be held in Newfoundland. “It was almost part of the reason they wanted to judge.”
The campaign also earned Target gold awards in the Print Campaign, Television Single and Integrated Campaign categories, as well as silvers in Print Single, Print Campaign and Media Plan.
In addition, the agency’s tourism work won craft awards for photography, cinematography, sound design, editing and art direction.
Target also won silver in the Non-traditional Single category for its photo booth execution on behalf of Brock University.
Other multiple winners on the night included Trampoline, with gold awards in the Logo/Identity and Direct Mail categories; Dory Advertising, which swept the Radio Single and Campaign fields; and Cossette East, which earned Print Single and Out-of-home Single golds for its McDonald‘s McLobster sandwich creative and a Media Plan gold for a Workers Compensation Board of Nova Scotia campaign.
The same WCB Nova Scotia initiative earned Extreme Group a gold in the Broadcast/Public Service, as well as the craft writing award.
WCB Nova Scotia also took home the Fearless Client Award.