The 100TH Marketing Awards Annual - 2022 by Brunico Communications

AUDIENCE MatterS, Too Just by looking at an ad, you’re fueling the open internet. You’re supporting content creators, journalists, brands, publishers, and the open exchange of information and ideas.

LEARN MORE

CONTENTS

how to reach us

Strategy, 366 Adelaide Street West, Suite 100, Toronto, Ontario, Canada M5V 1R9 Tel: (416) 408-2300 or 1-888-BRUNICO (1-888-278-6426) Fax: (416) 408-0870 www.strategyonline.ca

customer care To order a subscription, visit strategyonline.ca/subscribe. To make a change to an existing subscription, please contact us by email: strategycustomercare@brunico.com. Tel: (416) 408-2448 Fax: (416) 408-0249. PO BOX 369 Beeton ON L0G 1A0.

subscription rates STRATEGY is published quarterly by Brunico Communications Ltd. In Canada: One year CA$80.00 Two years CA $144.00 (HST included. Registration #856051396 RT) Single copy price in Canada is CA$6.95. Please allow four weeks for new subscriptions and address changes.

copyright and trademark STRATEGY and the tagline “Bold vision brand new ideas” are trademarks of Brunico Communications Ltd. All rights reserved. Nothing may be reproduced from STRATEGY in whole or in part without written permission. Reprint requests should be sent to rgoldstein@brunico.com. © 2022 Brunico Communications Ltd.

postmaster notification Canadian Postmaster, send undeliverables and address changes to: Strategy, PO BOX 369, Beeton ON L0G 1A0 strategycustomercare@brunico.com U.S. Postmaster, send undeliverables and address changes to: Strategy PO BOX 1103 Niagara Falls NY 14304 Printed in Canada. Canada Post Agreement No. 40050265. ISSN: 1187-4309. Member of

4 8 11 12 13 16 25 28 33 36 40 41 43 44 46 58 60 61 76 78 79 90 92 93 107

Hall of Fame The Advertising Jury Advertising Best of Show Advertising Special Jury Prize Branded Content Digital Direct Film Integrated Campaign Out-of-Home PR Radio Self-Promotion Public Service Advertising Jury Public Service Advertising Special Jury Prize The Multicultural Jury Multicultural Best of Show Multicultural Special Jury Prize The Design Jury Design Best of Show Design Special Jury Prize The Craft Jury Craft Best of Show Craft Special Jury Prize Medal Count

ON THE COVER: At 100 years old, the Marketing Awards has never looked better. For its exciting centennial, the program introduced a suite of (new and returning) jury chairs, a glitzy 100th anniversary campaign by agency Zulu Alpha Kilo and a first-ever jury panel for the Public Service Advertising track. In addition, the show also debuted its first lifetime achievement award, dubbed the “Hall of Marketing Gold” – the inaugural inductees for 2022 are Jerry Goodis, Janet Kestin and Nancy Vonk. Oh, and the show finally returned to a live, in-person gala for the first time since coronavirus hit the fan. Yes, this was a big year for the Marketing Awards. And it won’t be the last. Cheers to another 100 years of showcasing the best of Canadian creativity across disciplines, from coast to coast.

HALL OF MARKETING GOLD

WHAT BETTER TIME TO INAUGURATE AN ARCHIVE OF AD LEGENDS than during the Marketing Awards’ big birthday bash? As the 100-year-old program looked back

on its time in Canadian advertising, it also recognized the creative powerhouses and agency builders revered by their peers for galvanizing the industry forward. The “Hall of Marketing Gold” program was born this year with the aim to recognize the mega

mentors who broke ceilings, gave back, nurtured talent, inspired a culture of creativity and elevated Canada on the world stage.

All of these qualities and contributions were easily found in ad giant Jerry Goodis,

and creative mentors Janet Kestin and Nancy Vonk – which is why they were selected by the Advisory Board (below) to be this year’s inaugural inductees.

Advertiser, entrepreneur and author Goodis, who was born in Toronto in 1929 and

died in British Columbia in 2002, was chosen for many reasons, such as how his

campaigns became part of Canadian popular culture. As one of the country’s original creative pioneers, Goodis spawned many of Canada’s iconic agencies, with the charismatic and mercurial legend described as “Canada’s foremost marketer.”

While Kestin and Vonk are famous for their creative direction on campaigns for

Dove, Shreddies and Timex, they were also selected by the board for their thought

leadership and contributions to championing diversity and inclusion in a notoriously male-dominated industry. Described as “trailblazers,” the duo gave back not only through creatively brilliant campaigns, including Dove’s “Evolution,” but also in

mentorship books and their highly successful Swim leadership training business.

All three inductees were recognized at the 100th Marketing Awards gala in Toronto,

with the lifetime achievement awards presented alongside this year’s Gold winners.

ADVISORY BOARD

Gavin Barrett Nancy Crimi-Lamanna Luc Du Sault Judy John Carlos Moreno Zak Mroueh Jo Munro Steve Mykolyn Frank Palmer Jenny Smith Christina Yu 4

JERRY GOODIS

erry Goodis was a folk singer-turnedadvertising maverick, an outspoken

businessman with an eye for creative talent and a scrappy salesman with a

sharp marketing instinct – remembered as much for his colourful personality as

his work through his agency Goodis, Goldberg, Soren.

“He could be prickly, overly candid and outrageous,” says

Doug Linton, the former chair of Ambrose, Carr, Linton,

Carroll, who also previously served as CD and president at

Goodis’ firm. “He shook up the business and pissed people off. He loved it. He was the enfant terrible.”

Goodis’ career in advertising was prefaced by the mark

he first made in the music business. He was one of four

founding members of the Canadian folk group The Travellers, formed in 1952, who were best known for their Canadian

interpretation of Woodie Guthrie’s “This Land Is Your Land.” Years later, he, the band’s musical director Sam Goldberg and Goodis’ half-brother Albert Soren made the jump to advertising.

Goodis was an outlier from the beginning. His agency

opened up in an industrial area, rather than downtown. He was a Jewish man whose personality and mode of operation was

the antithesis of the establishment. And he was charismatic in an industry that wasn’t always known for being so.

“If he was pitching to a bank, he would want to show

prosperity; if he was pitching to a nascent company, he would show his lean and hungry side,” says Alan Gee, director of

would be. If he was wearing bold things, he was exuberant. If he was wearing a gray suit, you didn’t go in and speak to him.”

Despite a fluctuating temperament, Goodis had a gift for

business and brand development at Gee Beauty, who first worked

attracting and cultivating talent. Many who worked for Goodis

people who understood the cut and thrust of growing a business

directors. “He inspired people, he was a great salesman, he

for Goodis as a freelance and then full-time AD. “That’s a skill of and how to relate to your audience.”

While a campaign for Hush Puppies helped put the agency

on the map, Goodis, Goldberg, Soren would go on to produce memorable and long-running slogans.

There was “At Speedy, You’re Somebody,” which focused on

the treatment of customers, addressing the poor service that

went on to start their own agencies, like Gee, or become creative believed in good work and he believed consumers were smarter than most,” says Linton. “He championed work with artistry

and wit that created a dialogue with you. He brought together a multiplicity of people who grew under him.”

Before his passing in 2002 at age 73, Goodis penned three

books: 1972 saw the launch of Have I Ever Lied to You Before?,

people would receive from competitors when they brought their

the same title used for a 1976 doc about Goodis, produced by

Thing” targeted adults with its pick-your-own-toppings option, a

and his autobiography Battles of a Marketing Warrior were both

car in for repairs. “Harvey’s Makes Your Hamburger a Beautiful

personalization no other burger chain was offering at the time. The agency also produced WonderBra’s “We Care About the Shape You’re In” and Swiss Chalet’s “Never So Good for So Little.”

The work environment under Goodis was both convivial and

challenging. “He was very mercurial; he was hot or cold; he

loved or hated you,” recalls Gee. “It was a running joke around

the place: What he wore would telegraph what his temperament

the National Film Board. GOOD!S: Shaking the Advertising Tree published in 1991.

Throughout his own career in advertising, Gee recalls how

firms were more focused on retaining clients and the bottom line than on the internal workings. But not Goodis.

Adds Gee, “To a lot of creatives who knew him over the years,

Goodis was that charismatic guy who loved creative work, and celebrated the creative process and the people who did it.”

NANCY VONK AND JANET KESTIN

s former co-CCOs at Ogilvy & Mather

Vonk to jump into the field. Kestin was almost broke in Montreal

Janet Kestin and Nancy Vonk produced and

she could do better, called every ad agency in the Yellow Pages

Toronto, award-winning powerhouse duo

oversaw iconic, culture-shifting campaigns, the most famous of which includes Dove’s “Litmus Test.” They later co-wrote books

when, after observing ads above the subway seats and thinking alphabetically, until Young & Rubicam – at the end of the phone directory – agreed to give her a shot.

Later, Kestin spent a number of years out of the industry,

guiding the career growth of others. And as co-founders of

having been fired twice by agencies in the earlier part of her

veterans went full-tilt on their passion for training and coaching

magazine, spent time as a mother, tried to figure things out.

the Swim leadership lab, established in 2012, the advertising

creative leaders as a way to drive change in workplace culture. All

of this has served their truest passion: Ensuring women succeed. “They’ve been champions for diversity and inclusion, and they

have been spectacular mentors for women (and men) all over the world,” says Jenny Smith, president, CD at Ray Creative Agency and member of the Hall of Marketing Gold Advisory Board.

Each arrived in advertising via a different route. Vonk chose her

path after hearing Advertising Design program head Ray Nichols at the University of Delaware present to undeclared art majors like herself. In his talk, Nichols used the adage, “Advertising is the most fun you can have with your clothes on,” convincing 6

career. Over two hiatuses, she sang in a bar band, wrote for a She wasn’t planning to return to advertising. But then Ogilvy &

Mather asked her to work with Vonk, on a freelance basis, in 1989. The two spent the May long weekend coming up with ideas for

feminine hygiene brand Kotex, and a friendship that would lead to a thriving professional partnership was born.

It was their work on the Dove “Litmus Test” in 1991 and 1992

that solidified them as a risk-taking creative force. Using science to demonstrate that Dove was gentler on skin than other soap,

the campaign was unique in that it appealed to women’s intellect, providing a new way to talk to a female audience. It went on to

garner global accolades, from Cannes Lions to the One Show.

More than a decade later, the CCOs again defied advertising

norms with Dove’s “Campaign for Real Beauty,” born in partnership with four Ogilvy & Mather offices. Their teams redefined beauty,

calling out the ideals of feminine beauty perpetuated by the media and beauty industries. The Toronto office’s work included the double Cannes Grand Prix-winning “Evolution” film.

But for all their pride in their roles in the “Real Beauty”

campaign’s success, Vonk gives credit where due: While they

were among the creative leaders, “one of the most famous Dove

ads ever made was actually created by – gasp – a male team! (Tim Piper and Mike Kirkland).”

workshops, as well as written books. Pick Me (2005) stemmed

from their advice column, Ask Jancy, on a now-defunct website,

and continues to be a resource in schools. Darling, You Can’t Do

Both (2014) was born when a HarperCollins editor approached

them after a talk they gave at a Women of Influence event, and is a guide to ignoring, bending and breaking the unspoken rules of business that trip women up.

Over the years, the pair has been recognized with everything

from global awards to being included among the 100 Most Influential Women in Advertising Age. Recently, they were

Two other award-winning campaigns are

points of career pride. To promote Timex’s Indiglo Night-Light feature in ‘97, the duo created TV ads that featured a blue dot moving against a black

background, suggesting an athlete was wearing

the illuminated watch while diving or rowing. At the end, a super explained Timex Indiglo supported

the Olympic athletes, with print ads using simple line illustrations to convey the same message.

Their famous Diamond Shreddies campaign, the

brainchild of Hunter Somerville, a summer intern, cheekily promoted a supposedly “new” kind of

Shreddies, by simply rotating the square cereal to become a diamond.

While at Ogilvy, Kestin and Vonk mentored

young talent and provided them with opportunities. “If I want to be really glib about it, it was because

we were mothers,” says Kestin. “We always felt we should bring younger people in, and I loved that part of the job as much or more than the actual doing. I really loved raising of other people, the helping, the growing.”

When the two were ready for their next career

steps, they landed on the idea of starting a

leadership lab that would help creative leaders make a real impact in their workplaces and the

industry. Ogilvy offered to house Swim as part of its offerings, but the pair opted to go out on their own,

Clockwise, from top left: Some of the most highly celebrated campaigns in Canada’s advertising history came out of Kestin and Vonk’s creative leadership, specifically those developed for Timex, Shreddies and Dove. Bottom left: One of the three seminal books the duo co-wrote after retiring from “doing” the work to start their own leadership management consultancy, called Swim.

with the agency as their first client.

“Having been that person who had to make the

transition from being a maker to helping others be

their best is a hard shift because we work in a business that says

recognized as recipients for the 2021 Les Usherwood Award.

there’s so much unlearning that goes into creative leadership.”

for women for the Grey Group, is another contribution that aligns

with empathy, puts their employees first, brings humanity into the

way back to Dove, if you look at the through-line of our careers,

you’re rewarded for what you personally make,” says Kestin. “So “Leading is hard,” adds Vonk. “It’s the leader who shows up

role and creates an environment where people can truly thrive.” Kestin and Vonk have lectured at schools and conducted

Their latest Swim project, a global virtual leadership program

naturally with their impactful careers. Says Kestin, “Going all the working for women, with women, to improve our own lives and those of others has been a passion for us from the get-go.”

ADVERTISING JURY

CO-CHAIRS

A NOTE FROM THE ADVERTISING CO-CHAIRS s we celebrate 100 years of marketing, it’s amazing to see how our industry has evolved through the decades. Ever since the first Marketing Awards Annual was printed in 1923, the work has continued to get better in Canada, year after year. Despite the pandemic, this past year Canadian creativity found its swagger not only locally but globally. At this year‘s One Show, for example, Canada as a nation had the third-most shortlists in the world behind the U.S. and Germany. It was our best showing in history. So, it’s not surprising that north of the border the standards and competition were incredibly high for this year‘s crop of work. Anyone who has a piece in this year’s 100th anniversary Marketing Awards Annual should be incredibly proud. Much of this work will undoubtedly go on to medal at many international shows. As a result of the high quality of creativity coming out of Canada, we’re now seeing so many more of our agencies open in other markets outside our own country. It’s just one more signal that we’re doing something right as a country. Maybe it’s because we don’t have the biggest budgets or too many layers of approval, but as you’ll see in these pages, we’re selling some ingenious ideas and getting them produced, and they’re having an impact. We can only imagine where Canadian creativity will lead us in the next hundred years. Hopefully by then we will be the world’s dominant centre of creativity. We no doubt have the talent.

Alexis Bronstorph | No Fixed Address

Zak Mroueh | Zulu Alpha Kilo

LIVE JURY

Debbie Chan Narrative

Chris Dacyshyn Bleublancrouge

Pam Danowski GUT Toronto

Israel Diaz Sunday+Night

Glen D’Souza Forsman & Bodenfors

Rica Eckersley DDB Canada

Alex Gadoua Cossette

Stephen Jurisic Miami Ad School Toronto

Joanna Monteiro Publicis

Carlos Moreno Broken Heart Love Affair

Jenny Smith Ray Creative Agency

France-Michèle Thomas Citoyen 9

ADVERTISING JURY

SHORTLIST JURY

Rachel Abrams Jackman

Scott Lew OneMethod

Athina Afton Lalljee McCann

Michael Mayes Freelance

Maxinne Abuyuan Wunderman Thompson

Jung Ahn Dentsu One

Sarandha Alvares Freelance Simon Au The Kitchen

Jinnean Barnard Freelance

Zachary Bautista Rethink

Matt Bielby Here Be Monsters Derek Blais BBDO

Alex Boland Sid Lee Bia Breves Track DDB

Fernando Muto Brevilieri Critical Mass

Jonathan Careless Narrowcontent Rana Chatterjee Lg2

Randy Diplock Harding Station Uncorporate Video Stephen Flynn Wunder

Raul Garcia Angry Butterfly Jonathan Guy Leo Burnett

Vanessa Harbec Havas Montreal Marta Hooper Doug&Partners Shawn James Freelance Irfan Khan Freelance

Hayley Malcho No Fixed Address

Chris Mcgroarty Freelance

Troy McGuinness FCB Ian Mirlin Crowdiate

Gira Moin Juniper Park\TBWA Michael Murray Berners Bowie Lee

Alanna Nathanson Giants & Gentlemen Keli Pollock Daughter Creative Yvette Reitner The&Partnership

David Ross David Ross Creative Laura Rothstein The Mint Agency Rose Sauquillo Freelance Mark Scott Klick Health

Ron Smrczek Freelance

Mario Soriano Victory Creative Group Rob Tarry Freelance

Julien Thiry Dentsu McgarryBowen Jessica Toye Apple

Wendy Turner Ogilvy Health Jon Webber MediaMonks

Jess Willis Performance Art

> BEST OF SHOW

BEST OF SHOW GOLD: Digital - Social Media SILVER: OOH - Experiential/Special Events/Stunts SILVER: PR - Integrated Campaign Led by PR

Kraft Heinz “Heinz Hot Dog Pact” Rethink For Heinz Tomato Ketchup – a brand that’s over 150-yearsold – maintaining relevance as new competitors emerge is top of mind. With summer BBQ season approaching, Rethink found a way to keep Heinz on consumers’ grocery lists by addressing the frustration of 10-pack wieners that are sold alongside eight-pack buns. The “Heinz Hot Dog Pact” became a social and OOH-led call for hot dog and bun companies to align their packaging. A launch video highlighted the uneven packaging conundrum and called on consumers to sign the pact on Change.org. It attracted over 15,000 signatures in the first 24 hours, becoming one of the top petitions on the site, which sees over 1,000 petitions per day. It also gained traction among food and lifestyle influencers and compelled both hot dog and bun brands to respond to the posts. Heinz’s PR partner Middle Child helped the campaign to achieve $13 million in earned media and over 1.2 billion earned impressions. Overall sales were up 2.3% from 2019 and Heinz saw a 1% increase in share in the ketchup category.

CCO: Aaron Starkman ECD: Mike Dubrick Head of art, CD: Joel Holtby CD: Natasha Michalowska ACD, AD: Zachary Bautista ACD, CW: Geoff Baillie AD: Danielle Zablocki CW: London Choi Designer: Tulio Pinto Strategists: Julian Morgan, Sean McDonald

> SPECIAL JURY PRIZE - DIVERSITY & INCLUSION SPECIAL JURY PRIZE - D&I GOLD: Digital - Creative Use of Technology GOLD: Health & Wellness - Education & Advocacy GOLD: PR - Community Building

Pfaff Harley-Davidson “Tough Turban” Zulu Alpha Kilo

With Sikh motorcyclists exempt from local helmet laws, many face a difficult choice between safety and self-expression. To solve this dilemma, Pfaff Harley-Davidson designed the “Tough Turban,” a helmet (so to speak) that’s inspired by ancient Sikh warriors who would go into battle wearing chain mail under their turbans. Pfaff’s headwear replicated the look and feel of a traditional turban while incorporating the latest advances in protective gear and impact-resistant materials: a 3D printed chain mail-inspired armour, bulletproof Dyneema fabric and non-Newtonian foam that hardens on impact. The designs were made open-source so they could be shared with manufacturers anywhere and benefit riders around the world. Spearheaded by Zulu Alpha Kilo, the campaign video featured positive reactions from Sikh riders, as well as insight into the design process for the turban, ending with the line, “Protect who you are.” The launch quickly went global, helping to also counter the stereotype of what a traditional Harley rider looks like. Within 24 hours, media coverage caught the attention of manufacturers from India, Thailand and the U.S., who are now putting the prototype into production. The campaign gained over 238 million media impressions and the advertising value amounted to $219 million. Research also showed that 85% would now consider buying a Harley motorcycle and 83% found the brand to be more inclusive. 12

CCO: Zak Mroueh Head of design: Stephanie Yung ACD, AD: Vic Bath ACD, CW: Dan Cummings Designers: Jeff Watkins, Rasna Jaswa

BRANDED CONTENT

GOLD: Branded Content GOLD: PR - Community Building SILVER: PR - Integrated Campaign Led by PR

Molson Canadian “Hockey Night in Canada, Multilingual Edition” Rethink

CCO: Aaron Starkman ECD: Mike Dubrick Head of art, CD: Joel Holtby CDs: Dhaval Bhatt, Jamie Marcovitch, Allan Topol ADs: Shawn James, Dorota Pankowska CWs: Irfan Khan, Geoff Baillie Designer: Erin Struble CSO: Sean McDonald

To distinguish itself among hockey sponsors, compel fans to reach for its beer and make the sport more inclusive, Molson Canadian – in partnership with Sportsnet – broadcasted Hockey Night in Canada in seven additional languages. A first in hockey history, Molson Canadian and Sportsnet’s campaign consisted of a co-branded TV spot, as well as digital and social placements, directing people to the site where two NHL games would stream in Cantonese, Mandarin, Hindi, Vietnamese, Tagalog, German and Arabic. Multilingual versions of Molson Canadian’s 60-year-old logo and beer cans were also created. With the help of PR and paid media, the campaign surpassed the earned impression goal by 254%, obtaining 32 million across paid channels and 55.5 million impressions across earned and sponsored media. The multilingual broadcast site attracted 31,000 visitors over the campaign period, with over 14,000 visitors from across Canada tuning in on game day. Tailored media pitching in each language helped spread the news across ethnic channels, and achieved 23.8% awareness among BIPOC communities.

BRANDED CONTENT

SILVER: Branded Content SILVER: Direct - Best in Collateral

IKEA “The ScrapsBook” Rethink

As part of its ongoing sustainability mission, IKEA created “The ScrapsBook” to help address the 1.3 billion tonnes of food thrown away every year that contributes to the climate crisis. Rethink designed the book to span across cuisines and feature recipes that use food scraps such as carrot tops, banana peels, wilting greens and old beans. The limited-edition book prioritized sustainable materials to keep its carbon footprint to near-zero, and used minimal glue in its binding so the book could be recycled. The e-book version was available for free on IKEA.ca, and the digital campaign included recipe posts on social channels and a weekly cooking show on Instagram. “The ScrapsBook” became the number one English and number two French cookbooks on Apple Books. Within the first two weeks, IKEA earned more than 13 million social impressions, 220 million media impressions and 36,000 downloads of the e-book. CCO: Aaron Starkman ECD: Mike Dubrick Head of art, CD: Joel Holtby CD: Jake Lim AD: Dorota Pankowska CW: Justin Santelli Designer: Erin Struble

BRANDED CONTENT

SILVER: Branded Content

Nissan “Nissan GT-R NFT” Juniper Park\TBWA

The new Nissan GT-R Nismo seemed destined to go unseen, given its price tag of $280,000, the fact that only three were coming to Canada and that zero paid advertising was planned to support it. To draw attention to the limited-edition supercar, Nissan Canada, with Juniper Park\TBWA, created the “Nissan GT-R NFT,” a digital work of art created in collaboration with Alex McLeod. The brand then put it up for auction with a reserve price of $280,000 – with the person who bid successfully for the NFT receiving the real GT-R as well. Word spread across 24 countries and 115 media outlets, with the campaign shared by over 260 influencers from the crypto space to arts and culture. In the six weeks from launch to the winning bid, Nissan achieved a reach of over 71 million – all through the sale of a single vehicle.

CCO: Graham Lang, CDs: Andrew Caie, TJ Arch, ACDs: Jason Lee, Derek Silveira, ADs: Jason Lee, Olivia Hashka, CWs: Derek Silveira, Jonathan Dick

BRONZE: Branded Content

Budweiser “#TapeOutHate” Anomaly With #TapeOutHate, Budweiser Canada and the Hockey Diversity Alliance (HDA) looked to encourage Canadians to become allies and help eradicate racism in hockey culture. The campaign consisted of a video highlighting players’ experiences of racism, with a call for Canadians to purchase and use one of 10,000 rolls of hockey tape that featured the phrase “Racism has no place in hockey #TapeOutHate.” One dollar from every roll sold via online sales and at Canadian Tire went towards supporting the HDA and its mission. The first batch of hockey tape sold out within hours, #TapeOutHate trended organically on Twitter and the campaign generated more than 350 million impressions in less than two weeks. Results surpassed all KPI benchmarks set for the campaign, as well as all other brand campaigns across Labatt’s portfolio.

Group CD: Neil Blewett CD: Etienne Bastien AD, designers: Jose Rivas, Graham Nhlamba CW: Lexie Hoffmeyer

DIGITAL - APPS/MOBILE

GOLD: Digital - Apps/Mobile SILVER: Direct - Best in Direct SILVER: OOH - Integrated Campaign BRONZE: Digital - Creative Use of Technology BRONZE: OOH - Experiential/Special Events/Stunts

Kraft Heinz “Heinz Bottleneck” Rethink Last summer, as people emerged from pandemic restrictions to drive to cottages, parks and BBQs, Heinz Tomato Ketchup wanted to show that going slow – the same way the condiment famously pours – is actually a good thing. Heinz partnered with Waze to use the app’s built-in navigation and speed tracking system to target Canadians stuck in traffic. When traffic slowed to 0.045 km/hour (the same speed in which Heinz Tomato Ketchup pours out of the bottle), a voucher for free ketchup and a Burger King Whopper was sent to the driver’s inbox. The message was spread across social channels and DOOH boards along highways, and Heinz worked with Spotify to create audio ads and companion banners. The campaign saw more than 147 million PR impressions, while Spotify tracked over 600,000 impressions. Heinz reached 44% of Waze users caught in traffic, with the activation becoming the highest-performing campaign in Waze’s history.

CCO: Aaron Starkman ECD: Mike Dubrick Head of art, CD: Joel Holtby ACD, AD: Zachary Bautista AD: Danielle Zablocki CW: London Choi Designer: Tulio Pinto

DIGITAL - AUGMENTED/VIRTUAL REALITY

GOLD: Digital - Augmented/Virtual Reality SILVER: Digital - Apps/Mobile SILVER: OOH - Experiential/Special Events/Stunts BRONZE: Digital - Creative Use of Technology

SingleCut Beersmiths “Notes IPA” Zulu Alpha Kilo

CCO: Zak Mroueh CD: Zak Mroueh Head of design: Stephanie Yung ACD, AD: Kevin Sato ACD, CW: Vinay Parmar AD: Philippe Visaya CW: Victoria Lee Designers: Zoe Kim, Kevin Sato

SingleCut Beersmiths (for those who don’t know, “singlecut” is a body style of guitar) found a way to further share its love of beer and music with consumers. Using augmented reality, Zulu Alpha Kilo turned cans of the brand’s Notes IPA into guitar lessons. The physical cans each featured four foundational guitar chords: C, D, G and E minor. When consumers scanned the Snapchat code on the label, a shareable AR guitar lesson on the can was activated, turning it into a playable instrument. To build on and enhance the experience, the pull tabs on all cans were fitted with a custommade guitar pick, created to both open the beer and pop off the can, so it could be used to strum a guitar. In the end, the brand and agency combined the physical and digital worlds to bring beer and music together in an engaging way.

DIGITAL - GAMES

GOLD: Digital - Games SILVER: Digital - Creative Use of Technology BRONZE: Direct - Best in Direct BRONZE: OOH - Experiential/Special Events/Stunts

No Frills “Aisles of Glory: Legends of the Haul” John St. For the back-to-school promotional window, John St. created No Frills’ first grocery shopping video game, an 8-bit throwback called “Aisles of Glory: Legends of the Haul,” complete with limited-edition character skins and power-ups. With codes hidden at stores across the country – each redeemable for ingame perks and prizes – the game allowed people to compete for bragging rights and free groceries. In a fresh twist, No Frills also created its own video game controller, the Frill Blaster Pro, using capacitive touch technology to turn bananas into buttons. With over 12 million campaign video views, the controller was also a driving force in delivering traffic to the game. The game and the Frill Blaster Pro generated a total of 57 million impressions, which led to 740,000 game plays, and surpassed all campaign metrics and sales goals.

CCO: Cher Campbell CD: Jess Willis ACDs: Alex Manahan, George Lin CW: Emma Lorenzi AD: Xiang Zheng Designer: Carol Hung

DIGITAL - CREATIVE USE OF TECHNOLOGY

SILVER: Digital - Creative Use of Technology BRONZE: Digital - AR/VR

Harry Rosen “Green Screen Shirt” Zulu Alpha Kilo Like so many businesses shut down during the pandemic, luxury menswear retailer Harry Rosen needed to find a way to stay relevant. With office workers forced to do their jobs at home, holding virtual meeting after virtual meeting, Zulu Alpha Kilo came up with the idea to create a versatile shirt – a short-sleeve collared one – so that consumers could have some fun with their workwear and never be out of style. The “Green Screen Shirt” was designed in the same shade as a green screen (Pantone 354C) to allow those wearing it to change the pattern while on virtual calls by simply clicking on the “Green Screen” button. The campaign yielded 5.5 million impressions, 110,000 views (without paid media) and the highest engagement in Harry Rosen’s history. CCO: Zak Mroueh ECD: Wain Choi ADs: Anton Garneau, Michael Romaniuk CWs: Luke McNeil, Marco Buchar

BRONZE: Digital - Creative Use of Technology

Lowe’s “Colour Spoilers” Sid Lee To launch two new paint brands, Sico Classic and Sico Excellence, Lowe’s Canada looked to Sid Lee to help it go beyond discussing paint to conversing about things people love – everything from music videos to pet tricks caught on camera to how-to tutorials, all of which can be found on YouTube. An algorithm was created to search for and extract the four dominant colours in a clip, such as a Cardi B music video. The same algorithm transformed the colours – say, Fjord Blue, Space Dust, Damsel and Dazzling Cobalt – into a palette of Sico swatches and placed them in a pre-roll ad (or “Colour Spoilers”) tailored to fit the video. Lowe’s went on to create one for every trending video. The campaign increased sales by 20% and generated 100 million impressions. ECD: Alex Bernier CD: Brian Gill CW: Nicolas Labbé AD: Pascal Tremblay Creative technologist: Julien Roub Charland

DIGITAL - SOCIAL MEDIA

GOLD: Digital - Social Media SILVER: PR - Influencer/Talent Marketing

IKEA “The Cristiano Bottle” Rethink

When Portuguese soccer legend Cristiano Ronaldo pointedly moved Coca-Cola bottles in favour of a water bottle and said “Agua” at a UEFA Euro post-game press conference, IKEA and its agency Rethink responded to the moment in real time. IKEA moved quickly to post its popular and well-priced reusable glass Korken water bottle on social media, renaming it “Cristiano.” The post exploded online, earning global attention. The social activation garnered 700 million earned impressions in just 48 hours and $25 million in paid media value. The Instagram post was made shoppable, resulting in a 14% increase in sales the day of the post and a 7% increase in web traffic. “The Cristiano Bottle” became IKEA’s most buzzworthy social post and the retailer became the number two most-talked-about brand of the tournament, without even being an official sponsor of the Euro.

CCO: Aaron Starkman, ECD: Mike Dubrick, CDs: Xavier Blais, Maxime Sauté, ACD: Zachary Bautista, ADs: Zachary Bautista, Jean-Nicolas Duval, Edouard Coune, Maxime Saute, CW: Xavier Blais 20

DIGITAL - SOCIAL MEDIA

SILVER: Digital - Social Media BRONZE: PR - Community Building

Little Caesars “Naming Rights” No Fixed Address As the official pizza of the NHL for the 2020/21 season – a time when fans weren’t allowed in Canadian arenas – Little Caesars granted “Naming Rights” to any room in peoples’ houses in exchange for free pizza. The idea, by No Fixed Address, was to replicate arena excitement for viewers stuck at home by designating Wednesday nights as “Pizza Night Hockey.” Absurd branding opportunities were available, with fans offering up naming rights to their dogs, homes and kids – and negotiations taking place in the comments section of social media posts. Wednesdays saw store traffic increase by 21% and sales jump 15%. It garnered 10 million impressions across traditional and social media. The brand’s followers increased 8.6 times and it experienced 17.7% overall engagement on its platforms. Based on the Canadian arm’s success, Little Caesars later replicated the campaign in the U.S.

BRONZE: Digital - Social Media BRONZE: PR - Community Building

Kraft Heinz “Heinz Crowdsauced” Rethink

CCOs: Dave Federico, Josh Budd, ACDs: Dylan Wagman, James Leake, Ryan D’zur, Sam Cote

To source new flavour mash-ups that would drive sales and consumer engagement, Heinz decided to dig around existing social posts for inspiration. Through this process, the brand and Rethink yielded three top flavours: Tarchup, Hanch and Wasabioli. The “Heinz Crowdsauced” campaign was then introduced on social with the origin story of each sauce and its creator, followed by a video explaining the brand’s research. YouTube’s Google’s Director’s Mix helped target audiences with ads for each sauce. To generate engagement, Heinz asked people online what foods they’d pair with the new sauces, then turned the answers into polls around which pairing the public believed was best. Sales for the new sauces were 46% higher than Mayoracha, the brand’s previous sauce mash-up. The campaign generated 600 million earned impressions and $26 million USD in earned publicity. The demand was so great that Heinz had to complete a second run of production. CCO: Aaron Starkman ECD: Mike Dubrick ADs: Dorota Pankowska, Patrick Shing CWs: Justin Santelli, Naeem Ghafari CSO: Sean McDonald 21

DIGITAL - ONLINE VIDEO SINGLE - LONG-FORM

GOLD: Digital - Online Video Single Long-Form

A&W “Beyond Bait” Rethink

A&W knew that encouraging skeptical Canadians to eat plant-based meat alternatives wouldn’t be easy – only four-in-ten people have tried them since they’ve become a staple on fast food menus. So, for the launch of its Beyond Meat plant-based nuggets, A&W turned to Rethink to help attract those who remain resistant to meat alternatives. the agency came up with “Beyond Bait,” featuring a taste test by the world’s iconic carnivorous plant, the Venus flytrap. To shoot the video, 12 plants were brought to a closed set. Using tiny tongs, Beyond Meat nugget pieces, cut to a fraction of their size, were fed to them one by one, with their traps snapping shut as soon as the pieces were dropped in. The nuggets sold out of stock twice, and the campaign generated $25 million organic impressions and a 318% increase in brand mentions. CCO: Aaron Starkman ECD: Nicolas Quintal CDs: Xavier Blais, Maxime Sauté ADs: Mathieu Lacombe, Thomas Larthe CW: Charles Côté

DIGITAL - ONLINE VIDEO SINGLE - LONG-FORM

BRONZE: Digital - Online Video Single Long-Form

Air Canada “Globes Apart” FCB To reconnect with an audience who would soon consider flying after a year of lockdowns, Air Canada created “Globes Apart,” a video that spoke to the sense of isolation and loneliness brought on by the pandemic, as well as the love and resilience that saw them through it – while also conveying the magic of the holidays. To set the stage for the story, live action was used to show a mother giving her son a snow globe at home during the holidays, which he then places alongside other snow globes on their fireplace mantel. The focus then transitions to two people living in separate snow globes, growing fond of one another as they watch each other live their lives. The magic of belief creates an emotional union, with the spot pointing to Air Canada as the reason the two are finally brought together.

CCO: Nancy Crimi-Lamanna VP, strategy: Shelagh Hartford ACD, AD: Michael Morell ACD, CW: Marty Hoefkes AD: Mary MacLeod CW: Patrick Gravel

DIGITAL - ONLINE VIDEO SINGLE - 30S & UNDER

BRONZE: Digital - Online Video Single - 30s & Under

Vachon “Eat Joy” Cossette

The creative idea behind “Eat Joy” was to show how biting into a Vachon cake could turn a person’s world into pure joy. The video by Cossette promoted the launch of the brand’s Vachon Market, an online engagement platform where consumers of the Quebec bakery’s products could use their cake purchases to receive Vachon merchandise, gear and experiences. In the spot, a man realizes that the brown footrest in the living room resembles the treat he’s eating, so he takes a bite of it – revealing that the cushion is actually a chocolate treat. Then, he and his friend break a series of objects – each exposing the interiors to be a mille feuille, a chocolate caramel-filled white cake and a jelly sponge roll. The video ran across Facebook, Instagram and YouTube, where it’s so far tracked one million views. CCO: Peter Ignazi ECDs: Louis-Philippe Tremblay, Anne-Claude Chénier VP, strategy: Michel-Alex Lessard CD: Geneviève Duquette CWs: Jean-François Perreault, François-Julien Rainville AD: Éric Bouchard

DIGITAL - INTEGRATED WEB CAMPAIGN

BRONZE: Digital - Integrated Web Campaign BRONZE: Digital - Online Video Campaign - Long-Form

MadeGood “Un-Wreck the Future” Broken Heart Love Affair MadeGood, the food brand with a mission to make the world better, launched “Un-Wreck the Future,” the first campaign in its history. A video follows five young friends as they walk along streets and fields, brainstorming ways to solve food insecurity and climate change. The campaign, by Broken Heart Love Affair, included long- and short-form digital videos, a microsite where Gen Zs could submit one-minute films of their own actions and highlight causes in need of support, as well as social media, and PR and influencer marketing. The campaign garnered 81.99 million impressions across Canada and the U.S., with more than 800,000 clicks to the website. It also received 432 video uploads and led MadeGood to become the top organic granola brand in the U.S., with strong sales results in Canada.

SILVER: Digital - Integrated Web Campaign

Mondelez “Caramilk Secret Confirmed” Ogilvy Decades ago, Cadbury’s Caramilk ads asked how the company got the caramel inside its chocolate bar – known as the Caramilk Secret. But with current research across Twitter and Reddit yielding hilarious theories, Cadbury and Ogilvy revived the conversation by leveraging promoted posts on Twitter, Facebook and Instagram that asked Canadians to share their theories. Whether the answer was “unicorns” or “martian farmers,” Cadbury cheekily reposted them as the answer and integrated the best ones into campaign creative, as well as aggregated the theories on a micosite. Named one of the most successful Twitter campaigns in history, the campaign exceeded global CPG norms in ad recall, campaign awareness and action intent. The campaign also led to a 23% growth in followers across Facebook, Twitter and Instagram. CCO: Brian Allen Group CDs: Ines De Ninnis, Samiir Mussa AD: David Weaver CW: Anchie Contractor

CCOs: Carlos Moreno, Denise Rossetto, Todd Mackie CSO: Jay Chaney CD, CW: Jordan Hamer CD, AD: Spencer Ryan

DIRECT - BEST IN COLLATERAL

GOLD: Direct - Best in Collateral BRONZE: Digital - Social Media

Kraft Heinz “Heinz La Tomatina Ketchup” Rethink When the world’s largest tomato-throwing festival – Spain’s famous La Tomatina – was cancelled due to COVID-19, Heinz stepped up to support devastated Spanish farmers by buying their tomatoes, turning them into ketchup, and renaming its famous condiment “Heinz Tomatina Ketchup.” Heinz, with Rethink, replaced its packaging’s iconic tomato image with a splattered one and launched the ketchup on the festival day of August 25, with bottles sold in-store as well as a giveaway on social. In a show of permanent support, Heinz Spain committed to purchasing 50% more tomatoes from Spanish farmers for its ketchup production and financially supporting local agriculture in an agreement with the National Association of Farmers and Ranchers. The launch post generated over 11 million impressions and resulted in the brand’s highest participation rate and engagement for Heinz Spain. PR for the campaign resulted in another 11.4 million earned impressions and an ROI of 178%.

CCO: Aaron Starkman ECD: Mike Dubrick Head of art, CD: Joel Holtby CD, AD: Natasha Michalowska ACD, AD: Zachary Bautista ACD, CW: Geoff Baillie AD: Mwangi Gatheca CW: Pranav Sabharwal

DIRECT - BEST IN COLLATERAL

GOLD: Direct - Best in Collateral

Purdys “Holiday Braille Box” Rethink

Finding a favourite chocolate in an assorted box of flavours isn’t easy for anyone, but it’s a greater challenge for the 23 million North Americans who are blind or partially sighted. To lend support, Purdys, along with Rethink, designed the “Holiday Braille Box,” a fully accessible box of chocolates that featured braille orientation tabs, a braille chocolate legend and a QR code directing consumers to an audio version of the legend. The full chocolate legend was also made available in the 10 most spoken languages in Canada: English, French, Spanish, Italian, German, Mandarin, Cantonese, Punjabi, Tagalog and Arabic. The “Holiday Braille Box,” which could be purchased in-stores nationwide and around the world online, sold out in a matter of hours, as did two subsequent runs. With so much demand, the box is now available as simply “The Braille Box” and can be purchased year-round. The Purdys box received nationwide press coverage, with earned media accounting for 395 times the initial investment. CCO: Aaron Starkman ECDs: Leia Rogers, Morgan Tierney CDs: Sean O’Connor, Sheldon Rennie ACD: Jordon Lawson AD: Jake Gauthier CW: Evan Kane Designer: Jake Gauthier

DIRECT - BEST IN COLLATERAL

SILVER: Direct - Best in Collateral

No Frills “Frill Blaster Pro” John St. For its first 8-bit video game about groceries, “Aisles of Glory: Legends of the Haul,” No Frills’ twist on creating a controller was to use actual bananas for its “Frill Blaster Pro.” The yellow fruit allowed gamers to run, jump and dodge while playing the the retailer’s game. Inside the box, players found three bananas, connecting cables and a simple motherboard, plus a manual that helped them configure and customize their controller and dispose of it with a recipe for banana bread. No Frills also partnered with TikTok gaming influencers, a driving force in delivering traffic to the game. The “Frill Blaster Pro” went viral on TikTok, with over 12 million video views, and helped deliver over 57 million impressions and 740,000 game plays for the broader campaign. CCO: Cher Campbell, CD: Jess Willis, ACDs: Alex Manahan, George Lin, CW: Emma Lorenzi, AD: Xiang Zheng, Designer: Carol Hung

DIRECT - BEST IN DIRECT For a younger generation whose connection to wartime seems increasingly distant, Zulu Alpha Kilo created “Orders of Sacrifice” for HomeEquity Bank and the Royal Canadian Legion as a way to increase donations for Remembrance Day. Paying tribute to the daily sacrifices made by veterans, historically-accurate re-creations of World War Il field rations (biscuits, tea, chocolate, sardines, corned beef and evaporated milk) were made with assistance from the Canadian Museum of War and made available on food delivery app DoorDash. A card included in the kit featured a QR code, which directed consumers to a video of veterans speaking about rations during the war. The campaign generated over 5.4 million impressions and $458,000 in online donations. Kits sold out in six hours, and Canadian schools also implemented the kits for teaching purposes. SILVER: Direct - Best in Direct BRONZE: Direct - Best in Collateral BRONZE: OOH - Experiential/Special Events/Stunts

HomeEquity Bank & Royal Canadian Legion “Orders of Sacrifice” Zulu Alpha Kilo

CCO: Zak Mroueh ECD: Brian Murray ADs: Vic Bath, Michael Romaniuk CWs: Dan Cummings, Marco Buchar Design director: Dejan Djuric Designer: Jackman Chiu

FILM - TV SINGLE - LONG-FORM

GOLD: Film - TV Single - Long-Form SILVER: Digital - Integrated Web Campaign SILVER: Integrated Campaign

Internova Travel Group “Book Human” Broken Heart Love Affair

People are increasingly turning to online booking algorithms to plan their vacations. Working with Broken Heart Love Affair, Internova Travel Group created a campaign to highlight the fact that A.I. will neither provide a unique, personalized experience nor care if anything goes wrong. The creative’s muted colours and narration by a robot conveys an overtone of creepiness as it follows a human-looking robot, dressed in a suit, who makes its way slowly from a hotel room to the outdoor pool deck while speaking in monotone. “Data analysis indicates that you fit the profile of travellers who have been here, so this will be very special for you” because “We watch everything. We hear everything, we know everything about you and thousands of others exactly like you.” In addition, to launch the “Book Human” website that allows users to connect with an Internova human travel agent, personalized ads revealed how algorithms use data to manipulate travellers. The campaign resulted in a 10.92% ad recall – double the industry norm. CCOs: Carlos Moreno, Denise Rossetto, Todd Mackie CSO: Jay Chaney CD, CW: Jordan Hamer CD, AD: Spencer Ryan

FILM - TV SINGLE - LONG-FORM

SILVER: Film - TV Single - Long-Form

TD “Becoming an Investor” Leo Burnett When it comes to investing, TD wanted to remind people that no one starts out an expert. “Becoming an Investor,” by Leo Burnett, begins in a coffee shop, where a young man marvels at a friend who is investing via her phone and confesses he wouldn’t know where to start. The video transitions to the man’s imagination, full of steretoypes of him riding in the back of a chauffeured car, working out while learning Mandarin and dining extravagantly. The scenes are accompanied by dramatic music and sound effects – from audio of the man slicking back his hair with gel to his stern mentor flicking his business card away. His friend interrupts his daydreaming with, “Dude. As a first-time investor, I just use TD EasyTrade. It’s simple.” SILVER: Film - TV Single - Long-Form

IKEA “Our Little World” Rethink IKEA’s “Our Little World” places the viewer in an alternative world with people who live in the sky – alongside IKEA’s furniture and products – atop a series of “globes” that float above the clouds. As dawn breaks, the camera sweeps towards a girl sleeping, her bedroom furniture stacked on one such globe in the sky. In these vignettes that highlight sustainability practices, the camera follows birds and bees as they flit from one globe to another, revealing a whole community: a woman watering her plants; men playing mahjong; a man working in his home office. The video is set to a sweet duet sung by a man and a child, and ends on an image of Earth from space, with the line, “A better world starts at home.” CCO: Aaron Starkman ECD: Mike Dubrick CDs: Joel Holtby, Dhaval Bhatt AD: Hayley Hinkley CW: Jacquelyn Parent CSO: Sean McDonald Strategy director: Shereen Ladha

CCOs: Steve Persico, Lisa Greenberg CW: Evan Wallis Senior AD: Robin Soukvilay

FILM - TV SINGLE - 30S & UNDER

GOLD: Film - TV Single - 30s & Under

RATESDOTCA “Don’t Get Milked” Zulu Alpha Kilo In RATESDOTCA’s 30-second video “Don’t Get Milked” by Zulu Alpha Kilo, a mechanic and a customer stand beside each other, staring at the underbelly of a car in the garage, as the mechanic eats a bowl of cereal. “There’s your problem,” says the mechanic. An udder is revealed on the underside of the vehicle. “You’re getting milked on your car insurance,” he adds, while eating the cereal, milk dripping slowly from the udder. “What should I do?” asks the customer, with the mechanic suggesting he work with RATESDOTCA: “Compare rates from different insurance providers. Find the best one.” The mechanic then places his bowl under the udder and squeezes more milk into it. The final shot features a laptop screen rolling into the shot that says, “Don’t Get Milked. Get a Better Rate. Save an Average of $676.” CCO: Zak Mroueh Group CDs: Ian Simpson, Catherine Allen ADs: Michael Siegers, Manali Kulkarni CWs: Jonah Flynn, Dylan Verwey

FILM - TV SINGLE - 30S & UNDER

SILVER: Film - TV Single - 30s & Under BRONZE: Film - TV Campaign - 30s & Under

HomeEquity Bank “Retire in the Home You Love - Sore Back” Zulu Alpha Kilo In “Retire in the Home You Love – Sore Back” for HomeEquity Bank and its CHIPReverseMortgage, an adult daughter asks her mom “What’s wrong with dad?” after the father grunts his way down the stairs, holding his back. “Oh, he threw his back out yesterday,” says the mom. The daughter suggests they move into a smaller space, adding, “I bet it was those stairs.” “It wasn’t the stairs,” the mom responds, cheekily pausing. “Actually, we love the stairs.” The daughter cringes at the thought of her parent’s extracurricular activities, and a voiceover ends the spot with a call to action: “Retire in the home you love with the CHIPReverseMortgage from Home EquityBank.”

CCO: Zak Mroueh CD, Writer: Nick Asik ACD, AD: Jenny Luong ADs: Susie Lee Writer, Jonathan Smith CW: Jonah Flynn

In “New Year’s Gathering” by Lg2 for Quebec pet supply store Mondou, a dog licking itself while in a living room chair is admonished by the owner as she sets the table. “Aaah, Kiki,” she says. The doorbell rings, so she can’t stop the dog. As a couple enters wishing “Happy New Year,” Kiki runs over to greet them and the man responds with enthusiasm by kneeling down and saying, “We haven’t seen each other in such a long time. You missed me, eh?” while Kiki licks the man in the face over and over – to the horror of the owner. The man stands back up to hug the host, but she leans back and offers up her elbow as a greeting instead. The guest responds, “Of course. We’re still doing that.” SILVER: Film - TV Single - 30s & Under

Mondou “New Year’s Gathering” Lg2

VP, creative: Marilou Aubin VP, strategy: Sophie-Annick Vallée CDs: Geneviève Langlois Creative team: Luc Dupéré, Étienne Goulet, Frédéric Tremblay

FILM - TV CAMPAIGN - LONG-FORM

BRONZE: Film - TV Campaign - Long-Form BRONZE: Film - TV Single - Long-Form

Scotiabank “Hockey for All” Rethink Scotiabank’s “Hockey for All” one-minute video, developed by Rethink, features visuals of marginalized people succeeding at the Olympics, Paralympics and in the NHL. The athletes and players are also juxtaposed against common verbal and online insults steeped in stereotypes and ignorance. Taunts such as “Do they even have ice in China?” and “Women’s ice hockey is just boring” are overlaid atop images of Asian, Black and Indigenous hockey players, along with those who are transgender and female. It ends with NHL star P.K. Subban saying: “Go back to where we belong? This. This is where we belong.” CCO: Aaron Starkman ECD: Mike Dubrick CDs: Dhaval Bhatt, Natasha Michalowska CD, head of art: Joel Holtby

SILVER: Film - TV Campaign - Long-Form

IGA (Sobeys) “The Trophy” & “The Athlete” Sid Lee In IGA’s animated “The Trophy” by Sid Lee, a girl and her grandfather, a former goalie, spend a week at his lakehouse over the holidays in 1996. “The Trophy” shows them discovering the best way to spend time together is by trying something new: the girl teaches her grandfather how to prepare food and he coaches her how to be a goalie. At the end, the grandfather serves a cake topped with one of his old hockey trophies. Two months later, a week before the Beijing Olympic Games, IGA released “The Athlete.” The girl, now a mom, prepares food for her teenage son to eat while she’s away playing as a goalie in her last Olympics – thanks to all that her grandfather taught her. ECD: Alex Bernier CD: Julie Desrochers Creative team: Mathieu Bouillon, Miriam Rondeau, Kristina Campbell, Andréane Voyer, Pascal Gagnon, Sarah Lemire, Paul Gaspari

FILM - TV CAMPAIGN - 30S & UNDER

SILVER: Film - TV Campaign - 30s & Under

Vidéotron “5G of the Future” Sid Lee Quebec telecommunications company Videotron wanted to explain 5G to Quebecers in a simple way. With Sid Lee, it enlisted people from a tiny village near Montreal called L’Avenir, which translates to “the future” in English. In separate videos, a snowmobiler, maple syrup producer, and firefighter and mechanic demonstrate how 5G works using the world in which they’re most familiar. For instance, a snowmobiler shows how an additional rider, representing a heavy “file,” slows down the speed of a snowmobile the way 4G does, while 5G will allow for faster downloads. ECD: Alex Bernier, CDs: Maxime Paiement, Jonathan Lavoie, David Allard, CW: Pierre-Luc Loranger, AD: Simon Caspar

INTEGRATED CAMPAIGN BRONZE: Integrated Campaign

RATESDOTCA Launch Campaign Zulu Alpha Kilo

For RATESDOTCA, Zulu Alpha Kilo centred the company’s TV and radio launch campaign around the need for consumers to shop around for car insurance to avoid “getting milked.’” A 30-second video features a mechanic who, while eating cereal, points out the problem under a car to the concerned customer: an udder that is slowly dripping milk. “You’re getting milked on your car insurance,” he says, before advising the customer to try RATESDOTCA to compare rates from different insurance providers. In another 15-second video, a different mechanic squeezes the udder under the car to add milk to his coffee but once he does, the milk doesn’t stop flowing. On radio, a spot focuses on a “freshlymilked Jeff” who didn’t take the time to shop around for car insurance.

CCO: Zak Mroueh Group CDs: Ian Simpson, Catherine Allen ADs: Michael Siegers, Manali Kulkarni CWs: Jonah Flynn, Dylan Verwey Head of design: Stephanie Yung Designers: Ryan Booth, Vince Rozas, Omar Morson, Zoe Kim

INTEGRATED CAMPAIGN

GOLD: Integrated Campaign

IKEA Sustainable Platform Rethink

With a mission to become fully circular by 2030, IKEA wanted to also help Canadians live a more sustainable life at home. So it launched an integrated sustainability platform with help from Rethink. The “Our Little World” campaign kicked off with a spot showing people living on their own small planets while taking ecofriendly actions that would impact the world. Then, a “Repurposeful Instructions” manual gave new life to old IKEA furniture, from converting a cabinet into a beehive to transforming its blue FRAKTA bag into a hanging planter. The retailer also provided a new interpretation of “Black Friday savings” to mean save the planet with sustainable products, rather than saving money on deals. With single-use take-out container waste skyrocketing during the pandemic, IKEA supplied restaurants with reusable containers for free. IKEA saw a 6% lift in consumer belief in the brand’s positive environmental impact, and the campaign led to a 40% increase in site visitation and a 32% increase in the sales of IKEA’s sustainable products.

CCO: Aaron Starkman ECD: Mike Dubrick CDs: Joel Holtby, Dhaval Bhatt AD: Hayley Hinkley CW: Jacquelyn Parent

OOH - AMBIENT - LARGE SCALE

GOLD: OOH - Ambient - Large Scale GOLD: PR - Integrated Campaign Led by PR BRONZE: Integrated Campaign

Décathlon Canada “Ability Signs” Rethink To continue its mission of making sports accessible to all, sporting goods manufacturer and retailer Décathlon reimagined the International Symbol of Access, the single icon that represents all people with disabilities. Based on Décathlon’s existing retail signage system, “Ability Signs” is made up of 25 custom symbols depicting the wheelchair icon engaged in a sport, such as basketball, rugby and tennis. In addition to in-store signage, a website was created, where people could download the icons for free, as were digital stickers and OOH. “Ability Signs” was embraced by international Décathlon stakeholders, disability advocates and the media. While the initiative started in Canada, professional sports teams, recreational centres, gyms and even competitors agreed to install their own “Ability Signs.” In Paris, 16 accessible parking spots using the signs were also created ahead of the 2024 Paralympic Games. The initiative earned 227 million organic impressions, it saw a 439% increase in brand mentions and reached 73 countries, making it the most shared social campaign in Décathlon’s history.

CCO: Aaron Starkman CSO: Sean McDonald ECDs: Mike Dubrick, Nicolas Quintal CDs: Maxime Saute, Xavier Blais ADs: Rachel Leblanc, Ryan Cookish, Maxime Sauté CW: Xavier Blais

OOH - AMBIENT - LARGE SCALE

OOH - BILLBOARD CAMPAIGN

SILVER: OOH - Billboard Campaign

Kraft Heinz “Wait for Heinz” Rethink With growing competition and in need of a new brand website, Heinz Tomato Ketchup worked with Rethink to embrace its greatest brand attribute: its famously slow pour. Going against best digital practices, Heinz.com was turned into the world’s slowest website. “Wait for Heinz” OOH boards were placed in high-traffic areas and featured painfully annoying loading graphics, like a spinning wheel and hourglass, to let consumers know that some things are worth the wait. At Heinz.com, consumers who waited 57 minutes for the site to load – a nod to Heinz’s famous “57 varieties” – were rewarded with free ketchup. The campaign drove more traffic to Heinz.com than any other time in the brand’s history, and the campaign garnered 186.3 million earned impressions in three days, surpassing industry norms.

BRONZE: OOH - Ambient - Large Scale BRONZE: OOH - Billboard Campaign

ABinBev - Michelob Ultra “Get Buckets” Anomaly To help Michelob Ultra announce its partnership with the NBA in Canada and bring to life its “Live Fit. Live Fun” positioning, Anomaly transformed billboards across Canada into highly visible, interactive signage that challenged people to “Get Buckets.” A series of six- and 15-second videos featured NBA trainer and influencer Chris Matthews, a.k.a. Lethal Shooter, shooting hoops on the top of Scotiabank Tower, and encouraged audiences to also “Get Buckets” on the back of its boards. A social contest invited fans to share footage of themselves shooting hoops, while social assets leveraged NBA footage featuring Michelob Ultra partners Jimmy Butler and Anthony Davies. The brand gained over 16 million impressions from its billboards. On YouTube, the 15-second stunt content piece received over seven million views, and the campaign generated eight million traditional media impressions, as well as nine million social impressions. ECDs: Pete Breton, Dave Douglass Group CD: Neil Blewett AD: Jon Barnes CW: Jimmy Wei Design director: Shawn Lambino 36

CCO: Aaron Starkman ECD: Mike Dubrick CD, head of art: Joel Holtby ADs: Rachel LeBlanc, Ryan Cookish CWS: Jaclyn McConnell, Mike Dubrick, Rachel LeBlanc, Ryan Cookish

OOH - BILLBOARD SINGLE

SILVER: OOH - Billboard Single

Stellantis Canada (Jeep) “Charging Billboard” Publicis Montréal Due to Quebec’s harsh winters and the need for all-wheel drive, 50% of all Jeep vehicles are sold in Montreal. To launch the auto brand’s new plug-in hybrid electric vehicle (the Wrangler 4xe), Publicis Montréal converted its iconic front grill to look like a battery, each bar lighting up one at a time, and turned it into “The Charging Billboard.” The animation was first displayed on a billboard, and a parking lot was booked beside it. The billboard was then modified into a charging station for any type of electric vehicle. A QR code was also printed on the charging station linking directly to the website, so that drivers would discover the new Wrangler 4xe. The billboard saw over 120,000 daily impressions over the course of the campaign. CCOs: Sann Sava, Eduardo Marque, CDs: Sann Sava, Mischa Schreuder, CWs: Antoine Leclerc, Snar Hunfeld, ADs: Karl Ouellette, Lennard Freij, Preto Murara

OOH - POSTER CAMPAIGN When tasked with creating an identity for the 2021 National Magazine Awards (NMA), which celebrates excellence in journalism and visual creation, Rethink drew inspiration from a magazine’s most distilled form: the spine. The design system was based on a range of perspectives given the number of submissions sent to the award show each year, represented through the stacking and bouncing of publications. White spines, featuring the name of the awards in black type, were displayed on a background of red, to reflect Canada, and gold and silver, to represent the different levels of recognition awarded by the NMA. For typography, Lausanne was selected for its contemporary take on the “Canada Modern” aesthetic, allowing the identity to align with the historical context of typography in Canada. SILVER: OOH - Poster Campaign BRONZE: OOH - Poster Single

National Magazine Awards Foundation “National Magazine Awards” Rethink

CCO: Aaron Starkman ECDs: Leia Rogers, Morgan Tierney CD: Hans Thiessen ACD: Alex Bakker AD: Alex Bakker Designers: Alex Bakker, Sharleen Ramos CWs: Sean O’Connor

OOH - POINT-OF -PURCHASE

GOLD: OOH - Point-of-Purchase GOLD: OOH - Transit Campaign GOLD: Press - Newspaper Campaign

McDonald’s “Grand Openings” Cossette To deliver feel-good moments and celebrate franchisees, as well as loyal customers, McDonald’s, with Cossette, created the “Grand Openings” campaign. Representing the ultimate symbol of celebration, visuals filled exclusively with balloons were created as part of the brand’s worldwide “bubble of happiness” platform to mark grand openings and re-openings across the country. Each visual in the “Grand Openings” series is a playful representation of an iconic McDonald’s menu item such as the classic Big Mac, Egg McMuffin and Fries. Hundreds of biodegradable balloons were used to create nine-foot structures of each food item. Various sizes of balloons created a sense of texture, and carefully selected colours represented cheese, meat, lettuce, eggs, condiments and other ingredients from the McDonald’s menu. The balloon food images were photographed and displayed in McDonald’s windows and at the pointof-purchase, along with out-of-home advertising and print media. 38

CCO: Peter Ignazi ECDs: Louis-Philippe Tremblay, Anne-Claude Chénier Design CD: Barbara Jacques CD: Alex Gadoua CW: François-Julien Rainville ADs: Alex Jutras, Fabrice Bouty

OOH - TRANSIT CAMPAIGN

BRONZE: OOH - Transit Campaign

IKEA “Pack Sustainably” Rethink In Quebec, July 1st is the day that more than 70,000 households move, creating 55,000 tonnes of garbage and discarded items a year. To help prevent more waste, IKEA created instructions on how to pack and secure household items using everyday items: T-shirts replaced wrapping paper, socks replaced packing peanuts and blankets and bed covers replaced bubble wrap. The campaign showcased bestselling IKEA products (packed using the suggested household items) in out-of-home and social media. It used photography for OOH pieces and created carousels using its signature illustration style for social content. The IKEA assembly manual’s aesthetic was reprised and featured sustainable packing hacks, downloadable from its website. The campaign went live a month prior to Moving Day and encouraged people to share their own tips to “Pack Sustainably” – generating hundreds of responses. CCO: Aaron Starkman ECD: Nicolas Quintal CDs: Xavier Blais, Joel Holtby AD: Edouard Coune CWs: Xavier Blais, Justin Santelli

PR - INTEGRATED CAMPAIGN LED BY PR

PR - INFLUENCER/TALENT MARKETING

SILVER: PR - Integrated Campaign Led by PR BRONZE: OOH - Experiential/Special Events/Stunts BRONZE: PR - Influencer/Talent Marketing

Molson Canadian “Drink from the Cup” Rethink Drinking from the Stanley Cup is a dream for most Canadian hockey fans, but it’s a tradition reserved for Stanley Cup winners. To help make that dream a reality, Molson Canadian partnered with the NHL and Hockey Hall of Fame to pass its beer through the Cup at its brewery, then bottle it to create a limited-edition batch. Sportscaster Ron MacLean provided an introduction on Hockey Night in Canada before a viewing of the TV spot by Rethink. Brad May and Willie Mitchell were also enlisted to share their memories of winning the Cup with media outlets. The broadcast during Hockey Night earned over three million impressions within the first 24 hours. After that, the campaign reached nearly 15 million in earned media impressions from 194 placements, with an additional 5.1 million online video impressions and 4.2 million paid social impressions from NHL alumni content. Over one million bottles were sold across the country.

SILVER: PR - Influencer/Talent Marketing

SodaStream “Bublé Drops” Edelman To launch SodaStream’s new line of flavours in a partnership with PepsiCo’s Bubly sparkling water brand, Edelman helped turn Zoom calls into media placements. Singer and Bubly spokesperson Michael Bublé was enlisted to Zoom-bomb calls: From business meetings and birthday parties to mommy meetups and a Municipal Town Council meeting. He even dropped into an ET Canada interview with Jann Arden. The footage was then leveraged to develop content for earned media storytelling, social and online video. The campaign yielded 141 stories, over 79 million media impressions and more than 440,000 organic views of the “Bublé Drop Ins” video on YouTube. “Bublé Drops” performed 2.5 times better in converted sales than SodaStream’s previous fruit-flavoured line. Agency team: Leilah Ambrose, Erin Cochrane, Arefeh Ghane, Olivia Goemans, Louise Hugot, Alexa Macdonald, Max Mosher, Sara Rezaee, Brian Rosevear, Ioana Rucareanu, Karandeep Sandhu, Andrew Simon, Tamara Sulliman

CCO: Aaron Starkman ECD, CW: Mike Dubrick CD, head of art, AD: Joel Holtby CD: Dhaval Bhatt 40

RADIO SINGLE

Ah. Humans. Proud carriers of their very own craniums. Filled with that legendary grey jelly, otherwise known as “the brain.” Wrangler of quantum physics. Inventor of spicy chicken wings, and the much-loved elasticated waistband. So very clever. And yet. They still fall for emails from mysterious princes asking for bank details. Conduct entire arguments with “are too” and “are not.” They choose to ignore thousands of years of logic. And click on headlines that say, “Get rid of belly fat in three days.” And yes, they are easily distracted by roadside billboards selling exciting things like leaf blowers. Because humans will be humans. Which is exactly why Nissan Intelligent Mobility exists. Offering a full suite of advanced safety technology, designed to safely keep humans out of harm’s way.

GOLD: Radio Single (“Tremendous Minds”) SILVER: Radio Campaign (“Wonderful Humans”) SILVER: Radio Single (“Terrific Bodies”)

Nissan “Wonderful Humans” Juniper Park\TBWA To promote the need for the advanced safety technology of Nissan’s Intelligent Mobility, Juniper Park\TBWA created the “Wonderful Humans” radio spots to cheekily highlight the stupidity of humans. In “Wonderful Humans – Tremendous Minds,” the voice talks about humans as “proud carriers of their very own craniums” and how clever they can be before listing flaws such as how they “conduct entire arguments with ‘are too’ and ‘are not’” and “click on headlines that say, ‘Get rid of belly fat in three days.’” In “Wonderful Humans – Terrific Bodies,” the focus begins with our “tremendous formations of meat and hair” and “opposable thumbs” before transitioning to how we “twerk,” drop cellphones on our “own faces while lying in bed” and “indicate left, before turning the wheel right.” The spots end with “Humans will be humans,” which is why Nissan’s technology is designed to “help keep humans safely out of harm’s way.” CCO: Graham Lang, ECD: Jenny Glover, CD: TJ Arch, CW: Jenny Glover

RADIO CAMPAIGN

SILVER: Radio Campaign

Kraft Heinz “Slow” Rethink To break through the cluttered radio space, Rethink translated Heinz Tomato Ketchup’s most iconic attribute – its slow pour – into a purely audio format. While radio ads try to cram as much information as possible into 15- to 60-second slots, the Heinz radio campaign consisted of four spots ranging in length from 30 to 60 seconds, featuring a total of 10 to 13 words – much lower than the typical 75- to 150-word average. The voiceover stretched out the script as he read: “Something this slow can be extremely frustrating, unless it’s Heinz Ketchup.” The spots played across Canada’s top radio stations. With a buy of only $39,000, Heinz gained over four million impressions, and over-indexed the media buy by 15%. The slow radio campaign also led to a sales spike of 4.3% versus the year prior.

SILVER: Radio Campaign SILVER: Regulated Marketing

Pink Cherry “Invest in Yourself” The Local Collective Sex toy advertising is extremely regulated, making it challenging to match the fun of the product it promotes. The Local Collective tackled both issues by adopting financial investment lingo to position PinkCherry, the largest sex toy retailer in North America, as the best kind of investment. The “Invest in Yourself” radio spots, which helped promote PinkCherry’s partnership with WowTech Group and its products, featured one woman sharing how PinkCherry. com’s “investment tools” made sure “I always come first” and another where a wife convinces her husband why they should “invest.” The campaign ran across mass channels, including radio, print and out-of-home advertising across Canada and the U.S. The brand’s sales period during the campaign was the most successful in the company’s history. President & CCO: Matt Litzinger AD: Grant Cleland CW: Sean Atkinson Integrated strategy director: Michael Ash

“Something this slow can be extremely frustrating, unless it’s Heinz Ketchup.” “If it’s excruciatingly slow, it has to be an advertisement for Heinz Ketchup.”

“Crispy French-fried potatoes simply aren’t the same without deliciously slow Heinz Ketchup.” CCO: Aaron Starkman, CSO: Sean McDonald, ECD: Mike Dubrick, AD: Maxime Sauté, CWs: Xavier Blais, Allan Topol, Strategist: Julian Morgan

SELF -PROMOTION

SILVER: Self-Promotion

John St. “20th Anniversary” John St. Turning 20 in agency years is a big deal, but because of the pandemic, what would normally be a party for the ages was destined to be yet another Zoom call for everyone at John St. Since a live in-person celebration wasn’t possible, the agency built a new world – in Minecraft. Working with a crew of Minecraft builders, John St. created a 1:1 replica of its office, including small details such as the entryway fan that blows way too much and the office dog that rides the elevator. The in-game office party boasted quests, a rooftop bar, the ability to fly and a Hall of Fame featuring the agency’s work from the last 20 years. It was big news in the industry, and garnered national and international press.

CCO: Cher Campbell CDs: Jordan Cohen, Cam Boyd ACD, CW: Marc Levesque ACD, AD: Dan Cantelon AD: Shirley Xu Wang CW: Marly Dichter

SILVER: Self-Promotion

Zulu Alpha Kilo “Awards Gone Wild” Zulu Alpha Kilo

CCO: Zak Mroueh ACD, AD: Michael Siegers ACD, CW: Jonah Flynn

For the self-promotion video that finalists are asked to submit to Strategy Magazine’s Agency of the Year, Zulu Alpha Kilo used absurd examples to poke fun at the ad world’s awards system in “Awards Gone Wild.” A lifeguard asks a passerby if he can give him mouth-to-mouth resuscitation so it looks like he performed a rescue – in order to win the Lifeguard Award. Girls desperate to win the Bake Sale Award ask a customer to get a photo of her eating one of 500 cookies they insist she buy, demanding she “eat the f*cking cookie” when she expresses discomfort with their requests. In various ludicrous scenarios featuring a heart surgeon, a dogwalker and others, strangers are utterly perplexed by the requests. The spot ends with “It’s time we all got back to awarding real work,” poking fun at the advertising industry’s efforts to overproduce case studies in order to win awards. 43

PUBLIC SERVICE ADVERTISING JURY

CO-CHAIRS

A NOTE FROM THE PUBLIC SERVICE ADVERTISING CO-CHAIRS

Jenny Glover | Juniper Park\TBWA

e were honoured to join this year’s Marketing Awards as the Public Service Advertising co-chairs, and it is a privilege to be asked to be the first two co-chairs ever in this category. The power of creativity and storytelling to activate and advocate around social causes and not-for-profit organizations has never been more crucial or relevant. It was brilliant on the part of Brunico’s Mary Maddever and her team to acknowledge the need to recognize this work as distinctive. The work was varied, thoughtful, sometimes humorous and always thought-provoking. The best work recognized the power of multi-channel and the need to elicit action, not just emotion. As this category progresses, it’s clear that work that drives real social change and solves pertinent problems will be at the forefront. Public Service is a real opportunity for us to use our creative skills for a greater purpose. What we do is not just “advertising”; our industry has limitless potential when we operate with a genuine sense of responsibility and desire for impact. Congratulations to all the entrants and award winners! Having judged many different awards globally, we continue to believe some of the best work comes from Canada, and this year certainly lived up to that expectation.

SHORTLIST JURY

Krista Webster | Veritas Communications

Brynna Aylward GUT Toronto

Gail Pak McCann

Kevan Kalyan Blackiron agency

Eva Polis DDB Canada

Julie Nikolic Camp Jefferson

Sann Sava Publicis Montreal

Rena Menkes Hula No Fixed Address

Leia Rogers Rethink

LIVE JURY

Marie-Elaine Benoit Sid Lee

Jay Chaney Broken Heart Love Affair

Nancy Crimi-Lamanna FCB

Max Geraldo BBDO

Matt Hassell Forsman & Bodenfors

Erin Kawalecki Angry Butterfly

Allen Kwong Taxi

Lance Martin DonerNorth

Brian Murray Zulu Alpha Kilo

Angela Sung Diamond Integrated Marketing

Rob Sweetman One Twenty Three West

Jensen Tsoi Dyversity Communications 45

> SPECIAL JURY PRIZE - PERFORMANCE

SPECIAL JURY PRIZE - PERFORMANCE GOLD: Online Film Single

SickKids Foundation “SickKids Moms VS. Hard Days” Cossette & Cheryl Nelson-Singh Ahead of Mother’s Day, SickKids Foundation and Cossette highlighted one family’s heart-wrenching journey as a child underwent cancer treatment at the hospital – all of which unfolds through the eyes of the mother, played by Cheryl Nelson-Singh. In the spot, she displays exhaustion and despair over the crushing weight of the emotional situation. She attempts to keep up with the routines of daily life in scenes that often feature her crying – alone, with her son and with her family. The viewer watches as the mom narrates and self-records phone footage documenting the various stages: Shaving her son’s head to prepare for chemotherapy, making scheduled and emergency trips to the hospital, managing medications, struggling to care for him at home, watching helplessly as his unconscious body is loaded into an ambulance. The mom’s relief is palpable at the end, when her son is shown enjoying the simple pleasures of childhood, dancing with his little sister and playing outside. The video ends with a call to donate at GetBetterGifts. ca to help “SickKids moms stay strong” with gifts that support them, their families and their kids who are receiving care from the hospital.

CCO: Peter Ignazi ECD: Jaimes Zentil CD, CW: Matt Antonello CD, AD: Kyle Lamb Production house: Scouts Honour

AMBIENT - LARGE SCALE

GOLD: Ambient - Large Scale SILVER: OOH Single

YWCA Metro Vancouver “Wall for Women” Rethink

To drive awareness and donations for services needed by women and children escaping domestic violence, the YWCA and Rethink created the “Wall for Women” – a 42-foot mural on a major corner in Vancouver. The YWCA partnered with renowned artist Ola Volo to create the first mural designed to fund the fight against domestic violence by embedding six painted QR codes within the intricate image of a powerful queen-like figure rising up. As people attempt to take photos of the mural with their phone, the embedded QR codes deliver a disturbing statistic about domestic violence and prompts them to make a donation. The campaign earned over one million impressions in traditional media, over 500,000 impressions in organic social reach and an unprecedented amount of user-generated content on TikTok and Instagram. The YWCA’s social channels saw over 30,000 engagements, helping it become recognized as a powerful advocacy group among millennial audiences.

CCO: Aaron Starkman CSO: Sean McDonald ECDs: Leia Rogers, Morgan Tierney ACDs: Sheldon Rennie, Jordon Lawson ADs: Abrie Miller, Sheldon Rennie, Nada Hayek Designers: Abrie Miller, Sheldon Rennie CWs: Emily Betteridge, Jordon Lawson, Thom Peters Strategists: Darren Yada, Aliz Tennant, Samantha Cheng

AMBIENT - SMALL SCALE

BRONZE: Ambient - Small Scale BRONZE: Community Building

BC Cancer Foundation “Ballsy Ribbon” Rethink

In 2020, BC Cancer Foundation saw a 20% decrease in new diagnoses of testicular cancer due to the pandemic, an alarming statistic since the past four decades have seen a 400% increase in cases. With early detection as the focus, the Foundation worked with Rethink to raise awareness by reimagining its ribbon symbol. The purple ribbon was doubled and flipped upside down – creating an instantly identifiable icon to represent testicular cancer – and made into a wearable pin. The “Ballsy Ribbon” campaign included a cheeky video with instructions on how to perform a self-check, and drove organic discussion on social and Reddit among testicular cancer patients and survivors. Due to its success, the symbol and initiative will be repeated annually.

CCO: Aaron Starkman, CDs: Leia Rogers, Morgan Tierney, Hans Thiessen, ADs: Jake Gauthier, Dosh Osholowu, Design: Max Littledale CWs: Evan Kane, Dan DeBacker

BRONZE: Ambient - Small Scale BRONZE: Community Building

Fondation Émergence “Colours of Pride” Rethink Montreal’s Fondation Émergence tapped Rethink to help remind people that hate crimes against the LGBTQ2+ community are still prevalent. “Colours of Pride” reimagined the iconic Pride flag by replacing the bright rainbow colours with muted ones from real bruises and assaults against the LGBTQ2+ community. A website featured testimonials of victims and invited visitors to contribute their own stories and images. The campaign video, launched on social channels and via PR efforts, generated more than 2.4 million views. The flags were also part of a toolkit made available globally for free, and the ordering of materials by schools grew six-fold between 2020 and 2021.

CCO: Aaron Starkman ECDs: Nicolas Quintal, Mike Dubrick CDs: Xavier Blais, Maxime Sauté ADs: Maxime Sauté, Rachel Leblanc, Ryan Cookish CWs: Xavier Blais, Geoff Baillie

DIRECT

GOLD: Direct SILVER: OOH Single

Human Rights Foundation “Uncomfortable Truth” Taxi

To raise awareness of the fashion industry’s ties to Uyghur forced labour camps in Xinjiang, China, the Human Rights Foundation worked with Taxi to create “Uncomfortable Truth” – a campaign that capitalized on the excitement that surrounded Yeezy X Gap’s apparel launch in NYC. The hyped clothing launch consisted of a single image – no text, names or logos – showing the blue puffer jacket designed by Yeezy for Gap alongside a QR code, with the product selling out within hours. Knowing fans were anticipating the next drop, the Foundation acted fast to put up posters mimicking the style, and replaced the blue jacket with a blue prison jumpsuit worn by Uyghurs in captivity. When someone scanned the QR code, they were provided information on the crisis and ways to act. The campaign saw a 631% spike in visits to the Foundation’s website within 72 hours, over 91,000 social media impressions and upwards of 7.15 million earned media impressions. Reddit users also speculated on the new item, inadvertently creating additional hype. CCOs: Kelsey Horne, James Sadler ECD: Michael Houldsworth CD, CW: Dom Desmond ADs: Tasha Thomas, Lizzie Dabous Strategy director: Tim Pelz 49

COMMUNITY BUILDING

GOLD: Community Building

Canadian Down Syndrome Society “Mindsets” FCB

With “Mindsets,” the Canadian Down Syndrome Society (CDSS) set out to prove the importance of fitness for people within the Down syndrome community – who are typically not encouraged to exercise to improve cognitive health – in order for it be widely encouraged by doctors, parents and society at large. A social video by FCB highlighted the barriers people with Down syndrome experience when it comes to fitness, and encouraged volunteers to participate in its global research study. More than 50 influencers in the community were asked to share the campaign and 200 people were recruited for the study, which was conducted in partnership with Anglia Ruskin University and BrainHQ, to prove the link between fitness and cognition for the community. With a small media budget of only $5,000, the campaign achieved 180 million media impressions and 1.6 million video views across its social channels.

CCOs: Nancy Crimi-Lamanna, Jeff Hilts ECD: Andrew MacPhee ACDs: Michael Morelli, Marty Hoefkes CW: Jon Dawe AD: Jerry Yang CSO: Shelley Brown Director of strategy: Eryn LeMesurier

HEALTH & WELLNESS EDUCATION & ADVOCACY

GOLD: Health & Wellness Education & Advocacy SILVER: Brand Content

Over The Bridge “The Lost Tapes of the 27 Club” Rethink

With mental health issues prevalent in the music industry, Over The Bridge and Rethink created “The Lost Tapes of the 27 Club” as a way to imagine the music that might have been made by legendary musicians if they weren’t lost to anxiety, depression and addiction at the age of 27. Using Magenta, an AI platform developed by Google, a computer analyzed the audio data from Jimi Hendrix, Amy Winehouse, Jim Morrison and Kurt Cobain, identifying specific patterns in their original songs to generate four new tracks. The album was launched on Spotify, YouTube Music and a microsite, and coverage in Rolling Stone helped reach over two million streams in one week, with listeners from over 160 countries. Fans performed cover songs, produced music videos and added “Lost Tapes” sheet music to guitar websites. Best of all, Over The Bridge saw an 830% increase in musicians reaching out for support. CCO: Aaron Starkman ECDs: Leia Rogers, Morgan Tierney CDs: Sean O’Connor, Hans Thiessen ACD, AD: Jake Hope Designer: Alex Bakker Writer: Sean O’Connor 51

HEALTH & WELLNESS EDUCATION & ADVOCACY

SILVER: Health & Wellness Education & Advocacy SILVER: Integrated Campaign

SickKids Foundation “SickKids VS. The Unknown: Be a Light” Cossette To encourage monthly donations for the new Hospital for Sick Children, its foundation and agency Cossette created “SickKids VS. The Unknown: Be a Light.” The “Unknown” in the title is represented by black, ink-like blobs that emerge slowly between buildings and slither through hallways and rooms of homes and the hospital where sick children reside and are being cared for and operated on. A solemn version of Simple Minds’ “Don’t You (Forget About Me)” plays during these scenes. However, the song eventually turns dramatic and powerful as children – in wheelchairs, on bicycles, on foot and rolling their IVs – stream through the streets wielding flares, light sabers and flashlights up towards the night sky until they reach the SickKids building, which lights up as they arrive. The text appears: “Fight the dark cloud of childhood illness. Be a light and help build the new SickKids.”

Global CCO: Peter Ignazi ECDs: Craig McIntosh, Jaimes Zentil CDs: Mario Cesareo, Valentine Ho ACD, CW: Jon Taylor ACD, AD: Andrea Romanelli

NABS enlisted Cossette to help bring attention to the high burnout rate in the advertising and marketing industry due to the lack of work-life balance (particularly during the pandemic). A video features a woman working alone late at the office when suddenly an animated cracker – the subject of her work – appears on her desk, singing and dancing about the various ways “This Job Can Break You,” covering topics typically not broached out loud, and even features a cheeky comment including an expletive. The campaign video was posted online, shared with media and featured across industry trades, websites and social channels, creating a 500% lift in brand awareness. BRONZE: Health & Wellness Education & Advocacy

NABS “This Job Can Break You” Cossette

Global CCO: Peter Ignazi ECDs: Craig McIntosh, Jaimes Zentil CDs: Nicole Ellerton, Jacob Greer AD: Nicole Ellerton CW: Jacob Greer

ONLINE

SILVER: Online

Black Business and Professional Association (BBPA) “The Micropedia of Microaggressions” Zulu Alpha Kilo “The Micropedia” is the first encyclopedia of definitions, information and real-life examples of microaggressions that marginalized people face daily. Created by the Black Business and Professional Association (BBPA), together with Zulu Alpha Kilo, “The Micropedia” is an ever-growing resource that also provides tips on how to avoid, respond to and be accountable for microaggressions, while also inviting people to contribute their own experiences. The learning tool has been embraced by major organizations, including the Government of Canada, to help accelerate their own internal diversity efforts. The BBPA worked with the Canadian Congress on Diversity and Workplace Equity, Pride at Work and the Diversity Institute of Ryerson University to develop the content.

BRONZE: Online

Royal Canadian Legion “Immortal Poppy” Wunderman Thompson

CCO: Zak Mroueh ECDs: Stephanie Yung, Christina Yu AD: Andrea Por CW: Christina Roche

The Royal Canadian Legion worked with Wunderman Thompson to immortalize Canada’s fallen soldiers by creating a digital version of the poppy. To do so, the team used the blockchain technology behind NFTs, tapping into its ability to preserve data online. To create the “Immortal Poppy,” a real flower was taken from Flanders Fields in Ypres, Belgium and rendered into a digital format by an artist, who then overlaid the 118,000 names of those who fought for freedom. To honour the 100th anniversary of the Remembrance Poppy, 100 collectible copies of the NFT were created. The NFTs could be bought, sold and resold, with proceeds going directly, in perpetuity, to the Royal Legion Poppy Fund. Over $40,000 was raised at the time of submission. CCO: Ari Elkouby ACDs: Angeline White, Raj Gupta Strategists: Matt Ball, Barbara Jung 3D artist: Joacim Svedlund Production: Sauce Production

ONLINE FILM SINGLE

OUT-OF -HOME CAMPAIGN

BRONZE: Online Film Single

Canadian Centre for Child Protection “Happy Birthday, Twitter” No Fixed Address The Canadian Centre for Child Protection worked with No Fixed Address to capitalize on Twitter’s 15th birthday by highlighting the platform’s role in spreading child sexual assault material (CSAM), while also pressuring it to act. In a powerful video produced, survivors wish the social media giant a happy 15th birthday before recounting their own experiences at the same age – the abuse they suffered and their attempts to get Twitter to remove their CSAM. The video was released on Twitter, seeded with influencers, and information was shared on BirthdayPlea.com. The campaign generated over 330 million impressions worldwide, and on Twitter, over 30 million impressions – all without paid media. The Five Eyes, a five-country intelligence alliance, also invited the Canadian Centre for Child Protection to speak about the CSAM epidemic. CCO: Greg Hahn ECDs: Bianca Guimaraes, Kevin Mulroy ACDs: Sam Cote, Ryan Dzur Designers: Pier-Phillipe Rioux, Madison Bell VP, strategy: Zach Klein

BRONZE: Out-of-Home Campaign

Assaulted Women’s Helpline “House with No Escape” Giants & Gentlemen One in four women experience domestic abuse at some point in their life, and during the pandemic calls to the Assaulted Women’s Helpline increased by 86%. However, it’s not easy for women to leave their abusers, taking into consideration their children at home, financial repercussions and the fear of what their partners might do. To demonstrate the difficulty, Giants & Gentlemen created “The House with No Escape,” a series of OOH ads featuring homes that appear completely bricked in, accompanied by the message: “When you live with abuse, there’s no easy way out.” A film included shocked reactions of passersby in a Toronto neighbourhood when they saw a bricked-in home featuring a lawn sign with the same message. CCOs: Alanna Nathanson, Natalie Armata ACD, AD: Becky May ACD, CW: Logan Broger

PRESS SINGLE

SILVER: Press Single

Federation of Quebec Alzheimer Societies “Loved Ones Forget Themselves, Too” Cossette The Federation of Quebec Alzheimer Societies enlisted Cossette to communicate that support is available to those who care for loved ones with Alzheimer’s disease. Neurocognitive disorders affect 153,000 Quebecers, with the number of those impacted set to increase by 70% by 2031. To demonstrate how caregivers can forget themselves while looking after others, an ad features a woman’s growing list of daily caregiving tasks for her father. Featured as a mosaic of handwritten Post-It notes, the messages cover and obscure her head and body, seemingly recreating her in pixelated form. The campaign drove 16 times more unique visitors to the Federation of Quebec Alzheimer Societies’ website, along with a significant jump in calls and email inquiries.

CDs: Louis-Phillipe Tremblay, Anne-Claude Chenier, Richard RochetteVilleneuve, CW: Francois-Julien Rainville, ADs: Alexandre Jutras, Dorian Coureau

TELEVISION SINGLE CCO: Peter Ignazi ECDs: Jaimes Zentil, Craig McIntosh ACDs: Jake Bundock, Ryan Kukec Senior AD: Chris Walker Senior CW: Pete MacInnis

BRONZE: Radio - Television Single

World Wheelchair Rugby “Here to Win” Cossette

In “Here to Win” – created by Cossette for World Wheelchair Rugby – a man watches wheelchair rugby matches and studies a star player obsessively on television, his computer and his phone while he eats. The video shows him training, juxtaposing shots of his own practice moves alongside shots of the pro. After he makes a team, the man demonstrates the same speed, determination and fearlessness. In a match, he breaks away with the ball, only to be knocked down. The ball rolls away, then is scooped up quickly by the star player. The message: “We’re not here to inspire. We’re here to win.”

INFLUENCER/TALENT MARKETING

BRONZE: Influencer/Talent Marketing

Canadian Mental Health Association “Ugly (Truths) Holiday Sweaters” Citizen Relations Ahead of the holiday season, the Canadian Mental Health Association (CMHA) and Citizen Relations used the classic “ugly Christmas sweater” to highlight disturbing truths and statistics around anxiety, loneliness and depression. With no budget for media or an influencer network, the team shipped off the sweaters in a box that contained information and relevant links – and then waited. In little time, influencers donned the ugly sweaters to share the messages and related hashtags, participants of which included national media personalities, celebrities, the mayors of Toronto and Montreal, NHL players, Grand Slam tennis champions and Sophie Gregoire-Trudeau. Requests to purchase sweaters flooded in from Canadians, and the campaign led to 67 million organic impressions, 164 influencer posts, 240 earned media placements and a 9% increase in Canadian conversations around mental health. CCO: Josh Budd ADs: Randy De Melo, Joel Arbez Designers: MyoNaing Illidge, Hilary Walls CW: Josh Budd

Stay connected with daily brand news. Sign up for your free daily briefing and get context for all the marcom news, research & trends impacting the Canadian market. strategyonline.ca/subscribe

MULTICULTURAL JURY

CO-CHAIRS

A NOTE FROM THE MULTICULTURAL CO-CHAIRS n today’s Canada, our consumers and employees come from a population where 22.6% are visible minorities. In cities like Toronto and Vancouver, it’s closer to 52%. In other words, if multicultural marketing is not a core strategy, we aren’t really marketing. Naturally, corporate leaders and stakeholders have begun to value marketing that embraces diversity and creates inclusion. But diversity marketing and multicultural marketing are not the same thing and cannot replace each other. They have different missions and need to work hand-in-hand to build stronger brands. The 100th Marketing Awards is a milestone opportunity to deliver this clarion call-toaction – to marketers, agencies and industry peers. Jettison your unconscious bias and stereotypes. Celebrate the great contributions multicultural marketing experts have made for decades. Don’t disadvantage multicultural agencies – instead, work with us to take marketing to that next, more inclusive level. In that spirit, our jury has generously chosen to recognize non-practitioner work when it genuinely advanced inclusion. And above all, our jury was united on this: We must work towards reconciliation and find new ways to make room for Indigenous thinking, courage and creative leadership. When we look at our work, we want to see a diverse, inclusive Canada in which immigrants of colour are welcomed, and a Turtle Island where we centre Indigenous culture. This year’s Multicultural winners and our special Diversity and Inclusion honouree break out of our industry’s cycle of exclusion. We congratulate them all warmly.

Gavin Barrett | Barrett and Welsh

Loretta Lam | Focus Communications

LIVE JURY

Alisa Choi Darcy Mimos Coliving

Donovan D’Souza Balmoral Multicultural Marketing

Amira Hassan y (design house)

George Kan Captus Advertising

Chinmay Nagarkar Maple Diversity Communications

Shreya Parashar Culture Opus

Justin Poy The Justin Poy Agency

Jatinder Rai Response Advertising

Waseem Shaikh Ethnicity Matters

SHORTLIST JURY Doris Chan Dyversity Communications Ramesh Nilakantan Monsoon Communications

Whitney Zhan digitallab.uwex.co 59

> MULTICULTURAL BEST OF SHOW

MULTICULTURAL BEST OF SHOW GOLD: Promotion SILVER: Branding

Pfaff Harley-Davidson “Tough Turban” Zulu Alpha Kilo

CCO: Zak Mroueh Head of design: Stephanie Yung ACD, AD: Vic Bath ACD, CW: Dan Cummings Designers: Jeff Watkins, Rasna Jaswal 60

When Ontario legislation was passed in 2018 exempting Sikh men from motorcycle helmet laws, it was a partial victory. Sikh men could now wear turbans when hitting the open road, however safety remained a concern. So Pfaff Harley-Davidson and Zulu Alpha Kilo set out to create headwear that respected Sikh identity while also providing the same protection as a traditional helmet. The result was “Tough Turban,” a prototype product that combined ancient tradition with modern engineering. Inspired by Sikh warriors who went to battle with chain mail woven into the fabric of their turbans, the industrial design team applied impact-resistant materials – including a 3D-printed carbon-fibre take on chain mail and a foam that is pliable but hardens instantly on impact – to this new iteration. The “Tough Turban” campaign video featured testimonials from Sikh motorcycle enthusiasts and an explanation on how the turban was conceived. Pfaff Harley-Davidson even published open-source production files to allow manufacturers around the world to produce the turbans in their own markets. PR initiatives and posts across Pfaff Harley-Davidson’s social channels helped garner media coverage across the U.S., Canada, the U.K. and India, totalling 238.8 million earned impressions and an advertising value of $2.19 million. “Tough Turban” also spurred action: British Sikhs asked their government to re-examine helmet laws, while three manufacturers have inquired about large-scale production.

> SPECIAL JURY PRIZE - DIVERSITY & INCLUSION SPECIAL JURY PRIZE - DIVERSITY & INCLUSION

Sephora National Indigenous History Month Middle Child To combat the lack of Indigenous peoples represented in the beauty industry, Sephora Canada featured stories, truths, songs and traditions in its first-ever National Indigenous History Month campaign. With approximately 44% of the Indigenous population under the age of 25, Sephora, with the help of Middle Child, targeted Indigenous youth with video content across its social platforms. To ensure authentic representation, Sephora partnered with Indigenous talent on both sides of the camera and set up an Internal Advisory Circle of Indigenous Sephora Beauty Advisors to support the campaign. It also collaborated with TikTokers @shinanova and @indigenous_baddie to tell their individual stories in additional pieces of long-form video content that included subtitles in their respective Indigenous languages. The campaign launch video achieved a social engagement rate of 5.59%, becoming the retailer’s topperforming piece of content for the year to date. Through YouTube, the video achieved over 7.8 million impressions, helping drive a brand lift of 8.3%, which surpassed Google’s benchmark of 5%. The campaign helped evolve Sephora’s “We Belong to Something Beautiful” brand platform – established to drive inclusion, combat racial bias and drive educational storytelling – by championing diverse representation in the beauty space and fostering a greater sense of belonging for many Indigenous peoples. Advisor: Sarain Fox, Landback Studios Indigenous talent: Michelle Chubb, Shina Novalinga, Sarain Fox, James Jones, Shayla Stonechild, Tia Wood, Delainee Tootoosis, Lesley Hampton Photographer: Billie Chiasson Videographer: Sean Stiller

HOLIDAY/SEASONAL ADVERTISING

GOLD: Holiday/Seasonal Advertising SILVER: Online Film

Ford “There’s No Escape Like Home” Ethnicity Matters

To promote the Ford Escape to South Asian audiences, “There’s No Escape Like Home” weaved in the narrative of the pandemic while aligning the timing of the campaign with Diwali. With Ontario opening up after vaccines had lowered COVID hospitalization rates, Ethnicity Matters found that people were beginning to feel more optimistic. The beginning of the holiday season in the fall also marked the start of family gatherings, making it an ideal time to promote the SUV’s technology and driver-assist features. The campaign centered around the car trip of a young mother who, along with her family, visits her father in London, Ontario, for their first Diwali together since the pandemic began. The three-minute film depicted an emotional journey that Ontarians would recognize and find relatable, while also serving as a product walk-through. Shorter videos were edited to create social assets. The campaign recall rate was 26%, with 200,000 impressions achieved as a result of PR promotion. Comms manager: Barry Teplicky Account director: Brian Tong

HOLIDAY/SEASONAL ADVERTISING

GOLD: Holiday/Seasonal Advertising BRONZE: Online Film

HSBC Bank USA “The Luckiest Red” Wunderman Thompson

To help HSBC Bank USA connect with overseas Chinese during Lunar New Year, Wunderman Thompson partnered with the Asian Art Museum of San Francisco. “The Luckiest Red” campaign focused on the colour red, which symbolizes luck and fortune, as the starting point. With thousands of shades of red, the goal was to determine which one was more prevalent (or luckier) than the others. Artificial intelligence was used to scour and synthesize the museum’s 18,000 paintings, sculptures, tapestries and artifacts, and then extract the colour values to ascertain “The Luckiest Red.” The work was a celebration of Chinese culture, highlighting a wide range of art created by and for the Asian community, with positive press and feedback from the target audience. The campaign also included plans to bottle the colour for use in original works of art for Asian Heritage Month in May. Feedback from the Chinese community was positive and the campaign was featured across various industry publications. CCO: Ari Elkouby ACD: Raj Gupta AD: Lily Coyle CW: Sucheta Shankar

HOLIDAY/SEASONAL ADVERTISING

SILVER: Holiday/Seasonal Advertising

Barrett and Welsh “Year of the Ox Agency Digital Greetings” Barrett and Welsh When sending Chinese New Year’s greetings to clients and vendors in 2021, Barrett and Welsh wanted its wishes to charm its audience while also cementing its reputation as a leader in multicultural marketing. The bilingual greeting – which included the message “Happy Year of the Ox” and “Many Wins on the Year of the Ox” – was used in email and across social media in video and animated GIF formats. The agency created clever typographical videos and social copy, which played off the image of an ox’s head or the word “ox.” Since the holiday coincided with Valentine’s Day, the greeting signed off with “XOXO” or, more accurately, “OXOX.” In a single day and with zero budget, the post garnered 2,200 B2B impressions across Facebook, Instagram, Twitter and LinkedIn. CCOs: Gavin Barrett, Mike Welsh, CW, AD: Gavin Barrett

BRONZE: Holiday/Seasonal Advertising

Telus Filipino Heritage Month Response Advertising With June designated as Filipino Heritage Month in Canada, Telus looked to drive brand awareness by conveying its support for the Filipino community. Telus, with the help of Response Advertising, centred its Filipino Heritage Month campaign around the “Bayanihan spirit,” a beloved part of Filipino culture based on helping others in your community – a concept that was increasingly important during the pandemic. The digital and social campaign depicted that the Bayanihan spirit was alive among Filipinos (through images of animals like elephants holding trunks) and was recognized by Telus as it contributed over $1.1 million to families and students in the Philippines. The success of the campaign helped set a new benchmark for future campaigns, with social ads exceeding its 2020 campaign click-through rate. From a business perspective, Telus saw more than 7% growth month-over-month.

Creative team: Mayank Choudhary, Karen Tam, Candice Liao, Kenneth Tong, Andrea Lau, Tiffany Lai, Marc Fong, Herbert Fung, Nachiket Sant

COLLABORATIONS

GOLD: Collaborations

Reitmans “Diversity Is the Fabric of Canada” Ethnicity Matters Reitmans’ commitment to championing clothing for all Canadian women was embodied in its “Diversity Is the Fabric of Canada” campaign, aimed at Chinese and South Asian Canadians. Ethnicity Matters sourced two ambassadors: Sandy Gill (a Punjabi-Canadian stylist and influencer) and Chan Hon Goh (the first Chinese-born principal dancer of the National Ballet of Canada) to design patterns reflective of their heritage. The patterns were reproduced on t-shirts, scarves and tote bags, with proceeds going to a charity of their choice. In-language interview segments with the two ambassadors were distributed to relevant media, racking up some of the highest online video view rates of the campaign. Social posts wishing Reitmans’ followers a “Happy Vaisakhi” introduced Gill as an ambassador, while WeChat posts and Chan’s own designs helped further extend the campaign to Chinese audiences. A Canada Day contest gifted ten newcomers a $1,000 wardrobe to extend the spirit of the campaign. Ontario, the region where most of the paid tactics were targeted, recorded the highest number of impressions. CD: Waseem Shaikh VP, marketing, ecommerce and visual presentation: Valerie Vedrines Senior account director: Christine Bellevue

DIGITAL

GOLD: Digital

Black Business and Professional Association (BBPA) “The Micropedia for Microaggressions” Zulu Alpha Kilo The hurt and mental harm that arises from subtle daily put-downs, assumptions and comments known as microaggressions can take a toll on people of marginalized groups. To create the self-awareness required to prevent these unwelcome comments, the Black Business and Professional Association (BBPA), along with Zulu Alpha Kilo, created “The Micropedia” – the world’s first encyclopedia of microaggressions. “The Micropedia,” modeled after other community-driven wikis, is a constantly expanding learning tool with definitions, information and real-world examples of microaggressions, where users are invited to contribute their own experiences. The content was developed with contributions from organizations on the frontlines of diversity, equity and inclusion, including the Canadian Congress on Diversity and Workplace Equity, Pride at Work and the Diversity Institute. The success of “The Micropedia” demonstrates the appetite for this resource, with the project being picked up by local and international press. With no paid promotion, the site has attracted users from over 115 countries and received nearly double the total number of entries in user submissions. Companies such as EY and Telus have incorporated the tool in their DEI efforts. Included as part of the Government of Canada’s 50-30 Challenge program to ramp up diversity practices in Canadian organizations, the impact of “The Micropedia” can only grow greater.

CCO: Zak Mroueh, ECDs: Stephanie Yung, Christina Yu, AD: Andrea Por, CW: Christina Roche, Design director: Jeff Watkins, Designer: Zoe Kim 66

GOLD: PRINT

People of Colour in Advertising and Marketing (POCAM) “White Space” Barrett and Welsh Armed with data from 2019 that indicated Toronto’s population is 48% white, but the same segment comprises 79% of the ad industry, the People of Colour in Advertising and Marketing (POCAM) needed to find an impactful way to encourage industry leaders to examine and improve their hiring practices. Working with Barrett and Welsh, the organization created “White Space,” a B2B print ad consisting of a single blank white page that dramatized the enormity and unfairness of the imbalance, with minimal text at the bottom calling for change. The ad’s aim was to improve equity and hiring for BIPOC professionals in the Canadian advertising and marketing industry by encouraging decision-makers to commit their organizations to POCAM’s Call for Equity. CCO: Gavin Barrett

BRONZE: ADAPTED ADVERTISING

BRONZE: Print

Sing Tao Daily News “Rowers” Captus Advertising Founded in Hong Kong, the Sing Tao Daily News was celebrating 38 years in Canada. The newspaper’s agency Captus wanted to create an ad for the anniversary that would be creative and visually impactful. The newspaper’s success was due in large part to the collaboration and teamwork it engages internally and externally. So Captus Advertising created “Rowers,” a compelling overhead shot featuring two people rowing together, with their oars in the water creating the number “38.” The copy, in Chinese, read: “Congratulations Sing Tao on your 38th anniversary. It’s been an honour to row alongside you shoulder to shoulder into the future.”

BRONZE: Adapted Advertising

Telus “Family Discount” Response Advertising

CD, CW: George Kan AD: Jacky Phua Designer: Teddy Lee

While the Telus Family Discount (TFD) – an unlimited data package – has existed for a couple of years, the product had very little awareness and was not very competitive on price. Intent on driving interest for the product, Telus set its sights on Chinese and South Asian families. But without a unique selling point, Response Advertising had to rely on strategy and concept to drive differentiation and awareness. The agency came up with the tag: “The more you add, the more you save with the Telus Family Discount.” The TFD campaign conveys this message with a video featuring an image of an adorable chicken as the focal point, with chicks added to the frame one-by-one while a catchy tune plays. The multiplatform creative was intended to entertain the audience while also driving home the message of the product’s value. The campaign drove higher recall rate in Chinese segments across the Greater Toronto Area (GTA) than the norm, and had a positive impact on brand consideration with scores of +18. Creative team: Nachiket Sant, Sowmyaa Narayanan, Ashley Yuen, Caroline Yao, Tiffany Lai, Andrea Lau, Mayank Choudhary

BEST USE OF SOCIAL MEDIA

SILVER: Best Use of Social Media

People of Colour in Advertising and Marketing (POCAM) “Cause to Pause” Barrett and Welsh Prior to the 2021 anniversary of George Floyd’s murder in Minneapolis by a white police officer, the People of Colour in Advertising and Marketing (POCAM) anticipated that agencies and brands would post performative statements as some had done the previous year. To head off opportunistic messaging, POCAM, with Barrett and Welsh, deployed its “Cause to Pause” social media campaign, asking brands and agencies to be respectful of the day and thoughtful towards Black colleagues. The campaign’s centrepiece was a simple video/GIF, featuring a stark image of a white “pause” button on a black background asking audiences to “Pause,” “Remember” and “Rise for Equity” in memory of George Floyd. Posted on POCAM’s LinkedIn, Twitter and Instagram accounts, the campaign drew attention from industry press and earned over 3,500 impressions across platforms.

CCOs: Gavin Barrett, Mike Welsh CW, AD: Gavin Barrett

CCOs: Gavin Barrett, Mike Welsh CW, AD, strategy: Gavin Barrett

BRONZE: Best Use of Social Media

Cultural Pluralism in the Arts Movement Ontario “Equity Is Survival” Barrett and Welsh

As an advocate for artists in the Indigenous, Black and People of Colour (IBPOC) community, Cultural Pluralism in the Arts Movement Ontario (CPAMO) hires and showcases their art at The Gathering, its signature event held in December – an initiative that was especially crucial during the pandemic. For 2021, CPAMO needed financial support to continue spotlighting the art of historically marginalized artists. Barrett and Welsh devised the “Equity Is Survival” social media campaign, with still images and videos featuring blunt and inequitable statistics relating to IBPOC artists. The campaign reminded audiences that as we languished in our COVID days, IBPOC artists brought joy by performing on porches and in backyards for free. The campaign consisted of Facebook posts boosted by newsfeed ads. The campaign had raised $4,835 in its first two months, and eventually exceeded the goal of $5,000 for the campaign period. With this success, CPAMO has now raised its 2022 target to $10,000 in the hopes of supporting more IBPOC artists.

DIGITAL

SILVER: Digital

Nia Centre for the Arts “Black Square” Barrett and Welsh

The black squares posted in solidarity after the murder of George Floyd formed the backbone of Nia Centre for the Arts’ campaign to raise $400,000 to build Canada’s first Black arts centre. Based on the idea that the original black squares were meaningless without action, Nia, with the help of Barrett and Welsh, made an appeal for real change and called for audiences to “Put your money where your black square is.” The campaign used digital display banners, Facebook newsfeed ads and online video assets to make direct calls for donations. By the end of 2021, the campaign had raised $665,496 from 5,559 donors. Leaders including Mayor John Tory and Prime Minister Justin Trudeau also expressed their support. CCOs: Gavin Barrett, Mike Welsh, CW: Gavin Barrett, AD: Bhupesh Luther

BRONZE: Digital

TD Bank “What’s Your Plan” Barrett and Welsh A number of variables for South Asian immigrants – who, under regular circumstances, are strong savers and investors – can make them unsure of which financial institution to go to for the best returns. TD Bank wanted South Asian people to know that it could help them make better investing and saving decisions, while also motivating digitally savvy 35- to 50-year-olds to open a TFSA or RRSP. Barrett and Welsh framed the campaign through life’s milestones. Three ads depicted events, such as graduation, getting married and retirement, and posed the question: “So, what’s your plan?” The ads close with the reassurance that TD can help. The display ads were supported with interest-based paid social ads on Facebook that specifially targeted South Asian Canadians. The “What’s Your Plan?” ad campaign delivered more than 40 million media impressions and a total of 17,532 clicks. CCOs: Gavin Barrett, Mike Welsh Group creative head: Bhupesh Luther AD: Cyril Kirian Senior CW: Deb Cochrane

ONLINE FILM

BRONZE: Online Film

Metrolinx – UP Express “Keep Your Trip on Time – Big Family Holiday” Balmoral Multicultural Marketing

SILVER: Online Film BRONZE: Integrated Campaign

Kia “This Is Family LUV Camping / Graduation” Stradigi Marketing

Even though Toronto’s UP Express launched way back in 2015, data showed the transit service that shuttles travellers between downtown and Pearson Airport was low on the radar among multicultural groups. To build awareness and increase trials and ridership as pandemic travel restrictions eased, Balmoral Multicultural Marketing created the “Keep Your Trip on Time” campaign. The creative featured a multigenerational family – South Asian in one online video and Chinese in another – getting stuck in traffic as they drove to the airport, and the collective fear they had of missing their flight. The campaign positioned UP Express not just as a train to the airport, but as a reliable, stress-free solution for travellers to arrive on time. The campaign drove awareness in key catchment areas, while the YouTube video completion rate was a whopping 48.14%. CEO, founder: Sharifa Khan VP, GM: Jeffrey Almeida VP, channel lead: Johnson Chang

With the launch of its Carnival – a blend of the style of an SUV with the practicality of a minivan – Kia wanted the vehicle to be the go-to choice for multi-generational multicultural families, mainly from the South Asian and Chinese communities. Stradigi Marketing produced two online videos for the campaign “This Is Family LUV” – a play on Life Utility Vehicle (or LUV), a category acronym used by the industry. With many students denied a graduation ceremony due to pandemic lockdowns, one video showed family members driving to take a photo in a memorable spot. The other video depicted a family camping, only for the dad to find his family sleeping in the car instead of their tents. The videos were distributed across Facebook, Instagram, WeChat, YouTube and on programmatic desktop and mobile display networks. The eight-week campaign resulted in seven million impressions, with over 700,000 views. CMO: Andrew Srinarayan Media director: Joyce Lau Producer, director: Bobby Brown Singh

INTEGRATED CAMPAIGN

SILVER: Integrated Campaign SILVER: Television – “Cornflakes” SILVER: Television – “Bell Peppers” BRONZE: Radio

Chalo! FreshCo “Grocery Shopping Just Like Home” Balmoral Multicultural Marketing Chalo! FreshCo faces heavy competition these days, with multicultural grocery stores popping up in more densely populated locations from BC to Alberta. Research revealed first-generation South Asians tend to split their grocery runs between a local ethnic store and a Canadian one. Chalo! Freshco wanted to entice shoppers to change this habit and convince them to take a single trip to their stores. Balmoral Multicultural Marketing’s integrated campaign, “Grocery Shopping Just Like Home,” positioned Chalo! FreshCo as unique given its local and international product assortment. The campaign consisted of two television spots, a radio spot and weekly print, digital and social media ads. Chalo! FreshCo also partnered with PTC Punjabi to be the lead sponsor of Canada de Super Chef, a cooking competition show hosted by celebrities Gurjit Singh and Vikram Vij. In just ten weeks, the campaign earned over 4.7 million impressions through social and digital, and reached over 350,000 South Asians through television, radio and print. CEO, founder: Sharifa Khan VP, GM: Jeffrey Almeida VP, channel lead: Johnson Chang CDs: Ian Koo, Nicholas Chan, Donovan D’Souza, Adia Li

INTEGRATED CAMPAIGN

BRONZE: Integrated Campaign

Metrolinx GO Transit “Find Your GO Time” Balmoral Multicultural Marketing

CEO, founder: Sharifa Khan VP, GM: Jeffrey Almeida VP, channel lead: Johnson Chang CDs: Ian Koo, Nicholas Chan, Donovan D’Souza, Adia Li CW: Lorna Leung

To revive GO Transit ridership to pre-pandemic levels, Metrolinx wanted to cast a wider net by reaching out (for the first time) to different ethnic groups and offering benefits that extended beyond mere transportation. With many still choosing cars for their commute, Balmoral Multicultural Marketing focused on the most compelling reason to take the train: To make time for yourself. The “Find Your GO Time” campaign included four online videos, including one that showed life returning to chaos, with the GO train providing some sort of Zen. Another spot conveyed the message that as we work from home, the train is a place away from family, and therefore, free of distractions. Balmoral distributed the videos across Facebook, Instagram and YouTube, and created social assets with cultural colloquialisms of how riders could use their travel time. The campaign reported over 15 million impressions and had a video completion rate of 52.67% on YouTube.

DIRECT

BRONZE: Direct

Barrett and Welsh “Tartan Turban Secret Readings” Barrett and Welsh Having created the “Tartan Turban Secret Readings” literary series in 2017 to promote Indigenous and visible minority writers, Barrett and Welsh needed to attract both new and repeat audiences to its virtual events during the pandemic. It also looked to compel emerging and established writers to share their work and attract funding to support writers who otherwise perform readings for free. Each event featured a custom-designed image with eye-catching typography to evoke the theme. Treating the promotional material as collectible works of art served to highlight the quality of the series and the calibre of the featured writers. The direct marketing campaign included online, social and email content – which led to 89% to 95% of sales – helping Barrett and Welsh reach or exceed all of its objectives.

CCOs: Gavin Barrett, Mike Welsh AD, designer: Bhupesh Luther 73

PACKAGING

BRONZE: Packaging

Lygia’s Brew “Bottled with Love” Barrett and Welsh To create the branding and bottle label design for Lygia’s Brew, a new artisanal kombucha brand by Lygia Misquitta of Lygia’s Home Tips, Barrett and Welsh looked to how the South Asian influencer-entrepreneur engages with her followers. Lygia treats her fans, immigrants from Mumbai and from the Goan diaspora (who now live in BC), as old friends. Focusing on her personal touch and how she bottles the brew “with love,” the team used a simple handdrawn heart, separated slightly midway, to reveal the letters “L” and “B” for Lygia’s Brew. The brand tagline, “Kombucha with me,” evoked her warmth and humour. The label features grey and black type on a white background, with a pop of colour reserved for the name of the flavour, the bottle cap and the brew inside the clear glass bottle.

PROMOTION

BRONZE: Promotion

Maple Lodge Farms (Zabiha Halal) “It’s All Halal” King Ursa Canada’s Muslim population is growing, but the Halal consumer is changing. Those who are younger want more variety and new flavours, but food producers looking to innovate risk alienating the older generation who have established tastes. Zabiha Halal launched two new halal sausages, classic and spicy, adding to its existing portfolio as the only Canadian brand to bring mainstream sausage flavours to the Muslim community. The “It’s All Halal” campaign, created by King Ursa, incentivized its target audience to engage in a trial offer that was available for redemption on the brand’s website. The campaign reached the audience based on a re-targeting pool built from previous campaigns, as well as Facebook look-a-like audiences, offline sales data and online retail channels – ultimately reaching 60% of the Muslim population across Canada with 201% return on ad spending.

ECDs: Sean Atkinson, Grant Cleland CW: Claire Mills Junior AD: Eldho George

TELEVISION

SILVER: Television

TD Bank F21 Cricket Koo Multicultural (A Division of Cossette) To increase its presence among the South Asian population, TD Bank looked to establish an association with cricket, the community’s most-beloved game. Koo Multicultural created a campaign that consisted of three films, one for the TD brand, another for its New to Canada product, and a third for TD’s Global Transfer (Money Transfer) product. Each film followed a different stage of one family’s journey as they settled in Canada, while establishing their passion for cricket and its connection to their lives. Broadcast TV achieved an AMA that was 15% above its target. The online videos were picked up by Cricbuzz, ESPN Cricinfo and the Times Network, scoring higher completion rates and view rates than industry benchmarks.

BRONZE: Television

TD Bank “Now That’s Cricket” Barrett and Welsh To attract South Asian newcomers to one of its anchor products, TD Bank wanted to reinforce the message that it understands what’s important to the community. South Asian people prefer to minimize their bank fees. The goal was to leverage TD’s broadcast sponsorship of the 2021 Indian Premier League (IPL) cricket season on Willow TV to attract newcomers to the TD Unlimited Chequing Account, but the time difference meant that the live broadcasts from India took place during the Canadian workday. Barrett and Welsh centred the campaign, “Now That’s Cricket” – a play on the phrase, “That’s just not cricket” – in two English-language television spots. With overcoming obstacles in mind, each spot featured someone working from home who found a way to be on video calls while also watching the IPL. TD conveyed that consumers could overcome challenges they faced as fans as easily as they could overcome their financial challenges, as long as they have TD’s support.

CDs: Lyranda Martin Evans, Travis Cowdy

CCOs: Gavin Barrett, Mike Welsh Creative group head: Bhupesh Luther AD: Akshata Kale CW: Radhika Mohandas

DESIGN JURY

CO-CHAIRS

A NOTE FROM THE DESIGN CO-CHAIRS oday, design sits at the very centre of every brand experience. All the work in this show highlighted the power of design and its ability to create captivating moments. Brand experiences connect with people deliberately, through every touchpoint of interaction. We saw and discussed work that truly moved us – work that reminded us why we practice design. There was work that brought forth forward-thinking ideas on diversity and inclusion. There were projects that focused on exciting innovations in sustainability. These pieces that pushed design into new territories were some of the most inspiring and motivating. We hope that seeing them here encourages others to push beyond the boundaries, too. During the judging process, we had deep discussions on many pieces of work and constantly challenged what we saw. We asked, “How did design thinking solve the problem? Was the work strategic, and was it rooted in a great idea?” And finally, “Was it beautifully crafted and executed?” The very best pieces did it all. It was an honour to have been among the co-chairs for this year’s 100th Marketing Awards. Congratulations to all the winners and their exceptional work.

Mo Bofill | One Twenty Three West

SHORTLIST JURY Jan Avendano Art & Mechanical Dejan Djuric Zulu Alpha Kilo

Claire Dawson | Underline Studio

Franzi Erlebach Freelance Marcelo Hong Leo Burnett Ugo Lachapelle Caserne

Mike Nugent BBDO Jordan Poirier Concrete

Daniel Robitaille Paprika Charlene Sepentzis TUX

LIVE JURY

Jean-Sébastien Baillat Studio Baillat

Ryan Crouchman Lg2

Nathalie Cusson Juniper Park\TBWA

Whitney Geller Whitman Emorson

Theo Gibson Joan Creative

Phoebe Glasfurd Glasfurd & Walker

Jacqueline Lane Public Address Studio

Jake Lim Rethink

Howard Poon DDB

Julie Vander Herberg Vanderbrand

Kim Norwich Jacknife

> DESIGN BEST OF SHOW

DESIGN BEST OF SHOW GOLD: Websites/Apps/Mobile

Black Business and Professional Association (BBPA) “The Micropedia of Microaggressions” Zulu Alpha Kilo To combat the subtle put-downs, assumptions and comments that those in marginalized communities face on a daily basis, the Black Business and Professional Association (BBPA) created “The Micropedia,” the first encyclopedia of microaggressions. Zulu Alpha Kilo modelled the learning tool after other community-driven wikis, with the resource featuring an ever-growing collection of definitions, information and real-world examples of microaggressions. It provides tips on how to avoid, respond to and be accountable for them, and invites people to contribute their own experiences. Nine categories – including 2SLGBTQ+, race and religion – are each labelled as a “volume” and lined up vertically on the website as they would appear on a bookshelf. Each entry explains how a specific microaggression can be damaging and is tagged with applicable intersecting categories. The BBPA developed the content in concert with the Canadian Congress on Diversity and Workplace Equity, Pride at Work and the Diversity Institute at Toronto Metropolitan University. “The Micropedia” garnered local and global coverage and engaged users from over 115 countries. Major organizations, as well as the Government of Canada, have used the program to accelerate their own diversity efforts. CCO: Zak Mroueh, ECDs: Stephanie Yung, Christina Yu, AD: Andrea Por, CW: Christina Roche, Design director: Jeff Watkins, Designers: Zoe Kim, Damian Simev

> SPECIAL JURY PRIZE - DIVERSITY & INCLUSION SPECIAL JURY PRIZE - DIVERSITY & INCLUSION SILVER: Graphics SILVER: Promotion

Décathlon “Ability Signs” Rethink With a mission to advance accessibility in sports, global sports retailer Décathlon and Rethink reimagined the International Symbol of Access, reframing it from that of a single static state into representations of a variety of activities. Using Décathlon’s existing in-store signage, “Ability Signs” is a set of 25 custom symbols based on the commonly recognized wheelchair symbol, each depicting a different sport. The symbols were used in-store, were accessible as a free download under a Creative Commons licence from AbilitySigns.ca and made available as digital stickers and OOH. The concept was embraced by Décathlon’s international stakeholders, disability advocates and media, and extended beyond Canada to professional sports teams, recreation centres, gyms and even competitors who agreed to install them. The city of Paris created 16 parking spots near the International Olympic Committee headquarters. The initiative reached 73 countries, earning 227 million organic impressions and a 439% increase in brand mentions, making it the most shared social campaign in Décathlon’s history.

CCO: Aaron Starkman CDs: Mike Dubrick, Nicholas Quintal, Maxime Saute, Xavier Blais ADs: Rachel Leblanc, Ryan Cookish, Maxime Saute CW: Xavier Blais

LOGO

GOLD: Logo GOLD: Brand Identity

World Wheelchair Rugby “Here to Win” Cossette

As the global governing body for the sport, World Wheelchair Rugby (WWR) looked to showcase speed, determination and fearlessness by way of its new logo and brand identity, while also conveying the message that wheelchair rugby was “Here to Win.” Using the organization’s acronym WWR, the logo created by Cossette embodies the forward momentum of the athletes on court, while the typography, visuals and design system showcases the players’ athleticism. The electric red colour was chosen to reflect the intensity in which the athletes (featured in black and white photography) perform. The result is a distinctive identity that evokes vibrancy and energy, and elevates the WWR brand to stand alongside international players on the world stage while reflecting the vigorous sport it represents.

CCO: Peter Ignazi CDs: Craig McIntosh, Jaimes Zentil, Jake Bundock, Ryan Kukec, Mark Balson AD: Chris Walker CW: Pete MacInnis Designers: Luis Coderque, Paula Dopuda, Chelsea Palmer

GRAPHICS

LOGO

SILVER: Logo

NVSBLE Development “Biblio Lofts” Biography Design The logo for NVSBLE Development’s first condo project, BIBLIO, needed to be fresh and boundary-pushing while speaking to the Leslieville neighbourhood it would be joining. Biography Design knew the representation had to pay tribute to the history of the neighbouring local library branch and appeal to Queen Street East’s history and community, as well as capture the imagination of prospective owners. The logo was designed using an elegant gold font, and was accompanied by a simple image that simultaneously depicts the outline of an open book and the curved archways of the building itself.

BRONZE: Graphics

Periods for Periods Rethink To address period poverty – the lack of access to and affordability of menstrual products – Rethink created Periods for Periods, envisioning an entire font set comprised of periods to transform every message into a form of protest. Over 230 unique periods, ranging from literal to metaphorical in a red and pink palette, were crafted by various iconic designers. The period font was available on the Periods for Periods website, downloadable for free. The periods were used in social posts, and stickers appeared on government buildings and signs across North America. The font was also supported by one of the world’s largest and most recognizable organizations for women’s rights, the YWCA. CCO: Aaron Starkman CDs: Morgan Tierney, Leia Rogers, Hans Thiessen, Sean O’Connor, Cam Spires AD, designer: Ashley Visvanathan CW: Cam Spires

CD: Marlo Onilla AD: Marlo Onilla Designer: Liupu Li

BROCHURES/PRINT COLLATERAL

GOLD: Brochures/Print Collateral

Ellen MacArthur Foundation “Circular Design for Fashion” Sid Lee Dedicated to creating a circular economy, the Ellen MacArthur Foundation commissioned Sid Lee and several renowned designers to co-create a guide for the industry on redesigning the future of fashion in a sustainable way. “Circular Design for Fashion” outlines how to apply the three principles of circular design: Eliminate waste, circulate products and regenerate nature. The book itself embodies those same principles, using a printing process that runs on 100% renewable energy while generating zero waste. Achieving carbon neutrality was at the forefront of every part of production, from page formatting to maximizing paper use to waterless and alcohol-free offset press. Each section was designed to reflect a unique fashion collection using eclectic and colourful iconography. Sewing stitches, patterns and symbols linked to the world of couture inspired the graphic elements, and the CMYK colours were reinterpreted by switching them to Pantone inks to match Ellen MacArthur Foundation’s brand palette. Design director: Marie-Elaine Benoit Graphic designers, ADs: Melanie Boucher, Marie Chenier Illustrators: Marie Chenier, Benjamin Lamingo

PACKAGING

GOLD: Packaging

Woah Dough Leo Burnett

Many Canadians equate gluten-free foods with being dry, dense and bland. However, Woah Dough prides itself on changing the gluten-free game. In fact, the brand’s name, logo and packaging were inspired by its consumers’ enthusiastic reactions to its products. To carry over that same “Woah!” reaction to its identity and design, the brand’s rectangular packaging – created by Leo Burnett – features a playful white exclamation mark displayed against a pop of colour, with each colour designated to a specific flavour. The exclamation point is incorporated into the Woah Dough name, with the words atop one another and the two “O”s forming the punctuation mark. The functional insert that holds the frozen dough is also shaped into an exclamation point, helping users to make the perfect-sized cookies, with the dot at the end of the punctuation mark doubling as a measuring tool to portion exactly 12 dough balls. CCOs: Lisa Greenberg, Steve Persico Group CD, Design: Man Wai Design director: Dejan Djuric Group CD: Morgan Kurchak

PACKAGING

SILVER: Packaging

Entre Pierre et Terre Spirits Wedge For Entre Pierre et Terre, a distillery in Quebec that’s overseen by master French distiller Loic Chanut, the packaging for its line of apple-based spirits was inspired by the expressive, vintage brasserie signage found in France. Wedge ensured each typeface reflected the personality of each drink, and the combinations of type styles, bottle shapes and details evoked quality and accessibility while encouraging collectability. The playful typographic system was unified by a crimson and cream palette. The silver cap was sealed with stickers featuring Chanut’s signature. Even at a higher price point, the spirits sold out of SAQ locations in record time. Design director: Justin Lortie Designers: Ariane Leblanc, Noe St-Onge, Rico Serna

BRONZE: Packaging

Health Hut Rebrand Lg2 Health Hut, a health and wellness boutique with locations in Muskoka and Toronto, was looking to stand out in a saturated category. Offering a range of beauty, self-care and home products that are all-natural, vegan and crueltyfree, Health Hut wanted to highlight the positive effects that adding pleasure and small comforts into everyday routines can have on mood and well-being, while also appealing to those who care about thoughtfully sourced, high-integrity ingredients. To accomplish this, Lg2’s packaging was built around a simple black “H” icon – perfectly symmetrical to convey stability, balance and harmony – which was then set against a calming cream background. ECD, design: Ryan Crouchman ECDs: Chris Hirsch, Nellie Kim, Murilo Maciel Senior designer: Jessica Brasil Designers: Gregory Hergott, Antoine Levasseur

BRAND IDENTITY

GOLD: Brand Identity

National Magazine Awards Foundation “National Magazine Awards” Rethink When tasked to come up with a brand campaign for the 44th National Magazine Awards (NMA) – which celebrates Canadian excellence in journalism and visual creation – Rethink saw the spine of the magazine as a symbol of its most distilled form. Featuring the full NMA name in English and French, the white spine was placed against three different coloured backgrounds: Red to represent Canada, and gold and silver to represent the different levels of excellence awarded by the NMA. The design system used a range of perspectives – white magazine spines stacked on top of one another, lined up side-by-side, standalone and in motion. For typography, the font Lausanne was selected for its contemporary take on the “Canada Modern” aesthetic, allowing the identity to align with the historical context of typography in Canada. The design was used across billboards, on t-shirts and tote bags, on printed event materials, as well as on its website and mobile. CCO: Aaron Starkman, ECDs: Leia Rogers, Morgan Tierney, CD: Hans Thiessen, ACD, AD, designer: Alex Bakker, Designer: Sharleen Ramos

BRAND IDENTITY

BRONZE: Brand Identity

Pyrowave Sid Lee A leader in the circular economy of plastics, Pyrowave transforms some of the world’s most polluting plastics through an electrification process, reducing greenhouse gases and hazardous waste. To reflect the innovation of its technology and forward-thinking spirit, Sid Lee based the company’s new brand identity on the image of a spark. The logo design was inspired by a retro-futuristic approach, with custom-made strokes of the spark reflecting different strands of progress that meet in the centre to symbolize ties with like-minded partners. Based on Pyrowave’s belief that the future will be electric, dark green was chosen to represent the environment, while shockwave yellow represented the company’s electrification processes. Powerful headlines were also designed to be circular in form and syntax.

BRONZE: Brand Identity

The Bay Brand Refresh Lg2 The Hudson’s Bay Company’s 350th birthday in 2020 was an opportunity to start a new chapter by transforming Canada’s oldest brand and brick-and-mortar retailer into a modern, digital-first marketplace. Lg2’s design solution had to be adaptable to every canvas, especially digital and mobile. The platform brought to life The Bay’s updated positioning, “Live a colourful life,” which included a series of near-monochromatic images, each with a model wearing clothing in one of the four hues of its iconic stripes against a backdrop of the same colour. The celebration of all things Canadian was represented in the type font, Neue Montreal, created by Pangram Pangram Foundry in Montreal.

ECD: Jean-Francois Dumais Design director: Marie-Elaine Benoit Designers: Audrey-Claude Roy, Olivier Valiquette, Christopher Hegenberg, Raphael Jean

ECD, design: Ryan Crouchman ECDs: Chris Hirsch, Nellie Kim, Antoine Levasseur Designers: Jessica Brasil, David Beauchemin, Mira MoscatelGauthier, Kendra Spurgeon, Grant Irving, Daniel Kanhai

BRAND IDENTITY

BRONZE: Brand Identity

Wino Wedge Wino – a private import company based in Montreal that’s led by a “chasseur de cru” (or “vintage hunter”) who curates a selection of winemakers – needed to create a strengthened consumer-facing brand as a number of restaurants closed during the pandemic. Wino’s brand refresh needed to honour the high quality of its products while evoking the art and passion of European winemakers – without coming across as snobby. Wedge’s complex typographic system expressed the brand’s essence of elegance and ease, while the colours (from vivid magenta to an energetic orange) were selected to convey vibrancy. The typographic layer contrasted with photography that felt natural, anchored in the terroir. The grape symbol, from a simple circle to an oversized graphic element, was used across a variety of applications.

BRAND ENVIRONMENT (FROM GRAPHICS)

Design director: Justin Lortie Designers: Dominic Liu, Noe St-Onge

SILVER: Brand Environment (from Graphics)

The Bentway “We All Speak Play” Cossette The visual identity and navigational wayfinding system for Playing in Public – an outdoor exhibition at The Bentway, a vibrant public space in Toronto – needed to feel welcoming and inclusive to everyone regardless of their background, age or gender. “We All Speak Play” captures the magic and universal language of play, and became the foundation of its identity and message. Cossette developed abstract symbols to represent recognizable landmarks in several Toronto neighbourhoods. Designs were inspired by childlike doodles, phonetics and sounds of the city, and were carried over to its creation of a Play Path, an interactive path composed of wall murals, pole wraps and boards, as well as ground-level breadcrumb decals to guide visitors through neighbourhoods and between art installations.

CCO: Peter Ignazi, ECDs: Craig McIntosh, Jaimes Zentil, Group CD, head of design: Luis Coderque, CD, design: Mark Neil Balson Designers: Julie MacKinnon, Steven Tachauer

CORPORATE REPORTING

PROMOTION

SILVER: Promotion

Pfaff Harley-Davidson “Tough Turban” Zulu Alpha Kilo When the Ontario government passed legislation in 2018 exempting Sikh men from helmet laws, a need emerged for protection that didn’t violate religious tenets. Inspired by ancient Sikh warriors who had chain mail woven into the fabric of their turbans, Pfaff Harley-Davidson and Zulu Alpha Kilo’s “Tough Turban” featured a carbon-fibre version of chain mail, along with a pliable material that hardens on impact. The production files for the prototype were made open-source to allow manufacturers anywhere in the world to produce the turbans in their own markets. Media coverage spanned numerous outlets in the U.S., Canada, the U.K. and India, totalling 238.8 million earned impressions and an advertising value of $2.19 million. CCO: Zak Mroueh Head of design: Stephanie Yung ACDs: Vic Bath, Dan Cummings Designers: Jeff Watkins, Rasna Jaswal

BRONZE: Corporate Reporting

The Calgary Foundation “Shifting Perspective” Daughter Creative The Calgary Foundation, a non-profit that aims to make the city more inclusive, viewed its annual report as an opportunity to highlight ongoing racial equity gaps. The goal of “Shifting Perspective” was to encourage readers (its donors) to see things from a different point of view. Each of Daughter Creative’s spreads experimented with type scale, orientation and texture to symbolize different perspectives, while gaps were strategically placed between text to illustrate racial inequities. Repetition of words underscored Canada’s mistreatment of Indigenous peoples – history repeating itself – while redacted columns demonstrated the importance of inclusion. Along with type-driven executions, orange was used as the primary colour in a show of support for Indigenous peoples. CDs: Stephanie Kochorek, Keli Pollock Designers: Holly Gallacher, Ben Gough, Tina Song CW: Jordan Finlayson

Go beyond your network. Tap into strategy ’s dedicated marketing, media and creative audience to find your next star hire. strategyonline.ca/careers

CRAFT JURY

CO-CHAIRS

A NOTE FROM THE CRAFT CO-CHAIRS he Marketing Craft Awards are always fun to judge. Usually there’s something that really raises the bar, and this year was no exception. Despite sharing a common skepticism towards NFTs, the flawlessly executed Craft Best of Show winner managed to convince the entire jury of its excellence. Who knows, it may even start a trend. The awarded work was fantastic on many levels. One thing that stood out was the performance value in several of the Film submissions. There was a lot of discussion about creating a “Performance” category in future competitions. For this year, we decided to bestow a Special Jury Prize to the performer in a TD Bank spot – that kid is going places. Another topic of discussion among the jury was the need for more focus on sustainability, especially as it pertains to production. In an effort to inspire agencies and their clients to be more aware of the environmental footprint in production, we all agreed that moving forward, there should also be a category relating to this topic in the very-near future that will have an effect on the not-so-far future. So let’s all start thinking about creative ways we can be as responsible as possible. All in all, it was an honour to be a part of this year’s Craft Awards and we eagerly await next year’s submissions!

Tyson Kuteyi | Grayson Music

SHORTLIST JURY

Steve Mykolyn | Castor Design

Michael Dobell Jam3

Neal Owusu Grey

Briony Douglas Westside Studio

Raj Ramnauth Nimiopere

Caroline Friesen Rethink Anukriti Goswami Anukriti Creatives

Eva Van den Bulcke Septieme (Cossette)

LIVE JURY

Dustin Anstey Vapor Music

Jacqueline Bellmore McCann

Luc Du Sault Lg2

John T Evans The Editorial Factory

Mark Hajek Fin pictures

Shenny Jaffer Smile + Wave

Andres Kirejew Artjail

Christine Leslie TA2

Wade Odlum Alter Ego

Kelly Zettel Freelance

Jane Murray Freelance

> CRAFT BEST OF SHOW

CRAFT BEST OF SHOW GOLD: Art Direction

Royal Canadian Legion “Immortal Poppy” Wunderman Thompson & Raj Gupta (AD)

Inspired by the popularity of NFTs, the Royal Canadian Legion and Wunderman Thompson married the blockchain technology’s unique ability to preserve data with the powerful symbol of the poppy to honour and immortalize Canada’s fallen soldiers. To create the “Immortal Poppy,” an actual flower was taken directly from Flanders Fields in Ypres, Belgium, the birthplace of the Remembrance Day symbol. An artist then rendered the poppy into a digital format. For the final touch, all 118,000 names of those who fought for freedom were overlaid onto the petals. To commemorate the 100th anniversary of the Remembrance Poppy, 100 collectible copies of the NFT were created, and each one was priced to reflect the date of Remembrance Day (0.1111 ETH or CDN $667.87). The NFTs could be bought, sold and resold, with proceeds going directly, in perpetuity, to the Royal Canadian Legion Poppy Fund. A campaign video yielded 86 million impressions in two weeks, and media attention included coverage in the Toronto Star, BNN Bloomberg, CTV News and the Financial Post, among others. Over $40,000 was raised by NFT sales at the time of submission. CCO: Ari Elkouby ACDs: Angeline White, Raj Gupta 3D Artist: Joacim Svedlund Tech lead: Tim Voet Developer: Kevin Tam

> SPECIAL JURY PRIZE - DIVERSITY & INCLUSION SPECIAL JURY PRIZE - DIVERSITY & INCLUSION

Budweiser “#TapeOutHate” Anomaly & Grayson Music

Recognizing that racism is a problem in hockey – both on the ice and in the stands – and with only 5.7% BIPOC representation among NHL players, long-time hockey sponsor Budweiser Canada partnered with the Hockey Diversity Alliance (HDA) to help drive change. With “#TapeOutHate,” Budweiser created rolls of hockey tape featuring messages of support to provide people with a tangible way to show allyship. A video showed players’ real experiences of racism and their discussions of the issues surrounding it. The tape was used by players across the league, and proved popular among amateur leagues and fans. Its appeal went beyond hockey and was adopted by pro football players and Olympians. The rolls of tape were available in major retailers across Canada and sold out online. “#TapeOutHate” took over social media and gained media coverage from Sports Illustrated, ESPN, CBC, NBC, ABC, CBS and others. The campaign generated more than 350 million impressions in less than two weeks, becoming the biggest earned campaign in Budweiser Canada’s history. One dollar from every roll of tape went to the HDA to support its mission to eradicate racism and diversify the game.

Group CD: Neil Blewett AD: Jose Rivas CW: Lexie Hoffmeyer Designer: Graham Nhlamba Music director: Tyson Kuteyi

> SPECIAL JURY PRIZE FOR PERFORMANCE

SPECIAL JURY PRIZE - PERFORMANCE GOLD: Copywriting

Better Help “Want” Untitled Films, Julia Lederer (CW) & Izaak Smith (Performer)

In Better Help’s powerful one-minute video produced by Untitled Films, a voiceover asks, “What do you want?” A millennial male sitting on a living room couch smiles and responds thoughtfully with ideas such as, “A job I could be proud of” and, with a chuckle, “Parents to stop calling me for tech help.” The camera zooms in slowly on him. He pauses and becomes more introspective before he starts expressing concerns. As low-level music begins, his comments grow increasingly personal and reveal his vulnerabilities and insecurities: “To fall in love”; “Someone to tell me exactly what to do”; “To feel more confident and less scared”; and “I’m an island and everyone else is in these row boats, with their full lives, rowing somewhere, and I don’t have a boat – I’m just stuck. Forgotten.” The music suddenly stops and the shot switches to a friend sitting in the living room with him, who hasn’t been listening to a word he just said. The man’s expression becomes sad, as the distracted friend orders take-out over the phone. Copy appears on the screen: “Need someone else to talk to?” – positioning Better Help’s online therapy service as the place to go to for help.

CD: James Imrie Director: Rebecca Applebaum DP: Josh MacDonald Editing house: Saints Editorial

EDITING

GOLD: Editing GOLD: Sound Design SILVER: Direction

TD “Becoming an Investor” Outsider Editorial, Pirate, Aircastle & Leo Burnett TD wanted to win over beginner investors and convince them to use its EasyTrade app with a reminder that no one starts out an expert. The “Becoming an Investor” spot begins with a young man in a hoodie who is awed by his friend using the app in a coffee shop: “You invest? I wouldn’t even know where to start.” The video then cuts to a series of images running through the man’s mind, representing the various clichés and stereotypes of slick sharks and workaholics. Classical music rises and swells dramatically while the man, often accompanied by his mentor, is shown riding in the back of a chauffeured car, working out while learning Mandarin, playing golf and dining extravagantly, among other expected scenes. The sounds accompanying each shot are equally dramatic, whether it’s the audio of the man slicking back his hair with gel or his mentor flicking his business card away. Finally, the young man awakens from his day-dreaming to the friend showing him how “simple” it is to invest if he just uses TD’s EasyTrade app.

CCOs: Lisa Greenberg, Steve Persico DP: Peter Simonite Editors: Sophia Lou, Kelsey Dale-McGrath Online/VFX: Fort York Colourist: Wade Odlum Audio director: Vanya Drakul Audio engineer: Keith Ohman

EDITING

GOLD: Editing

Sandy Hook Promise “How To” School Editing & BBDO New York With the hope of preventing tragedies, Sandy Hook Promise, BBDO and School Editing created two videos to encourage people to watch for signs of distress in youth. In the 30-second video that begins with the text “How To: Overload a Circuit,” a computerized voiceover repeats the words “plug in” over a series of images depicting teenagers on their devices. The vignettes end with the voice saying “Blow” over a close-up of a teenager crying. The music abruptly stops and a blackened screen displays the text, “The kids are not alright.” In the 49-second video “How To: Perform a Disappearing Act,” youth are shown moving in reverse rather than towards people such as friends and family. Text overlaid on accompanying images includes “Detach from friends”; “Miss prom”; “Don’t leave your head”; and “Disappear.” An image of a gun flashes by, as does a text message that reads, “I swear I’m gonna do it at noon tomorrow.” The video also features dramatic drumming, voiceovers of news reports about youth anxiety and a child calling a helpline. CCO: David Lubars Editors: Ben Canny, Taylor McWade EP: Sarah Brooks Colour: Alter Ego VFX: Fort York

EDITING

SILVER: Editing

SickKids Foundation “SickKids Moms VS. Hard Days” Outsider Editorial & Cossette Ahead of last year’s Mother’s Day, “SickKids Moms VS Hard Days” followed one family’s journey through the eyes of a mother as one of her two children undergoes cancer treatment at The Hospital for Sick Children. The video, created by Cossette and Outsider Editorial, doesn’t flinch at the many hardships she endures and the despondency she feels as her son makes both planned and unanticipated trips to the hospital. Her days are documented in a self-recorded style, from the preparation required ahead of her child’s first chemotherapy treatment to its gruelling after-effects. Along the way, the video tracks the emotional toll the journey takes on her and her family, before ending with a sense of relief as her son is finally able to participate in the simple, normal experiences of childhood. CCO: Peter Ignazi, ECD: Jaimes Zentil, Director: Mark Zibert, Music & Audio: Rajakovic, VFX: The Vanity

DIRECTION SILVER: Direction

Public Safety Canada “Uncontained” Scouts Honour Public Safety Canada’s “Uncontained” begins with the text “Human trafficking isn’t what you think it is” as a camera zooms in slowly on a standalone shipping container in a dark lot. A male figure opens the doors to reveal the blackness of the interior, which transitions into scenes and quick flashes of a couple’s intimate moments, as Billie Eilish’s “When the party’s over” plays. The images of their good times switch to arguments and make-ups – interspersed with texts being typed such as, “You’ll love her”; “She’s all yours” and “Bring $$$$.” The final scene shows a figure entering the couple’s apartment as the partner directs the woman to face him, and ends with the fact that “Almost 1/3 of victims were trafficked by a current or former intimate partner.”

Cinematographers: Mark Zibert, Eric Kaskens Colour: Alter Ego VFX: The Vanity

COPYWRITING

Humans. Tremendous formations of meat and hair. Armed with magnificent opposable thumbs and tapdancing feet. Able to prune trees into the shape of poodles, operate a shopping cart with a wonky wheel, and occasionally even get a pill down an angry cat’s throat. So terrifically able. And yet, they are frequently spotted performing the sprinkler on the dance floor. They willingly join Conga lines, twerk and drop their cellphones on their own faces while lying in bed. They use nail guns when they’re sleepy, allow their fingers to text “I still love you Susan” at 2 a.m. And sometimes, indicate left, before turning the wheel right. Because humans will be humans. Which is exactly why Nissan Intelligent Mobility exists, offering a full suite of advance safety technology, designed to help keep humans safely out of harm’s way.

GOLD: Copywriting

Nissan Canada “Wonderful Humans - Terrific Bodies” Juniper Park\TBWA & Jenny Glover (CW) In Nissan Canada’s radio spot “Wonderful Humans – Terrific Bodies,” a male narrator lists the quirky, funny things about human beings. He begins by saying how their body parts, like opposable thumbs and tap-dancing feet, allow them to do so many things, from landscaping to shopping and giving medication to their pets. They are “so terrifically able.” The script then takes a turn and expresses the bad parts of those remarkable body parts. For instance, how they awkwardly dance in Conga lines and mistakenly drop their phones on their own faces before bed. The narrator provides many other humorous examples before wrapping up with the spot’s final message: “Because humans will be humans. Which is exactly why Nissan Intelligent Mobility exists, offering a full suite of advance safety technology, designed to help keep humans safely out of harm’s way.”

CCO: Graham Lang ECD, CW: Jenny Glover CD: TJ Arch Production house: Pirate Group

ART DIRECTION

BRONZE: Art Direction

Fondation Émergence “Colours of Pride” Rethink, Maxime Sauté, Rachel Leblanc & Ryan Cookish (ADs) Fondation Émergence – which founded the International Day Against Homophobia and Transphobia on May 17 – wanted to remind people that the fight for equality for the LGBTQ+ community was far from over, despite the growing presence and positivity of annual Pride parades and celebrations around the world. The “Colours of Pride” campaign reimagined the iconic symbol of the Pride flag by recreating the rainbow hues with the colours of real bruises from assaults against LGBTQ+ activists. The video opens on the flag being waved in Pride celebrations before it shows a series of disturbing photos, videos and testimonials of people around the world injured in hate crimes, demonstrating why the reimagined Pride flag was created. The video generated more than 2.4 million views across all platforms.

CCO: Aaron Starkman, ECDs: Nicolas Quintal, Mike Dubrick, CDs: Xavier Blais, Maxime Sauté

BRONZE: Art Direction

IKEA “The ScrapsBook” Rethink, Joel Holtby & Dorota Pankowska (ADs) “The ScrapsBook” was created for IKEA, by Rethink, to encourage people to make use of food typically regarded as compost or waste. The book, created with the lowest possible footprint in its printing materials and methods, was a collaboration with ten chefs across North America and featured 50 recipes spanning various cuisines. A video for the cookbook opens with the fact that 1.3 billion tonnes of food wasted annually can be eaten. Set to jaunty music, the spot features images of carrot tops, bruised apple cores and other ingredients typically thrown out, but then salvaged to make a Pulp Burger. Pages of the cookbook are shown, featuring other recipes such as Broccoli Stalk Tacos and Chocolate and Banana Peel Cake. CCO: Aaron Starkman CDs: Joel Holtby, Jake Lim, Mike Dubrick

ART DIRECTION

SILVER: Art Direction

National Magazine Awards Foundation “National Magazine Awards” Rethink & Alex Bakker (AD) To create an identity for the 44th National Magazine Awards, Rethink drew inspiration from the magazine’s most distilled physical form: The spine. Simple white spines featuring the full NMA name were displayed against backgrounds of red, gold and silver: Red to represent Canada, and gold and silver to depict the different levels of award recognition. The spines were featured in a range of perspectives: Upright, as you would find them lined up on a bookshelf; stacked atop one another horizontally; as well as suspended in motion, as though they were being dropped into a pile on a table. For typography, Lausanne was selected for its contemporary take on the “Canada Modern” aesthetic.

SILVER: Art Direction

HomeEquity Bank / Royal Canadian Legion “Orders of Sacrifice” Zulu Alpha Kilo, Vic Bath & Michael Romaniuk (ADs) For Remembrance Day, HomeEquity Bank, the Royal Canadian Legion and Zulu Alpha Kilo recreated World War II field rations, compiled together in a kit and made available for delivery on DoorDash. Field rations included tins or cans of corned beef, sardines, evaporated milk, biscuits, tea and chocolate. References were provided by the Canadian Museum of War to ensure historical accuracy for the typography, packaging and paper stock. Each label featured a story about the item, while a card with a QR code was included in the kit to access a video featuring veterans talking about rations during the war. The entire interactive experience was designed to make the past tangible for today’s Canadians. The campaign yielded 5.4 million impressions and $458,000 in online donations. CCO: Aaron Starkman ECDs: Leia Rogers, Morgan Tierney CD: Hans Thiessen ACD: Alex Bakker

100

CCO: Zak Mroueh CD: Brian Murray CWs: Dan Cummings, Marco Buchar Designers: Dejan Djuric, Jackman Chu

CINEMATOGRAPHY

SILVER: Cinematography SILVER: Music BRONZE: Special Effects

SickKids Foundation “SickKids VS. The Unknown: Be a Light” Mark Zibert & Eric Kaskens (DPs), Rajakovik Electric, The Vanity & Cossette The SickKids spot opens with “911, what’s your emergency?” and a father running out of the house, loading his limp child into an ambulance. As the lone ambulance drives from the suburbs towards the Toronto skyline in the light of dawn, a black, ink-like blob emerges from between office towers, snaking its way through the homes and hospitals where kids are sick and suffering. A solemn version of a woman singing Simple Minds’ “Don’t You (Forget About Me)” transitions to a more powerful interpretation. Children who are sick make their way through the streets while holding flares, light sabers and flashlights up towards the night sky until they reach the SickKids building. The final text appears: “Fight the dark cloud of childhood illness. Be a light and help build the new SickKids.”

BRONZE: Cinematography

CIBC “Plane” Juniper Park\TBWA

VFX supervisor: Sean Cochrane VFX artists: Adam Silcox-Vanwyk, Mike Medeiros, Andrew Farlow, Naveen Srivastava, Noah Matikainen Music composer: Mark Rajakovik

To unveil its new brand identity, CIBC launched a spot that begins with a girl living in the countryside who, thrilled with finding a small curved piece of glass on the ground, runs to her shed to turn it into a windshield for a toy plane. As she “flies” the wooden plane around in her hand, she sees a life-size red diamond-shaped sculpture – part of the CIBC logo – in the field. The girl breaks out into a run with her plane in hand and runs through the diamond, emerging from the other side flying an actual plane and screaming with joy. The tagline ends the spot: “CIBC. Ambitions made real.” CCO: Graham Lang, Cinematographer: Robert Richardson, Director: Chris Sargent, Editing house: Saints Editorial 101

SPECIAL EFFECTS

GOLD: Special Effects SILVER: Art Direction BRONZE: Direction

IKEA “Our Little World” a52, Rethink, Hayley Hinkley (AD) & Mark Zibert (Director) CCO: Aaron Starkman ECD: Mike Dubrick CDs: Joel Holtby, Dhaval Bhatt Production house: Scouts Honour Director, DP: Mark Zibert Editorial house: Outsider Editorial Audio house: Vapor Music

102

To share its sustainability mission and message, IKEA’s “Our Little World” spot features a fantasy world with people living atop a series of “globes” floating above the clouds. It’s dawn, and we see bedroom furniture – with a young girl sleeping in the bed – atop one of the globes in the sky. As she wakes up, the camera follows birds and bees as they fly from one globe to another, each depicting a different scene: A woman watering her plants; men playing mahjong; a man working in his home office while his daughter plays; a woman hanging laundry. When a shot focuses on a single scene, other globes are captured in the background. From close-ups to wider shots, the camera and globes are slowly and constantly moving – all set to the music of a folksy duet sung by a man and child. The video ends on an image of the earth from space with the text “A better world starts at home.”

SPECIAL EFFECTS

SOUND DESIGN

SILVER: Sound Design

White Ribbon “Day After Day” Berkeley & Bensimon Byrne / Narrative / OneMethod White Ribbon’s four-minute “Day After Day” video speaks directly to men who are using, or are at risk of using, gender-based violence as a response to the stresses of the pandemic. While the film uses the same set of words over and over again to share the perspectives of a man and woman living together with their child, its sound design contrasted the emotional difference between their experiences. Natural environmental sounds populate the woman’s version, along with a high-pitched drone that conveys the underlying tension. For the man’s version, the same sound bed was used but with post-processing effects so that his story felt more threatening and disconnected from her world. Even as their words, scenes and sounds were mirrored, each version evoked different, powerful emotions. CCO: Joseph Bonnici CDs: Debbie Chan, David Mueller Audio director, engineer: Jared Kuemper

SILVER: Special Effects

Internova Travel Group “Book Human” Black Ginger & Broken Heart Love Affair In Internova Travel Group’s “Book Human,” the exterior of Hotel Paradise sets the scene. Cut to a standard mid-range room, where a robot that looks almost like a human, created through special effects including make-up, prosthetics and postproduction techniques, says, “Isn’t this place perfect?” As the robot-human walks through the hotel hallways and by the empty pool, his machine voice continues: “We have already thought of everything, because we watch everything. We hear everything, we know everything about you and thousands of others exactly like you. The search for your perfect vacation is over.” The spot cuts to a close-up of the robot’s face as it creepily asks, “Do you like it?” It ends with a message to not “let a machine book your vacation” – encouraging viewers to use Internova’s human advisors instead. CCOs: Carlos Moreno, Denise Rossetto, Todd Mackie CSO: Jay Chaney Online artist: Eddie Addinall

103

MUSIC

SILVER: Music

White Ribbon “Uncomposed” Berkeley & Bensimon Byrne / Narrative / OneMethod Moved by the statistic that over 33 million men in North America believe “strong” men don’t show their emotions, White Ribbon teamed up with the Canadian Opera Company, music scientists and psychologists to create “Uncomposed” – an original piece of music that could elicit strong emotions. White Ribbon invited men who struggle with showing vulnerability to experience the music on stage at Canada’s largest opera house, with each man sitting individually before a small orchestra so he could experience the piece in an intimate and emotion-triggering way. The campaign sparked 300 stories, one billion impressions and coverage on almost every newscast in Canada. The music, available through Spotify and downloadable sheet music, is being used to inspire healthier ties between emotions and masculinity in the Canadian military, and is also being incorporated into school curriculums. CCO: Joseph Bonnici Audio director, engineer: Jared Kuemper (Berkeley)

BRONZE: Music

Over The Bridge “The Lost Tapes of the 27 Club” Wave Productions & Rethink To highlight the mental health struggles of artists in the music industry, Over The Bridge reimagined what works could have been produced by a group of legendary musicians who lost their own internal battle and died at the age of 27. “The Lost Tapes of the 27 Club” marked the first time that artificial intelligence was used to create new music from late artists – works that might have been possible had they received the support they needed. Using Magenta, an AI platform developed by Google, a computer analyzed the audio data from Jimi Hendrix, Amy Winehouse, Jim Morrison and Kurt Cobain, identified specific patterns in their riffs, rhythms, vocals and melodies, then generated four original songs based on their styles – with the resulting album released on Spotify, YouTube Music and a microsite. CCO: Aaron Starkman, ECDs: Leia Rogers, Morgan Tierney, CDs: Sean O’Connor, Hans Thiessen, Music engineer: Dave Gaudet (Wave Productions)

104

ANIMATION

GOLD: Animation

Air Canada “Globes Apart” Stoopid Buddy Studios & FCB

CCO: Nancy Crimi-Lamanna ACDs: Michael Morelli, Marty Hoefkes Stop-motion director, DP: Evan DeRushie Production house: Someplace Nice

With the holiday season approaching, Air Canada wanted to re-establish a positive emotional connection with people unable to travel due to the pandemic, as well as earn back top-of-mind consideration. Its “Globes Apart” spot combined live action and stop-motion animation to represent universal experiences and emotions that tell a story of love and the magic of believing. Liveaction family scenes grounded the story while stop-motion was used to give life to two characters featured in separate snow globes. The animated characters watch each other go about their lives, each in their own isolated winter or summer bubble, slowly growing fond of each other until their love and conviction unites them in a single globe. The characters were printed at the right scale using a 3D printer, then were molded in flexible silicone rubber, while 2D animation was used to apply facial reactions – all helping to create a seamless world that felt larger than life.

105

ANIMATION

SILVER: Animation SILVER: Copywriting

NABS “This Job Can Break You” Tantrum Studio & Cossette As an organization that supports the health and well-being of those working in the marketing and communications industry, NABS wanted to call attention to rising levels of stress as more people experienced work-related burnout as a result of the pandemic. In its video, a woman stays late at the office working on a project. Suddenly, an animated cracker with arms, legs, a top hat and a bow tie comes across her desk, singing about all the ways “This Job Can Break You,” including “the soul-crushing moments that make you wish you were dead.” When her boss calls, the cracker sings, “You can tell him a cracker just said ‘F*ck you.’” All the while, the cracker dances Broadway-style – supported by animated pill containers and other crackers – encouraging her to go home and get some rest.

CCO: Peter Ignazi, CW: Jacob Greer, Animation director: Dominik Bochenski, Animator: Sean McLaughlin

PROMOTION

SILVER: Animation

DoorDash “Welcome to the Flavourhood 2.0” BlinkInk Studio & John St. As food delivery apps became the new normal during the pandemic, DoorDash needed to stand out – while standing for something. The company decided on capturing the community-feel of the “neighbourhood” or, as the brand renamed it, “The Flavourhood.” DoorDash worked with john st. to create a miniature, claymation-type world cast in warm pastel hues, set to the music of a spoken-word anthem. A donut plays basketball, a burger pops a wheelie, an ice cream cone is ready to skateboard. The video is an ode to the local hidden gems that provide diverse offerings and flavours, as well as a tribute to the makers, the bakers and those who run the shops and restaurants. In less than two months, unaided awareness was up by 8%, and DoorDash became the number one app on both app stores. CCO: Cher Campbell Animatics editor/VFX: Will Barnet 106

MEDAL COUNT MEDAL SCORING

THE 2022 MARKETING AWARDS MEDAL COUNT This award index is a translation of medals into points. Agencies and production studios across the country received Best of Show, Special Jury Prize, Gold, Silver and Bronze awards, as well as Merits, with the trophies awarded across Advertising, Public Service, Craft, Design and Multicultural at a live gala in Toronto in June.

Best of Show Special Jury Prize D&I Gold Silver Bronze Merit

8 points 7 points 6 points 4 points 2 points 1 point

BEST OF SHOW

SPECIAL JURY PRIZE D&I

GOLD

SILVER

BRONZE

MERIT

TOTAL AWARDS

TOTAL SCORE

Rethink

234

Zulu Alpha Kilo

115

Cossette

John St.

Barrett and Welsh

Leo Burnett

Juniper Park\TBWA

Wunderman Thompson

1 1

Broken Heart Love Affair

Sid Lee

Balmoral Multicultural Marketing Ethnicity Matters Anomaly

FCB

2 1 1

Bensimon Byrne / Narrative / OneMethod

2 1

The Local Collective

2 1

Middle Child

No Fixed Address Grayson Music

Lg2 Taxi

3 2

Untitled Films

School Editing

Wedge

Stradigi Marketing

Response Advertising

Scouts Honour

Biography Design

Edelman Canada

Ogilvy Canada

Publicis Montréal

Koo Multicultural (A Division of Cossette)

McCann Canada Daughter Creative

Captus Advertising

Giants & Gentlemen

Citizen Relations

DonerNorth King Ursa

2 1

Target

Camp Jefferson

Veto Studio

BBDO

One Twenty Three West

107