Anomaly Toronto and Labatt Breweries of Canada (Toronto) shared the spotlight with Montreal’s Paprika and its client Société du Village as the big winners from Canada at The One Show
The two agencies were both awarded a gold Pencil at The One Show on Friday in New York, where they won in the “Interactive: Other Digital Solutions” and “Design: Outdoor Spaces” categories, respectively.
Anomaly won for the “Budweiser Red Lights” campaign, which featured replicas of hockey goal lights that flash and emit a goal horn each time a user’s hockey team gets a goal. The wifi-enabled lights were aimed at elevating the hockey-watching experience for Canadian fans, and allowed Budweiser to attach itself to the emotional moments when goals are scored.
Paprika took home a gold for “Memory gaps,” a unique art installation themed around the mystique of memories. A row of six large panels was constructed at the corner of St. Catherine and Wolfe streets in Montreal and featured simple drawings that, when viewed from certain angles, created new images. Many of the panels had round cut-outs in the centre that were large enough for people to sit in.
And the silvers go to…
In total, 12 Canadian agencies brought home One Show trophies.
Two of the six silver pencil wins went to Cossette Communications in Montreal. The agency won in the “Interactive: Other Consumer Goods” category for its work on the “Heart of the Artic” campaign for the Royal Canadian Mint. The campaign, launched at the end of last year, targeted kids with an online scavenger hunt game in which kids hunted for more than 50 objects in the far north. The game was one element in a broader campaign that promoted coins commemorating Canada’s first arctic expedition.
The agency also won silver in the “Design: Annual Reports and Corporate Sustainability Reports” category for its “Enablis effect” report for the financial support non-profit. Cossette won a silver Lion in the Design category in Cannes last year for the 2012 report. The “Enablis effect” report is also on the 2014 Marketing Awards final shortlist in the “Design: Annual Reports” category.
123W in Vancouver also won a silver pencil. It was awarded for “123w meets fiverr” in the “Interactive: Self-promotion” category for its innovative website. Each part of the site, 123w.ca, features folks found through fiverr.com—the site where services are offered that start at—you guessed it—$5. This approach allowed the young agency to show its low-overhead, collaborative strategy.
Red Urban in Toronto won in the “Advertising: 20 and Under – Single” category for its work on Volkswagen’s “Bellies.” The TV spot, which is also a finalist in the 2014 Marketing Awards in the “Television Single: 30 Seconds and Under” category, humorously shows how the acceleration power of the new Gold GTD impacts two dude’s paunches.
Grey Canada in Toronto took home a silver in the “Interactive: Branded Social Campaign” category for the Missing Children Society of Canada’s “Milk Carton 2.0.” The campaign uses technology to let people donate their social media feeds to help locate missing kids in their area. Registered participants allow for local Amber Alerts to be automatically posted in their social media accounts.
In the “Design: Indoor Spaces” category, Montreal’s Moment Factory shared a silver with Baltimore-based agencies MRA International and Sardi Design for client Los Angeles World Airports. Their “LAX – Immersive Multimedia Architecture” installation is a large-scale project meant to help create an enhanced passenger experience at the airport. The installation mixes digital storytelling and huge media features to make the terminal more of a destination.
The 11 bronze pencils went to:
Leo Burnett Toronto
“Design: Promotional Items: Single or Series” category, Bell, “Canadian CEO Olympic Invite”
“Design: Logo Design” category, Mikon Drywall, “Mikon Drywall”
“Design: Single or Series” category, Leo Burnett, Toronto, “Unplug + Play”
“Interactive: User Experience” category, Toronto Silent Film Festival, “Instagram Time Machine”
“Design: Booklets and Brochures” category, Enablis, “Enablis effect”
“Interactive: Other Interactive Media – Single” category, Molson Canadian, “The Beer Fridge”
“Design: Book Cover Design” category, Les Editions Noir sur Blanc, “Notabilia”
“Interactive: Branded Social Campaign” category, WWF, “The Inevitable News”
“Advertising: Collateral – Campaign” category, Canadian Journalists for Free Expression, “Information is Ammunition”
“Design: Logo Design” category, Parc Olympique, New logo for the Montreal Olympic Park
“Interactive: Best Use of a Social Network” category, Missing Children Society of Canada, “World’s Most Valuable Check-in”