DMA Winners

BEST OF SHOW ONLINE ADVERTISING Online Campaign Integrated Campaign Online Single WEBSITES/MICROSITES Public Service Business-to-Business Consumers Products Consumer Packaged Goods Entertainment & Arts Financial Services Consumer Services OTHER DIGITAL MEDIA Online Video Gaming Offline Digital Mobile Applications/Mobile Web Social Media On the Edge Craft Awards BEST OF SHOW   TITLE: Adidas Originals Spring/Summer 2010 Campaign […]

BEST OF SHOW


ONLINE ADVERTISING
Online Campaign
Integrated Campaign
Online Single

WEBSITES/MICROSITES
Public Service
Business-to-Business
Consumers Products
Consumer Packaged Goods
Entertainment & Arts
Financial Services
Consumer Services

OTHER DIGITAL MEDIA
Online Video
Gaming
Offline Digital
Mobile Applications/Mobile Web
Social Media
On the Edge

Craft Awards


BEST OF SHOW
  TITLE: Adidas Originals Spring/Summer 2010 Campaign
PRODUCT: Adidas Originals
ADVERTISER: Adidas Originals, Herzogenaurach, Germany
AGENCY: Sid Lee
PRODUCER: JimmyLee.tv
PRODUCTION COMPANY: Partizan
DIRECTOR: Nima Nourizadeh
PRODUCER: David Steward
EDITING COMPANY: Final Cut, JimmyLee.tv
EDITOR: Dan Sherwen
PRODUCTION MANAGER: Mags Milan
POST PRODUCTION: The Mill
MIX/SOUND: Boogie Studio
GAME DEVELOPMENT: Xform
AR DEVELOPMENT: Metaio
FACEBOOK CONNECT FRONT-END DEVELOPMENT: Hue Web Studio
  Adidas Originals Spring/Summer 2010 Campaign – The Street Where Originality Lives Adidas Originals had an ambitious challenge for Spring/Summer 2010: How to sell six collections that begin with Star Wars and end with the World Cup, all in one cohesive story line? They did it by taking it to the street corner, showcasing new faces and coming up with unexpected ways to celebrate originality. The result was an ambitious campaign shot over seven days with four crews and 25 celebrities: Each story was filmed simultaneously. The campaign launched in January with an intergalactic bang and for the next five months, they kept cranking up the volume, watching the boundaries of the Adidas Neighborhood grow through a one-of-a-kind multifaceted, multimedia, multi-platform campaign that moved from the street to a virtual playground. From digital applications to online films, Facebook events and live activations, Adidas and Sid Lee constantly devised new ways to celebrate originality and put the brand in the spotlight. It started with the introduction of Adidas Originals’ Star Wars Collection and a video featuring a nighttime street party replete with celebrities and X-Wings and TIE Fighters dominating the sky. In early June Adidas released “Cantina,” a two-minute video featuring David Beckham, Franz Beckenbauer, Snoop Dogg, Noel Gallagher, and Daft Punk gearing up to watch the World Cup. Instead of gathering at the usual sports bar, Adidas and Sid Lee imagined the celebs in the famous Mos Eisley Cantina from the classic movie Star Wars. The video seamlessly integrated new shots of Beckham, Snoop and the gang with footage of Han Solo and the shady cast of characters from the original movie. In an effort to create conversations about the products, the campaign integrated Facebook Connect, which allowed people to tap favourite items and discuss the collection. In addition, Adidas and Sid Lee worked to move the iconic sneakers into the world of interactive fun by designing augmented reality codes directly onto the products. When held in front of a webcam, the sneakers unlocked the Adidas Neighborhood, a 3D animated, interactive world offering games and rewards. The sneakers themselves became game controllers, allowing fans to maneuver and score points in unique ways. The cumulative effort by Adidas and Sid Lee demonstrates that the Adidas Originals Spring/Summer 2010 Campaign is where originality lives.

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ONLINE ADVERTISING – ONLINE CAMPAIGN
  GOLD
Microsoft Canada, Xbox – Halo 3 ODST Mini ARG
When Microsoft Canada wanted to generate buzz for the launch of the popular videogame franchise Halo, they started from a key insight about the gamer market of mostly men, 18 to 34: Gamers like to play games. They also want to solve puzzles and overcome obstacles. Microsoft and MacLaren McCann created a multidimensional scavenger hunt to invite Halo fans to an exclusive Toronto launch party. Players viewed viral videos, scoured for hidden clues, deciphered encrypted messages, and tracked GPS coordinates to earn access to the event.

TITLE: Halo 3 ODST Mini ARG
PRODUCT: Xbox
ADVERTISER: Microsoft Canada Inc., Mississauga, Ont.
AGENCY: MacLaren McCann, Toronto
EXECUTIVE CREATIVE DIRECTOR: Mike Halminen
CREATIVE DIRECTOR: Andre LeMasurier
ART DIRECTORS: Michael Blain, Matthew Kenney
COPYWRITER: Josh Haupert
ACCOUNT TEAM: Marie-Joelle Paquin, Ariel Vinizki
PRODUCTION HOUSE: Edge Studios
DIRECTOR: Andre LeMasurier
EDITOR: Jeff Jordan
PRODUCER: Tessa Schmitz-Wood
V FX COMPOSER/EDITOR: Rafael Ludwig
CREATIVE DIRECTOR: Pablo Vio, Jam 3 Media

SILVER
TITLE: Showerpooling
PRODUCT: Axe
ADVERTISER: Unilever, Toronto
AGENCY: Crispin Porter + Bogusky Canada

BRONZE
TITLE: Pedigree Adoption Tales
PRODUCT: Pedigree Adoption Drive
ADVERTISER: Mars Canada, Bolton, Ont.
AGENCY: Proximity Canada

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ONLINE ADVERTISING – INTEGRATED CAMPAIGN
  GOLD
Adidas Originals Spring/Summer 2010 Campaign
“If you felt a disturbance in the force this morning, it was probably millions of Star Wars fans crying out in joy over the launch of an official line of Adidas Originals’ Star Wars Collection.” That was how Marketing described the launch of Adidas’ spring and summer campaign in mid-January. The introduction of the Star Wars collection-with a video featuring a nighttime street party attended by celebrities as X-Wings and TIE Fighters flew through the sky–was just the first piece in a five-month, multifaceted, multimedia, multi-platform campaign that included six collections. From virtual playgrounds and digital applications to online films and Facebook events, Adidas and Sid Lee constantly devised new ways to celebrate originality.

TITLE: Adidas Originals Spring/Summer 2010 Campaign
PRODUCT: Adidas Originals
ADVERTISER: Adidas Originals, Herzogenaurach, Germany
AGENCY: Sid Lee
PRODUCER: JimmyLee.tv
PRODUCTION COMPANY: Partizan
DIRECTOR: Nima Nourizadeh
PRODUCER: David Steward
EDITING COMPANY: Final Cut, JimmyLee.tv
EDITOR: Dan Sherwen
PRODUCTION MANAGER: Mags Milan
POST PRODUCTION: The Mill
MIX/SOUND: Boogie Studio
GAME DEVELOPMENT: Xform
AR DEVELOPMENT: Metaio
FACEBOOK CONNECT FRONT-END DEVELOPMENT: Hue Web Studio

SILVER
TITLE: Doritos Viralocity
PRODUCT: Doritos
ADVERTISER: Frito Lay Canada, Mississauga, Ont.
AGENCY: BBDO/Proximity Canada

BRONZE
TITLE: Nike Olympics
PRODUCT: Nike Canada
ADVERTISER: Nike Canada, Toronto
AGENCY: Organic, Inc.

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ONLINE ADVERTISING – ONLINE SINGLE
  GOLD
Opinel – Cut
To prove that Opinel knives could cut almost anything, Montreal-based Bleublancrouge created a banner ad that let people do just that. Users could type a word into the text box then use the mouse to line up where they wanted to chop the word and release the Opinel knife to make the cut. Only some words, including ‘Opinel,’ could not be cut. Anyway you slice it the ad worked, with an interaction rate of 6.38%, about six times the average rate per unique visitor.

TITLE: Cut
PRODUCT: Opinel
ADVERTISER: Endorphine, Chambly, Quebec
AGENCY: Bleublancrouge
CREATIVE DIRECTOR: Gaetan Namouric
ART DIRECTORS: Frederic Roux, Laurent Salles
COPYWRITER: Maxime Paiement
WEB DEVELOPERS: Lionel Castellvi, Julien Fondere and Nicolas Tasky, Zero Un

SILVER
TITLE: Mini–Go for a Spin
PRODUCT: BMW Mini
ADVERTISER: Mini Canada, Toronto
AGENCY: Taxi 2

BRONZE
TITLE: Nothing to See
SERVICE: STD prevention
ADVERTISER: Ministere de la Santé et des Services sociaux, Québec
AGENCY: Cartier Communication

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WEBSITES/MICROSITES – PUBLIC SERVICE
  GOLD
Canadian Stem Cell Foundation – Renew the World
Stem cell science offers huge potential for tackling illnesses, though many misunderstand the potential and the science was without an advocate. The Canadian Stem Cell Foundation was launched to communicate the science’s potential in an understandable way and attract the attention of the country’s leaders. Manifest Communications created a website that includes videos featuring many of the world’s leading stem cell scientists, and a Stem Cell Charter that, once signed, leads to an interactive “universe” where visitors can personalize a floating cell, explore other cells, and enlist friends through the “cell a friend” feature. With no online advertising budget, two weeks after launch more than 1,000 people had signed the charter and the effort generated wide media buzz, including coverage by CBC, CTV, Toronto Star and Canadian Press.

TITLE: Renew the World
PRODUCT: Website, interactive charter and videos
ADVERTISER: Canadian Stem Cell Foundation, Ottawa
AGENCY: Manifest Communications
CREATIVE DIRECTOR: Jim Diorio
ASSOCIATE CREATIVE DIRECTOR/COPYWRITER: Debra Sharp
ART DIRECTOR: Fei Lu
ACCOUNT DIRECTOR: Ali Morrow
ACCOUNT EXECUTIVE: Beth Hampson
WEB DEVELOPER: Jam3 Media
DIRECTOR/VIDEO PRODUCTION: Andy Keen, Regular Horse Productions
EDITING: Panic & Bob
COMPOSER: Zoe Sharp
SOUND/MUSIC: Blue Sound

SILVER
TITLE: GetYourButtSeen.ca
PRODUCT: Colorectal cancer awareness and advocacy
ADVERTISER: Colorectal Cancer Association of Canada, Montreal
AGENCY: Ogilvy Montréal

BRONZE
TITLE: Pedigree Adoption Tales
PRODUCT: Pedigree Adoption Drive
ADVERTISER: Mars Canada, Bolton, Ont.
AGENCY: Proximity Canada

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WEBSITES/MICROSITES – BUSINESS TO BUSINESS
 
  GOLD
Not Awarded

SILVER
Not Awarded

BRONZE
TITLE: The Merry Minion
PRODUCT: Cossette Holiday Card
ADVERTISER: Cossette, Vancouver
AGENCY: Cossette, Vancouver

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WEBSITES/MICROSITES – CONSUMER PRODUCTS
  GOLD
Volkswagen – Anyone for a Sunday Drive?
To deliver the message that aimless Sunday drives are better in a VW, Red Urban created the microsite “Anyone for a Sunday Drive?” With a goal of generating greater awareness and new interest, all communications drove consumers to VWSundayDrive.ca where visitors could create, experience and share virtual Sunday drives. The fun and shareable site lets visitors remix an old song to accompany first-person driving footage. Changes to the music are also applied to the online scenery. In May, June and July after the site was launched, VW Golf sales soared to record levels.

TITLE: Anyone for a Sunday Drive?
PRODUCT: Volkswagen Golf
ADVERTISER: Volkswagen Canada, Ajax, Ont.
AGENCY: Red Urban Canada
CREATIVE DIRECTOR: Christina Yu
ART DIRECTORS: John Thai, Joel Pylypiw
COPYWRITER: Jon Murray
DESIGNER: John Thai
INTEGRATED PRODUCER: David Isaac
MUSIC: Six Degrees
WEB DEVELOPER: Heung Lee
WEB ANIMATION: Alchemy

SILVER
TITLE: Adidas Neo Label Fall/Winter
PRODUCT: Adidas Neo Label
ADVERTISER: Adidas Style Essentials, Herzogenaurach, Germany
AGENCY: Sid Lee

BRONZE
TITLE: Y-3 Spring/Summer Website
PRODUCT: Adidas
ADVERTISER: Adidas International Marketing B.V., Amsterdam, Netherlands
AGENCY: Sid Lee

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WEBSITES/MICROSITES – CONSUMER PACKAGED GOODS
  GOLD
Frito–Lay Canada – Doritos Viralocity
Doritos believes it’s no longer enough to be a category leader, you have to be leader in popular culture as well. As a result, Doritos and BBDO/Proximity set out to top the success of the 2009 Doritos White Bag program. The goal was to increase sales, market share and consumer engagement with more interactivity, bigger prizes and even greater control for the public. Consumers were asked to name the flavour of the new Doritos chip, make a video about it, upload it to DoritosViralocity.ca and then do everything they good [[could]] to make it go viral. The race to achieve maximum viralocity included points for YouTube views, external embeds, unique referrers, shares, retweets, bookmarks, ratings, and more. Viralocity videos enjoyed more than 7 million total views, 729,199 total unique visitors to the website, 660,800 embeds, shares and bookmarks and, most importantly, sales were 24% above plan.

TITLE: Doritos Viralocity
PRODUCT: Doritos
ADVERTISER: Frito–Lay Canada, Mississauga, Ont.
AGENCY: BBDO/Proximity Canada
CREATIVE DIRECTORS: John Gagné, Ian MacKeller
ASSOCIATE CREATIVE DIRECTORS/COPYWRITERS: Adam Bailey, Jon Webber
ASSOCIATE CREATIVE DIRECTOR/ART DIRECTOR: Andrew Hart
ART DIRECTOR: Jeffrey Da Silva
WEB DEVELOPER: Edentity Web Systems
TECHNICAL DIRECTOR: Darrin Patey
FLASH DEVELOPER: Jeff Vermeersch
PRODUCTION MANAGER: Karan Deepak
AGENCY PRODUCER: Johnny Chambers
AGENCY PLANNERS: Dino Demopoulos, Zachary Klein
ACCOUNT MANAGERS: Paul Lin, Alison Opie, Timothy Welsh
MEDIA PLANNING & STRATEGY: Dan Boem, OMD Canada
DIGITAL STRATEGY SUPERVISOR: Cesar Hervieux, OMD Canada
PUBLIC RELATIONS: Angela Carmichael, Kim Saunders, Fleishman Hillard Canada
PRODUCTION HOUSE: CTV Productions, Brand Partnerships

SILVER
TITLE: Pedigree Adoption Tales
PRODUCT: Pedigree Adoption Drive
CLIENT: Mars Canada, Bolton, Ont.
AGENCY: Proximity Canada

BRONZE
TITLE: Latin Soap Opera
PRODUCT: Old El Paso
ADVERTISER: General Mills Canada, Mississauga, Ont.
AGENCY: Cossette

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WEBSITES/MICROSITES – ENTERTAINMENT AND ARTS
  GOLD
Le Massif de Charlevoix
With deep snow, stunning views and gourmet food, Le Massif is considered one of the best ski resorts in Eastern Canada. However, because of its remote location, it remains a well-kept secret. CloudRaker wanted to change that by attracting new skiers, nature lovers and snowboarders from Eastern Canada and the U.S. This stunning website became an instrumental tool by blending form and function; beautiful enough to convey the raw splendor of the region, while still practical enough to let visitors easily book a trip. Incredible imagery is paired with fluid navigation and profile mapping which allows users to sift through the content and tailor their search to fit their travel dreams.

TITLE: LeMassif.com
PRODUCT: Le Massif de Charlevoix
ADVERTISER: Le Massif Inc., Petite-Rivière-Saint-François, Quebec
AGENCY: CloudRaker
WEB DEVELOPER: Tuburlent

SILVER
TITLE: Great Mountain Giveaway
PRODUCT: Tourism British Columbia
ADVERTISER: Ministry of Tourism, Culture and the Arts, Victoria
AGENCY: Cossette, Vancouver

BRONZE
Not Awarded

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WEBSITES/MICROSITES – FINANCIAL SERVICES
 
  No medals awarded in this category

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WEBSITES/MICROSITES – CONSUMER SERVICES
 
  GOLD
Not Awarded

SILVER
TITLE: WindMobile.ca
SERVICE: Wind Mobile
ADVERTISER: Wind Mobile, Toronto
AGENCY: Trapeze

BRONZE
TITLE: GripLimited.com
SERVICE: Grip Limited
ADVERTISER: Grip Limited, Toronto
AGENCY: Grip Limited

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OTHER DIGITAL MEDIA – ONLINE VIDEO
  GOLD
Adidas Originals – Cantina
In early June Adidas released a two-minute video that brought together David Beckham, Franz Beckenbauer, Snoop Dogg, Noel Gallagher, and Daft Punk getting ready to watch the World Cup. But rather than have them in a sports bar, Adidas and Sid Lee imagined them in the famous Mos Eisley Cantina from the movie classic Star Wars. Part of “The Street Where Originality Lives” campaign, the video seamlessly integrated new shots of Beckham and Snoop with footage of Han Solo and the shady cast of characters from the original movie.

TITLE: Cantina
PRODUCT: Adidas Originals
ADVERTISER: Adidas Originals, Herzogenaurach, Germany
AGENCY: Sid Lee
PRODUCER: JimmyLee.tv
DIRECTOR: Nima Nourizadeh
PRODUCER: David Stewart
PRODUCTION MANAGER: Mags Milan
PRODUCTION COMPANY: Partizan
POST PRODUCTION: The Mill
EDITING COMPANY: Final cut, JimmyLee.tv
EDITOR: Dan Sherwen
SONG: Cantina Band
MIX/SOUND: Boogie Studio
“Cantina” is also a winner of Craft Awards for Art Direction and Post Production.

SILVER
TITLE: Demonstration
PRODUCT: Moms Against Climate Change/TakeActionOnClimateChange.com
ADVERTISER: Environmental Defence Canada, Toronto
AGENCY: Crispin Porter + Bogusky Canada

BRONZE
TITLE: Super Sexy CPR
PRODUCT: Fortnight Lingerie
ADVERTISER: Fortnight Lingerie, Toronto
AGENCY: Red Urban Canada

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OTHER DIGITAL MEDIA – GAMING
  GOLD
Microsoft Canada Inc., Xbox – Halo 3 ODST Mini ARG
To help launch the third installment in the hugely popular Halo gaming franchise, Microsoft decided to play a game. Working with agency MacLaren McCann, Microsoft Canada developed a seamless online/offline experience for fans that included a guerrilla style scavenger hunt with viral videos, hidden clues, encrypted messages, real world interactions and SMS communications. Gamers worked together to find clues and solve the puzzles. Winners got a VIP ticket to the launch party in Toronto to play the game before their friends and take home limited edition swag. The result was two weeks of around-the-clock engagement, hundreds of social media discussions, nearly 7,000 YouTube views, more than 1,700 Google Maps page views and a successful launch event where attendance exceeded goals by 173%. Master Chief would be proud.

TITLE: Halo 3 ODST Mini ARG
PRODUCT: Xbox
ADVERTISER: Microsoft Canada Inc., Mississauga, Ont.
AGENCY: MacLaren McCann, Toronto
EXECUTIVE CREATIVE DIRECTOR: Mike Halminen
CREATIVE DIRECTOR: Andre LeMasurier
ART DIRECTORS: Michael Blain, Matthew Kenney
COPYWRITER: Josh Haupert
ACCOUNT TEAM: Marie-Joelle Paquin, Ariel Vinizki
PRODUCTION HOUSE: Edge Studios
DIRECTOR: Andre LeMasurier
EDITOR: Jeff Jordan
PRODUCER: Tessa Schmitz-Wood
V FX COMPOSER/EDITOR: Rafael Ludwig
CREATIVE DIRECTOR: Pablo Vio, Jam 3 Media

SILVER
Not Awarded

BRONZE
Not Awarded

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OTHER DIGITAL MEDIA – OFFLINE DIGITAL
  GOLD
ART V – ART Vscope
Each summer Montreal hosts some 20 music and arts festivals, many of which sell out months in advance. French-language cultural channel ARTV, which positions itself as “Bringing Culture Closer to People” decided to do something to help those culture fans who were missing out. Amuse and ARTV created the ARTVscope, a massive mobile x-ray telescope that was placed outside sold-out venues to give passersby a look at what was going on inside. A computer inside the ARTVscope and cameras inside the venue gave users the best seat in the house, showing them the stage and even allowing them to zoom in and out and change the camera angle–all for free. By June 2010, the ARTVscope had attended six arts and culture festivals, filmed 250 shows and given more than 30,000 people a unique interactive experience, all the while reminding them that ARTV is dedicated to “Bringing Culture Closer to People.”

TITLE: ARTVscope
PRODUCT: ARTV
ADVERTISER: ARTV, Montreal
AGENCY: Atelier Amuse
INTERACTIVE TECHNOLOGY: Realisations.net

SILVER
Not Awarded

BRONZE
Not Awarded

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OTHER DIGITAL MEDIA – MOBILE APPLICATIONS/WEB
  GOLD
Société des alcools du Québec – SAQ iPhone Application
The iPhone application was designed to offer an innovative and practical service that would respond to the Société des alcools du Québec’s clients’ needs. A wide array of features enable clients to access in-store promotions, find the closest store based on their current location, research, find a product based on criteria defined in their search box, verify the availability of a specific product and much more. The objective of this project was to provide the public a simple on-the-go tool that would allow them to benefit from all of the services offered on the SAQ website. The idea was first presented as a pilot project, however during the initial four months the application was a hit with more than 80,000 downloads.

TITLE: SAQ iPhone Application
PRODUCT: Alcohol and beverages
ADVERTISER: Société des alcools du Québec (SAQ), Montreal
AGENCY: Sid Lee
WEB DEVELOPER: Hue Web Studio

SILVER
TITLE: Bell Cowbell Application
SERVICE: Mobile
ADVERTISER: Bell Canada, Toronto
AGENCY: Zulu Alpha Kilo

BRONZE
Not Awarded

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OTHER DIGITAL MEDIA – SOCIAL MEDIA
  GOLD
Unilever, Axe – Showerpooling
When your target is more concerned about getting girls than saving the environment, Earth Day poses a unique challenge. Working with WWF-Canada, Unilever and Crispin Porter + Bogusky (then Zig) solved this by introducing Axe Showerpooling, a Facebookbased effort that suggested guys could save water by showering with girls. Banners, blogs and a YouTube video directed guys to Facebook where they could view a “Showerpooling 101” video, download a “Start A Showerpool” application for guys to invite girls into their showerpool and the “Showerpooling Introduction Service” application, which enabled two strangers to be introduced by a mutual friend–something Facebook hadn’t offered before. There were also “Tell the world you’re into Showerpooling” badges which could be used on their Facebook profile, further promoting the program to friends. Axe Facebook page views skyrocketed the program and generated more than 150,000 views on YouTube in just five days. And for the environment, a $50,000 donation to WWF in the first 10 days.

TITLE: Showerpooling
PRODUCT: Axe
ADVERTISER: Unilever, Toronto
AGENCY: Crispin Porter + Bogusky Canada
EXECUTIVE CREATIVE OFFICER: Martin Beauvais
ASSOCIATE CREATIVE DIRECTOR/ART DIRECTOR: Jason Hill
ASSOCIATE CREATIVE DIRECTOR/COPY WRITER: Michael Murray
DESIGNERS: Andrew Cloutier, Dylan Royal
PLANNER: Rob Hayes
PROJECT MANAGERS: Jennifer Costello, Hayley Schipper
DEVELOPERS: Joshua Ho, Karl Pawlowicz, Jason Sorrenti
ILLUSTRATOR: Dylan Royal
EXECUTIVE PRODUCER: Michelle Lee
AGENCY PRODUCER: Karen Blazer
EDITING HOUSE: Poster Boy
EDITOR: Kim Knight
MUSIC/SOUND: RMW Music

SILVER
TITLE: Halo 3 ODST Mini ARG
PRODUCT: Xbox
ADVERTISER: Microsoft Canada Inc., Mississauga, Ont.
AGENCY: MacLaren McCann

BRONZE
TITLE: Death Star Superlaser Application
PRODUCT: Adidas Originals
ADVERTISER: Adidas Originals, Herzogenaurach, Germany
AGENCY: Sid Lee

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OTHER DIGITAL MEDIA – ON THE EDGE
  GOLD
Adidas Originals – AR Game Pack
Adidas Originals wanted to extend the benefits that consumers receive from their sneakers beyond fashion and into the world of interactive fun. Designing augmented reality codes directly onto the products, Sid Lee created the first augmented reality experience in footwear. When held in front of a webcam, the sneakers in the collection unlock the Adidas Neighborhood, a 3D animated, interactive world offering games and rewards. The sneakers then become game controllers, allowing fans to maneuver and score points in unique ways. The Adidas Neighborhood offers a rich, immersive game experience in an augmented reality world that is a first of its kind.

TITLE: AR Game Pack
PRODUCT: Adidas Originals
ADVERTISER: Adidas Originals, Herzogenaurach, Germany
AGENCY: Sid Lee
GAME DEVELOPMENT: Xform
AR DEVELOPMENT: Metaio

SILVER
TITLE: Elektra 11: You are not here
PRODUCT: ElektraFestival.ca
ADVERTISER: Elektra International Digital Arts Festival, Montreal
AGENCY: Taxi Canada, Montréal

BRONZE
TITLE: Surface for Wind Mobile
PRODUCT: Wind Mobile
ADVERTISER: Wind Mobile, Toronto
AGENCY: Trapeze

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CRAFT AWARDS
GOLD
Animation
TITLE: AR Game Pack
PRODUCT: Adidas Originals
ADVERTISER: Adidas Originals, Herzogenaurach, Germany
AGENCY: Sid Lee
GAME DEVELOPMENT: Xform
AR DEVELOPMENT: Metaio

Art Direction
TITLE: Cantina
PRODUCT: Adidas Originals
ADVERTISER: Adidas Originals, Herzogenaurach, Germany
AGENCY: Sid Lee
PRODUCER: JimmyLee.tv
DIRECTOR: Nima Nourizadeh

Casting
TITLE: Super Sexy CPR
PRODUCT: Fortnight Lingerie
ADVERTISER: Fortnight Lingerie, Toronto
AGENCY: Red Urban Canada
CREATIVE DIRECTOR/ART DIRECTOR: Christina Yu
ART DIRECTOR/COPYWRITER: Daniel Bonder
PRODUCTION COMPANY: Untitled Films
DIRECTOR: Curtis Wehrfritz
EDITING COMPANY: Rooster

Direction
TITLE: Drift
PRODUCT: Sentra SE-R
ADVERTISER: Nissan Canada Inc., Mississauga, Ont.
AGENCY: TBWAToronto
CHIEF CREATIVE OFFICER: Jack Neary
CREATIVE DIRECTORS: James Ansley, Mark Mason, Allen Oke
ART DIRECTOR: Mark Mason
DIRECTOR: Terri Timely
PRODUCTION COMPANY: Hard Citizen
DIRECTOR OF PHOTOGRAPHY: Donavan Sell

Post Production
TITLE: Cantina
PRODUCT: Adidas Originals
ADVERTISER: Adidas Originals, Herzogenaurach, Germany
AGENCY: Sid Lee
PRODUCER: JimmyLee.tv
DIRECTOR: Nima Nourizadeh
PRODUCER: David Stewart
PRODUCTION MANAGER: Mags Milan
PRODUCTION COMPANY: Partizan
POST PRODUCTION: The Mill
EDITING COMPANY: Final Cut, JimmyLee.tv
EDITOR: Dan Sherwen
MIX/SOUND: Boogie Studio

 

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