INTEGRATED CAMPAIGN

GOLD
Canon Canada
Seeking to forge an emotional connection between its high-tech cameras and target consumers, Canon Canada made user-generated content the basis of an integrated campaign developed by Dentsu Canada. Canon asked consumers to upload 12-photo stories to a microsite and subsequently invited site visitors to vote for their favourites. From its online origins, the campaign branched out into print and television ads, with top-voted consumer stories forming the basis of the advertising creative. By shifting the message focus from technology to the way that technology enriches lives and by allowing consumers to contribute to the campaign rather than simply receive it, Canon and Dentsu created a brand story that works in multiple media.

TITLE: Canon Tell Your Story PRODUCT: Canon cameras CLIENT: Canon Canada, Toronto, Ont.
AGENCY: Dentsu Canada CREATIVE DIRECTORS: Michael Gramlow, Les Soos and Glen Hunt ART DIRECTORS: Les Soos and Michael Gramlow COPYWRITER: Glen Hunt
AGENCY ACCOUNT MANAGERS: Natalie Vonthanlen-Choi and Sharon Hill

GOLD
YoungGuns International Advertising Awards
Knowing that everyone feels nervous about their first time, Taxi Toronto created a multimedia call-for-entries campaign for the Sydney, Australia-based YoungGuns International Advertising Awards that played on the anxieties of award-show "virgins." The centrepiece of the effort was a musical theatre production that chronicled the trials of young creatives in a campy, lighthearted tone. The production was the gateway into an online environment that also featured video clips of veteran creatives discussing their first award show experiences, a music video and, of course, an entry form for the show. Offline executions included direct mail, posters and ads in trade magazines, all of which reflected the campaign's mix of corny comedy and sexy provocation.

TITLE: YoungGuns Integrated Campaign SERVICE: YoungGuns International Advertising Awards Call for Entries CLIENT: YoungGuns International Advertising Awards, Sydney, Australia
AGENCY: Taxi Toronto CREATIVE DIRECTORS: Zak Mroueh and Steve Mykolyn
ART DIRECTOR: Nathan Monteith COPYWRITER: Stefan Wegner AGENCY ACCOUNT MANAGER: Tiffany Mealia

SILVER
TITLE: Trackster
PRODUCT: Mini Cooper
CLIENT: Mini Canada, Whitby, Ont.
AGENCY: Taxi 2

SILVER
TITLE: Camp Okutta
SERVICE: War Child Canada
CLIENT: War Child Canada, Toronto
AGENCY: John St.

SILVER
TITLE: Open Book Integrated Campaign
SERVICE: Open Book Toronto
CLIENT: Open Book Toronto
AGENCY: Taxi Toronto

BRONZE
TITLE: wtf?
SERVICE: Mac's Convenience Stores
CLIENT: Mac's Convenience Stores, Toronto
AGENCY: BOS

BRONZE
TITLE: Doritos Collisions-Battle In A Bag
PRODUCT: Doritos Collisions
CLIENT: Frito Lay Canada, Mississauga, Ont.
AGENCY: Proximity Canada

CERTIFICATE
TITLE: EnviroVespa
PRODUCT: EnviroVespa
CLIENT: Canadian Scooter Corp., Toronto
AGENCY: Dentsu Canada

ONLINE CAMPAIGN

CERTIFICATE
TITLE: Mini Worst Case Scenarios
PRODUCT: Mini
CLIENT: Mini Canada, Whitby, Ont.
AGENCY: Taxi Toronto

CERTIFICATE
TITLE: Loulou Magazine's Ultimate Shopping Spree
PRODUCT: Loulou
CLIENT: Loulou, Montreal
AGENCY: CloudRaker

CERTIFICATE
TITLE: Crush Movie Crew
PRODUCT: Crush
CLIENT: Canada Dry Mott's Inc., Mississauga, Ont.
AGENCY: Tribal DDB Toronto

ONLINE SINGLE

GOLD Toyota
It's a simple message: Toyota Matrix comes with all-wheel drive capability. But making sure even the simplest of messages connects to consumers through the cluttered world wide web is no easy task. Toyota Canada and Saatchi & Saatchi proved up to the challenge, producing a banner advertisement for the Matrix that went beyond just letting consumers know about the vehicle's all-wheel drive system. The ad also demonstrated the benefits of this function by allowing web surfers to chart their own virtual driving course. Consumers initiated the ad by rolling over it with their mouse, and were then able to draw their own roads, with the option to include a variety of driving conditions.

TITLE: Matrix AWD PRODUCT: Toyota Matrix CLIENT: Toyota Canada, Scarborough, Ont.
AGENCY: Saatchi & Saatchi CREATIVE DIRECTORS: Brett Channer and Brent Choi ART DIRECTOR: Basil Cowieson COPYWRITER: Brent Choi Producer: Sumit Ajwani

BRONZE
TITLE: Lexus Hybrid Drive
PRODUCT: Lexus Hybrid
CLIENT: Toyota Canada, Scarborough, Ont.
AGENCY: Dentsu Canada

BRONZE
TITLE: Coffee Cup
SERVICE: Air Canada
CLIENT: Air Canada, Dorval, Que.
AGENCY: Marketel

BRONZE
TITLE: Terrified Fly
SERVICE: Toronto Zoo
CLIENT: Toronto Zoo, Scarborough, Ont.
AGENCY: Lowe Roche

BRONZE
TITLE: Corteo Web-Banner
SERVICE: Corteo
CLIENT: Cirque du Soleil, Montreal
AGENCY: Sid Lee

BRONZE
TITLE: Cadillac Virtual Advisor
PRODUCT: Cadillac
CLIENT: General Motors of Canada, Oshawa, Ont.
AGENCY: Fjord Interactive Marketing + Technology

BRONZE
TITLE: Telus Adwords
SERVICE: Telus
CLIENT: Telus, Scarborough, Ont.
AGENCY: Engine Digital

CERTIFICATE
TITLE: Test Your Breath
PRODUCT: Scope
CLIENT: Procter & Gamble, Toronto
AGENCY: Dentsu Canada

CERTIFICATE
TITLE: Every Day Meals, The Musical 2008 Campaign
PRODUCT: Dairy Farmers of Canada
CLIENT: Dairy Farmers of Canada, Montreal
AGENCY: Taxi Montreal

E-MAIL

BRONZE
TITLE: Big Wild Initial E-mail
PRODUCT: Mountain Equipment Co-op
CLIENT: Mountain Equipment Co-op, Vancouver
AGENCY: Tribal DDB

BRONZE
TITLE: Ranger Live or Die E-mail
PRODUCT: Kokanee
CLIENT: Labatt Breweries of Canada, Toronto
AGENCY: Grip Limited

CERTIFICATE
TITLE: February 2008 Up-Sell
Product/SERVICE: Telus
CLIENT: Telus, Scarborough, Ont.
AGENCY: Twist Image

ONLINE VIDEO

GOLD
Mac's Convenience Stores
Part of a campaign of 19 videos to introduce Mac's Convenience Stores' new "wtf" Froster flavour, this online-only spot tapped into the libido, sense of humour and media habits of the young male. Created by Bos, the ad features a half-man, half-tree creature whose sap may be the source of the wtf Froster flavour, along with a pair of scantily clad women who extract the sap with a combination of expert axe work and flirting. The ad was a viral hit, with more that 250,000 views in its first week, and it generated blog hype around the world.

TITLE: Mr. Tree SERVICE: Mac's Convenience Stores CLIENT: Mac's Convenience Stores, Toronto AGENCY: Bos CREATIVE DIRECTORS: Chad Borlase and Gary Watson ART DIRECTOR: Jennifer Saunders COPYWRITER: Joanna Barrs AGENCY ACCOUNT MANAGER: Stephen Rankin

SILVER
TITLE: Onslaught
SERVICE: Dove Self-Esteem Fund
CLIENT: Unilever Canada, Toronto
AGENCY: Ogilvy & Mather

BRONZE
TITLE: Hose Leg
SERVICE: Mac's Convenience Stores
CLIENT: Mac's Convenience Stores, Toronto
AGENCY: Bos

BRONZE
TITLE: Camp Okutta
SERVICE: War Child Canada
CLIENT: War Child Canada, Toronto
AGENCY: John St.

WIRELESS

SILVER
TITLE: Doritos Collisions Battle In A Bag
PRODUCT: Doritos Collisions
CLIENT: Frito Lay Canada, Mississauga, Ont.
AGENCY: Proximity Canada

OFFLINE DIGITAL

BRONZE
TITLE: Fruitify Yourself
PRODUCT: Sun-Rype
CLIENT: Sun-Rype Products Ltd., Kelowna, B.C.
AGENCY: Tribal DDB