OMD Canada was on a "Collisions" course with success at the 2008 Media Innovation Awards.

The Omnicom shop led all agencies with 13 awards–including Best of Show for its "Doritos Collisions" campaign for client Frito-Lay Canada–during the ninth annual show at Toronto's Liberty Grand last night.

OMD nabbed a total of 12 MIAs–four Gold, two Silver, four Bronze and two certificates–for a lengthy (and diverse) group of clients that included McDonald's, Frito-Lay, Campbell, Apple Canada, Alliance Films, Pepsi-QTG and Sun-Rype products.

The Best of Show winning "Doritos Collisions" campaign was a multi-platform execution promoting Frito-Lay's new Collisions chip flavour that used TV and theatre ads, as well as Facebook and out-of-home.

Its centrepiece was interactive night projections featuring human representations of Collisions' blue cheese and hot wing flavours (a cowboy and a mime) that enabled consumers to vote for their preferred flavour using a mobile device. The characters' actions reflected the voting, with, for example, the mime throwing a wedge of cheese at the cowboy.

The campaign also won Gold MIAs in both the Youth and Out-of-Home categories.

OMD also earned Gold MIAs in the Men category for its "Campbell's Chunky–Football Meets Food program that saw Campbell's Chunky brand take ownership of Canadian Football League telecasts on CBC Television, and in the Experiential category for its "Canada Dome" execution for the Canadian Tourism Commission.

Created to increase British tourism to Canada, the latter was an installation in London's Canary Wharf business district that gave residents a sense of such distinctly Canadian experiences as a Rocky Mountain luxury lodge, an Atlantic pier or an Ontario winery.

A total of 63 awards (14 Gold, 13 Silver, 16 Bronze and 20 certificates) were awarded in addition to best of show at Marketing's annual awards show honouring media creativity.

Among the other Gold winners:

•"Giant Yellow Pages Darts Find Local Businesses Fast, All Over Toronto," for Cossette Media in the ambient category. To promote Yellow Pages' positioning as "the found engine," the campaign utilized giant oversized darts bearing the word "found" stuck into local businesses.

•"Breaking Through the Boundaries of Magazine," for Starcom Worldwide in the Magazine category that saw Johnnie Walker's iconic "Striding Man" walking onto the front cover of CalgaryInc. magazine, as well on the title's UPC code.

•"Blindness Experience," for Montreal's Touché PHD in the Public Service/Charity category. A partnership with sports specialty channel RDS on behalf of the Quebec Foundation for the Blind, the execution saw the screen go blank during a crucial part of a sports highlight show, although the sound was not affected. After a few seconds, a message appeared on-screen that read "Ce n'est pas un probleme technique. C'est notré réalité ("This is not a technical problem. It's our reality").
It was one of three Gold-winning entries for Montreal's Touché, which also won in the Newspaper category for its "Rayman Raving Rabids" execution and in the Mixed Media category for its "Milk Brings People Together" execution.

•Mindshare Canada won Gold MIAs in the Television and Business-to-Business categories for its "Kleenex Let it Out" and "Innovation in Action" campaigns.

•M2 Universal won a pair of Golds in the Branded Content & Product Placement and Mixed Media categories for its "Johnson's Baby on Demand" and "Kokanee-Ranger Live or Die" executions.

•Halifax agency Colour rounded out the Gold winners with a win in the Young Adults category for its "Landlord Lou" campaign for client Killam Properties, a company specializing in student housing.