Tribal DDB wins big with McDonald’s campaign at annual CMA Awards

November 29, 2013  |  Michelle DiPardo  |  Comments

McDonald’s Canada “Our Food. Your Questions” campaign captured the top honour at the 43rd annual Canadian Marketing Association (CMA) Awards Gala on Friday night in Toronto. Recipient of the 2013 CMA Best of the Best Award, the campaign developed by Tribal DDB used a multi-channel approach to respond to consumer questions about McDonald’s food and operations.

The campaign featured a combination of social media, outdoor, video and a specially designed website at to create a dialogue with consumers on everything from the quality of McDonald’s beef, the company’s vegetarian strategy, and even its stance on 2004’s “Super Size Me” documentary.

“Our Food. Your Questions” also won nine gold CMA awards in categories including Advertising, Experiential and Innovative Media, Digital and Community Engagement.

Another notable award went to Dani Reiss, president and CEO of Canada Goose, who was named Canada’s 2013 Marketer of the Year at Friday’s gala.

The award recognizes Reiss’s leadership in building a Canadian brand recognized globally for its authentic, high-quality extreme weather outerwear, and for being a champion of the ‘Made in Canada” movement.

Previous recipients of the CMA Marketer of the Year Award include Robert Deluce, president and CEO of Porter Airlines, Christine Day, CEO of lululemon and John Furlong, president and CEO of the Vancouver Olympic Committee.

A number of brands won multiple golds during the evening celebration. The Canadian Tourism Commission’s “35Million Directors” took home four golds, as did Audi Canada for BIMM’s “MyAudi Tracker,” and Zulu Alpha Kilo’s “Quattro Experience” and “Land of Quattro” campaigns. Scotiabank earned four golds across two campaigns – “Summer of Scene” and “Richness Is,” both from Bensimon Byrne.

La Carnita’s promotional campaign from OneMethod earned three golds, as did Labatt Breweries for Grip Ltd’s “The Movie Out Here” and Anomaly’s “Budweiser Red Lights.” The Heart & Stroke Foundation’s also won three for Agency59′s “The Undeading” and Lowe Roche’s “Make Health Last” campaign.

Other multiple gold winners include James Ready, Raising the Roof and Ikea – all for campaigns created by Leo Burnett Toronto – and Unilever for two campaigns by Ogilvy & Mather/OgilvyOne.

Other gold winners from the CMA Awards include:
-BMW Canada’s “Bullet” from Cundari
-John St.’s “Buyral”
-Subaru Canada “Subaru Forester Family Rally” from DDB Canada, Tribal Worldwide
-Stanfield’s Ltd. “The Gitchhiker” from john st.
-Royal Canadian Mint “The MintChip Challenge – When Value Creators become Brand Ambassadors” from Cossette
-Aeroplan “Aeroplan – Milestones” from Cossette
-NABS “Over Qualified Interns – Direct Mail” from Zulu Alpha Kilo
-Amir Johnson “Amir Johnson” from OneMethod
-Ministry of Health & Long-Term Care “Social Smoking” from BBDO Toronto/Proximity Canada
-Sony Computer Entertainment Canada “PlayStation Holiday Button” from Noise Digital
-MasterCard Canada “MasterCard’s Stylicity” from MacLaren McCann

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