SILVER: Canadian Tire’s house that innovation built
The Canadian Tire House of Innovation was an agency initiative that grew into one of the retailer’s biggest commitments of the year.
Recently, Canadian Tire’s innovation scores softened in tracking research. To reverse this decline, Taxi thought, who better than Canadian Tire to teach Canadians how to do things around the house?
Canadian Tire became Canada’s first retailer to become a homeowner. It bought a house that needed some work and took on a long list of repairs and decorating projects. The efforts were filmed to educate homeowners on how to do home improvement projects using innovative products. It then launched HouseofInnovation.ca to showcase the work.
The House of Innovation launched as part of the larger new “Bring It On” brand campaign. In the first month, more than 105,000 unique visitors spent an average of more than five minutes on the site. In a single 24-hour period, a YouTube mosaic expandable banner generated 8,812,314 impressions and 39,389,550 interactions. There have been more than
3.5 million views of the anthem video that explains the program and invites people back for future installments. Seems like Canadian Tire has one of those houses people like to visit.
Credits:
Client: Canadian Tire
Agency: Taxi
Co-ECDs: Darren Clarke, Jason McCann
CDs: Stefan Wegner, Nathan Monteith
Group Account Director: Leslie Rivard
Account Director: Chris Lee
Account Managers: Natalia Paruzel-Gibson, Andrea Wong
Art Director: Andrew Hart
Designers: Stephen Coomber, Val Foster
Writers: Chris Davies, Jen Durning, Jono Holmes, Geoff Morgan
Developer: Ryan Johnson
Executive Producer: Kevin Saffer
Producer: Pat Elia
Editors/Motion Graphics: Jarred Cook, Tyler Strahl, David Stulberg
Website: Ryan Johnson
Online Drivers: Michael Balders, Kelly Keenan, Bob Blevins, Kevin Hester
SILVER: Skittles touches the rainbow
Over the last several years, Skittles communications had been mainly limited to TV, and there was little opportunity to engage with the brand unless you were a Facebook fan.
With touch technology spearheading a new generation of digital interaction, BBDO wanted to show people what happens when they actually “Touch the Rainbow.” But it didn’t invent a new kind of touch screen, it simply asked people to touch their computer screen and then watch as their finger played a starring role in five online ads.
Fingers fought crime, hitchhiked, befriended cats and even went to war.
The videos were hosted on a branded Canadian Skittles YouTube channel, seeded to nearly 300 blogs and linked to on Skittles’ Facebook page. In addition, a masthead on the YouTube homepage ran for two days, and promoted video ads ran on YouTube for two weeks.
Within three days, the videos had over 1.5 million views and exceeded the campaign target of 800,000. Over a month, they received over five million views and were featured on 2,200 blogs. The Skittles videos elicited over 104,600 comments, 88,000 Facebook shares and 5,000 tweets.
Credits:
Client: Wrigley Canada
Agency: BBDO Toronto
SVP, ECDs: Carlos Moreno, Peter Ignazi
Writer: Chris Joakim
Art Director: Mike Donaghey
Account Team: Chitty Krishnappa, Bhreagh Rathbun
Agency Producer: Ann Caverly
Production Company: OPC
Production Co. Producer: Dwight Phelps
Director: Woods and Low
Strategist: Zach Klein
Editor & Editing House: Griff Henderson, Poster Boy
Assistant Editor: Raj Ramnouth
Music/Sound House: Eggplant
Online Production/ Visual FX: AXYZ
Online Production: Lunch/Pixel Pusher
Online Producer: Amy Miranda
BRONZE: SunChips makes a fuss
When SunChips’s compostable bag turned out to be very noisy, the U.S. abandoned it, but Frito Lay Canada stuck with it. Capital C’s objective was to reverse the consequent sales decline.
The “Hear What the Fuss is All About” campaign leveraged social media via videos featuring Frito Lay reps explaning the decision, which were posted on YouTube with links to a Facebook page.
Advertorials in major papers drove to Facebook, where consumers were encouraged to assess the noise level, and if they still believed it was too loud, SunChips would send them a pair of headphones.
Within 48 hours, the campaign had garnered 3,992 (now 8,200+) Facebook “likes” and 55 million media impressions, and sales show positive momentum.
Credits:
Client: Frito Lay Canada
Agency: Capital C
Strategy: Bennett Klein
Creative Director: David Horovitch
Account Director: Rick Chiarelli
Copywriter: Christopher Loudon
Video Designer: Alexi Parizeau
Print Designer: John Forbes
Social Media Manager: Jon Nelson
Other winner in Digital Engagement Category: Gold for John St. – Stanfield’s Guy at Home in his Underwear.
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