DDB and Tribal DDB win big at Agency of the Year
The agency and its digital arm walked away with Gold, alongside Jungle Media, which picked up top honours in the Media category, at this year's celebration.
Agencies from across Canada gathered tonight at Toronto’s 99 Sudbury to celebrate strategy’s 22nd annual Agency of the Year award.
Hosted by P&G’s Fiona Stevenson, the night capped off with big wins for Jungle Media as this year’s Gold winning media agency, while DDB hit a grand slam, nabbing both the AOY, as well as the Digital AOY titles for it’s digital arm, Tribal DDB.
This marks the seventh win for the Vancouver-based agency, making it the most awarded AOY recipient since the show began in 1990.
Digital and traditional AOY juries, made up of top industry executives, both picked DDB based on the strength of its work, which included digital work for McDonald’s that picked up a global response, a Canadian Tourism Commission campaign that propelled Canada to the most powerful country brand in the world, and the first social media-powered Christmas tree for Canadian Tire. Rounding out the Gold-winning campaigns, DDB’s portfolio included work for BC Hydro, Big Sisters, Cialis and AutoTrader.
Jungle Media picked up Gold hardware for its work for it’s multiple-award-winning “Moving Day” campaign for Ikea, its innovative placement for the B.C. Honda Dealers and its augmented reality booths for Cadbury’s “Make Your Face a Maynards” campaign.
In an interesting twist, Silver and Bronze in both AOY and DAOY also went to the same agencies, with John St. making its first appearance on the list coming in second place in both categories – a mere .07 points away from top-spot – while Taxi came in third for a second year in a row. Lowe Roche and Leo Burnett picked up an Honourable Mention for AOY and DAOY respectively.
The Media Agency of the Year jury also judged this year’s Media Director of the Year, resulting in a tie between Mediabrands CEO Peter Mears and MediaCom CEO, Jamie Edwards. They also chose the Next Media Star winner, Bailey Wilson of UM.
For the first time, strategy awarded the honour of Campaign of the Year to Cundari for its Pain Squad app for Toronto’s Hospital for Sick Children, a solution for helping children who are battling cancer and who needed to fill out reports about the pain they experienced. The case had the highest combined score for any single Agency of the Year entry and countless comments from the judges who recognized the mobile app as a clear favourite.
Making an appearance were also this year’s Brands of the Year winners, which included representatives from McCain’s, World MasterCard Fashion Week, Loblaw, Lululemon and the CBC. They introduced videos created for the show by each shortlisted agency, which varied from the immature (Taxi’s somewhat juvenile birthday message), to the scientific (Cundari’s AOY explanation) to the secret behind viral videos (John St.’s latest advertising innovation).
Finally, the B!G Award winners (announced in September) were also honoured. The award, which celebrates agency’s works beyond advertising when to Sid Lee’s Red Bull Amsterdam office design, MacLaren McCann’s Social Intern search for MasterCard and Cundari’s BMW art auction.