Creative Report Card: Big campaign winners

Beyond Cundari’s Pain Squad, who racked up award stage frequent flyer miles for a single campaign this year?
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DDB

Top marks: Cleaned up at the ADCC with four Golds and three Silvers and collected hardware at the One Show and Communication Arts for Big Sisters of BC Lower Mainland.

DDB’s bevy of awards for Big Sisters rewarded a less-is-more philosophy. The seven-second TV ads, five-second radio spots and small-space print ads mirrored the message that “Being a Big Sister takes less time than you think.”

Performance evaluation: “The campaign addresses a true misperception of the effort it takes and uses some wonderful creativity to bring it to life. It’s an example of what happens when you embrace a single-minded message”

– Sean Davison, SVP CD, MacLaren McCann and Applied Arts judge

Lowe Roche

Top marks: Won awards at nine different shows and picked up a Bronze Lion, a Gold Clio and another 5 Gold CMA awards for Johnson & Johnson’s O.B. tampons’ “A Personal Apology.” The agency’s unique mash-up of digital tech with direct marketing for O.B. resulted in an impressive collection of hardware. The CPG co’s campaign used a personalized ballad to soothe customers upset the brand discontinued Ultra tampons.

Performance evaluation: “A Personal Apology is a rare idea where stars align. It is flawlessly executed. It has an amazing insight and features a poor man’s Adam Levine as its star. Brilliant”

– Joseph Bonnici, CD, Bensimon Byrne and CMA awards judge

Cossette

Top marks: Picked up nine awards at five different shows, including the CMAs, Applied Arts and Lotus, for work produced for McDonald’s Canada. The top-winning campaign was the agency’s “Reflective Tape” highway billboards that were only visible at night. When a vehicle’s headlights shone on the sign, it lit up with the words “Open All Night” promoting the restaurant’s 24-hour locations.

Performance evaluation: “Gives people relevant information right when they need it most? Check. Innovative use of a traditional medium? Check. Fun? Double check.”

– Jane Murray, group CD, Lowe Roche and Applied Arts judge