Canada’s four Branded Content wins

Our country takes home two Silvers and two Bronzes in the category.
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Canada has walked away with four wins in the Branded Content & Entertainment category, two Silvers and two Bronze. Our country had originally entered 29 campaigns into the category and had five shortlisted.

Wrigley Canada took home a Silver for “Struck by a Rainbow” by BBDO Toronto, in the sub-category of Fiction: Online (15 minutes or under in length).

Spoofing both the overly-emotional docs and long-form advertising that tend to dominate awards shows, Skittles’ own mini-documentary follows a man who perseveres through one of life’s toughest challenges: being turned into candy after being struck by a rainbow.

Leo Burnett’s #LikeAGirl once again took home some hardware, with a Silver in Original Branded Digital or Social Media. Canadian juror Michael Joffe, brand activation lead at Google Canada, said he felt the campaign deserved a Gold. (Hear more of Joffe’s thoughts on the category in this video.)

Another deserving spot, according to Joffe, is “Kids read mean tweets” for the Canadian Safe School Network by John St. It picked up a Bronze Lion in Non-Fiction: Online (15 minutes or under in length).

In this campaign, the organization parodied the ever-popular “Celebrities Read Mean Tweets” segments from The Jimmy Kimmel Show. As the video goes on, and more kids read the sexist, homophobic, racist and simply hurtful things that are said online, the laugh tracks in background gets less and less enthusiastic, showing that these things aren’t funny when it’s not a famous face reading them.

Our final Lion in this category, a Bronze, went to the Reviveaphone campaign by Lg2 Montreal in the sub-category of Non-Fiction: Online (15 minutes or under in length).

This video follows a man as he travels to Australia where, due to the time zone, the world’s first iPhone 6 was sold. He goes to great lengths for his goal, including buying a spot from the first person in line at Brisbane’s Apple Store, but it ends up being worth it, as he is the first to walk out with the new phone in hand…which he promptly takes back to his room and drops in a pitcher of beer. Once the phone appears to have died, he uses Reviveaphone, a then-new product that fixes liquid damage, to bring it back to life.

The jury handed out 63 Lions in total, but didn’t award a Grand Prix. Jury president David Lubars, CCO at BBDO Worldwide and chairman of BBDO, said during a press conference that the jury simply felt none of the campaigns were worthy of the Grand Prix title.

“This year, we have many fantastic Golds, but they are the best of what’s here this year,” said Lubars. “When you give a Grand Prix, that’s history forever, and I don’t feel like any of those quite hit that peak. As much as we love those Golds, none had those classic, ‘still watching it 30 years from now’ qualities.”