Carmilla snags top PROMO! Award

From Leo to Zulu, read up on all the night's big winners.
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This story appears in the October issue of strategy.

By Jennifer Horn and Emily Wexler

It was a night that went to the millennials.

CAPMA’s PROMO! Awards, held on Sept. 16 at Berkeley Church in Toronto, seemed to truly celebrate that young, coveted demo. First, the show host Jessi Cruickshank dedicated a few audience-participation games to the younger cohort – namely “Is it a millennial?” in which the audience had to guess whether someone or something was born/created between 1980 and the early 2000s and “Did a millennial say that?” (self-explanatory).

Also, the night’s big winner was one that reached young females. Geometry Global took home the coveted Best of Show and two Golds for the branded content program Carmilla, which it led for Kimberly-Clark’s U by Kotex.

Executive produced by the brand, Carmilla is a 36-episode, four-minute, scripted transmedia series that put a modern spin on a cult classic gothic vampire novella. The season finale alone garnered 101,000 views in 24 hours, and spawned a “#SaveCarmilla” movement where fans showed their love for the series and U by Kotex.

Meanwhile, Leo Burnett got its mitts on 10 PROMO! awards (four Golds, two Silvers and four Bronzes) for a range of clients, including P&G brand Always, Ikea, TD, Bell Media’s TSN and Coors Light.

Zulu Alpha Kilo also made multiple trips to the stage, picking up nine prizes (three Golds, one Silver and five Bronzes) for Audi, Interac and Corona.

And Taxi, another trophy marauder, took home seven awards (five Golds, one Silver and one Bronze), across its various offices in Toronto and Vancouver, for Kraft-owned MiO, Tim Hortons and the Canadian Badlands.

There were 45 trophies in total given out that night. Check out photos from the event on p. 44, and click here to read all the winning cases.