Project Consent wins big at Promo! Awards

The Juniper Park\TBWA campaign took home Best of Show. See who else won what at the CAPMA awards gala.

promo awards

A simple message with some bold animation led to a Best of Show at this year’s Promo! Awards, held by CAPMA (Canadian Agencies Practising Marketing Activation) in Toronto.

Juniper Park\TBWA’s “If it’s not yes, it’s no” campaign for Project Consent got the top recognition at the September gala, along with a Gold in the Best Activity Generating Brand Awareness category. It also received Gold for Best Use of Online Video and Best Cause or Charity Marketing Campaign at the awards, hosted by marketing consultant Tony Chapman and entrepreneur Erica Ehm.

The digital campaign featured animated genitals and other body parts in social interactions to get the message across that consent is actually quite simple. For example, when a dancing vagina says “no” to a penis, it immediately backs off. The idea was to use the graphic animated characters to be straightforward with the messaging around sexual assault, instead of speaking in analogies like other campaigns have done.

Cossette was the most awarded agency, picking up 12 trophies. The shop won a total of three Gold awards for its “Life Unpaused” campaign for SickKids Foundation and “SAQ Inspire” for Société des alcools du Québec. It also got seven Silver wins, including three for its “Bring Back the Bees” campaign for Honey Nut Cheerios, which saw the brand’s signature bee disappear off cereal boxes.

Zulu Alpha Kilo was also a big winner. Its heartstring-tugging “Lily & the Snowman” campaign for Cineplex picked up a Gold and two Silver, while it had three Gold wins for various work for Interac. Other Gold winners of the night included Anomaly (for its work with Bud Light and Spotify), Leo Burnett (for Raising the Roof) and Mosaic (for Stella Artois).

Below is a complete list of winners. You can view the cases on the Promo! Awards site here.

Project Consent
“If it’s not yes, it’s no”
Juniper Park\TBWA

BEST OF SHOW
GOLD: Best Activity Generating Brand Awareness
GOLD: Best Use of Online Video
GOLD: Best Cause or Charity Marketing Campaign

Cineplex
“Lily & the Snowman”
Zulu Alpha Kilo

SILVER: Best Activity Generating Brand Awareness
GOLD: Best Use of Online Video
SILVER: Best Brand Building Campaign

Wrigley Canada (Skittles)
“Skittles Holiday Pawn Shop”
MediaCom / BBDO / Harbinger

SILVER: Best Activity Generating Brand Awareness
SILVER: Best Pop-up / Experiential Event

SickKids Foundation
“Life Unpaused”
Cossette

GOLD: Best Digital Marketing Campaign
GOLD: Best Cause or Charity Marketing Campaign
SILVER: Most Innovative Idea or Concept

General Mills (Honey Nut Cheerios)
“Bring Back The Bees”
Cossette

SILVER: Best Integrated Campaign
SILVER: Best Cause or Charity Marketing Campaign
SILVER: Most Innovative Idea of Concept

Interac
“21 Day Credit-Free Challenge”
Zulu Alpha Kilo

BRONZE: Best Digital Marketing Campaign

Perfetti Van Melle (Mentos)
Mentos Amazing Journey Contest
Cossette

BRONZE: Best Digital Marketing Campaign

Raising the Roof
“Coming Soon”
Leo Burnett Toronto

GOLD: Best Pop-Up / Experiential Event

Spotify
“Music For Your World”
Anomaly

GOLD: Best Use of Data

Procter & Gamble (Always)
“Unstoppable”
Leo Burnett Toronto / Chicago

SILVER: Best Use of Online Video

Société des alcools du Québec
“SAQ Inspire”
Cossette

GOLD: Best Use of Design
SILVER: Best Launch

Interac
“Be in the Black”
Zulu Alpha Kilo

GOLD: Best Brand Building Campaign
GOLD: Best Activity Generating Brand Volume

Pepsi Foods (Quaker)
“The Recital”
Studio M

BRONZE: Best Brand Building Campaign

WestJet
“WestJet Christmas Miracle: 12,000 mini miracles”
Studio M / WestJet

BRONZE: Best Use of Social Media

Amnesty International
“Barbed Wire”
Cossette

SILVER: Best Small Budget Campaign
BRONZE: Best Cause or Charity Marketing Campaign


Labatt Breweries of Canada (Stella Artois)
“Stella Artois Sensorium”
Mosaic

GOLD: Most Innovative Idea or Concept
SILVER: Best Experiential Campaign

McDonald’s Restaurants of Canada
“McCafé Cinéma”
Cossette

SILVER: Best Small Budget Campaign

Leon’s
“#GetMoveWorthy”
TAXI

BRONZE: Best Niche Targeting

New Balance
“Only In Canada(s)”
Havas Worldwide Canada

SILVER: Best Niche Targeting

 

Loblaw Companies Limited (PC Collection)
“PC Insiders Collection Boutique”
Mosaic

BRONZE: Best Experiential Campaign

Labatt Breweries of Canada (Corona Extra)
“Summer Starts with Cinco De Mayo”
Hunter Straker

SILVER: Best Activity Generating Brand Volume

Anheuser-Busch InBev (Budweiser)
“Budweiser Metallica Brew”
Anomaly

SILVER: Best Sponsorship Campaign
SILVER: Best Use of Design

Bud Light
“Bud Light Living Champion”
Anomaly

GOLD: Best Sponsorship Campaign
GOLD: Best Integrated Campaign

Interac
“Merry January”
Zulu Alpha Kilo

GOLD: Best Insight / Strategy