B!G Awards 2010

It's strategy's fifth year of celebrating work that goes above and beyond advertising for big clients. And the winners are...

This year, the B!G Awards turn five – that’s five years of recognizing work that goes above and beyond advertising, producing great results for big clients, who put a huge amount of faith in their agencies, tasking them (or sometimes allowing them) to think outside the box.
This year, we adjusted the criteria for the awards to reflect the economic climate. An advertiser must have an overall media budget of $15 million, and the account must be worth at least $1 million to the agency.
The 2010 winners are all about creating something tangible – proving that a campaign may be effective, but give consumers something to hold in their hands and you just may have them hooked.
Taxi was the big winner, nabbing both Gold and Bronze for two product innovation ideas. Bombardier’s Olympic torch lit up pride in a nation and positive vibes for the brand, and Canadian Tire took its money to the next level, delivering another hit of pride through coins.
Silver went to Ogilvy, who eschewed advertising for experience, helping Robin Hood’s bakeshops start a movement to turn flour into a family bonding ingredient.
Read on to find out more about the B!G winners this year…

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Gold: Taxi and Bombardier light up the Olympics

Silver: Ogilvy bakes, batters and rolls with Robin Hood

Bronze: Taxi and Canadian Tire make change

Judging panel