In their sixth year celebrating eureka moments, the B!G Awards demonstrate what can happen when agencies go big with their ideas and expand their thinking beyond the borders of traditional advertising.
The criteria this year, though adjusted slightly to reflect economic conditions, still require a significant vote of confidence from big clients. Advertisers needed to have an overall media spend of $10 million, with the account being worth a minimum of $1 million to the agency, indicating the wherewithal to outsource any calibre of expert with impunity.
Taxi, which won last year’s Gold and Bronze, took home Gold again this year – literally. Its House of Innovation idea for Canadian Tire was a big winner because it did something that’s arguably never been done before: it turned a retailer into a homeowner, and in doing so, ultimately landed Canadian Tire on the doorsteps of do-it-yourselfers across the country.
Silver went to Sid Lee, whose architectural transformation of a dilapidated ferryboat and floating theatre into the Bota Bota Spa-on-Water proved not only that an agency can stretch its definition to include architecture, but also how a physical design can create a consumer experience that is a perpetual buzz-generator.
Meanwhile BBDO, this year’s Bronze winner, created Shaw Cablesystems G.P.’s Together is Amazing Food Bank Initiative, which rallied staff, consumers and community behind a cause, ultimately proving the efficacy of the tagline.
To learn more about this year’s B!G winners, read on.
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Gold: Taxi and Canadian Tire bring it home
Silver: Sid Lee floats to success with Bota Bota
