Bravery in marketing has become a necessity in today’s rapidly complex and challenging milieu.
Barriers are boldly being broken, like McDonald’s tackling the myths that have led some consumers to doubt the brand. Broadcasters, like the CBC, are addressing the second-screen phenomenon by creating TV shows where the outcome is reliant on viewer interaction. And then there are cause brands, such as PFLAG, building deeper empathy by way of digital engagement.
These are some of the themes present in this year’s AToMiC awards, which celebrates its second year of recognizing Canada’s best media innovation, technology and content mash-ups – spanning everything from digital and experiential engagement to transmedia and brand integrations.
The AToMiC jury looked for collaboration, creativity and innovation, as well as impact. To see what went furthest beyond conventional thinking, read on:
Grand Prix: Mcdonald’s sets the benchmark for transparency
Causes Use Tech to add Intimacy
Viewers Live Out Their Reality Dreams
Games Go Beyond the Virtual Playground
Car Brands Tune Up Test Drives
