Canada gets six shortlist mentions in Promo & Activation

Anomaly gets two nods for its Budweiser Red Lights, with Tribal DDB, Grip Limited, The Hive and John St. also grabbing spots on the list.

Tribal DDB picked up a Lions shortlist mention on Sunday in the Promo & Activation category under Best Use of Social Media Marketing in a Promotional Campaign for its work with McDonald’s Canada on its “Our Food. Your Questions.” campaign. This brings the agency’s total shortlist mentions to three so far.

Anomaly Toronto picked up two mentions in the category for its Budweiser Red Lights campaign for Labatt Breweries of Canada. The campaign allows consumers to buy and bring home their own goal light, syncing it up to go off when their favourite NHL team scores.

Labatt got a third shortlist mention for its work with Grip Limited on The Movie Out Here, which saw the beer co produce a partially crowd-sourced movie out West.

The Hive picked up a shortlist mention for its “Chewmelier” project for Mondelez Canada’s Maynards brand. Produced to promote Wine Gums, the campaign brought the world’s first chewmelier (like a sommelier, but for candy) to teach people how to enjoy the sweets properly.

John St. is shortlisted in the category for its work with WWF Canada on “WWF Inevitable News,” a series that ran on the charity’s Facebook page to show news of what will happen to British Columbia’s Great Bear if people don’t change their ways.

Overall there are 265 shortlisted submissions in Promo & Activation. Canada entered 89 projects into the category this year, up slightly from 79 in 2012.

The six shortlist mentions in Promo & Activation bring Canada’s total count to 10, with Tribal DDB also being nominated in PR and Direct, Lowe Roche also picking up a Direct mention and Teehan + Lax getting a nod in the Innovation Category.

The Promo and Activation Lions will be handed out with the prizes for Direct, Creative Effectiveness and PR on Monday night in Cannes.