Tonight, at the 64th annual awards show Directions (held by the ADCC in Toronto), agencies and creatives gathered to recognize outstanding work produced in Canada’s home quarters. A total of 397 trophies were handed out (down from last year’s 405 award count). And of those, 31 were plated Gold.
Four Scarlett Letter Awards, the ADCC’s most prestigious prize, were given to agencies for their collective excellence. This year, the Scarlett Letter Award for Agency of the Year was given to Grey, while the Interactive Agency of the Year was claimed by DDB Canada. And Monnet Design and OPC//FamilyStyle snagged the Design Agency of the Year and Production Company of the Year titles, respectively.
And in recognition of his creative achievements in the industry, Paul Lavoie, chairman and CCO at Taxi, was given The Les Usherwood Award. Also, Molson was presented the Canadian Advertising Museum McLuhan Award for its innovative “I am Canadian” integrated campaign.
Agencies that took home multiple Gold awards:
Tribal Worldwide: In the Interactive Media category, Tribal snagged three Golds for its “Our Food. Your Questions.” campaign for McDonald’s. And for the same campaign, it was also the only agency to take home top honours in the Promo category.
Leo Burnett: In the Advertising category, the agency took home two Gold trophies, one for the Walking Dead “Rotting Finger Countdown” execution for AMC Network (which also helped it take home Honourable Mention at strategy‘s AOY awards this week) and another for its James Ready “50% Awesomer Coasters.” And in the Graphic Design category, Leo snagged a top prize for the “One-One” corporate branding of One-One studio as well as for its self-promotional “Cook without the Book” submission.
Grey: In the Advertising category, Grey went home with two Golds for its “Red Riding/Dodgeball/Kinder Egg” print newspaper ads for Moms Demand Action for Gun Sense in America (which won a Silver Lion in Cannes this year). The agency also took home three Gold prizes in the Michael O’Reilly Best Copywriting and the Radio Public Service categories for the “Frank/Janice/Judy” radio spots it created for The Salvation Army.
Calder Bateman Communications: In the Interactive Media category, the agency took home two Golds for the “nohomophobes.com” campaign created for the Institute for Sexual Minority Studies and Services, University of Albert.
Monnet Design: In the Graphic Design category, the agency won two Golds for Art of Ensemble in the Complete Design Program and the Posters categories.
Agencies that took home a single Gold prize:
Y&R: Ford Canada “Ford Thought Bubble” campaign in the Advertising Illustration category.
Lowe Roche: Missing Children’s Network “Missing Kids Stamps” campaign in the Direct Mail category.
Grip Limited: Labatt Breweries of Canada “The Movie Out There” campaign in the Media Innovation category.
Lg2boutique: F. Menard rebranding work in the Graphic Design, Symbols and Logotypes category.
McLaren McCann: Passport Travel “Passport Travel Stationary” in the stationary category.
Taxi Montreal: “Pothole Season” app in the Mobile and Mobile Apps category.
John St.: Online “Buyral” spot in the Digital Self-Promotional category.
Red Lion: Sound Communication “Misheard” in the Print category.
TBWA\Toronto: Accessible Media’s “Diner/Old House” ad in the Broadcast category.
JWT Toronto: Canadian Film Festival “Canadian Sin” in the Cinema, Single category.
Cundari: BMW Canada “BMW M5 Bullet” spot in the Sound Design category.
Dare Vancouver: BC Children’s Hospital Foundation “Hospital Ward/Operating Room” spots in the TV Public Service, Campaign category.
DDB Canada/Toronto: Eli Lilly Canada “Mustang” ad in the TV Single, 30 Seconds category.
