McDonald’s and Tribal Worldwide steal the CMA show

The QSR's campaign "Our Food. Your Questions." won the Best of the Best award and nine Golds, while Canada Goose CEO president Dani Reiss was named Marketer of the Year.

Not only is McDonald’s Canada’s “Our Food. Your Questions” one of the most talked about campaigns by consumers on the web, it’s also become one of the most lauded by the ad industry at award shows. And the 43rd Canadian Marketing Association (CMA) awards gala, which took place Friday night in Toronto, was no exception.

The campaign, which invites consumers to ask any and every McDonald’s-related question they have with the brand responding online, created by agency Tribal Worldwide, was given the CMA Best of the Best title a Friday night’s show.

Before taking home the CMA’s top honour, McDonald’s and Tribal Worldwide made multiple trips to the stage to accept a collection of nine Gold trophies as well as a Silver for the campaign in categories Consumer Products (Food & Beverage) and Retail.

“No question was left off the table,” said John Gustavson, president and CEO at the CMAs. “McDonald’s developed a transparent campaign that changed peoples’ perceptions of the brand and delivered impressive results.”

To top off the night, the CMA awarded Dani Reiss, president and CEO of Canada Goose, this year’s Marketer of the Year title. The top prize was awarded to Reiss as a result of his impressive leadership and marketing acumen, according to a release. “Canada Goose is an inspirational Canadian success story that has combined grassroots marketing with some made-in-Canada style envy to create an iconic homegrown product desirable around the world,” said Gustavson.

Below are the Gold winners in the various categories within the nine disciplines including Advertising, Digital and Integrated. To see the full list of CMA award winners, which includes Silver and Bronze, click here.

Gold winners in the Automotive category:

BMW Group Canada

Subaru Canada
Subaru Forester “Family Rally”
DDB Canada, Tribal Worldwide

Audi Canada
“MyAudi Tracker”
x 2 Gold

Audi Canada
Quattro Experience
Zulu Alpha Kilo

Audi Canada
Land of quattro” campaign
Zulu Alpha Kilo

Gold winners in the Consumer Products (Food & Beverage) category (excluding the aforementioned McDonald’s/Tribal Worldwide Gold wins):

James Ready
Cover Photo Swap”
Leo Burnett, Toronto

James Ready
50% Awesomer Coasters
Leo Burnett, Toronto

Gold winners in the Consumer Products (General) category:

Labatt Breweries of Canada
Budweiser “Red Lights
x 2 Gold

The Gitchhiker
John st.

Dove “Photoshop Action
Ogilvy & Mather/Ogilvy One

“Women Who Should Be Famous”
Ogilvy & Mather/OgilvyOne

Sony Computer Entertainment Canada
PlayStation “Holiday Button”
Noise Digital

Gold winners in the Business Products and Services category:

La Carnita
“La Carnita”
x 3 Gold

Amir Johnson
“Amir Johnson”

John St.
John St.

Gold winners in the Consumer Services category:

Canadian Tourism Commission (CTC)
35 Million Directors
DDB Canada
x 4

Aeroplan “Milestones”

Labatt Breweries of Canada
Kokanee The Movie Out Here
Grip Limited

Gold winners in the Financial category:

Richness Is
Bensimon Byrne
x 2 Gold

Summer of SCENE
Bensimon Byrne
x 2 Gold


MasterCard Canada
MasterCard’s “Stylicity
MacLaren McCann

Royal Canadian Mint
The MintChip Challenge

Gold winners in the NFP/Fundraising/Public Service category:

The Heart and Stroke Foundation of Canada
Make Health Last”
Lowe Roche

Heart and Stroke Foundation Ontario
The Undeading
x 2 Gold

Over Qualified Interns – Direct Mail
Zulu Alpha Kilo

Raising The Roof
The Street House
Leo Burnett, Toronto

Ministry of Health & Long-Term Care
Social Smoking
BBDO Toronto/Proximity Canada

Gold winner in the Pro Bono category:

Raising The Roof
“The Street House”
Leo Burnett, Toronto

Gold winner in the Retail category (excluding the aforementioned McDonald’s/Tribal Worldwide Gold wins):

Human Coupons
Leo Burnett, Toronto
x 2 Golds

The winner of the Canada Post Direct Mail award:

Rogers Communications Inc. 
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