Lg2 shines at the Crea awards

The agency took home the most trophies at last night's show, including the Grand Prix Crea award, while Sid Lee came in a close second.
march ta poutine

Having whittled down from a staggering 500 nominees, the Créa Awards awarded 104 prizes to the best campaigns to have come out of Quebec over the past year at a 1,500 person gala in Montreal last night.

Lg2 won more hardware than any of other shop, taking home a whopping 39 prizes and of those, 15 were Grands Prix (which included work for brands Valin, Société de l’assurance automobile du Québec, Sears Optical, Lifesaving Society and the Quebec Festival of Magic). The agency also took home the most coveted prize, the Grand Prix Créa, for its “Walk off your poutine” app for restaurant Valentine, which invited diners to burn calories by walking in exchange for free poutine as a reward. (The app also recently won a Bronze Shopper Innovation Award).

“It’s a simple, fun idea that’s perfectly in tune with the times,” said Alex Bernier, chair of the Créa 2014 jury and CD at Sid Lee, in a statement.

Second in line for the most awarded agency was Sid Lee, which snagged five Grand Prix prizes for work for brands Loto-Quebec (“Be careful what you promise“), Rona (“Spring savings event“), Earth Day (Give new life to the world) and Infopresse (“As Everyone”) and another seven Prix. DentusBos was the third most awarded agency at the show, winning a total of 12 awards, including three Grand Prix for Gosselin Photos, Catholic Diocese of Montreal and DentsuBos (self-promo). Bleublancrouge came in fourth in the award count, with its radio and billboard campaign for Chom 97.7 making an impression and taking home seven awards on its own.

Presented by the Association of Quebec Advertising Agencies (AAPQ), Paul Lavoie, chairman and co-founder of Taxi, was awarded the 2014 Prix Hommage AAPQ prize for his “audacity and creativity demonstrated throughout his career and as co-founder of Taxi, a world renowned advertising agency that started here in Quebec,” according to an AAPQ release. The award honours an “outstanding career of [an] extraordinary visionary” and is meant to “highlight his or her remarkable career and the contributions they’ve made to the industry.”

The awards show, which is organised by Infopresse, celebrates the best advertising and communications in French Canada for the year. To view all of the award winners and their case studies, visit Concourscrea.com.