Three nods for Canada in PR and Creative Effectiveness

Campaigns for McDonald's, Tourette Syndrome Foundation of Canada and Canadian Tire stand a chance at winning a Lion on Monday.


Only 12 campaigns made the shortlist cut in the Creative Effectiveness category this year in Cannes, and Canada’s own McDonald’s “Our Food. Your Questions.” is one of them.

The multiple award-winning campaign, which was created by Tribal Worldwide, with OMD behind the media, made headlines in Canada and abroad for opening up to the public by inviting distrustful consumers to ask questions about anything and everything pertaining to its food. It won a Gold Lion and two Bronze in Cannes last year, allowing the campaign to qualify for the 2014 Creative Effectiveness category (as nominations are picked from the pool of 2013 winners). Corey Eisentraut of Cundari also deemed it most likely to succeed in strategy‘s top Cannes contenders series.

Over in PR, Canadian Tire’s “Ice Truck” spot, with North Strategic leading public relations, Taxi on creative and Touche! PHD on media, also stands a chance at taking home a Lion tomorrow night. The nominated campaign saw the retailer create a truck made entirely out of ice (except the engine and wheels) to demonstrate its Motomaster Eliminator Battery’s ability to withstand extreme winter temperatures.

And the second nod in the PR category went to the Tourette Syndrome Foundation of Canada’s “Surrender Your Say” campaign by Saatchi & Saatchi, which landed another nomination in the Promo and Activation category Sunday morning. The campaign (having taken home the Grand Prix at the AToMiC awards less than a month ago) invited Twitter users to hand over full control of their accounts to the organization so that they could tweet on their behalf, with each post containing a Tourette tic to demonstrate the ordeal that people with the disorder experience on a daily basis.

Canada nabbed eight more nominations in Promo and Activation and Direct this morning, as well as one in Innovation, which was announced last week. And DDB Canada brought home the first Lion of the year, for Cialis in the inaugural Cannes Health category.