This story appears in the November 2014 issue of strategy.
Never give up on the ideas that to some may seem too big, too far-fetched or perhaps impractical. It’s those ideas that have the biggest effect, and that could irrevocably shift the way brands go to market. And you could even win a B!G award, which celebrates what agencies are doing for clients outside the realm of advertising.
This year’s Gold-winning agency Taxi didn’t stop at traditional advertising when it was asked to demonstrate the durability of Canadian Tire’s car battery. What began with print ads turned into a project that would see the brand freeze the product under a hood of ice and drive a frozen truck through the streets of rural Canada.
When Rethink pitched its Silver-winning idea for Molson Canadian, it didn’t stop at Canada’s borders. The agency helped the brand go global, sending its first piece of work (a fridge stocked with beer) to international shores.
And Bronze winner JWT took a similar mass approach for Mazda. Instead of waiting for customers to enter dealership doors, the brand went right to the source and turned cinemas into a driving playground for movie-goers.
The winning cases, judged by a panel of industry experts, share the insights, ideas and impact of venturing outside the boundaries of traditional advertising. So, read on, and be inspired to find your own B!G ideas that could also have an indelible effect on brands.
Gold: Taxi and Canadian Tire show off true north strength
