AToMiC 2019: Think differently

A look at how bold approaches and new insights led to award-winning campaigns.

The 2019 AToMiC Awards were given out on Tuesday, and strategy is spending the week taking a more detailed look at the ideas and executions behind the winning work.

Today, we highlight the AToMiC-winning campaigns that did things a little differently, be it tapping into new insights, taking different approaches to brand integration, bold methods of promoting sustainability or showing a wide range of ways to promote diversity and inclusion.

For the full list of winners, visit the AToMiC website, and be sure to check in for deep dives into this year’s award-winning work throughout the rest of the week.

Inside the winning work

Starting afresh with different insights: Johnson & Johnson/Motrin “Tina’s Uterus” by OneMethod; Koho’s “Dream Thieves” by Cossette

Innovate to integrate: SickKids Foundation’s “Airtime” by Cossette; Wendy’s Restaurants of Canada “Bringing Wendy’s Home” by Initiative

Sustainable shifts: IKEA’s “Climate Change Effect” by Rethink; Greenfield Natural Meat Co.’s “Meatless Monday” by Havas Canada

When diversity and advertising collide: McDonald’s “The Flip” by DDB; Uniqlo’s “The Welcome Store” by Rethink; PFLAG Canada’s “Destination Pride” by FCB/Six; Whirlpool’s “Sama’s Lunchbox” by Zulu Alpha Kilo