The AToMiC Awards is not just one thing. It’s everything. Not only does it believe that the boldest ideas challenge our expectations of advertising, but also that those ideas are hatched in company with technology, media, content and innovation.
Therein lies the foundation of this year’s Grand Prix winners, of which there were two.
The first Commercial Grand Prix (which also landed two Golds and two Silvers) was awarded to Pfaff Harley-Davidson’s “Tough Turban” by Zulu Alpha Kilo, which developed a helmet for Sikh riders so that they didn’t have to choose between their safety and religious beliefs.
As for the Public Service Grand Prix (and winner of three Golds and four Silvers), that went to “The Lost Tapes of the 27 Club,” a digitally complex platform created for Over the Bridge by Rethink in support of mental health awareness.
In total, there were 15 campaigns that took home at least one Gold AToMiC prize.
Rethink led the Gold pack with awards for its “Colours of Pride” campaign for Fondation Emergence, “Molson Hockey Night in Canada” for Molson Canadian, as well as “Cristiano Ronaldo Water Bottle” and “Repurposeful Instructions” for IKEA.
No Fixed Address also won a handful of Gold medals for Little Caesars’ “Naming Rights,” the Canadian Centre for Child Protection’s “Happy Birthday Twitter,” as well as Sunnybrook Hospital’s “#UnsilenceTheConversation” campaigns.
Gold medalists also include FCB for Canadian Down Syndrome Society’s “Mindsets;” FCB/Six for MeToo’s “ActToo;” DDB for Ontario Black History Society’s “#BlackedOutHistory'” OneMethod for Good Fortune’s “Receats;” Doner North (formerly Union) for Interval House’s “Bruised Fruit;” and Anomaly for Bud Light’s “Underplayed.”
For this year’s print coverage of the awards, strategy magazine packaged the Gold-winning work, parcelled out into themes like hacking culture, physical (un)distancing, and bringing diversity to the masses.
The winners, chosen by a jury of digital, agency, marketing and media execs, offer examples of how to engage audiences on multiple screens and in new environments.
Read the stories below for the insights that shaped this year’s Gold winning work. And to see the rest of the winners, including the Silver and Bronze trophy takers, visit the AToMiC Awards website here.
AToMiC 2022: Diversity takes centre stage
