Rethink wins Best of the Best at CMA Awards

Meanwhile, Zulu Alpha Kilo won the prize for top cause work, while FCB and Intercept also made impressive showings.

Rethink and client Kraft Heinz Canada were recognized as being Best of the Best at this year’s Canadian Marketing Association Awards.

Awarded during a gala ceremony on Friday evening, the show’s top prize was given to “Heinz Hot Dog Pact.” The campaign for Heinz Ketchup aimed to rally public support behind getting hot dogs and buns to come in same-sized packaging, an effort that was ultimately successful earlier this year.

Meanwhile, Zulu Alpha Kilo won the Top Cause award for “The Micropedia of Microaggressions,” an educational effort created with a group of equity-focused organizations: Black Business and Professional Association, Toronto Metropolitan University’s Diversity Institute, Pride at Work Canada and the Canadian Congress on Inclusive Diversity and Workplace Equity.

Rethink also won the most awards overall with 23, including 12 Golds for work with Kraft Heinz, McCain Foods, IKEA, Scotiabank, Purdys, Decathlon and Penguin Random House. Zulu Alpha Kilo also won three Gold: one for work on the “Micropedia,” as well as one for work with Subaru and one for a joint campaign for the Royal Canadian Legion and HomeEquity Bank.

FCB Canada won an impressive 10 Gold awards for several campaigns with BMO, as well as work for OLG and the Canadian Down Syndrome Society. Another big winner was Intercept, which counted six Golds among its 13 wins, primarily in B2B categories for a slate of different campaigns with Microsoft Canada.

Other Gold winners included BBDO, Juniper Park\TBWA, Performance Art, Narrative, Middle Child, UM, Grey, Tank, Cossette, Innocean, The Idea Partner, Yulu PR, Believeco and Citizen Relations.

Overall, more than 50 agencies, in-house brand teams, media companies and content studios were recognized with awards. The full list of winners can be found on the CMA website.