Five agencies won six Grand Prix at this year’s Idéa Awards, recognizing the top work coming out of Quebec’s advertising and marketing industry.

LG2 won two Grand Prix. The first was as shared with production company Gorditos and director Raphaël Ouellet in the Craft category for their work on “Vous,” a campaign for water safety organization Société de sauvetage du Québec. The spot was a dramatic and frightening message about boating and drinking, where a lone boater is pulled into the water by his own reflection after deciding to open a beer on the water.

The agency’s second Grand Prix was  in the Business Results & Strategy category for its work on a new brand platform for juice brand Oasis, which put the emphasis on finding pleasurable moments in everyday life to help stand out among global competition.

Rethink won the Grand Prix in the Advertising category for Heinz Ketchup’s “Ketchup AI,” which was crafted entirely of images generated by artificial intelligence. Similar to the brand’s previous “Draw Ketchup” campaign, it was based on the insight that, when prompted to draw a bottle of ketchup, even AI systems came up with images that looked an awful lot like the recognizable Heniz bottle.

The Media Grand Prix went to Touche! for BRP’s “Uncharted Playgrounds.” The platform created for the campaign connected BRP owners – who might often struggles to find places to enjoy their recreational vehicles – with landowners willing to rent out their property. The platform was also a source of media data, with booking, engagement and visitor info being used to inform programmatic, social and search strategies, as well as adjusting promotional offers.

Principal won the Design Grand Prix for its work with Montreal’s Théâtre Prospero for a series of billboards promoting the experimental theatre’s 2022-23 season, which aimed to take an avant-garde approach by cutting, altering and adding to the portraits of actors before photographing them again.

Finally, the Digital Grand Prix went to Cossette for its work with mental health non-profit Relief on “Le Journal de Louise,” an interactive online story that tells the story of someone going through their own mental health journey, influenced by information and realities input by the reader.

The full list of winners can be found at the Idéa Awards website.