The Newfoundland and Labrador Tourism campaign, “Our Song – VRBO response” received “Best of Show” commendations at the ICE Awards, the celebration of the best of creative and design in Atlantic Canada.

The original spot, set to the traditional tune, ““I’se the B’y” which the vacation rental brand ran during the Super Bowl, raised the ire of some locals and politicos alike by suggesting some of the province’s more rural accommodations were sub-par and overrun by farm animals. Target Marketing and Communications saw it as an opportunity to give a positive twist/rebuttal in reply.

However, Trampoline Branding was the big winner of the night. The shop took home 24 awards of recognition, topping Target by two with Ray Creative Agency pulling in 17.

Trampoline got nods for design and nonprofit for work it did for the Canadian Naval Memorial Trust, and secured an OOH single merit Awards for “Rub Salt in Your Wounds” for Discover Halifax. Out-of-home ambient Gold went to Ray’s “Don’t Hang Us Out to Dry,” for the province’s nurses’ union.

The show, which has been running for more than two decades, celebrated local talent by offering 111 recognitions (Merit, Silver, Gold and Best of Show) awarded across 40 categories.

Award winners were announced at a sold-out show, October 3 at the Light House Arts Centre in Halifax, Nova Scotia.

The full list of winners can be seen at the ICE AWARDS 2024 site.