A simple message with some bold animation led to a Best of Show at this year’s Promo! Awards, held by CAPMA (Canadian Agencies Practising Marketing Activation) in Toronto.
Juniper Park\TBWA’s “If it’s not yes, it’s no” campaign for Project Consent got the top recognition at the September gala, along with a Gold in the Best Activity Generating Brand Awareness category. It also received Gold for Best Use of Online Video and Best Cause or Charity Marketing Campaign at the awards, hosted by marketing consultant Tony Chapman and entrepreneur Erica Ehm.
The digital campaign featured animated genitals and other body parts in social interactions to get the message across that consent is actually quite simple. For example, when a dancing vagina says “no” to a penis, it immediately backs off. The idea was to use the graphic animated characters to be straightforward with the messaging around sexual assault, instead of speaking in analogies like other campaigns have done.
Cossette was the most awarded agency, picking up 12 trophies. The shop won a total of three Gold awards for its “Life Unpaused” campaign for SickKids Foundation and “SAQ Inspire” for Société des alcools du Québec. It also got seven Silver wins, including three for its “Bring Back the Bees” campaign for Honey Nut Cheerios, which saw the brand’s signature bee disappear off cereal boxes.
Zulu Alpha Kilo was also a big winner. Its heartstring-tugging “Lily & the Snowman” campaign for Cineplex picked up a Gold and two Silver, while it had three Gold wins for various work for Interac. Other Gold winners of the night included Anomaly (for its work with Bud Light and Spotify), Leo Burnett (for Raising the Roof) and Mosaic (for Stella Artois).
Below is a complete list of winners. You can view the cases on the Promo! Awards site here.
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Project Consent
“If it’s not yes, it’s no”
Juniper Park\TBWA
BEST OF SHOW
GOLD: Best Activity Generating Brand Awareness
GOLD: Best Use of Online Video
GOLD: Best Cause or Charity Marketing Campaign
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Cineplex
“Lily & the Snowman”
Zulu Alpha Kilo
SILVER: Best Activity Generating Brand Awareness
GOLD: Best Use of Online Video
SILVER: Best Brand Building Campaign
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Wrigley Canada (Skittles)
“Skittles Holiday Pawn Shop”
MediaCom / BBDO / Harbinger
SILVER: Best Activity Generating Brand Awareness
SILVER: Best Pop-up / Experiential Event
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SickKids Foundation
“Life Unpaused”
Cossette
GOLD: Best Digital Marketing Campaign
GOLD: Best Cause or Charity Marketing Campaign
SILVER: Most Innovative Idea or Concept
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General Mills (Honey Nut Cheerios)
“Bring Back The Bees”
Cossette
SILVER: Best Integrated Campaign
SILVER: Best Cause or Charity Marketing Campaign
SILVER: Most Innovative Idea of Concept
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Interac
“21 Day Credit-Free Challenge”
Zulu Alpha Kilo
BRONZE: Best Digital Marketing Campaign
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Perfetti Van Melle (Mentos)
Mentos Amazing Journey Contest
Cossette
BRONZE: Best Digital Marketing Campaign
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Raising the Roof
“Coming Soon”
Leo Burnett Toronto
GOLD: Best Pop-Up / Experiential Event
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Spotify
“Music For Your World”
Anomaly
GOLD: Best Use of Data
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Procter & Gamble (Always)
“Unstoppable”
Leo Burnett Toronto / Chicago
SILVER: Best Use of Online Video
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Société des alcools du Québec
“SAQ Inspire”
Cossette
GOLD: Best Use of Design
SILVER: Best Launch
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Interac
“Be in the Black”
Zulu Alpha Kilo
GOLD: Best Brand Building Campaign
GOLD: Best Activity Generating Brand Volume
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Pepsi Foods (Quaker)
“The Recital”
Studio M
BRONZE: Best Brand Building Campaign
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WestJet
“WestJet Christmas Miracle: 12,000 mini miracles”
Studio M / WestJet
BRONZE: Best Use of Social Media
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Amnesty International
“Barbed Wire”
Cossette
SILVER: Best Small Budget Campaign
BRONZE: Best Cause or Charity Marketing Campaign
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Labatt Breweries of Canada (Stella Artois)
“Stella Artois Sensorium”
Mosaic
GOLD: Most Innovative Idea or Concept
SILVER: Best Experiential Campaign
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McDonald’s Restaurants of Canada
“McCafé Cinéma”
Cossette
SILVER: Best Small Budget Campaign
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Leon’s
“#GetMoveWorthy”
TAXI
BRONZE: Best Niche Targeting
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New Balance
“Only In Canada(s)”
Havas Worldwide Canada
SILVER: Best Niche Targeting
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Loblaw Companies Limited (PC Collection)
“PC Insiders Collection Boutique”
Mosaic
BRONZE: Best Experiential Campaign
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Labatt Breweries of Canada (Corona Extra)
“Summer Starts with Cinco De Mayo”
Hunter Straker
SILVER: Best Activity Generating Brand Volume
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Anheuser-Busch InBev (Budweiser)
“Budweiser Metallica Brew”
Anomaly
SILVER: Best Sponsorship Campaign
SILVER: Best Use of Design
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Bud Light
“Bud Light Living Champion”
Anomaly
GOLD: Best Sponsorship Campaign
GOLD: Best Integrated Campaign
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Interac
“Merry January”
Zulu Alpha Kilo
GOLD: Best Insight / Strategy
