The AToMiC Awards, developed by strategy in consultation with a pan-industry advisory board, curates the best work across the mediascape, where technology, advertising, innovation and media collide. It’s a snapshot of the greatest in Canada, and this year’s winners stood out from the pack because they overlooked already existing solutions and re-engineered traditional media platforms, redefined how content is being consumed and even became inventors.
Such is the case with the Missing Children Society of Canada’s “Milk Carton 2.0” campaign, which altered the once-ubiquitous media vehicle for missing children to fit today’s digital age. Meanwhile, many of interactive agency Secret Location’s winning transmedia programs transformed the content game, giving viewers the chance to dig deeper through digital companions. And brands like Boston Pizza, Walmart and Molson Canadian took on the role of product manufacturer, creating alternative media vehicles that helped drive revenue.
These campaigns didn’t only catch the attention of this year’s judges, who scored the programs on their collaboration, creativity, innovation and impact. Many were also chosen by industry members and called out as being most likely to succeed at Cannes.
Read on to find out which kind of reinvention works, and why.
Re-engineering media: pushing social boundaries
Re-engineering media: moving from passive to active play
Rethinking content: extending the consumer experience
Rethinking content: news crashing
Rethinking content: hyper-local
Experiential: getting physical to get attention
Product development: joining the maker movement
Cause marketing: touching consumers across channels
Photo by Nelvin Cuvin
