Reversa seduces top honours at CMA Awards gala

Taxi Montreal's brilliant work for the brand won both Best of the Best and Gold in its New Media category.

Reversa’s saucy seductresses scored top honours at last Friday’s Canadian Marketing Association Awards Gala at Toronto’s Westin Harbour Castle. The Montreal-based Dermtek Pharmaceuticals brand took home Best of the Best for its ‘See More Side Effects’ website,, which features confident older women seducing hunky twenty-something men. The clever concept helped Reversa translate its $50,000 online investment into a 30% POS boost. The work, by Taxi Montreal, also won Gold in the New Media: Interactive and Pharmaceutical categories.

Another big winner was Fallsview Casino Resort, which won Gold in the Leisure and Customer Management: Customer Loyalty categories for a fun DM invitation it sent out last year for a New Year’s Eve party. The single-sheet piece, by Toronto-based agency Proximity, at first glance looked like a typical black tie invitation, but folded out to reveal a funky disco shirt and details about a party featuring the popular disco band Kool & the Gang.

Rogers also took home multiple Golds in Interactive: Email and Integrated over $1 million.

And Montreal-based Twist Image was awarded the first ever Digital Innovation Award for its work for clients like Bombardier, TELUS, Unilever and Rogers.

MC’s Bianca Barbucci, VP/MD of Publicis Montreal, and Stephen Brown, SVP/GM of Toronto-based Fuse Marketing, received surprise kudos as Honourary Lifetime Members for their outstanding contributions to the CMA and the marketing industry as a whole.