Tribal DDB and McDonald’s win AToMiC Grand Prix

The Toronto agency and QSR also picked up two Golds and a Silver, and are joined by Cundari, Leo Burnett, John St., Draftfcb, Lowe Roche and BBDO in the winners' circle.
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Tribal DDB and McDonald’s are the big winners at the 2013 AToMiC awards, taking home the Grand Prix for the “Our Food. Your Questions.” campaign. The uber-transparency platform, which answered more than 200,000 questions about McDonald’s foods as quickly as possible, also picked up a Gold for AToMiC idea, which recognizes ideas that show the way forward, Gold for Best Transmedia and a Silver for Best Digital Engagement.

Tribal DDB also took home a Bronze for its work with Canadian Tire for the Spirit Tree execution (a Christmas Tree powered by social media mentions of holiday words), in the Best Digital Engagement category.

Leo Burnett took home the most hardware with 11 trophies, including three Golds. Leo won two Golds, two Silvers and a Bronze for its work for Ikea. This includes the Moving Day execution (which strategically placed branded moving boxes around Montreal to capitalize on the day the locals tend to move en masse), which grabbed top spot for the AToMiC ROI (which honours cost-effective programs that blew away expected results) and Best Experiential Engagement. It also took home one Gold and two Bronze for its James Ready work, including its Facebook Cover Photo Swap campaign, which took top spot in the Best Niche Targeting category.

Cundari nabbed three Golds for its work with the SickKids Hospital Pain Squad app in the Best Tech Breakthrough, AToMiC Idea (shared with DDB) and Best Digital Engagement categories. The app, used by cancer patients, turns documenting pain into a game and tapped Canadian stars to engage the kids.

John St. had an impressive six wins, including one Gold, three Silvers and two Bronze. It took home top prize in the AToMiC CSR category, which honours impactful socially responsible platforms, for its Gitchhiker execution with Stanfield’s Underwear that sent a man hitchhiking across Canada in his skivvies, relying on the kindness of strangers in real life and over social media.

Draftfcb took home top prize for its PFLAG Radio ads (which used Shazam to drive people online to learn more about the Parents, Families and Friends of Lesbians and Gays organization) in the Best Broadcast Engagement category.

Lowe Roche won Gold for its work with PFAFF (creating instant direct mail by snapping a photo of a Porsche in front of a person’s home and delivering customized flyers) in the Best Niche Targeting category.

Finally, BBDO Toronto took home Gold in Best Print Engagement for its “Paint With a Tweet” campaign, which powered a mural painting with engagement over Twitter.

Other winners of the evening included Taxi and Zulu Alpha Kilo, which each took home two Silvers; Temple Street Production, Bell Media, the CBC and Calder Bateman which each nabbed a silver; and Rogers Media, L’Oreal and Red Urban took home a Bronze a piece.

Check out the full list of winners and accompanying case studies here.