MIAs shortlist 2017: Best of Media, Digital and Content

Is your agency or brand in the running for the Media Innovation Awards?
By Kate Wilkinson
October 17, 2017

After six weeks and two rounds of online judging, the 2017 Media Innovation Awards jury convened in Toronto last week to determine the winners for this year’s show.

Co-chaired by Andrea Hunt, CMO of Weston Bakeries, and Harvey Carroll, CEO at IPG Mediabrands Canada, the jury deliberated over two days to determine which agencies and their clients will take home bronze, silver and gold MIAs at the gala in December.

Below you’ll find the first of two MIAs 2017 shortlists. It features entries in the Best Use of Media, Best Use of Digital and Best Use of Content categories, wherein the jury saw strong entries in several new categories, like Best in Augmented/Virtual Reality.

Shortlists for the Niche Marketing and Products and Services categories will be announced Wednesday.

Mark your calendars for the MIAs Gala, which will be held in Toronto at the Carlu on Friday, December 8, 2017.

BEST USE OF MEDIA

Best in Video

  • “A Room With Many Views.” Client:  Alliance de l’Industrie Touristique du Québec. Agency: Touché!
  • “When Luck Strikes, You Should Play Lotto 6/49.” Client: Loto-Québec. Agency: Sid Lee Media
  • “It’s All Found in Canada.” Client: Destination Canada. Agencies: OMD & DDB Vancouver
  • “Merrell ‘Take a Hike.'” Client: Merrell Canada. Agency: Innocean Worldwide Canada
  • “A Balloon for Ben.” Client: Cineplex Entertainment. Agencies: Zulu Alpha Kilo & Isobar Canada
  • “IKEA TV Series: The Search for Canada’s Next Designer.” Client: IKEA. Agency: Jungle Media
  • “The Live Crane Show!” Client: FGL Sports – Sports Experts. Agency: Touché!

Best in Content Publishing

  • “Netflix – The Crown.” Client: Netflix. Agency: UM Canada
  • “BMO x VICE Money.” Client: Bank of Montreal. Agency: Wavemaker
  • “All the Benefits of Drinking Milk.” Client: Producteurs de Lait du Québec. Agency: Touché!

Best in Out-of-Home/Ambient/Place-Based Media – Budget Over $100,000

  • “Budweiser Goal-Synced Nation.” Client: Labatt Brewing Company. Agencies: Anomaly & UM
  • “Budweiser Red Light Glass.” Client: Labatt Brewing Company. Agencies: Anomaly & UM
  • “Why Don’t You Take the Train?” Client: Via Rail Canada. Agency:  Touché!
  • “70-Acre All-Natural Billboard.” Client: Greenfield Natural Meat. Agency: Havas Canada
  • “McDonald’s Pick a Side.” Client: McDonald’s Canada. Agency: OMD Canada
  • “Lightning Popcorn.” Client: Cineplex Entertainment. Agencies: Zulu Alpha Kilo & Isobar Canada
  • “Danone – Danactive #StayStrong.” Client: Danone Canada. Agency: Carat Canada

Best in Out-of-Home/Ambient/Place-Based Media – Budget Under $100,000

  • “Innocence Canada Installation.” Client: Innocence Canada. Agency: KBS Canada
  • “Street Shops.” Client: Raising the Roof. Agency: Leo Burnett Toronto
  • “Cashmere – Now Streaming.” Client: Kruger Products. Agencies: Wavemaker & John St.
  • “We’re Sorry!” Client: Tourism Montreal. Agency:  Touché!

Best in Experiential/Special Events/Stunts – Budget Over $100,000

  • “Budweiser Canada’s Goal Light.” Client: Labatt Brewing Company. Agencies: Anomaly & UM
  • “Netflix – The Download Station.” Client: Netflix. Agency: UM Canada
  • “Hendrick’s Gin Cucumber Organ.” Client: Peter Mielzynski Agencies. Agency: Jungle Media
  • “A Sedan Re-Imagined.” Client: Audi. Agency: Touché!

Best in Experiential/Special Events/Stunts – Budget Under $100,000

  • “IKEA: Cook This Page.” Client: IKEA Canada. Agency: Leo Burnett Toronto
  • “#GirlPowered.” Client: Canadian Women’s Foundation. Agency: Havas Canada
  • “Budweiser Goal-Synced Arena Activation.” Client: Labatt Brewing Company. Agencies: Anomaly & UM
  • “Ubisoft – Watch Dogs 2.” Client: Ubisoft. Agency: Bleublancrouge
  • “Dishwasher Cycle – La Parisienne.” Client: Lavo. Agency: Jungle Media
  • “Dead Men Tell No Tales.” Client: Walt Disney Studios Motion Pictures Canada. Agency: Simon Pure Marketing

Best Integrated Campaign – Budget Over $250,000

  • “SickKids VS.” Client: SickKids Foundation. Agencies: OMD Canada & Cossette
  • “Budweiser Light Up the Nation.” Client: Labatt Brewing Company. Agencies: Anomaly & UM
  • “Fido 22nd of the Month.” Client: Fido. Agency: OMD Canada
  • “McDonald’s Big Mac Bacon.” Client: McDonald’s Canada. Agency: OMD Canada
  • “All the Benefits of Drinking Milk.” Client: Producteurs de Lait du Québec. Agency: Touché!
  • “McDonald’s All Day Breakfast.” Client: McDonald’s Canada. Agency: OMD Canada

Best Integrated Campaign – Budget Under $250,000

  • “#Canada150 is Happening.” Client: Twitter Canada. Agency: Vizeum Canada
  • “Scotia Skaters.” Client: Scotiabank. Agency: PHD
  • “CF Rideau Centre – Rideau Reinvention.” Client: Cadillac Fairview. Agency: Bleublancrouge
  • “Step Outside!” Client: Kamik. Agency: PHD

BEST USE OF DIGITAL

Best in Websites and Microsites

  • “GoDaddy Itty Bitty Ballers.” Client: GoDaddy. Agency: Wavemaker
  • “BMO x VICE Money.” Client: Bank of Montreal. Agency: Wavemaker

Best Use of Display

  • “Sport Chek’s Euphoria Marketing.” Client: FGL Sports – Sport Chek. Agency: Touché!
  • “#TelusHelpsMeSell.” Client: Telus Mobility. Agency: Cossette Media
  • “Minions Invade Canada – Despicable Me 3 Theatrical Release.” Client: Universal Studios Canada. Agencies: Wavemaker & Amazon Canada

Best in Social Media

  • “SickKids VS.” Client: SickKids Foundation. Agencies: OMD Canada & Cossette
  • “Graffiti Alley Instatour.” Client: Heritage Toronto. Agency: Havas Canada
  • “Ben & Jerry’s On Demand Ice Cream Chat Bot.” Client: Ben & Jerry’s. Agency: Mindshare Canada
  • “Dove Snapchat Hack.” Client: Dove Canada. Agency: Mindshare

Best in Mobile

  • “The Call That Comes After.” Client: Drug Free Kids Canada. Agency: FCB/Six
  • “GM – Cadillac Connected Objects.” Client: General Motors Canada. Agency: Carat Canada
  • “Nespresso: Answer the Call of Coffee.” Client: Nespresso. Agencies: Wavemaker, Crucial Interactive & Contobox
  • “Bring Home a Honda.” Client: BC Honda Dealers Association. Agency: Jungle Media
  • “Budweiser Goal Notification Mobile Activation.” Client: AB InBev. Agencies: UM, Ansible, Mubaloo & Rogers Media
  • “Tags with Impact.” Client: World Vision. Agency: KBS Canada

Best in Augmented/Virtual Reality

  • “Molson Canadian Virtual Front Row.” Client: Molson Canadian. Agency: Wavemaker
  • “Colour Swatches in Real Life.” Client: Réno-Dépôt. Agency: Sid Lee Media
  • “A Sedan Re-Imagined.” Client: Audi. Agency: Touché!
  • “CF – Magic Gift Workshop.” Client: Cadillac Fairview. Agency: Bleublancrouge

Best Use of Technology

  • “Budweiser Goal Notification Activation.” Client: AB InBev. Agencies: UM, Ansible, Mubaloo & Rogers Media
  • “The Call That Comes After.” Client: Drug Free Kids Canada. Agency: FCB/Six
  • “Budweiser Red Light Glass.” Client: Labatt Brewing Company. Agencies: Anomaly & UM
  • “Sport Chek’s Personalization @ Scale.” Client: FGL Sports – Sport Chek. Agency: Touché!

Best in Location-Based Marketing

  • “Why Don’t You Take the Train?” Client: Via Rail Canada. Agency:  Touché!
  • “Reactine Pollen Alert Campaign.” Client: Johnson & Johnson. Agencies: J3 & J. Walter Thompson Canada
  • “Netflix – The Download Station.” Client: Netflix. Agency: UM Canada
  • “We’re Sorry!” Client: Tourism Montreal. Agency:  Touché!
  • “CBC: Four in the Morning.” Client: CBC. Agency: Initiative

Best in Search

  • “Down Syndrome Answers.” Client: Canadian Down Syndrome Society. Agency: FCB Toronto
  • “IKEA – Long Live Sustainable Design.” Client: IKEA. Agency:  Jungle Media
  • “Sport Chek’s Personalization @ Scale.” Client: FGL Sports – Sport Chek. Agency: Touché!

Best in Data-Driven Marketing

  • “Sport Chek’s Euphoria Marketing.” Client: FGL Sports – Sport Chek. Agency: Touché!
  • “Down Syndrome Answers.” Client: Canadian Down Syndrome Society. Agency: FCB Toronto
  • “A Room With Many Views.” Client:  Alliance de l’Industrie Touristique du Québec. Agency: Touché!
  • “Allergy Outlook.” Client: GlaxoSmithKline – Flonase. Agency: PHD Toronto

BEST USE OF CONTENT

Best in Consumer Engagement

  • “The Call That Comes After.” Client: Drug Free Kids Canada. Agency: FCB/Six
  • “D’Italiano Tenor Takeover.” Client: Weston Foods. Agencies: Dentsu Media & Union
  • “Lightning Popcorn.” Client: Cineplex Entertainment. Agencies: Zulu Alpha Kilo & Isobar Canada
  • “Mentos – The Amazing Race.” Client: Perfetti. Agency: Cossette Media

Best in Brand Integration

  • “When Luck Strikes, You Should Play Lotto 6/49.” Client: Loto-Québec. Agency: Sid Lee Media.
  • “Run. Recover. Repeat.” Client: GlaxoSmithKline – Voltaren. Agency: PHD
  • “Ancestry.ca & Canada:  The Story of Us Sponsorship.” Client: Ancestry. Agencies: CBC/Radio-Canada, Bristow Global Media & OMD
  • “Lucky Charms – Dare to Be a Kid Again.” Client: General Mills Canada. Agencies: Cossette Media, Vice & Snapchat
  • “Curated Custom Playlists for Grolsch.” Client: Grolsch. Agency: PHD Canada
  • “Jeep Unclimbed Content Integration.” Client:  Fiat Chrysler Automobiles. Agencies: UM & Bell Media
  • “BMO Effect – Moment of the Race.” Client: Bank of Montreal. Agencies: Wavemaker & FCB Toronto

Best in Branded Content

  • “Netflix – The Crown.” Client: Netflix. Agency: UM Canada
  • “IKEA TV Series: The Search for Canada’s Next Designer.” Client: IKEA. Agency: Jungle Media
  • “Snack Time.” Client: Milk West Alliance. Agencies: OMD & DDB Vancouver
  • “A Balloon for Ben.” Client: Cineplex Entertainment. Agencies: Zulu Alpha Kilo & Isobar Canada
  • “Jeep Unclimbed Branded Content Activation.” Client:  Fiat Chrysler Automobiles. Agencies: UM & Bell Media
  •  “BMO Effect – Moment of the Race.” Client: Bank of Montreal. Agencies: Wavemaker & FCB Toronto