MIAs shortlist 2017: Niche Marketing and Products & Services

The second and final shortlist for Canadian media's big night has been unveiled.
By Kate Wilkinson
October 18, 2017

Following Tuesday’s announcement of the first 2017 Media Innovation Awards‘ shortlisted nominees, the shortlists for the Niche Marketing and Products & Services categories have now been revealed.

These two sections of the show underwent the most significant revamp for 2017, with updated criteria and the creation of five brand new categories (Best in Youth Marketing and Best in Entertainment among them).

The campaigns noted below are all in the running to win bronze, silver and gold MIAs at this year’s show, and were discussed by the live jury last week in Toronto. Winners will be revealed at the 2017 MIAs gala, happening at The Carlu on Dec. 8.

NICHE MARKETING

Best in Niche Targeting

  • “Down Syndrome Answers.” Client: Canadian Down Syndrome Society. Agency: FCB Toronto
  • “Sport Chek’s Euphoria Marketing.” Client: FGL Sports – Sport Chek. Agency: Touché!
  • “Cottonelle Stroke-able Billboard.” Client: Cottonelle. Agency: Mindshare Canada
  • “The Call That Comes After.” Client: Drug Free Kids Canada. Agency: FCB/Six
  • “#CollabWithAric.” Client: Aric Guité Photography. Agency: Havas Canada

Best in Adaptations

  • “Scotia Skaters.” Client: Scotiabank. Agency: PHD

Best in Sponsorships

  • “WestJet Plus: Premium Economy for All.” Client: WestJet. Agency: Media Experts
  • “McDonald’s Pick a Side.” Client: McDonald’s Canada. Agency: OMD Canada
  • “CIBC Canada 150.” Client: CIBC. Agency: MediaCom Canada

Best in Youth Marketing

  • “Fido 22nd of the Month.” Client: Fido. Agency: OMD Canada
  • “Kids Help Phone 360.” Client: Kids Help Phone. Agency: Society, etc.
  • “Snack Time.” Client: Milk West Alliance. Agencies: OMD & DDB Vancouver

PRODUCTS AND SERVICES

Best in Consumer Goods

  • “Allergy Outlook.” Client: GlaxoSmithKline – Flonase. Agency: PHD Toronto
  • “The Benefits of Drinking Milk.” Client: Producteurs de Lait du Québec. Agency: Touché!
  • “Snap it with Pepsi.” Client: PepsiCo Beverages Canada. Agency: OMD Canada
  • “Boursin Chic Picnic.” Client: Fromageries Bel Canada. Agency: OMD Canada
  • “IKEA: Cook This Page.” Client: IKEA Canada. Agency: Leo Burnett Toronto

Best in Alcoholic Beverages

  • “Molson Canadian Virtual Front Row.” Client: Molson Canadian. Agency: Wavemaker
  • “Budweiser Goal Notification Activation.” Client: AB InBev. Agencies: UM, Ansible, Mubaloo & Rogers Media
  • “Hendrick’s Gin Cucumber Organ.” Client: Peter Mielzynski Agencies. Agency: Jungle Media
  • “Curated Custom Playlists for Grolsch.” Client: Grolsch. Agency: PHD Canada

Best in Durable Goods

  • “Fido 22nd of the Month.” Client: Fido. Agency: OMD Canada
  • “IKEA – Long Live Sustainable Design.” Client: IKEA. Agency:  Jungle Media
  • “Step Outside!” Client: Kamik. Agency: PHD

Best in Automotive

  • “Jeep Unclimbed Campaign.” Client:  Fiat Chrysler Automobiles. Agencies: UM & Bell Media
  • “Win the Local Battle in Real-Time.” Client: Belron Canada. Agency: Touché!
  • “A Sedan Re-Imagined.” Client: Audi. Agency: Touché!

Best in Finance and Services

  • “#TelusHelpsMeSell.” Client: Telus Mobility. Agency: Cossette Media
  • “BMO x VICE Money.” Client: Bank of Montreal. Agency: Wavemaker
  • “Sonnet Brand Launch.” Client: Sonnet Insurance. Agency: OMD Canada
  • “Desjardins’ Planned Media Fail.” Client: Desjardins General Insurance. Agency: Touché!

Best in B2B Marketing

  • “Laser Targetting.” Client: TradeRev. Agency: Cairns Oneil Strategic Media

Best in Travel and Tourism

  • “Why Don’t You Take the Train?” Client: Via Rail Canada. Agency:  Touché!
  • “A Room with Many Views.” Client:  Alliance de l’Industrie Touristique du Québec. Agency: Touché!
  • “Where Am I?” Client: Ontario Tourism Marketing Partnership Corporation. Agency: FCB Toronto

Best in Retail

  • “Sport Chek’s Euphoria Marketing.” Client: FGL Sports – Sport Chek. Agency: Touché!
  • “Sport Chek’s Personalization @ Scale.” Client: FGL Sports – Sport Chek. Agency: Touché!
  • “The Live Crane Show!” Client: FGL Sports – Sports Experts. Agency: Touché!
  • “Joe Fresh – Fresh Edit.” Client: Joe Fresh. Agency: Dentsu Media

Best in Entertainment

  • “When Luck Strikes, You Should Play Lotto 6/49.” Client: Loto-Québec. Agency: Sid Lee Media.
  • “A Balloon for Ben.” Client: Cineplex Entertainment. Agencies: Zulu Alpha Kilo & Isobar Canada
  • “Minions Invade Canada – Despicable Me 3 Theatrical Release.” Client: Universal Studios Canada. Agencies: Wavemaker & Amazon Canada
  • “Dead Men Tell No Tales.” Client: Walt Disney Studios Motion Pictures Canada. Agency: Simon Pure Marketing

Best in Public Service

  • “The Call That Comes After.” Client: Drug Free Kids Canada. Agency: FCB/Six
  • “Innocence Canada Installation.” Client: Innocence Canada. Agency: KBS Canada
  • “Desjardins’ Planned Media Fail.” Client: Desjardins General Insurance. Agency: Touché!

Best in Pharma

  • “Run. Recover. Repeat.” Client: GlaxoSmithKline – Voltaren. Agency: PHD
  • “Allergy Outlook.” Client: GlaxoSmithKline – Flonase. Agency: PHD Toronto
  • “Reactine Pollen Alert Campaign.” Client: Johnson & Johnson. Agencies: J3 & J. Walter Thompson Canada