Announced yesterday, Toronto-based DDB Canada’s innovative approach on a recent campaign for Canadian Blood Services earned an award in the Globe and Mail‘s second annual Creative Competition. A record number of ad teams from across Canada responded to the newspaper’s challenge to submit client campaigns that best exemplify innovative use of the newspaper medium along with strong brand messages.

DDB’s stark depiction of obituaries that would be unnecessary if enough people donated blood was the unanimous choice of a five-member international judging panel. In its announcement, the G&M stated that the judges selected the campaign ‘for its exceptional creativity, innovation, emotional appeal, brand communication and smart use of ad space.’

In addition to recognition, the agency’s prize is $200,000 worth of media space to rerun the campaign in the G&M and its associated properties beginning later this month. As well, a DDB creative team will join Canadian Blood service reps and G&M staffers at the 2007 Cannes Lions International Advertising Festival in June.

A complete list of the Top Ten teams and their creative work may be viewed at: www.globeandmail.com/cannes.