MediaVest’s deft stickhandling of the Kraft Cheez Whiz content integration with CTV’s Corner Gas helped it bring home the ‘Best of Show’ prize last night at the 2009 Media Innovation Awards.
The integration saw Cheez Whiz written into the plot line of the final season of Corner Gas, and the product was featured in a Brent Butt monologue. A Corner Gas-themed media campaign was developed to surround the integration, including in-store POS and a contest.
MediaVest also won gold in the Television and Content Integration categories for the Kraft campaign, while its sister company, Starcom, won gold in the Newspaper category for work for client Procter and Gamble.
Other gold-medal winners for the night included Cossette Media in the Place-Based and Niche Target categories for work for Nike Canada and Cuffwear, respectively, M2 Universal for Microsoft Canada MS Office (Magazine), Zenith Optimedia for its Garnier ‘Dare to be Blonde’ campaign (Magazine), BOS for Rogers’ Fido Twitter Feed (Experiential) and Bleublancrouge and Astral Media for the Banque Laurentienne du Canada ‘Les Visites Libres Banque Laurentienne’ campaign (Radio).
PHD Canada was another gold winner for its ‘Do One Small Thing to Love Your Heart’ campaign (Women) for Unilever’s Becel brand, while Doner Canada brought it home for the Mazda ’33 Keys’ alternate reality game (Multi-Channel). Toronto’s Zulu Alpha Kilo won the Agency Self Promotion category for its ‘Thinking Inside the Box’ push.
In other media awards news, John St. took home the gold medal in the Advertising Multi-media category at the Advertising and Design Club of Canada (ADCC) annual awards gala last night for its ‘The Wiserhood’ campaign for Wiser’s campaing for Corby Distilleries. BBDO Toronto took home a silver for its ‘Battle in a Bag’ campaign for Doritos, as did John St. for its ‘Help Child Soliders’ campaign for War Child and IWT for its eponymous Stand for the Dead campaign. Merit winners in the category included Juniper Park for its ‘In a Woman’s World’ for Smartfood/Baked Lays and Rethink for ‘Alberta’s Libraries’ multi-media campaign.
