Mars Canada and the CTC win top Media Innovation honours at CMAs

The two companies nabbed Gold at this year's awards, with digital work by Proximity and DDB.

A Google maps scavenger hunt and a real-life twitter wall were Gold Media Innovation winners at this year’s Canadian Marketing Association awards, held Friday night. Mars Canada and the Canadian Tourism Commission won the top prize in the category for consumer products and consumer services, respectively, by the media jury, led by senior judge Lauren Richards.

Mars, with creative from Proximity Canada, took consumers to the street – the Google streets – with a 30-day contest inviting people to find the lost red M&M spokes-candy somewhere on the Toronto Google-Street View landscape. Dropping hints over social media channels, the campaign became a worldwide hit, despite being a Canadian-only contest. The campaign also won Best of the Best, the CMA’s top award.

The Canadian Tourism Commission, with creative from DDB Canada, created real-life twitter walls in cities across the United States. The walls, which were updated in real time, encouraged visits to Canada and had over 5.1 million impressions.

James Ready, with creative by Leo Burnett, and Soulpepper Theatre Company, with creative by Proximity Canada, both won silver media innovation awards in consumer products and services, respectively. Telus mobility, with creative by Media Experts, won bronze in both categories.