Who knew making funny faces could reap serious rewards? That’s what happened last night at the Kool Haus in Toronto when The Hive and its client Maynards (the Cadbury candy brand) walked away with Best of Show at the PROMO! Awards.

The 13th annual awards celebrate the best in promo and activations and are presented by CAPMA and strategy. Top prize went to The Hive for the “Make your Face a Maynards” campaign, a contest that invited consumers to submit photos of themselves, with the winner’s face immortalized as candy and sold in stores across the country. The campaign also won three Golds for Best Integrated Campaign, Most Innovative Idea or Concept and Best Activity Generating Brand Awareness.

The winner of the “Make your Face a Maynards” contest, Jessica, made a special appearance at the show to hand out awards, and entertained the crowd with multiple costume changes to reflect the campaigns that were being awarded.

Also winning three Golds was the Ikea “Moving Day” campaign by Leo Burnett, which took advantage of the insight that people in Quebec move on the same day, and provided boxes in the form of clever OOH to help out.

Leo Burnett also picked up Gold for its work with Raising the Roof, while The Hive picked up an additional Gold for its Cadbury Caramilk “Key to the Secret” program.

Other Gold winners included Cossette and client Amnesty International; Kraft’s “Real Women of Philadelphia” campaign, with creative by Rethink; MacLaren Momentum’s work with Kraft Hockeyville; Newfoundland and Labrador Tourism’s “48 Half Hours Contest” created by Target; and Johnson & Johnson’s medicine cabinet program with Hunter Straker.

In total, 13 Golds were handed out, as well as 18 Silver and 17 Bronze awards. To read all the winning cases, click here.