Canadian agencies win big at Internationalist Awards

Touche!, OMD Canada and Starcom MediaVest each took Gold awards for innovation in media (Touche! and PHD Canada strategists pictured with awards).

Canadian agencies took home four Golds and six Silvers at the annual Internationalist Awards held in New York City late last week.

The most decorated Canadian agency of the night was Touché!, whose Toronto and Montreal divisions both picked up top honours.

Touche! Toronto won Gold for its “We All Play For Canada” spot with Canadian Tire. The commercial, featuring Canadian hockey player Jonathan Toews, aims to show the expanded team of 300 people who have helped Toews during his career.

Meanwhile, Touché! Montreal claimed Gold for “Milk Goes Well With…”, its collaboration with Quebec Milk Producers. The campaign’s goal was to increase milk consumption by inviting people to come up with foods to accompany milk. Ideas for “milk pairings” were collected through a combination of interactive OOH ads placed in transit shelters, as well as activations on tablets, online and in Metro news. The agency received more than 50,000 submissions in total, with the best 500 being turned into posters which were then displayed on wallscapes and escalator wraps throughout the Montreal transit system.

OMD Canada also took a Gold for its “#WEAREWINTER” campaign, made in partnership with the Canadian Olympic Committee in the lead up to the Sochi Winter Olympics 2014.

The other Canadian agency to scoop up a Gold was Starcom MediaVest Group, for its “Rice Krispies Treats for Toys” campaign with Kellogg’s. The campaign asked parents and kids to make a toy themed Rice Krispies Treat, share a photo via social media using #treatsfortoys, and then a real toy would be donated to the Salvation Army Toy Mountain holiday charity.

Starcom MediaVest Group also picked up three Silvers for “#POWERWARMTH”, “Pride & Joy” and “All in One”, made in partnership with Duracell (P&G), Mondelez and Xbox, respectively.

The remaining Canadian Silvers went to PHD Canada for its “IBO Recruitment” campaign with Amway, OMD Canada’s “Ashley Graham” campaign with Addition Elle and Reitmans, and PHD Montreal’s “Mtl Moments in Toronto,” which saw the media and communications agency team with Montreal Tourism.

Image (left to right): Michele Duchesneau, media strategist, PHD Montreal and Emilie McAllister-Lapierre, media strategist at Touche!