LG2, Cossette win Carte Blanche

An ad encouraging transit goers to run and a sign that changes drink reccos with the temperature took top prizes at this year's edition of Astral OOH's competition

Bell Media’s Astral Out of Home has announced the winners of its annual Carte Blanche for Creatives competition: LG2 for Toronto and Cossette for Vancouver. The award celebrates the most creative and effective use of the company’s OOH space, according to Lucy Collin, VP, marketing and innovation at Bell Media Sales.

Spencer Dingle and Jordan Hamer were recognized for their “Run”  bus shelter campaign for Nike. The ad is an enclosed transit shelter, with one word –  “run” – written across it, just below a large Nike swoosh. The ad was meant to highlight the tension between transit, sitting on a bus, and an athletic company according to Dingle and Hammer who spoke to MiC in a joint interview.

“We know Carte Blanche has a history of rewarding ads that are simple. So we wanted to create something that did that, and used as few words as possible.”

Grace Cho and Cameron Spires won the award for Cossette Vancouver with their “Just Right” digital campaign for McDonald’s. The ad displays the temperature and a McDonald’s beverage, changing the drinks based on the weather.


The winners will attend the Cannes Lions International Festival of Creativity, while their clients – Nike and McDonald’s – will each receive $50,000 of advertising space on Astral’s OOH network.

Astral received 239 entries for the competition, which launched in 2010 to support the industry’s creativity.