MIAs 2017 winners revealed

Budweiser's Red Light takes the top prize for AB InBev, UM, Anomaly, Ansible, Mubaloo and Rogers Media
By Jeromey Lloyd
December 8, 2017

Andrew Oosterhuis, director of marketing for Budweiser at Labatt Breweries of Canada, accepts Best of Show at the MIAs in Toronto.

Budweiser’s hockey lights may typically flash red. But at Friday’s Media Innovation Awards gala, the team behind them was flashing a bit of gold as the campaign took home Best of Show.

“The jury was impressed by the ingenuity displayed across mediums and categories, and in some cases, the coordination that took place between five different partners,” said Jennifer Horn, strategy‘s editor, on stage at the Toronto event.

To accept the award, AB InBev, along with agency partners UM, Anomaly, Ansible, Mubaloo and media partner Rogers Media, all took the stage.

During the night, the 15-member MIAs jury also named the SickKids Foundation as its Client of the Year for 2017. Its “VS.” campaign has been winning awards throughout the year for rebranding the charity to drive higher donations and help fund the building of a new Toronto hospital.

“We wanted to recognize the “VS.” campaign not only for having amazing creative and an incredible media execution, but also for the bravery you displayed in completely reinventing your brand, and the good you have done for your patients now and into the future,” said jury co-chair Andrea Hunt, marketing VP and CMO at Weston Bakeries.

Budweiser’s prize capped the event, wherein 28 gold trophies were awarded alongside 32 silvers and 37 bronze across 23 competitions (the gold winners are listed below; the full winners’ list is now available at the Media Innovation Awards website).

Touché brought home the most hardware at the end of the night for a single agency, winning 15 trophies, including two gold, six silver and seven bronze. UM and its J3 team (which works as a dedicated unit on the Johnson & Johnson brand) paired together to win 16 trophies in total. OMD also had a big night, winning 12 trophies including four gold (one of which was shared with DDB Vancouver), five silver and three bronze.

Best Use of Media

Best in Video

  • “It’s All Found in Canada.” Client: Destination Canada. Agencies: OMD & DDB Vancouver

Best in Out-of-Home/Ambient/Place-Based Media – Budget Over $100,000

  • “Budweiser Goal-Synced Nation.” Client: Labatt Brewing Company. Agencies: Anomaly & UM

Best in Out-of-Home/Ambient/Place-Based Media – Budget Under $100,000

  • “Street Shops.” Client: Raising the Roof. Agency: Leo Burnett Toronto

Best in Experiential/Special Events/Stunts – Budget Under $100,000

  • “Budweiser Goal-Synced Arena Activation.” Client: Labatt Brewing Company. Agencies: Anomaly & UM

Best Integrated Campaign – Budget Over $250,000

  • “SickKids VS.” Client: SickKids Foundation. Agencies: OMD Canada & Cossette
  • “Budweiser Light Up the Nation.” Client: Labatt Brewing Company. Agencies: Anomaly & UM

Best Use of Digital

Best in Websites and Microsites

  • “GoDaddy Itty Bitty Ballers.” Client: GoDaddy. Agency: Wavemaker

Best in Social Media

  • “SickKids VS.” Client: SickKids Foundation. Agencies: OMD Canada & Cossette
  • “Graffiti Alley Instatour.” Client: Heritage Toronto. Agency: Havas Canada

Best in Augmented/Virtual Reality

  • “Molson Canadian Virtual Front Row.” Client: Molson Canadian. Agency: Wavemaker

Best Use of Technology

  • “The Call That Comes After.” Client: Drug Free Kids Canada. Agency: FCB/Six

Best in Location-Based Marketing

  • “Netflix – The Download Station.” Client: Netflix. Agency: UM Canada

Best in Search

  • “Down Syndrome Answers.” Client: Canadian Down Syndrome Society. Agency: FCB Toronto

Best Use of Content

Best in Consumer Engagement

  • “D’Italiano Tenor Takeover.” Client: Weston Foods. Agencies: Dentsu Media & Union

Best in Brand Integration

  • “When Luck Strikes, You Should Play Lotto 6/49.” Client: Loto-Québec. Agency: Sid Lee Media.
  • “BMO Effect – Moment of the Race.” Client: Bank of Montreal. Agencies: Wavemaker & FCB Toronto

Best in Branded Content

  •  “BMO Effect – Moment of the Race.” Client: Bank of Montreal. Agencies: Wavemaker & FCB Toronto

Niche Marketing

Best in Niche Targeting

  • “Cottonelle Stroke-able Billboard.” Client: Cottonelle. Agency: Mindshare Canada
  • “#CollabWithAric.” Client: Aric Guité Photography. Agency: Havas Canada
  • “The Call That Comes After.” Client: Drug Free Kids Canada. Agency: FCB/Six

Best in Youth Marketing

  • “Kids Help Phone 360.” Client: Kids Help Phone. Agency: Society, etc.

Products and Services

Best in Consumer Goods

  • “IKEA: Cook This Page.” Client: IKEA Canada. Agency: Leo Burnett Toronto

Best in Alcoholic Beverages

  • “Hendrick’s Gin Cucumber Organ.” Client: Peter Mielzynski Agencies. Agency: Jungle Media

Best in Durable Goods

  • “Fido 22nd of the Month.” Client: Fido. Agency: OMD Canada

Best in Automotive

  • “Win the Local Battle in Real-Time.” Client: Belron Canada. Agency: Touché!

Best in Finance and Services

  • “BMO x VICE Money.” Client: Bank of Montreal. Agency: Wavemaker

Best in Retail

  • “Sport Chek’s Euphoria Marketing.” Client: FGL Sports – Sport Chek. Agency: Touché!

Best in Entertainment

  • “When Luck Strikes, You Should Play Lotto 6/49.” Client: Loto-Québec. Agency: Sid Lee Media.