PHD, Samsung take Canadian gold at Internationalist Awards

PHD's work with GSK's Tums was among the campaigns recognized.

PHD Canada was the lone Canadian agency to take home prizes at yesterday’s Internationalist Awards for Innovative Digital Solutions.

The Omnicom agency took home one Gold, three Silvers and one Bronze from the ceremony in New York for client work with GSK Canada, Tangerine, Scotiabank and more.

Established in 2009, the awards exist to recognize brands and agencies who have produced marketing strategies that adapt to the massive changes in digital technology. Unlike many awards, which are divided into various categories, these awards judge all entries individually, awarding Gold, Silver and Bronze based on point scores, rather than categories.

Gold went to PHD’s work with GlaxoSmithKline (GSK) for its “TumsFAST” campaign. The digital-first campaign featured targeted ads starring TSN sportscaster Jack Armstrong. The creative featured Armstrong “calling” a series of animated videos featuring the well-known Tums bottle character engaging in speed-related sports such as luge, hockey and football. Scott Henderson, VP and client services director at PHD Media, told MiC the campaign was “based on the insight that ‘fast relief’ is a critical driver of trial among heartburn sufferers,” and it decided to link Tums to the notion of speed. The ads were targeted using advanced AI technology in order to capitalize on the connection to speed.

Taking silvers were the agency’s work with the Ontario Ministry of Health for its awareness campaign on cervical cancer, its “My Lean Life” campaign for bank Tangerine, and its work with GSK’s Thrive Gum. It also earned a bronze for its “Art Gallery” activation with Scotiabank.

Besides the agency’s wins, Samsung Canada also took home a gold for its innovations in accessibility. The tech company was awarded for its partnership with Essential Accessibility to enhance mobile experiences for people with physical disabilities, using eye-tracking technology to prompt commands on mobile interfaces.

This is the second win for Samsung’s initiative in as many weeks; last week it was awarded a silver for the work at the Mobile Marketing Associations’ annual Smarties awards.