PHD and its family of agencies have a lot to celebrate following the reveal of the 2021 WARC Awards for Media.

Evaluated with a focus on business results, only 56 campaigns were awarded by WARC this year. And among them was a Grand Prix for PHD, Sid Lee Media and Air Transat’s “Vacation Intervention” campaign, which took the top prize in the Effective Channel Integration category.

Credited by WARC to PHD but executed by its subsidiary agency Sid Lee Media, the campaign had it sights set on a very particular group: people who had been letting their vacation time go to waste. To reach them, the campaign used radio ads and contextual out-of-home along highways during peak traffic commuting time, as well as hijacked building elevator screens and newspaper ads to remind its target how important it is to take time off.

PHD sister agency Touche! also won Silver in the Effective Use of Partnerships & Sponsorships category for Canadian Tire’s “Operation Puck Drop” campaign, which aimed to maintain love for hockey during the pandemic by asking consumers to identify those most worthy of receiving a kit to build their own backyard rink.

Wavemaker, along with creative agency Rethink, also won a Silver in the category for Molson Canadian’s “Make It Canadian” campaign, which saw the brewer aim to break the trend of U.S. beers being the top sellers in Canada by promoting not just itself, but competitors brewed here.

There were no Canadian agencies among the winners in the Effective Use of Tech and Best Use of Data categories.