Agencies usually have to go off the beaten path to win at the Media Innovation Awards, but this year’s top prize went to campaign that did that in more ways than one.

Awarded Friday evening at a live gala in Toronto, the MIAs recognize the most impactful campaigns driven by clever and innovative media strategies and partnerships.

This year’s Best of Show went to Touche! for “Uncharted Playgrounds,” a campaign for recreational vehicle maker BRP.

Part of the brand’s broader “Uncharted Society” content and customer engagement platform, “Uncharted Playgrounds” is a campaign and online destination that allows BRP riders to book time at off-road tracks and private parks across the continent.

The campaign also won Gold in the Best Use of Content, Best Use of Digital and Products and Services categories, as well as Silver in Best Media Insights.

Touche! also won one Gold each with clients Exceldor and Atmosphere, putting its total Gold wins at five. That was tied for the most Golds with Anomaly, which was co-awarded two Golds with UM and Twitch for Oh Henry!’s “Level Up” campaign, as well as three Golds with Dentsu for Budweiser’s “#TapeOutHate.”

“#TapeOutHate” was also awarded one of two Special Jury Prizes this year for Diversity, Equity and Inclusion. The other, a DEI Special Jury Prize specific to Public Service entries, went to FCB for “The Mindsets Paper,” a campaign created for the Canadian Down Syndrome Society.

FCB also won a Gold for the “Trending 2 Table” campaign for Voila, and was co-awarded two more with UM for BMO’s “Gear Up For Good,” bringing both agencies’ total Gold wins to four.

Starcom and DonerNorth each won three Golds, with Initiative, OMD, Zulu Alpha Kilo, Performance Art, Lg2, iQuanti and Rogers Sports & Media each winning one.

Also awarded at the MIAs was the 2022 Media Leader of the Year, presented to Devon MacDonald. Since taking on duties as president of Cairns Oneil just over one year ago, MacDonald (among other things) helped the independent double its new business goals and establish new capabilities in ecommerce.

The full list of Gold, Silver and Bronze winners can be found at the Media Innovation Awards website.