The second annual Canadian Out-of-Home Awards were presented Thursday, May 30 in front of a sold-out crowd in Toronto. Notably, Wavemaker showed up in the winners’ circle for campaigns in the Best Multi-Media, Best Global, Best High-Impact and Best Community Involvement categories.
The judges were presented with about 150 campaign entries this year and unlike the previous year where submission costs were covered by a sponsor, entrants paid for each submission.
Lara Menzies, COMMB’s director of marketing & partnerships, recognized the hard work the judges put into scoring the vast amount of campaigns entered into the awards this year. She says the winning and runner-up campaigns truly highlighted the creativity, innovation and ingenuity of the OOH medium and celebrated the advertiser’s incredible hard work, adding, “When creativity and strategy are combined effectively, the impact is palpable, demonstrating the medium’s powerful presence in the public realm.”
The winners are:
Best Creative Award
Winner: IKEA – Moving Day Stunt
Agencies: Carat/Quebecor Out-of-Home
Runner up: Scene+ Rewards Program – Make it Rain Rewards
Agencies: PHD / Quebecor Out-of-Home
Best Multi-Media Award
Winner: Paw Patrol – Pups, Planes & Pupmobiles
Agencies: Paramount+/Wavemaker/Kinetic/Travel Path Media/Adapt
Runner up: Nutella – Savour the Beauty of Canada
Agencies: Publicis Montreal/Vistar/Astral/Pattison/OUTEdge/Vendoirectwest
Best Classic Award
Winner: The Strong National Museum of Play
Agencies: Partners and Napier/Billups
Runner up: Cheetos (PepsiCo Canada) – Sponsortips
Agencies: Pattison Outdoor
Best Digital Award
Winner: Air Transat – Win Back Sunlight
Agencies: Sid Lee/Pattison Outdoor
Runner up: Pizza Pizza – Pizza Pizza Stuffed Crust
Agencies: Ad Track Media/Media Experts
Best Client-Direct Award
Winner: Air Transat – Win Back Sunlight
Agencies: Sid Lee/Pattison Outdoor
Runner up: Sico Paint – The Colour Swatches Mural
Agencies: PHD Montreal/Publicite Suavage
Best Global Award
Winner: Destination Toronto – You Gotta See What We See
Agencies: Wavemaker/Scarlett Street/Bensimon Byrne/TikTok Canada/DIVE
Runner up: Maybelline New York – Extend Your Lash Reality
Agencies: Maybelline/DOOH
Best Data-Focused Award
Winner: Tim Hortons – Tim Hortons CaffinAITed
Agencies: Horizon/Astral/Pattison
Runner up: Uber Eats – Only On Uber Eats
Agencies: Talon OOH
Best High-Impact Award
Winner: KFC – Fry Funeral
Agencies: Wavemaker/Kinetic/Statements Media/Courage/Narratives
Runner up: Pet Valu – Take Me Home Tonight
Agencies: True Media
Best Community Involvement Award (Winning tie)
Winner: Silk – Bee Hotel
Agencies: Wavemaker/CARL Social Club/Mint/Pattison Outdoor
Winner: Aura Freedom – End Femicide
Agencies: UB Media
Runner up: Swab the World – Swab the World – Patients
Agencies: UB Media
