The marriage between artificial intelligence and Kraft Heinz seems perfect since the company’s advertising campaign won the Advertising Creation grand prize.
In the advertising campaign carried out by the Rethink agency, artificial intelligence is asked to generate a bottle of ketchup and each time, a Heinz brand bottle appears. “It’s an idea that puts forward and talks about new technologies in a creative way,” notes Sylvain Dufresne, president of the jury and vice-president, chief creative officer at FCB Montreal.
Produced at the beginning of 2022, it is one of the first advertising campaigns to use this tool, when the concept of artificial intelligence was not as popular.
In the Business Result and Strategy category, the “Bringing juice to the iconic local brand” campaign, produced by LG2 for Lassonde-Oasis, impressed the jury with its brand repositioning. Oasis has returned to something simpler, pleasure.
“All the best practices in launching and revitalizing a brand were applied,” commented Mélanie Miron, President of the Jury and General Manager, Brand, Quebec at BMO Financial Group. “It’s an academic case. »
In the Media category, BRP, in collaboration with the agency Touché!, won the grand prize with Uncharted Playgrounds, a platform for all-terrain vehicle enthusiasts.
The lack of accessibility of tracks in North America prompted the Quebec manufacturer to create an online reservation system that puts drivers in contact with owners of passable land. The principle can be comparable to that of Airbnb, but instead of renting houses, you rent out part of your land to all-terrain vehicle enthusiasts.
This strategy led to a 36% increase in the number of off-road drivers who purchased a BRP vehicle, compared to the previous year.
In the Design category, the Prospero Theater 2022-2023 posters, produced in collaboration with the Principal studio, captured the attention of the jury.
“It’s a project that is bold and stands out for its execution, in particular for its typographical mastery,” comments Léo Breton-Allaire, president of the jury and creative director at Caserne.
The rather unusual posters were designed from portraits of actors made by Mélissa Gamache. These portraits have been physically altered (cutting, filing of materials of all kinds, etc.) before being photographed again.
The Lifesaving Society of Quebec, in association with the production houses GORDITOS and LG2, won the grand prize in the Craft/Production category.
The advertising campaign entitled “You”, in connection with the prevention of drowning, invites the population to reflect on their part of individual responsibility during outings on the water.
“This piece greatly touched the jury with its great mastery, as well as the work and sensitivity of all the artisans involved,” said Geneviève Cabana-Proulx, Jury President, President and Executive Producer, SOMA.
By balancing sound design and production, this advertising film manages to surprise and accomplish its mission of raising awareness.
The Relief organization, in collaboration with the Cossette agency, won the grand prize in the Product and digital experience category thanks to the Le journal de Louise platform.
This online platform brings to life the fictional character of Louise, who recounts her daily ups and downs. Quebecers with a mental health disorder can put their feelings into words, while being directed to the right resources.
The balance and simplicity of the campaign impressed the jury.
Since its launch, more than 8,900 people have used this platform, with an engagement rate of 56.84%.
