2016 Winners


SILVER: BEST NICHE TARGETING

New Balance - Only In Canada(s)

(Havas Worldwide Canada)

Sneakers are an American obsession. Everyday, new limited edition shoes from the likes of Nike, Adidas and New Balance are released to the hoards of obsessed collectors. Many of whom will buy and resell online. But it's only the shoes that make the most noise that become the most sought after.

In the autumn of 2014, New Balance Canada was poised to launch a limited edition collection of its own – The Woods Pack, with five pairs of shoes in the classic 574 style. But rather than release the collection solely in the U.S., the brand decided to do something different – it made The Woods Pack available only in Canada.

Havas Worldwide was tasked with increasing New Balance Canada's online share of voice so sneaker collectors would take notice and purchase The Woods Pack. However, with no endorsement deals and a small overall budget, making a lot of noise seemed nearly impossible.

Sneaker collectors, also known as Sneakerheads, were the primary target while lifestyle fashionistas were the secondary demographic.

Knowing sneakerheads favour Twitter and Instagram for the fast breaking news and as the source for exclusive sneaker images respectively,the team made these two social platforms the focus for connecting with the primary target. Facebook was used to help the campaign reach the wider secondary audience as well as encourage sharing.

Since The Woods Pack was available only in Canada, the brand and agency decided to give a pair to everyone in Canada. The catch? It was Canada, Kansas; a small, rural community about 250 kilometers outside of the Missouri border.

The team travelled to Canada, Kansas, and over a three-­day period gave each resident a pair of The Woods Pack in exchange for their thoughts on the style, fit and feel. They captured each interaction to create online-­only content ranging from 15-­second teasers and a 90-­second launch film to post-­launch videos and in-­store point of sale.

The campaign coincided with The Woods Pack launch on September 9th and ran until October 15th.

The online video portion of the campaign appeared across New Balance Canada's social media platforms, with a focus on Twitter and Instagram. The in-­store point of sale posters and window displays appeared in all 17 New Balance stores across Canada.

The sneaker community instantly picked up the campaign, appearing on notable sneaker culture and fashion blogs as well as news media sites, including Brag Affair, Reddit, The Loop, Trend Hunter, Yahoo News, and in particular, Marc Ecko's Complex.com, which garnered New Balance Canada millions of organic impressions.

New Balance Canada's online share of voice increased dramatically, with organic brand reach soaring 163%. Twitter followers nearly doubled, growing by 89%, while Instagram followers rose 24%.

Shortly after the campaign's launch, The Woods Pack shoes began appearing on eBay and other reseller sneaker websites, being resold by collectors for as much as 70% above retail price.

Credits:

Advertiser: New Balance Canada

Agency: Havas Worldwide Canada

Creative Director: Helen Pak (Chief Creative Officer), Cory Eisentraut (Creative Director), Brian Allen (Associate Creative Director)

Art Director: Natee Likitsuwankool

Writer(s): Deric Moore

Producer: Francesca Marchese (Executive Producer), Hannah DeCelles (Producer)

Account Management: Ian Bryce-Buchanan (Group Account Director), Han Hoang (Account Director), Colin Kikcio (Account Executive)

Director of Marketing: Jon Purdy

Production House: Q Media Solutions

Producer: Allison Walsh

Director: Graeme Mathieson

Music/Sound: Stewart MacLean

WINNING CASES

Best of Show
Project Consent - If it’s not yes, it’s no (Juniper Park \ TBWA)
Best Activity Generating Brand Awareness
GOLD: Project Consent - If it’s not yes, it’s no (Juniper Park \ TBWA)
SILVER: Cineplex - Lily & the Snowman (Zulu Alpha Kilo)
SILVER: Wrigley Canada - Skittles Holiday Pawn Shop (MediaCom Canada / BBDO / Harbinger)

Best Activity Generating Brand Volume
GOLD: Interac - Be In The Black (Zulu Alpha Kilo)
SILVER: Labatt Breweries of Canada - Corona Extra - Summer Starts with Cinco De Mayo (Hunter Straker)

Best Brand Building Campaign
GOLD: Interac - Be In The Black (Zulu Alpha Kilo)
SILVER: Cineplex - Lily & the Snowman (Zulu Alpha Kilo)
BRONZE: Pepsi Foods – Quaker - The Recital (studio m)

Best Cause or Charity Marketing
GOLD: Project Consent - If it’s not yes, it’s no (Juniper Park \ TBWA)
GOLD: SickKids Foundation - Life Unpaused (Cossette)
SILVER: General Mills - Honey Nut Cheerios - Bring Back the Bees (Cossette)
BRONZE: Amnesty International - Barbed Wire (Cossette)

Best Digital Marketing Campaign
GOLD: SickKids Foundation - Life Unpaused (Cossette)
BRONZE: Interac - Interac 21 Day Credit-Free Challenge (Zulu Alpha Kilo)
BRONZE: Perfetti Van Melle – Mentos - Mentos Amazing Journey Contest (Cossette)

Best Pop-Up / Experiential Event
GOLD: Raising the Roof - Coming Soon (Leo Burnett Toronto)
SILVER: Wrigley Canada - Skittles Holiday Pawn Shop (MediaCom / BBDO / Harbinger)

Best Experiential Campaign
SILVER: Labatt Breweries of Canada – Stella Artois Sensorium (Mosaic)
BRONZE: Loblaw Companies Limited – PC Insiders Collection Boutique (Mosaic)

Best Integrated Campaign
GOLD: Labatt Breweries of Canada - Bud Light Living Champion (Anomaly)
SILVER: General Mills - Honey Nut Cheerios - Bring Back the Bees (Cossette)

Best Launch
SILVER: Société des alcools du Québec - SAQ Inspire (Cossette)

Best Insight / Strategy
GOLD: Interac - Merry January (Zulu Alpha Kilo)

Best Niche Targeting
SILVER: New Balance - Only In Canada(s) (Havas Worldwide Canada)
BRONZE: Leon’s - #GetMoveWorthy (TAXI)

Best Small Budget Campaign
SILVER: Amnesty International - Barbed Wire (Cossette)
SILVER: McDonald's Restaurants of Canada - McCafé Cinéma (Cossette)

Best Sponsorship Campaign
GOLD: Labatt Breweries of Canada - Bud Light Living Champion (Anomaly)
SILVER: Labatt Breweries of Canada - Budweiser Metallica Brew (Anomaly)

Best Use of Data
GOLD: Spotify Canada - Music For Your World (Anomaly)

Best Use of Online Video
GOLD: Cineplex - Lily & the Snowman (Zulu Alpha Kilo)
GOLD: Project Consent - If it’s not yes, it’s no (Juniper Park \ TBWA)
SILVER: Procter & Gamble – Always - Unstoppable (Leo Burnett Toronto / Chicago)

Best Use of Design
GOLD: Société des alcools du Québec - SAQ Inspire (Cossette)
SILVER: Labatt Breweries of Canada - Budweiser Metallica Brew (Anomaly)

Best Use of Social Media
BRONZE: WestJet - WestJet Christmas Miracle: 12,000 mini miracles (WestJet / studio m)

Most Innovative Idea or Concept
GOLD: Labatt Breweries of Canada – Stella Artois Sensorium (Mosaic)
SILVER: General Mills - Honey Nut Cheerios - Bring Back The Bees (Cossette)
SILVER: SickKids Foundation - Life Unpaused (Cossette)