Best Of 2018

The shortlist has been determined via an anonymous online voting. The judges can give one to five points, five marking the highest score. Only categories with ten or more applications were put to a vote and only entries with three or more points are shortlisted.

Congratulations to all the winners and nominees!

01. Agency of the Year

Winner
FleishmanHillard

FleishmanHillard Agency of the Year

FleishmanHillard
Our 70-year heritage has shaped a new day at FleishmanHillard — where we never settle, so our clients never have to. For us, that starts with curiosity — rocket fuel for bold and creative ideas — launched from core pillars of integrity, respect, teamwork and doing what’s right. We embrace our clients’ challenges. Because we believe they can do amazing things. We know that, with our help, they can take risks, inspire, grow, disrupt the norm, and make a difference in this complex world.

02. Communications Team of the Year

Winner
De Beers Canada

De Beers Canada External & Corporate Affairs Team

De Beers Canada is a mining division of the global De Beers Group. In the last year our three-person team managed public and media relations, all internal, external and executive communications, social investment and all other corporate communications in Canada for two operating mines, a mine care and maintenance, a mine closure announcement and the acquisition of a publicly listed mining company.

03. Campaign of the Year

Winner
Fujifilm Canada Inc.

Fujifilm Printlife

Fish out of Water Design
While over 1 trillion digital photos are taken every year, only 1 in 100,000 is ever printed. The others represent memories that are lost forever. Printlife is an ambitious initiative that encourages Canadians to print their photos and preserve their memories forever. Within 2 months of launch, photo printing grew over 20%. This Canadian campaign is now in the midst of becoming a global movement.
Digital Realty

Digital Realty's Connected Campus Campaign

Mindshare PR
Digital Realty’s exposure in the market had been limited to their reputation as a real estate trust. The Connected Campus Campaign successfully turned the image of the company from an almost strictly wholesale provider to one that offers both mega-scale data center facilities, including space and the ability to interconnect with an ecosystem partner network invaluable to innovation.
Honeywell Aerospace

We Are Honeywell Aerospace

The campaign features employees from all job levels and types, from Honeywell Aerospace sites around the world. The people who define Honeywell Aerospace culture are diverse, passionate, unique and inspiring and we want the world to know it. Since its launch in October 2017 the campaign has featured 14 employees in videos released twice a month.

04. Campaign of the Year (small budget)

Winner
Innovatia

Women for 50%

GlassSKY Inc., Janice Brown Design
Women for 50% is an initiative that was launched in January 2017 to shine a light on the need for greater female representation in the New Brunswick Legislature where it is among the worst in the country. The campaign marked a major milestone September 24, 2018 with the general election. More women ran, more were elected, and more votes were cast for women.
AT&T

AT&T Eclipse Impossible

FleishmanHillard
Thanks to AT&T’s network and technology from AT&T Labs and partner Aira, James Boehm, a blind man, was able to experience the eclipse in an unforgettable way. James’ story has shown the world that – even if you are visually impaired – nothing is impossible. We were able to build widespread awareness via top tier media placements, influencer outreach and social media activity.
WSP Global Inc.

Boosting the launch of WSP’s Sustainability Report

WSP’s latest Annual Sustainability Report discloses meaningful information to investors, clients and employees under the theme: Accountable for Tomorrow. This year, the launch campaign featured videos, animations and the use of targeted social media to increase stakeholder engagement, resulting in a considerable boost to our brand through almost 5 M impressions on our social media platforms.

05. Technology & Consumer Electronics

Winner
AT&T

AT&T Eclipse Impossible

FleishmanHillard
Thanks to AT&T’s network and technology from AT&T Labs and partner Aira, James Boehm, a blind man, was able to experience the eclipse in an unforgettable way. James’ story has shown the world that – even if you are visually impaired – nothing is impossible. We were able to build widespread awareness via top tier media placements, influencer outreach and social media activity.
Adobe

Adobe UX Movie Magic

Edelman
Adobe needed to build awareness of Adobe XD, its UX design app, among professional designers within a crowded space. Adobe developed an integrated campaign that used Adobe XD to reimagine interfaces from 1991’s Terminator 2 film, driving articles in Fast Company, GamesBeat, Digital Trends and 699M+ impressions in earned media, 10M impressions through paid media and 9M impressions across social.

06. Health & Chemicals

Winner
American Lung Association, Eight VFX, Little Minx, Mophonics Music Publishing, Rock Paper Scissors, NY, The Ad Council

Saved by the Scan

Hill Holliday
To build public awareness of lung cancer – the number 1 cancer killer of men & women – we launched the first national PSA campaign to educate Americans about a lung cancer screening for those at high risk. This potentially lifesaving low-dose CT scan can detect lung cancer in the early stages, before symptoms arise, when more treatment options are available and the chances of survival are higher.
Abbott

Bringing the FreeStyle® Libre Revolution to the U.S.

GCI Health
More than 30 million Americans have diabetes, yet no company had been able to eliminate what patients hate most: the dreaded fingerstick. In 2017, Abbott filled this unmet need with FreeStyle® Libre – a revolutionary continuous glucose monitor (CGM) that removes painful fingersticks and helps improve outcomes. In less than a year on the market, the FreeStyle Libre has become the #1 CGM worldwide.
BIOHM

Helping BIOHM Go Fungal

BLAZE PR
A campaign to bring the performance probiotic BIOHM to a very competitive market and to differentiate it from the multitudes of probiotic products already available. The efficacy of the Blaze strategic paid partnerships with the largest health-related publications proved to be so successful that BIOHM dumped their digital advertising firm and allocated their full advertising budget to BLAZE PR.

07. Lifestyle & Culture

Winner
MilkPEP

BUILT WITH CHOCOLATE MILK

Weber Shandwick Chicago
More than 20 published studies supporting the benefits of recovering with the high-quality protein and nutrients in chocolate milk after a tough workout. We recognized this as a new opportunity to engage with serious adult exercisers and drive sales of chocolate milk by turning what was regarded as a kid’s beverage into a sports recovery beverage. • TIMING: 2017 calendar year
Fujifilm Canada Inc.

Fujifilm Printlife

Fish out of Water Design
While over 1 trillion digital photos are taken every year, only 1 in 100,000 is ever printed. The others represent memories that are lost forever. Printlife is an ambitious initiative that encourages Canadians to print their photos and preserve their memories forever. Within 2 months of launch, photo printing grew over 20%. This Canadian campaign is now in the midst of becoming a global movement.
Warner Bros.

Crazy Rich Asians film - Fashion Night Out Screening

IW Group
Leading Asian American designers, editors and influencers came together to host a CRA fashion night out screening event and voice support of the film. The screening event generated support and great social conversation around the film as a big step towards more representation in entertainment, media and beyond. The event reached our target Asian American audience and the greater general audience.

08. Multi-Channel Communications

Winner
Deloitte

“Bringing Business Chemistry to Life”

A comprehensive communications campaign was designed around Business Chemistry, an analytics-driven assessment tool designed to identify differences in individual working styles. Leveraging earned and paid media tactics, as well as owned channels and the launch of a new book, the campaign resulted in more than 570 million earned media impressions.
Idaho Transportation Department

Idaho Eclipse Prep

The Great American Eclipse hit Idaho in Aug. 21, 2017, but preparations by the Idaho Transportation Department began much earlier. In fact, knowing that Idaho would be one of the prime viewing sites in the entire country, ITD had started making preparations for this day since early in the year, and our efforts helped defuse a potentially catastrophic effect.
TTC

Line 1 Extension

In December 2017, the TTC opened the Line 1 Extension, an 8.6 km extension featuring six modern, bright, fully accessible stations equipped with Wi-Fi, cell and new PRESTO fare gates. Communications was tasked with building excitement about the opening with the public and media. Our campaign succeeded on all fronts with extensive and positive media coverage and public involvement in the opening.

09. Internal Communications

Winner
Honeywell Aerospace

Cook, Eat, Connect!

Honeywell Aerospace is a global company with 35,000 employees at 80 sites on six continents. Last fall, the communications team launched an engagement campaign that crossed language barriers and transcended cultural differences. Cook, Eat, Connect! was born. In a company where connectivity is critical – for customers and employees - a global recipe book emerged to bond people through food.
National Marrow Donor Program (Be The Match)

Democratizing Cell Therapy: Strategy Shift at NMDP

Valvespring
The National Marrow Donor Program was not keeping pace with the demand for bone marrow transplants to cure blood cancers and other conditions. To meet the evolving needs of patients, a new strategic direction would change everything. Employee engagement would be the key to NMDP’s transformation, and right out of the gates, employees stepped up to exceed the strategic goals set for the year.
UniFirst Corporation

The 2018 UniFirst President's Club

The UniFirst President’s Club is a sales incentive program designed to motivate our sales team to meet yearly pre-established business sales goals by rewarding them with an all-expenses-paid luxury vacation for two. The company creates excitement for the program through an internal communications campaign using highly engaging direct-mail pieces that are sent to each member of the sales team.

10. Issues & Reputation Communications

Winner
TTC

Line 1 Extension

In December 2017, the TTC opened the Line 1 Extension, an 8.6 km extension featuring six modern, bright, fully accessible stations equipped with Wi-Fi, cell and new PRESTO fare gates. Communications was tasked with building excitement about the opening with the public and media. Our campaign succeeded on all fronts with extensive and positive media coverage and public involvement in the opening.
De Beers Canada Inc.

Victor Mine Closure

In October 2017, De Beers Canada publicly announced its national and international award winning Victor Mine would cease operations when the current pit is exhausted in Q1 2019. The announcement was a blow to employees, government and communities who expected the mine to once again overcome adversity and extend its life by accessing new ore. Our in-house three-person team led all communications.
Tourism of Israel

Explora el Origen- Israel

Havas Media International
We needed to develop an emotional bridge between Israel and USH by creating a unique opportunity that will allow them to express who they are, be proud about their unique bi-culturalism and encouraging USH to discover new destinations. Our challenge was to normalize this destination and change its negative perception into a desired travel destination with a positive image and cultural relevance

11. Storytelling

Winner
MilkPEP

Milk: Taking on Sports Drinks at Their Own Game

Weber Shandwick
In order to reinforce the important role milk plays in the diet, MilkPEP, the group behind the Milk Life and BUILT WITH CHOCOLATE MILK campaigns, developed an integrated content marketing approach that authentically connected its targets (moms, kids and exercisers) to sport through different occasions and cultural touchpoints.
Alberta Motor Association

Valentine's Day

Supporting our members through their most meaningful life moments is at the heart of AMA’s brand promise. For Valentine’s Day, we illustrated that commitment with a heartfelt, unscripted video that used storytelling – not a sales pitch – to highlight our organization’s role as the sand between the rocks in people’s lives.
Honeywell Aerospace

We Are Honeywell Aerospace

The campaign features employees from all job levels and types, from Honeywell Aerospace sites around the world. The people who define Honeywell Aerospace culture are diverse, passionate, unique and inspiring and we want the world to know it. Since its launch in October 2017 the campaign has featured 14 employees in videos released twice a month.

12. Brand Relationship

Winner
Alberta Motor Association

150 Member Surprises

150 Member Surprises was AMA’s first large-scale experiment in near-time, short-form video creation, challenging the boundaries around creating and releasing quality content quickly. We worked with AMARewards partners to record surprise-and-delight moments with our members, reminding Albertans of the things today’s AMA has to offer, and reinforcing our “practically family” brand promise.
Adobe

Adobe UX Movie Magic

Edelman
Adobe needed to build awareness of Adobe XD, its UX design app, among professional designers within a crowded space. Adobe developed an integrated campaign that used Adobe XD to reimagine interfaces from 1991’s Terminator 2 film, driving articles in Fast Company, GamesBeat, Digital Trends and 699M+ impressions in earned media, 10M impressions through paid media and 9M impressions across social.
Futures Education

Changing Special Education: A Better Way Forward

Valvespring
13% of U.S. public-school students receive special education services that are costly and, unfortunately, have limited impact on student achievement. Futures Education can solve the problem, but most school decision-makers never heard of them. Today, potential customers recognize the brand and what it stands for. The campaign increased the sales pipeline by 50% and increased likely clients by 16%.

13. Influencer Communications

Winner
American Express

American Express Platinum

VOWEL | PMK-BNC
We worked with American Express to develop and execute successful influencer strategies to connect with a new, digital-first audience. Focusing on the refreshed Platinum Card in 2017, our agency team of 6 start-up- minded members brought together a Crew of bespoke #AmexAmbassadors who showcased Cardmember experiences and benefits from their unique POV, helping to humanize the brand.
MilkPEP

How Milk Built Consumer Confidence

Weber Shandwick
Knowing moms listen to other moms, kids trust other kids, and everyday athletes are motivated by elite athletes, MilkPEP enlisted high-profile athlete, mom and kid influencers to educate their audiences about milk’s benefits. As a result, 100+ influencers created 400 content pieces, driving 3.4 million engagements and 76 million impressions – a 600%+ and 55%+ year-over-year increase, respectively.

14. Launch

Winner
SCMP

SCMP - North America Launch of ABACUS & INKSTONE

IW Group Inc
South China Morning Post (SCMP) launched two new digital products/news brands designed specifically for the American market: ABACUS, a mobile news site covering the China tech industry, and INKSTONE, a site/mobile app providing news about China. With a multi-faceted and consumer-targeted approach, challenges were met with a creative and tactically diverse campaign -- all on a limited budget.
Idaho Transportation Department

SHIFT

Whether it’s a drive around the block or a trip across the state, there are many distractions to take your mind off the road. To help Idahoans stay focused on the drive, ITD’s Office of Highway Safety launched a new engaged-driving program called SHIFT in early November 2017.
MilkPEP

Milk Returns to Its Roots: Kids

Weber Shandwick
Kids consume nearly half of all milk volume, but recently, that consumption has started to slow. MilkPEP set its sights on winning with kids with a new two-pronged approach to working with kids: focusing on moms as it had for years, and now, talking to kids as well. The result? Milk It! a new effort that speaks directly to kids to remind them to ask for and drink more milk.

15. Corporate Responsibility

Winner
Resolute Forest Products

Resolute's Sustainability Strategy

Actions to reduce greenhouse emissions (GHG) and combat climate change have been a key element of Resolute's sustainability agenda for the past seven years. Resolute set out in 2011 to achieve a 65% absolute reduction in direct and indirect GHG emissions by 2015 over a 2000 base year. We achieved that goal two years ahead of schedule, by reducing our scope 1 and 2 emissions in 2017 by 76%.
Avaya

Avaya- Making Our World a Better Place

At Avaya, we believe it is our responsibility to make the world a better place and we support, empower and encourage our employees, customers, partners and suppliers to make it a reality. Our corporate responsibility journey is powered by a strong commitment to five core principles: simplicity, teamwork, empowerment, accountability and trust.
Mars Petcare

BETTER CITIES FOR PETS Builds Pet-Friendly Cities

Weber Shandwick
BETTER CITIES FOR PETS started a movement: by outlining a model pet-friendly city, creating accessible resources and partnering with businesses and government officials, the program is creating change to improve the lives of people and pets. To date, the program has influenced 100+ cities; as it grows our goal is to become the go-to resource for cities looking to implement pet-friendly policies.

16. Event & Experiential Marketing

Winner
IBM

Project Debater

IBM Research's Project Debater is the first artificial intelligence system that can meaningfully engage with humans in a live debate. It can listen, understand and respond to its opponent’s speech, and then quickly process the statements to generate a spontaneous compelling rebuttal; exhibiting human-like reasoning with the ultimate goal of helping humans to make decisions without personal bias.
Brown-Forman Corp.

Jack Daniel's Country Cocktails - Flavors Of Pride

IW Group Inc
Jack Daniel's Country Cocktails unveiled its 'Flavors of Pride' showtruck at the 2018 LA Pride Festival. The truck contained a 3-minute multimedia art installation exploring the theme of pride and self-discovery. The show was projected onto two custom 3D-printed mannequins and three of Jack Daniel's iconic wooden barrels and incorporated festival goers using facial capture technology.
Shell and Pennzoil

2018 Canadian Grand Prix

Edelman Canada
An exclusive brand immersion event, integrating both Shell’s V-Power® NiTRO+ (SVPN) and Pennzoil’s PurePlus™ Technology during the annual Canadian Grand Prix – a first for the two brands – aimed at: highlighting performance power with an unforgettable experience, while increasing SVPN sales and driving conversion and preference for Pennzoil PurePlus™ synthetic motor oils.

17. Customer Journey

Winner
Idaho Transportation Department

Idaho Historical Photo Library

Knowing that a people’s history is important, and should be available without charge, ITD set about digitizing tens of thousands of historical photos in 2016. The free photo-retrieval service, launched in May 2017, was immediately successful.
Fujifilm Canada Inc.

Fujifilm Printlife

Fish out of Water Design
While over 1 trillion digital photos are taken every year, only 1 in 100,000 is ever printed. The others represent memories that are lost forever. Printlife is an ambitious initiative that encourages Canadians to print their photos and preserve their memories forever. Within 2 months of launch, photo printing grew over 20%. This Canadian campaign is now in the midst of becoming a global movement.
Silvercar

Silvercar Solves Mobility Challenges for Traveling Parents

PMK BNC
Silvercar is dedicated to reducing the pain points of renting a car and offering a seamless experience when you travel. Through customer research, the PR team identified a major pain point of traveling parents: the car seat. Silvercar partnered with luxury Italian-made car seat favorite Peg Perego for a new, game-changing car rental amenity for parents, beginning just in time for Mother’s Day.

18. Recruiting & Employer Branding

Winner
Honeywell Aerospace

We Are Honeywell Aerospace

The campaign features employees from all job levels and types, from Honeywell Aerospace sites around the world. The people who define Honeywell Aerospace culture are diverse, passionate, unique and inspiring and we want the world to know it. Since its launch in October 2017 the campaign has featured 14 employees in videos released twice a month.
Cisco

#WeAreCisco #LoveWhereYouWork Employee Contest

In a world where trust is a premium commodity, Cisco’s Talent Brand team has created an entire social media strategy from using employee-generated content (EGC.) 2018 featured the third-annual #WeAreCisco #LoveWhereYouWork contest to further fuel the submission of employee content, and this year’s contest was bigger, better, and the best performer yet.
PSP Investments

Experience the edge

Prior to 2018, PSP Investments (PSP) had no clear employer promise. Facing continuous growth, we strategically leveraged our rebranding to define our new Talent Value Proposition (TVP). After careful research and numerous workshops, “Experience the edge” summarized the two-way contract of our TVP – what employees can expect from working at PSP and what PSP expects from its people in return.

19. Corporate Publication

Winner
Valvespring

A Little Valvespring Book (What's in a Name?)

As the showpiece of a promotional campaign to build awareness and familiarity with Valvespring, the “little book” was developed to share the firm’s unique culture, experience and capabilities – as well as explain the relevance of the company’s name. The result? The company’s new business pipeline doubled and sales have increased by 40 percent.
PSP Investments

Think. Look. Move Forward

Over the past 3 years we evolved our annual report’s (AR) format and content, adopting a storytelling approach, dynamic pages and powerful images of our people and investments. With no print copies, it is essential that we maximize our AR microsite, to include engaging videos and a dynamic user experience. The challenge this year? Adapting the AR to our new brand, while it was being developed.

20. Film & Video

Winner
Fujifilm Canada Inc.

Fujifilm Printlife

Fish out of Water Design
While over 1 trillion digital photos are taken every year, only 1 in 100,000 is ever printed. The others represent memories that are lost forever. Printlife is an ambitious initiative that encourages Canadians to print their photos and preserve their memories forever. Within 2 months of launch, photo printing grew over 20%. This Canadian campaign is now in the midst of becoming a global movement.
AT&T

AT&T Eclipse Impossible

FleishmanHillard
Thanks to AT&T’s network and technology from AT&T Labs and partner Aira, James Boehm, a blind man, was able to experience the eclipse in an unforgettable way. James’ story has shown the world that – even if you are visually impaired – nothing is impossible. We were able to build widespread awareness via top tier media placements, influencer outreach and social media activity.
Alberta Motor Association

Mandatory Courtesy Wave

AMA is passionate about reducing aggressive driving and promoting community in traffic. Getting the public to share our enthusiasm, however, takes strategy. In this April Fool’s video, we use satire to spark a conversation about courtesy on our roads, while concurrently underscoring our brand personality: an organization that takes safety advocacy seriously but has a sense of humour, too.

21. Social Media

Winner
Shell

Fuelling Kindness + Joe

Edelman Canada
A campaign that started off small – with local community managers surprising Facebook commenters with Shell gift cards – soon grew when one Ontario father named Joe used his gift card to fill the tanks of customers in his hometown. All he asked was that they pay it forward. Joe Facebook Live’d his acts of kindness and shared them with us, so we helped him fuel kindness throughout Ontario.
AT&T

AT&T at Sundance Film Festival

FleishmanHillard, Hearts & Science
As a leader in communications, media and entertainment, and technology, AT&T believes strongly in connecting customers to their passions. One of these passions is cinema, which led AT&T to sponsor the 2018 Sundance Film Festival. Through the sponsorship, AT&T leveraged the power of social media to bring exclusive content from the festival to millions of fans and followers around the world.