2017 ICE Awards Book by Target Marketing

2017 ICE AWARDS

C E L E B R AT I N G C R E AT I V I T Y I N AT L A N T I C C A N A D A

2017 ICE AWARDS

SPONSORS Platinum

Gold

Silver

Young Creatives and Judges Weekend Partner

Honourable Mentions

CONTENT WELCOME THE ICE AWARDS ARE BACK. 2017 Co-Chairs Shawn King Tyler MacLeod Judging Terri Roberts Jordan Finlayson Event Manager Lynn Buckley Sponsorship Amy Cameron Alison Corey Awards Book Design Chris St. Croix Production Management Cindy Wadden Printer Bounty, Halifax

After a brief hiatus, ICE is back to celebrate creativity in Atlantic Canada. If there was any fear the break would cause people to forget about ICE, that doubt was quickly erased. We received almost 370 entries from 40 agencies and organizations – showing that the passion for this event is as intense as ever. As ICE celebrates its 15th instalment, we believe it’s an institution that’s more important than ever. More and more, we compete with firms from abroad for work here in Atlantic Canada. And in turn, we’ve looked outside the region for opportunities. Competing against the best work across all four provinces is one of the ways we hold ourselves to higher standards of creativity. That’s also why the format of this year’s event has been updated to include workshops in the afternoon, and a formal gala that places the emphasis where it belongs – on recognizing great work. We’ll see and hear the work, and pay it the respect it, and the people who created it, deserve. As always, ICE is possible only though the contributions of many volunteers and valued sponsors. We’d especially like to thank those sponsors who support ICE year after year – we’re glad you’re back too. Enjoy the 2017 ICE Awards. Then, let’s all get back to work. The 2018 call for entries is only 10 months away.

Shawn King Co-chair

Tyler MacLeod Co-chair

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Congrats Winners! WE LOOK FORWARD TO CELEBRATING WITH YOU THIS SUMMER ON OUR PATIO

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JURY LUC DU SAULT PARTNER, VP, CREATIVE DIRECTOR LG2

HEAD JUDGE

In 2004, Luc founded the Quebec City office of lg2. Since then, he has racked up hundreds of national and international awards, including Cannes Lions, D&AD, Clios Awards and One Show Pencils. As one of Canada’s most awarded creatives, Luc has sat on many juries including the One Show and the Clios, and has co-chaired the Marketing Awards and the Atomic Awards and the Crea. His passion for advertising, creativity, storytelling, and film began when he was just 4 years old, when his father brought home a storyboard for a TV spot. That passion continues to grow to this day, as clients such as McDonald’s, General Motors, Krispy Kernels, the société de l’assurance automobile du Quebec and Farnham Ale & Lager have all benefited from Luc’s creative leadership over the years. The agency has benefitted as well - resulting in lg2 being named the Agency of the Year (Canada) at the Clio Awards, and claiming the highly coveted Agency of the Year title at the 2016 ADCC Awards.

KRYSTLE MULLIN ASSOCIATE CREATIVE DIRECTOR FCB/SIX

Krystle Mullin is an Associate Creative Director at FCB/SIX. Throughout her career, she’s worked at several of the most creatively renowned agencies in Toronto including john st., BBDO and FCB/Toronto. Krystle’s creative work has been recognized both nationally and internationally; and in 2016 she was one of fifteen women selected by Cannes Lions Festival of Creativity to participate in See it, Be it: a career acceleration program that puts high-potential senior creative women in the spotlight.

ANTHONY CHELVANATHAN GROUP CREATIVE DIRECTOR LEO BURNETT CANADA

Anthony made Leo Burnett Toronto his home away from home in 2003. His beautifully and thoughtfully art directed work for numerous brands have been recognized in D&AD, Cannes, Communication Arts, London International Awards, World Press Awards, Art Directors Club, New York Festival, Shark, Clio, One Show, ADCC, Obies ‘Best of Show’, and Marketing’s ‘Best of Show’. His James Ready ‘Share Our Billboard’ campaign earned him the top honour of Gold Lion at Cannes. It was also named one of the top 10 best campaigns of the year by Creativity Magazine and the third most awarded campaign in the world by The Won Report. On top of all of this, Anthony is consistently ranked among the top art directors in Canada. In 2015, Anthony helped create the most awarded billboard campaign in the world for The Sports Network, launched a film for Always that earned over 90 million online views and helped Leo rank as the number one agency in Canada according to the Gunn Report. Not bad for a guy who spends most his time perfecting Sri Lankan goat curry.

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JURY PETER IGNAZI CHIEF CREATIVE DIRECTOR COSETTE

Peter is one of the most successful creative directors and copywriters in Canada. Under his leadership, both BBDO and Cossette have been named Canadian “Agency of the Year” by Strategy Magazine - firsts for both agencies. He has twice been included in the Top Ten list of most awarded copywriters in the world by Boards magazine and The Gunn Report. In 2013, he was ranked #1 creative director in Canada by Strategy Magazine. In the past decade he has won 13 Cannes Lions for 9 different clients in 7 categories ranging from film to cyber to integrated. A native of Hamilton, Ontario, Peter earned a B.Sc. in Chemistry from McMaster University before enjoying a successful career as a research chemist with Dow Chemical in Germany. He also has an MBA from McGill University. Peter has worked as a Copywriter and Creative Director for such agencies as TAXI, Saatchi & Saatchi, MacLaren McCann and Downtown Partners DDB on accounts such as General Motors, Sony and Anheuser-Busch. From 2004 to 2006, Peter was Creative Director and Partner at Amalgamated in New York working on Ben & Jerry’s and Cablevision. He has twice been included in the top ten list of most awarded copywriters in the world by Boards magazine and The Gunn Report. In 2015, Peter brought his skills to Cossette where he runs a variety of blue chip accounts, including McDonalds, General Mills and Campari.

LYRANDA MARTIN-EVANS EXECUTIVE CREATIVE DIRECTOR, VICE PRESIDENT DENSTUBOS

When Lyranda began her career as a copywriter over 15 years ago, her parents sent her brochures for law schools. Now she’s an award-winning executive creative director, bestselling author, and public speaker. Her mother still wonders when she’s going to get a real job.

JORDAN DOUCETTE CHIEF CREATIVE OFFICER TAXI

Jordan has a natural talent for communicating and collaborating with people. Her commitment to understanding clients’ marketing challenges and her ease with multiple communication channels have allowed her to make a significant impact on a wide array of accounts, including MINI, TELUS, Canadian Tire, and Pfizer. Jordan’s work has been recognized by most major award shows, including Cannes, the One Show, the CLIO Awards, and the CASSIES. Her exceptional abilities have also helped her achieve great heights within TAXI, from copywriter all the way to Chief Creative Officer.

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PRINT PRINT SILVER | PRINT CAMPAIGN Entry Name Crayons

Account Director Ernie Brake

Agency Target

Account Executive Allison Daley

Client Newfoundland and Labrador Tourism

Photographer Barrett & MacKay Photography

Creative Director Tom Murphy

Photoshop Dejan Vuchichevic

Art Director Tom Murphy

Director of Account Management Catherine Kelly

Copywriters Dave Sullivan Mark Hill Anthony Taaffe

Strategic Planning Director Kerri Roche

MERIT | PRINT SINGLE Entry Name Vikings Agency Target Client Newfoundland and Labrador Tourism Creative Director Tom Murphy Creative Group Head Kevan Kalyan Copywriter Bob Wood Photographer Dru Kennedy Photoshop Artist Dejan Vuchichevic Account Directors Ernie Brake, Catherine Kelly Account Executive Allison Daley Media Manager Kelly Reddigan 8 2017 ICE AWARDS

PRINT PRINT POSTER CAMPAIGN | GOLD Entry Name Donâ&#x20AC;&#x2122;t Go Travel Agency Arrivals + Departures Client Downtown Halifax Business Commission Executive Creative Director Shawn King Art Director Jeff Simpson Copywriter TJ Arch Copywriter Brad Dykema Account Director Jenny Crosby Denny Account Manager Allison Tweedie Account Planner Martin Delaney

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PRINT SILVER | POSTER CAMPAIGN Entry Name Good Enough Rarely Makes History Agency Trampoline Branding Client ICE Awards Executive Creative Director Todd Blevins Account Director/ICE Co-Chair Nadine LaRoche CEO/ICE Co-chair Mark Gascoigne Art Director Stephen Flynn Copywriter Katie Arthur Photographer Jive Photographic

MERIT | OUT-OF-HOME SINGLE Entry Name More Than a Convention Centre Agency Bits Creative Agency Client Argyle Developments Inc. Associate Creative Director Amy Corbett Associate Creative Director Tracy Maunder Copywriter Jen Faulkner Account Director Maia Turner

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PRINT OUT-OF-HOME CAMPAIGN | GOLD Entry Name All Day Breakfast Agency Cossette Communications Inc. Client McDonaldâ&#x20AC;&#x2122;s Canada Account Supervisor Maude Drouin-Halou Account Executive Sara Densmore Executive Creative Director Vicky Morin Art Director Greg Dubeau Copywriter Adrian Comeau Client Lead Andrew Mumford

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PRINT MERIT | OUT-OF-HOME CAMPAIGN Entry Name Pump Up The Country Agency Chester + Company Client Canadian Country Music Association Creative Director Anthony Taaffe Art Director Jonathan Richard Copywriter Adam Sterling Designer Erin Tilley Art Director Rocio Ugarte Account Planner Tyler MacLeod Account Supervisor Joe de la Plante Account Manager Sam Shannon

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BROADCAST

BROADCAST MERIT | RADIO CAMPAIGN Entry Name Worry Free Data Agency Arrivals + Departures Client Eastlink Wireless Executive Creative Director Shawn King Associate CD/Copywriter David Sullivan

“OVEN” Man (mid 30s, slightly nerdy, slightly insecure): Did I leave the oven on when I left the house? I’m always leaving the oven on. I’m like a child. It’s chicken. What if she hates chicken? What kind of a person hates chicken, though? Who am I dating? What is she? Is she some kind of monster? Should I google her? That’s it, I’m googlin’. Announcer: Life can be full of worries. Your data plan shouldn’t be one of them. Say goodbye to overages with worry-free data at Eastlink dot ca.

Associate CD/Art Director Jeff Simpson Account Director Holly Chessman

“WOLVES”

Production Company Village Sound

Woman (late-20s, neurotic, slightly insecure): Ok, there’s a fly in here. I hate flies. There it is! Oh, it’s a mosquito. If there’s a mosquito in here, there could be other things. Like bees. Or wolves. I never thought of wolves. This is only a bachelor apartment, there isn’t enough room for wolves! I guess I could sleep on the couch.

Account Planner Martin Delaney

Announcer: Life can be full of worries. Your data plan shouldn’t be one of them. Say goodbye to overages with worry-free data at Eastlink dot ca

“BIGFOOT” Man (30s, waiting for the bus): The bus is taking forever. What if it never comes and I’m left here? What if something happened? What if there’s bigfoot? I mean, I mean we’re in Canada. This is classic bigfoot country What if it eats me? What if I’m not appetizing enough. That would be tough to hear. Announcer: Life can be full of worries. Your data plan shouldn’t be one of them. Say goodbye overages with worry-free data only at Eastlink dot ca.

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BROADCAST TV / CINEMA SINGLE | GOLD Entry Name Crayons Agency Target Client Newfoundland & Labrador Tourism Creative Director Tom Murphy Art Director Tom Murphy Copywriter Dave Sullivan Production Manager Cindy Wadden Agency Producer Heikki Kuld Director Paul Santana Cinematographer Adam Marsden Production Company Sparks Productions Editor/Company Marc Langley/Rooster Colorist/Company Eric Whipp/Alter Ego Music Producer/Company John Welsman/Welsman Music Lyrics & Musical Composition Colours by Kira Willey Music Voice Talent Catherine Allan, Fortunate Ones Director of Account Management Catherine Kelly Account Director Ernie Brake Strategic Planning Director Kerri Roche

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BROADCAST GOLD | TV / CINEMA SINGLE Entry Name Stay Curious Agency m5 Marketing Communications Client Discovery Centre Creative Director Bruce Whelan Copywriter Adam Sterling Art Director Jonathan Richard Designer Kim Grenier VP Client Services Tyler MacLeod Account Director Denise Seach Account Executive Kate Mingo Production Company Accomplice Content Supply Co. Director Charles Wahl Animator Ryota Suyama Illustrator Mike Redman Editor Brent Geikie Audio Engineer Erien Eady-Ward Production Supervisor Bob Mills Client Lead Jennifer Punch Client Representative Andrea Durfee Account Planner Jon Duke

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BROADCAST TV / CINEMA SINGLE | MERIT Entry Name That’s a Lock Agency Arrivals + Departures Client Atlantic Lottery Executive Creative Director Shawn King Associate CD/Art Director Jeff Simpson Copywriter Trevor Millett Account Director Allana Macdonald Mills Director David Hicks Production Company Accomplice Content Supply Co.. Account Director Denis Aucoin

TV / CINEMA SINGLE | MERIT Entry Name That Reminds Me

Production Supervisor Kelly Collins

Agency m5 Marketing Communications

Director Christian Sparks

Client Multi-Materials Stewardship Board (MMSB) Senior VP Client Services, St. John’s Susan Clarke Account Director Darlene Keough Creative Director Andy Ploughman Art Director Tracy Lacey Writer Andy Ploughman

Director of Photography Scott McClellan Production Designer Xavier Georges Editor John Hong Audio Engineer Grant King Original Music and Performance Katie Baggs Client Lead Jill Myrick

Production House Wavelight Productions

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BROADCAST MERIT | TV / CINEMA SINGLE Entry Name A little ditty about energy efficiency Agency M5 Marketing Communications Client Newfoundland Power & Newfoundland and Labrador Hydro Client Lead Stephanie Daley Production House Wavelight Productions

Audio Engineer Grant King Producer Kelly Collins Creative Director & Writer Sophie Harrington Senior Art Director Mira Howards Designer Courtney Elliot Account Director Jon Duke

Director Scott McClellan

SILVER | TV / CINEMA CAMPAIGN Entry Name ProLine Guys Agency Arrivals + Departures Client Atlantic Lottery Executive Creative Director Shawn King Associate CD/Art Director Jeff Simpson Copywriter Trevor Millett Account Director Allana MacDonald Mills Director David Hicks Production Company Accomplice Content Supply Co. Account Director Denis Aucoin

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BROADCAST TV / CINEMA CAMPAIGN | MERIT Entry name Wanted Cinema Series Agency Target Client CNA Creative Director Tom Murphy Creative Group Head Kevan Kalyan Copywriters Dave Sullivan, Bob Wood Editor Chris St. Croix Production Manager Cindy Wadden Account Director Jane Hall

TV / CINEMA CAMPAIGN | MERIT Entry Name Real People. Real Savings Agency Upstream Client Anthony Insurance Account Planner Joe Coffey Creative Director Cora Brown Copywriter Gareth Mitton Director Jordan Canning Director of Photography Ian Vatcher Editor Allison White Sound Engineer Matthew Thomson Digital Imaging Technician/Colour Aaron Elliott

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BROADCAST GOLD | TV / CINEMA SINGLE <30K Entry Name Stay Curious Agency m5 Marketing Communications Client Discovery Centre Creative Director Bruce Whelan Copywriter Adam Sterling Art Director Jonathan Richard Designer Kim Grenier VP Client Services Tyler MacLeod Account Director Denise Seach Account Executive Kate Mingo Production Company Accomplice Content Supply Co. Director Charles Wahl Animator Ryota Suyama Illustrator Mike Redman Editor Brent Geikie Audio Engineer Erien Eady-Ward Production Supervisor Bob Mills Client Lead Jennifer Punch Client Representative Andrea Durfee

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BROADCAST TV / CINEMA CAMPAIGN <30K | MERIT Entry Name Modern Life Agency Chester + Company Client Heritage Gas Creative Director Pierre Tabbiner Art Director Jonathan Richard Copywriter Adam Sterling Copywriter Brad Dykema Account Planner Tyler MacLeod Account Manager Hannah Graham Producer Accomplice Content Supply Co.

TV / CINEMA CAMPAIGN <30K | MERIT Entry Name Winning Calls Agency Arrivals + Departures Client Atlantic Lotto Executive Creative Director Shawn King Art Director Jeff Simpson Copywriter TJ Arch Account Supervisor Allana MacDonald Mills Production Company The Juggernaut

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DIGITAL

DIGITAL ONLINE FILM <60S SINGLE | SILVER Entry Name Check the Temp. Agency Arrivals + Departures Client Stanfieldâ&#x20AC;&#x2122;s Ltd. Executive Creative Director Shawn King Associate CD/Art Director Jeff Simpson Copywriter TJ Arch Account Planner Martin Delaney Account Directors Denis Aucoin Allana MacDonald Mills Director Sammy Ray Welch Production Company Accomplice Content Supply Co.

ONLINE FILM <60S SINGLE | SILVER Entry Name Get More From Sport Agency Accomplice Content Supply Co. Client Sport Nova Scotia Director Evan Kelly Producer Kristen Allison

Copywriter Mike Allison Director of Photography Paul McCurdy Editor Amy Mielke Audio Erien Eady-Ward Production Company The Antidote Productions Post Production Accomplice Content Supply Co.

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DIGITAL MERIT | ONLINE FILM <60S SINGLE Entry Name Twinkle Twinkle Agency Target Client Newfoundland and Labrador Tourism

Account Directors Ernie Brake Catherine Kelly Agency Producer Heikki Kuld Editor Dejan Vuchichevic

Creative Director Tom Murphy

Colorist Alter Ego

Art Director Tom Murphy

Cinematographer Dru Kennedy

Music Melissa Murphy

Post Production Ernie Mordak

MERIT | ONLINE FILM <60S CAMPAIGN Entry Name Legendary Comfort

Copywriter TJ Arch

Agency Arrivals + Departures

Account Planner Martin Delaney

Client Stanfieldâ&#x20AC;&#x2122;s Ltd.

Account Director Denis Aucoin

Executive Creative Director Shawn King

Account Director Allana MacDonald Mills

Associate Creative Director/Art Director Jeff Simpson Associate Creative Director/ Copywriter David Sullivan

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Director Sammy Ray Welch Production Company Accomplice Content Supply Co.

DIGITAL ONLINE FILM <5K SINGLE | GOLD Entry Name Dogs

Art Director Jeff McLean

Agency Ray Agency

Account Director Sherrie Reynolds

Client Air Labrador

Director Christian Sparkes

Creative Director Jenny Smith

Camera Adam Penney

Associate Creative Director Terri Roberts

Editor Christian Sparkes

Copywriter Terri Roberts

Client Representative Phillip Earle

ONLINE FILM <60S CAMPAIGN | MERIT Entry Name Go Nowhere

Copywriter Trevor Millett

Agency Arrivals + Departures

Account Director Allison Tweedie

Client Downtown Halifax Business Commission

Director Charles Wahl

Executive Creative Director Shawn King

Production Company Accomplice Content Supply Co.

Associate CD/Art Director Jeff Simpson

Account Planner Martin Delaney

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DIGITAL SILVER | ONLINE FILM <5K SINGLE Entry Name Now in Cans - Lake Agency Famous Folks Client Breton Brewing Art Director Andy Wood Creative Director Bruce Whelan Account Supervisor Allison Tweedie Director Charles Wahl Production Company Accomplice Content Supply Co.

MERIT | ONLINE FILM <5K SINGLE Entry Name One Step Closer Agency Buoy Client Halifax Mooseheads Director Ben Bennett Creative Director Ben Bennett Executive Producer Don Veinish Senior Copywriter Don Veinish Director of Photography Mat Barkley Editor Mat Barkley Sound Designer Joe Diprofio Client Representative Brian Urquhart Creative Director Don Veinish

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DIGITAL ONLINE FILM >60S SINGLE | GOLD Entry Name Stay Curious Agency m5 Marketing Communications Client Discovery Centre Creative Director Bruce Whelan Copywriter Adam Sterling Art Director Jonathan Richard Designer Kim Grenier VP Client Services Tyler MacLeod Account Director Denise Seach Account Executive Kate Mingo Production Company Accomplice Content Supply Co. Director Charles Wahl Animator Ryota Suyama Illustrator Mike Redman Editor Brent Geikie Audio Engineer Erien Eady-Ward Production Supervisor Bob Mills Client Lead Jennifer Punch Client Representative Andrea Durfee

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DIGITAL SILVER | ONLINE FILM >60S SINGLE Entry Name Moms Agency Arrivals + Departures Client Enbridge Gas New Brunswick Executive Creative Director Shawn King Art Director Jeff Simpson

Account Director Allana MacDonald Mills Director Charles Wahl Production Company Accomplice Content Supply Co. Account Planner Martin Delaney

Copywriter TJ Arch

MERIT | ONLINE FILM >60S SINGLE Entry Name Chasing Colors Agency Target Client Newfoundland and Labrador Tourism Creative Director Tom Murphy Copywriter Dave Sullivan Agency Producer Matt Tucker Account Directors Ernie Brake Catherine Kelly Account Manager Alaina Kent Director & Editor Christian Sparkes

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Camera Operators Adam Penney Jim MacDonald Mark Bennett Drone Operator CloudBreaker Aerial Imagery Specialists Sound Record Matthew J. Thomson Music & Mix Adam Foran Jeremy Rice Colorist Redlab Digital

DIGITAL DISPLAY SINGLE | GOLD Entry Name Fog Takeover

Designer/Developer Terry Hudson

Agency Target

Digital Producer Vivian Tulk

Client Newfoundland and Labrador Tourism

Account Directors Ernie Brake Catherine Kelly

Creative Director Tom Murphy

Account Executive Allison Daley

Creative Group Head Kevan Kalyan

Media Director Jef Combdon

Copywriter Dave Sullivan

Photographer Barrett & MacKay

DISPLAY SINGLE | SILVER Entry Name Puffin Takeover

Designer/Developer Terry Hudson

Agency Target

Digital Producer Vivian Tulk

Client Newfoundland and Labrador Tourism

Account Directors Ernie Brake Catherine Kelly

Creative Director Tom Murphy

Account Executive Allison Daley

Creative Group Head Kevan Kalyan

Photographer Barrett & MacKay Photography

Copywriter Dave Sullivan

Post Production Rooster

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DIGITAL GOLD | CAMPAIGN / CORPORATE WEBSITE Entry Name NS Seafood Agency Arrivals + Departures Client Government of Nova Scotia Executive Creative Director Shawn King Art Director Jeff Simpson Designer Sarah Orford Copywriter TJ Arch Account Planner Martin Delaney Account Director Holly Chessman

GOLD | CAMPAIGN / CORPORATE WEBSITE Entry Name explorerswanted.ca

Development Moveable Inc.

Agency Target

Digital Producer Vivian Tulk

Client Newfoundland and Labrador Tourism

Photographers Brian Carey Dru Kennedy

Creative Director Tom Murphy

Illustrator Nathan Smith

Creative Group Head Kevan Kalyan

Photoshop Artist Dejan Vuchichevic

Copywriters Bob Wood Jordan Finlayson

Account Directors Ernie Brake Catherine Kelly

Art Director/Programmer Ryan Strickland

Account Executive Allison Daley

Designer/Developer Ryan Strickland Thomas Tognacci

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DIGITAL CAMPAIGN / CORPORATE WEBSITE | SILVER Entry Name broaderpalette.ca

Digital Art Director/Developer Ryan Strickland

Agency Target

Design/Developer Lesley Chard

Client Newfoundland and Labrador Tourism

Digital Lead Matt Tucker

Creative Director Tom Murphy

Digital Producer Vivian Tulk

Creative Group Head Kevan Kalyan

Account Directors Ernie Brake Catherine Kelly

Copywriter Dave Sullivan

Account Manager Alaina Kent

CAMPAIGN / CORPORATE WEBSITE | SILVER Entry Name Thank You, Canada Agency REDspace Client Corus Entertainment Inc. Creative Director Brennan MacDonald Web Team Lead Luke DeWitt Designer Brennan MacDonald Developers Luke DeWitt Alex Dodge Christian Hapgood Quality Assurance Clayten Willington Project Manager Nelson Ventura Video Production Corus Entertainment Inc. & Alibi Entertainment Inc. 2017 ICE AWARDS 31

DIGITAL GOLD | BEST USE OF SOCIAL MEDIA Entry Name Paint the Town Agency Target Client Newfoundland and Labrador Tourism Creative Director Tom Murphy Creative Group Head Kevan Kalyan Digital Art Director Ryan Strickland Copywriter Dave Sullivan

Design/Developers Lesley Chard, Ryan Strickland & Terry Hudson Digital Producer Vivian Tulk

‘Paint the Town’ is a living, breathing example of how colour unexpectedly

manifests itself in Newfoundland and Labrador (NL), and in our brand pillars of culture, natural environment, and people. No matter where you travel in this place, you’re bound to find inspiration through colour. The contest was designed to increase social media engagement that would differentiate the brand, promote interest in the destination, and foster positive wordof-mouth. Hosted on BroaderPalette.ca, it leveraged the popularity of adult colouring in a digital environment, allowing visitors to put their own creative spin on NL line art.

Are you ready to paint the town? >

Account Directors Ernie Brake, Catherine Kelly Account Executive Allison Daley Production Manager Cindy Wadden Illustrator Barry Orkin

MERIT | BEST USE OF SOCIAL MEDIA Entry name Crayons Agency Target Client Newfoundland and Labrador Tourism Creative Director Tom Murphy Creative Group Head Kevan Kalyan Art Directors Tom Murphy Anthony Taaffe Copywriters Dave Sullivan Mark Hill Anthony Taaffe Digital Art Directors Ryan Strickland Terry Hudson Digital Lead Matt Tucker Digital Producer Vivian Tulk 32 2017 ICE AWARDS

Design/Digital Developers Ryan Strickland Terry Hudson Lesley Chard Production Manager Cindy Wadden Account Directors Ernie Brake Catherine Kelly Account Manager Alaina Kent Account Executive Allison Daley Media Director Jef Combdon Media Manager Kelly Reddigan Agency Producer Heikki Kuld Director Paul Santana D.O.P. Adam Marsden Production Company Sparks Productions

Editor/Company Marc Langley, Rooster

Music Production John Welsman, Welsman Music

Colourist/Company Eric Whipp, Alter Ego

Final Post Production Fort York VFX

Lyrics & Musical Composition Colors by Kira Willey Musical Voice Talent Catherine Allan, Fortunate Ones

DIGITAL BEST USE OF SOCIAL MEDIA | GOLD Entry Name PJ’s $10.97 Express Lunch vs. Muskrat Falls: Fresh Clean Energy Options for NL, an Economic Study Agency Robot Interactive + Marketing Client PJ Billington’s Creative Director Pete Laing Art Director Chelsey Green In a land famous for ill-conceived megaprojects, Muskrat Falls has proven to the biggest boondoggle in the history of Newfoundland & Labrador – set to coast taxpayers $11.4Billion. In contrast, a PJs Express Lunch is very affordable. Posing this contrast on social media, for two days we broke the Internet in the province, or h’internet as its known in some quarters. Local talk show hosts and journalists even jumped into the fray in our online chatter.!

Account Director Aaron Dawe Illustrator Julie Butler Client Representative Greg Fleming

Our suggestion? Work it out over lunch.

BRANDED CONTENT | MERIT Entry Name Moms Agency Arrivals + Departures Client Enbridge Gas New Brunswick Executive Creative Director Shawn King Art Director Jeff Simpson Copywriter TJ Arch Account Director Allana MacDonald Mills Director Charles Wahl Production Company Accomplice Content Supply Co. Account Planner Martin Delaney

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DIGITAL GOLD | DIGITAL ENTERTAINMENT Entry Name Paint the Town Agency Target Client Newfoundland and Labrador Tourism Creative Director Tom Murphy Creative Group Head Kevan Kalyan Digital Art Director Ryan Strickland Copywriter Dave Sullivan

Design/Developers Lesley Chard Ryan Strickland Terry Hudson Digital Producer Vivian Tulk Account Directors Ernie Brake Catherine Kelly Account Executive Allison Daley Production Manager Cindy Wadden Illustrator Barry Orkin

MERIT | APP/MOBILE Entry Name Peel & Pop

Copywriter Brad Dykema

Agency Trampoline Branding

Senior Designer Jen Snow

Client Cineplex

Manager, Food Service Marketing Marla Mitchell

Account Director Tanya KavelaarsDipenta Account Coordinator Megan LeVatte Creative Technical Director Mike Postma Web Designer and Developer Jessica Shortt

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Senior Manager, Food Service Marketing Melissa Van Nieuwenhuyse President Leslie Gascoigne Account Supervisor Victoria DeWolfe

‘Paint the Town’ is a living, breathing example of how colour unexpectedly

Are you ready to paint the town? >

DESIGN

DESIGN GOLD | BRAND IDENTITY Entry Name East Of Grafton Agency Famous Folks Client East Of Grafton Art Director Matthew Smith Copywriter Jesse Ingalls Creative Director Bruce Whelan Executive Creative Director Ryan Joseph Account Manager Abady Alzahrani

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As we developed a name, the restaurant’s chefs were developing the menu. We called the restaurant “East of Grafton” and the menu centered around Canadian comfort food with a twist. That word, twist, really got our As weracing. developedBy a name, the restaurant’s chefs normal were minds taking seemingly ingredients developing the menu. We called the restaurant “East

andofmixing them in unique ways, the chefs at East of Grafton” and the menu centered around Canadian comfort food with a twist. That word, twist, really got our Grafton were acting as alchemists. Alchemy became minds racing. By taking seemingly normal ingredients

the and crux of them theinrestaurant’s visual brand and tone. You mixing unique ways, the chefs at East of Grafton were acting as alchemists. Alchemy became probably conjure up images in your head when you the crux of the restaurant’s visual brand and tone. You

probablyan conjure up images in Someone your head when(who you imagine alchemist. probably looks like imagine an alchemist. Someone (who probably looks like

Isaac Newton) mixing ingredients in a dimly lit unfinished Isaac Newton) mixing ingredients in a dimly lit unfinished basement workshop, frantically sketching notes, and basement workshop, frantically sketching notes, and thumbing through heavily distressed textbooks. That’s

thumbing heavily textbooks. That’s the picturethrough we got in our head, too.distressed And that’s what the at East Grafton looks head, and sounds like.And that’s what the the branding picture we ofgot in our too.

branding at East of Grafton looks and sounds like.

DESIGN BRAND IDENTITY | GOLD Entry Name Arrivals + Departures Agency Arrivals + Departures Client Arrivals + Departures Executive Creative Director Shawn King Creative Director Phil Sylver Associate Creative Director Jeff Simpson Associate Creative Director Matt Howe

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DESIGN MERIT | BRAND IDENTITY Entry Name Halifax Public Libraries Agency Halifax Public Libraries Client Halifax Public Libraries Executive Creative Director Tyson Hynes Creative Director Mr. Margot Durling Senior Art Director Danielle Autran Client Lead Janine Basha

MERIT | BRAND IDENTITY Entry Name Branding an Urban Centrepiece Agency Bits Creative Agency Client Argyle Developments Inc. Associate Creative Director Amy Corbett Associate Creative Director Tracy Maunder Account Director Maia Turner

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DESIGN BRAND IDENTITY | SILVER Entry Name Tap Agency Wunder Client Tap Creative Director Stephen Flynn Director of Innovation Mike Postma

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DESIGN SILVER | BROCHURE / CATALOGUE / ANNUAL REPORT Entry Name STRIVE Brand Book Agency Arrivals + Departures Client Nova Scotia Community College Executive Creative Director Shawn King Associate CD/Art Director Jeff Simpson Copywriter TJ Arch Account Planner Martin Delaney Account Director Denis Aucoin Account Director Allana MacDonald Mills Photographer Liam Hennessy

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DESIGN LOGO | GOLD Entry Name Arrivals + Departures Agency Arrivals + Departures Client Arrivals + Departures Executive Creative Director Shawn King Creative Director Phil Sylver Associate Creative Director Jeff Simpson Associate Creative Director Matt Howe

LOGO | GOLD Entry Name Hopscotch Agency Bonfire Stories Client Hopscotch Whisky Bar Creative Director Lise Hansen

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DESIGN MERIT | LOGO Entry Name The Dillon

Creative Director Katie Goodz

Agency 3 oâ&#x20AC;&#x2122;clock Communications

Client Lead Marc Lewis

Client The Dillon

Senior Developer Kyle Kelly

PRIMARY BRAND LOGO - VARIATION 1 (LARGE / MEDIUM APPLICATIONS)

MERIT | LOGO Entry Name Branding an Urban Centrepiece Agency Bits Creative Agency Client Argyle Developments Inc.

Associate Creative Director Amy Corbett Associate Creative Director Tracy Maunder Account Director Maia Turner C EN T RE

MERIT | LOGO Entry Name East Of Grafton

Copywriter Jesse Ingalls

Agency Famous Folks

Creative Director Bruce Whelan

Client East Of Grafton

Executive Creative Director Ryan Joseph

Art Director Matthew Smith

Account Manager Abady Alzahrani

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C EN T RE

DESIGN PACKAGING | GOLD Entry Name Sober Island Agency Chester + Company Client Sober Island Brewing Co. Creative Director Pierre Tabbiner Art Director Jonathan Richard Copywriter Adam Sterling Account Planner Tyler MacLeod Account Manager Hannah Graham Account Supervisor Joe De La Plante

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DESIGN SILVER | PACKAGING Entry Name Tap Bottle Agency Wunder Client Tap Creative Director Stephen Flynn Director of Innovation Mike Postma

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DESIGN PACKAGING | SILVER Entry Name White Star Yeast Agency White Star Yeast Client White Star Yeast Senior Art Director Danielle Autran Senior Art Director Mr. Margot Durling Executive Creative Director Tyson Hynes Client Lead Michael Oxner

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DESIGN MERIT | PACKAGING Entry Name Garrison Agency Famous Folks Client Garrison Brewing Co. Art Director Matthew Smith Designer Deirdre Thibault Creative Director Bruce Whelan Account Manager Abady Alzahrani

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INTEGRATED

INTEGRATED GOLD | INTEGRATED Entry Name Crayons

Account Manager Alaina Kent

Agency Target

Account Executive Allison Daley

Client Newfoundland and Labrador Tourism

Media Director Jef Combdon

Creative Director Tom Murphy Art Director Tom Murphy Art Directors Kev Kalyan Anthony Taaffe Art Directors, Digital Ryan Strickland Terry Hudson Copywriters Dave Sullivan Mark Hill Anthony Taaffe Digital Lead Matt Tucker Digital Producer Vivian Tulk Design/Digital Developers Ryan Strickland Terry Hudson Lesley Chard Production Manager Cindy Wadden Account Directors Catherine Kelly Ernie Brake

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Media Manager Kelly Reddigan Agency Producer Heikki Kuld Director Paul Santana D.O.P. Adam Marsden Production Company Sparks Productions Editor Marc Langley, Rooster Colourist Eric Whipp, Alter Ego Music Producer John Welsman, Welsman Music Final Post Production Fort York, VFX Lyrics & Musical Composition Colors by Kira Willey Musical Voice Talent Catherine Allan, Fortunate Ones

Paint the Town Contest ‘Paint the Town’ received 53,629 entries (three colouring sheets per minute)! 50% of entries were from the key market of Ontario. Average engagement was 13 minutes per sheet – more than 15 months of time spent with the brand!

> Are you ready to paint the town?

INTEGRATED INTEGRATED | SILVER Entry Name All Day Breakfast, Regional Support Agency Cossette Communication Inc. Client McDonald’s Canada Account Supervisor Maude Drouin-Halou Account Executive Sara Densmore Executive Creative Director Vicky Morin Art Director Greg Dubeau Copywriter Adrian Comeau Director Ben Bennett Producer Don Veinish Director of Photography Kevin Frasher Editor Jim Patriquin Sound Engineer Joe Di Profio

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2017 ICE AWARDS 49

INTEGRATED MERIT | INTEGRATED Entry Name Off the Beaten Path Agency Target Client Newfoundland and Labrador Tourism

Production Company Sparks Productions Incorporated Editor Drew MacLeod Photographer/Drone Operator Dru Kennedy

Creative Director Tom Murphy

Photography Brain Carey

Creative Group Head Kevan Kalyan

Illustrations Nathan Smith

Copywriters Bob Wood Jordan Finlayson

Digital Development Moveable Inc.

Digital Art Director Ryan Strickland Design/Digital Developers Ryan Strickland Thomas Tognacci Production Manager Cindy Wadden Account Directors Catherine Kelly Ernie Brake Account Manager Alaina Kent Account Executive Allison Daley Media Director Jef Combdon Media Manager Kelly Reddigan Agency Producer Heikki Kuld DOP/Director Paul Santana

50 2017 ICE AWARDS

INTEGRATED INTEGRATED | SILVER Entry Name Stay Curious Agency m5 Marketing Communications Client Discovery Centre Creative Director Bruce Whelan Copywriter Adam Sterling Art Director Jonathan Richard Designer Kim Grenier VP Client Services Tyler MacLeod Account Director Denise Seach Account Executive Kate Mingo Production Company Accomplice Content Supply Co. Director Charles Wahl Animator Ryota Suyama Illustrator Mike Redman Editor Brent Geikie Audio Engineer Erien Eady-Ward Production Supervisor Bob Mills Client Lead Jennifer Punch Client Representative Andrea Durfee

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DIRECT

DIRECT TRUE NORTH SEAFOOD Direct Mail True North Seafood has grown from a small salmon farming operation in the Bay of Fundy to a global seafood organization. To invite potential clients to the Boston Seafood Show, and reinforce their commitment to freshness, True North created a unique invite that featured a piece of salmon (folded t-shirt) on a custom branded maple grilling plank.

DIRECT MAIL | GOLD Entry Name Cedar Plank Agency Ray Agency Client True North Seafood Creative Director Jenny Smith Associate Creative Director Terri Roberts

Copywriters Terri Roberts Sarah Park Art Director Trevor Kearsey Account Director Sherrie Reynolds Client Representative Andrew Young

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NON-TRADITIONAL

NON-TRADITIONAL | GOLD Entry Name Donâ&#x20AC;&#x2122;t Go Travel

Copywriter TJ Arch

Agency Arrivals + Departures

Copywriter Brad Dykema

Client Downtown Halifax Business Commission

Account Director Jenny Crosby Denny

Executive Creative Director Shawn King Art Director Jeff Simpson

Account Manager Allison Tweedie Account Planner Martin Delaney

2017 ICE AWARDS 55

NON-TRADITIONAL

SILVER | NON-TRADITIONAL Entry Name Plastic Wave Agency Wunder Client Tap Creative Director Stephen Flynn Director of Innovation Mike Postma

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PUBLIC SERVICE

PUBLIC SERVICE GOLD | PRINT / OUT-OF-HOME SINGLE Entry Name Pay It Forward Agency Cossette Communication Inc. Client Atlantic Business Magazine Agency Lead Samaan Abudayyeh Art Director Greg Dubeau

GOLD | PRINT / OUT-OF-HOME SINGLE Entry Name Poppy Agency Ray Agency Client Opera On the Avalon Creative Director Jenny Smith Art Director Trevor Kearsey Copywriters Brian MacDonald Jenny Smith Account Director Sherrie Reynolds Client Representative Cheryl Hickman

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PUBLIC SERVICE PRINT / OUT-OF-HOME CAMPAIGN | MERIT Entry Name The Birds and the Bees Agency Arrivals + Departures Client Government of Nova Scotia Executive Creative Director Shawn King Associate CD/Art Director Jeff Simpson Associate CD/Copywriter David Sullivan Copywriter TJ Arch Copywriter Trevor Millett Account Director Holly Chessman Account Planner Martin Delaney Animator Copernicus Studios

2017 ICE AWARDS 59

PUBLIC SERVICE MERIT | RADIO CAMPAIGN Entry Name Lost Generation / Cut Short / Sounds of War Agency Ray Agency Client Opera On the Avalon Creative Director Jenny Smith Associate Creative Director Terri Roberts Copywriter Terri Roberts Account Director Sherrie Reynolds Production Company Keen Music Director Thomas Neuspiel

“LOST GENERATION” GORDON: Who were the lost generation of Newfoundland? Were they dreamers? Builders? Songwriters? Poets? We’ll never know. On July first, nineteen sixteen, an entire generation of young soldiers was wiped out in an instant. One hundred years later, we remember them with an original opera called Ours. Come. Hear their story on July first. Visit opera on the avalon dot com for details. “CUT SHORT” GORDON: When a young man dies, people often say that his life was cut short.

Talent Gordon Pinsent

So what do you say when it happens to an entire generation?

Client Representative Cheryl Hickman

(Pause) What do we call them?

(Pause) What do you call that? In Newfoundland, we call them Ours. Buy a forgot-me-not in the Garden of Tears, and hear their story on July first, one hundred years later. Visit opera on the avalon dot com for details. “SOUNDS OF WAR” GORDON: These are the sounds of war. SFX: Guns, bombs, desperate yells, and screams of the wounded. GORDON: In nineteen sixteen, all across Newfoundland, war sounded a lot like this: SFX: War SFX suddenly stops, replaced by a long, eerie silence with subtle notes of an empty place in Newfoundland - waves crashing or wind blowing, seagulls, a few remnants of previous life. GORDON: Because hardly anyone made it home. Buy a forgot-me-not in the Garden of Tears, and hear their story on July first, one hundred years later. Visit opera on the avalon dot com for details.

60 2017 ICE AWARDS

PUBLIC SERVICE TV / CINEMA SINGLE | GOLD Entry Name House Party Agency Arrivals + Departures Client Government of Nova Scotia Executive Creative Director Shawn King Associate CD/Art Director Jeff Simpson Associate CD/Copywriter David Sullivan Copywriter TJ Arch Copywriter Trevor Millett Account Director Holly Chessman Account Planner Martin Delaney Animator Copernicus Studios Audio Village Sound

RADIO SINGLE | MERIT Entry Name Lost Generation

Account Director Sherrie Reynolds

Agency Ray Agency

Production Company Keen Music

Client Opera On the Avalon

Director Thomas Neuspiel

Creative Director Jenny Smith

Talent Gordon Pinsent

Associate Creative Director Terri Roberts

Client Representative Cheryl Hickman

Copywriter Terri Roberts

2017 ICE AWARDS 61

PUBLIC SERVICE GOLD | INTEGRATED Entry Name The Birds and the Bees Agency Arrivals + Departures Client Communications Nova Scotia Executive Creative Director Shawn King Associate CD/Art Director Jeff Simpson Associate CD/Copywriter David Sullivan Copywriter TJ Arch Copywriter Trevor Millett Account Director Holly Chessman Account Planner Martin Delaney Animator Copernicus Studios

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PUBLIC SERVICE INTEGRATED | SILVER Entry Name Ours/Garden of Tears Agency Ray Agency Client Opera On the Avalon Creative Director Jenny Smith Associate Creative Director Terri Roberts Copywriters Jenny Smith Terri Roberts Brian MacDonald Art Director Trevor Kearsey Account Director Sherrie Reynolds Production Company Keen Music Director Thomas Neuspiel Talent Gordon Pinsent Client Representative Cheryl Hickman

2017 ICE AWARDS 63

PUBLIC SERVICE GOLD | DIGITAL Entry Name Roll Call Agency Ray Agency Client Opera On the Avalon Creative Director Jenny Smith Copywriters Jenny Smith Brian MacDonald Art Director Trevor Kearsey Account Director Sherrie Reynolds Client Representative Cheryl Hickman

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PUBLIC SERVICE DIGITAL | GOLD Entry Name House Party

Copywriter TJ Arch

Agency Arrivals + Departures

Copywriter Trevor Millett

Client Government of Nova Scotia

Account Director Holly Chessman

Executive Creative Director Shawn King Associate CD/Art Director Jeff Simpson Associate CD/Copywriter David Sullivan

Account Planner Martin Delaney Animator Copernicus Studios Audio Village Sound

DIGITAL ONLINE FILM | SILVER Entry Name Mr. Lahey Votes: Response Videos Agency Porus Creative Client 2015 Canadian Elections Creative Director Jeff Middleton Producer Rebekah Higgs Director Caley MacLennan Sound Martin Noel Production Assistant Brad Rivers Editor Chris Cooper

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PUBLIC SERVICE MERIT | DIGITAL CAMPAIGN Entry Name Mr. Lahey Votes: Response Videos Agency Porus Creative Client 2015 Canadian Elections Creative Director Jeff Middleton Producer Rebekah Higgs Director Caley MacLennan Sound Martin Noel Production Assistant Brad Rivers Editor Chris Cooper

MERIT | DIGITAL Entry Name Mr. Lahey Votes: Personalized Q&A Agency Porus Creative Client 2015 Canadian Elections Creative Director Jeff Middleton Digital Production Nickel Media

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CRAFT

CRAFT ANIMATION Entry Name Better Farming Practices Agency Wonderlust Client Dalhousie // NSFA Production Company Wonderlust Executive Creative Director Ryan Rumbolt Animator Arm Sattavorn Animator Christine Le Animator Juan Pontaroli Illustrator Santiago Oddis Executive Producer Christian Rankin

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CRAFT ANIMATION Entry Name Custom Projects Agency Journeyman Film Company Client Efficiency Nova Scotia Executive Producer Oren Hercz Copywriter Oren Hercz Animator Wonderlust

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CRAFT ART DIRECTION Entry Name Thank You, Canada Agency REDspace Client Corus Entertainment Inc. Creative Director Brennan MacDonald Web Team Lead Luke DeWitt Designer Brennan MacDonald Developer Luke DeWitt Alex Dodge Christian Hapgood Quality Assurance Clayten Willington Project Manager Nelson Ventura Video Production Corus Entertainment Inc. & Alibi Entertainment Inc.

ART DIRECTION Entry Name One Step Closer

Director of Photography Mat Barkley

Agency Buoy Marketing + Production

Editor Mat Barkley

Client Halifax Mooseheads Director Ben Bennett Creative Director Ben Bennett Creative Director Don Veinish Executive Producer Don Veinish

70 2017 ICE AWARDS

Sound Designer Joe Di Profio Client Representative Brian Urquhart

CRAFT ART DIRECTION Entry Name STRIVE Brand Book Agency Arrivals + Departures Client Nova Scotia Community College Executive Creative Director Shawn King Associate CD/Art Director Jeff Simpson Account Planner Martin Delaney Account Director Denis Aucoin Account Director Allana MacDonald Mills Photographer Liam Hennessy

ART DIRECTION Entry Name Stay Curious Agency m5 Marketing Communications Client Discovery Centre Creative Director Bruce Whelan Copywriter Adam Sterling Art Director Jonathan Richard Designer Kim Grenier VP Client Services Tyler MacLeod Account Director Denise Seach Account Executive Kate Mingo

Production Company Accomplice Content Supply Co. Director Charles Wahl Animator Ryota Suyama Illustrator Mike Redman Editor Brent Geikie Audio Engineer Erien Eady-Ward Production Supervisor Bob Mills Client Lead Jennifer Punch Client Representative Andrea Durfee Account Planner Jon Duke

2017 ICE AWARDS 71

CRAFT ART DIRECTION Entry Name Crayons Agency Target Client Newfoundland and Labrador Tourism Creative Director Tom Murphy Art Director Tom Murphy Copywriter Dave Sullivan Production Manager Cindy Wadden

Editor Marc Langley, Rooster Colorist Eric Whipp, Alter Ego Music Producer John Welsman, Welsman Music Lyrics & Musical Composition Colours by Kira Willey Music Voice Talent Catherine Allan, Fortunate Ones

Agency Producer Heikki Kuld

Director of Account Management Catherine Kelly

Director Paul Santana

Account Director Ernie Brake

Cinematographer Adam Marsden

Strategic Planning Director Kerri Roche

Production Company Sparks Productions

ILLUSTRATION Entry Name Goldstrike Agency Target Client Pilot Gold Creative Director Tom Murphy Art Director Tom Murphy Illustrator Marcel Laverdet Account Director Jane Hall

72 2017 ICE AWARDS

CRAFT ART DIRECTION Entry Name Arrivals + Departures Agency Arrivals + Departures Client Arrivals + Departures Executive Creative Director Shawn King Creative Director Phil Sylver Senior Art Director Jeff Simpson Senior Art Director Matt Howe

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CRAFT DIRECTION Entry Name Crayons Agency Target Client Newfoundland and Labrador Tourism Creative Director Tom Murphy Art Director Tom Murphy Copywriter Dave Sullivan Production Manager Cindy Wadden

Agency Producer Heikki Kuld

Director of Account Management Catherine Kelly

Director Paul Santana

Account Director Ernie Brake

Cinematographer Adam Marsden

Strategic Planning Director Kerri Roche

Production Company Sparks Productions

MUSIC/SOUND Entry Name Twinkle Twinkle

Agency Producer Heikki Kuld

Agency Target

Editor Dejan Vuchichevic

Client Newfoundland and Labrador Tourism

Colorist Alter Ego

Creative Director Tom Murphy Art Director Tom Murphy Music Melissa Murphy Account Directors Ernie Brake Catherine Kelly

74 2017 ICE AWARDS

Cinematographer Dru Kennedy Post Production Ernie Mordak Production Manager Cindy Wadden

CRAFT PHOTOGRAPHY Entry Name Vikings Agency Target Client Newfoundland and Labrador Tourism Creative Director Tom Murphy Art Director Tom Murphy Photographer Dru Kennedy Photoshop Artist Dejan Vuchichevic Account Directors Ernie Brake Catherine Kelly Account Executive Allison Daley

PHOTOGRAPHY Entry Name Crayons Agency Target Client Newfoundland and Labrador Tourism Creative Director Tom Murphy Art Director Tom Murphy Photographer Barrett and MacKay Photoshop Artist Dejan Vuchichevic Account Directors Ernie Brake Catherine Kelly Account Executive Allison Daley

2017 ICE AWARDS 75

CRAFT

BRAND STRATEGY

BRAND STRATEGY BRAND STRATEGY | GOLD Entry Name Crayons Agency Target Client Newfoundland and Labrador Tourism Creative Director Tom Murphy Creative Group Head Kevan Kalyan Art Directors Tom Murphy Anthony Taaffe Communication Challenge Newfoundland and Labrador (NL) Tourism faces an exceptional challenge: here, at the edge of the continent, there’s no such thing as an accidental tourist. Confronted by travel barriers of distance, time, and cost – not to mention negative weather perceptions as the foggiest, snowiest, and wettest place in Canada (you get the picture) – it takes deliberate planning and a determined effort to visit. No less daunting, our biggest opportunity group – experienced ‘travellers’ seeking unusual and authentic experiences – has a lengthy bucket list of well-funded national and international destinations competing for their attention and income. Which makes the process of engaging, and eventually luring them to this of the beaten path location, nothing short of onerous. Using a completely integrated approach – from television to newspaper, digital and social media to contesting – the ‘Crayons’ campaign set out to demonstrate how colour and creativity unexpectedly manifest themselves here. And how that would evoke a rich emotional response from the audience, creating a desire to visit NL.

Strategic Solution The strategy was born from the collision of two important insights. First, our target audience considers themselves ‘travellers’ not ‘tourists’. In search of the unexpected, the intriguing, and the authentic, a cosmic change was also occurring in how they consumed travel information. Knowing that almost every travel decision starts and ends online, traditional paid media – although still important – was not enough to capture their hearts and minds. NL Tourism needed to feed an appetite for engaging, interactive digital content. In doing so, we could also encourage travel planning by converting them to digital and social media channels. Second, our most unassailable brand truth is ‘creativity’. NL is a deeply colourful place, slightly off-kilter with the rest of the world, that’s been inspiring creativity for centuries. It is the opposite of the concrete jungle. This land by the sea stands in stark contrast to where our target spends their daily lives. Colour, and inherent creativity, can be found around every corner. In NL, there is no beige. Instead, you will find colourful place names, colourful houses, colourful landscapes, and colourful characters. A timely craze in pop culture allowed us to fan the flames even higher. Adult colouring was one of the hottest trends in publishing, and stores struggled to keep stock on the shelves. The ‘Paint the Town’ contest – the proverbial cherry on the ‘Crayons’ campaign cake – digitally leveraged this popularity as travel season approached, allowing visitors to engage with our brand and put their own creative spin on NL line art.

Copywriters Dave Sullivan Mark Hill Anthony Taaffe Digital Art Directors Ryan Strickland Terry Hudson Digital Lead Matt Tucker Digital Producer Vivian Tulk Design/Digital Developers Ryan Strickland Terry Hudson Lesley Chard Production Manager Cindy Wadden Account Directors Ernie Brake Catherine Kelly Account Manager Alaina Kent Account Executive Allison Daley Media Director Jef Combdon Media Manager Kelly Reddigan Agency Producer Heikki Kuld

Taken together, these (three) factors ignited fireworks.

2017 ICE AWARDS 77

FEARLESS CLIENT

FEARLESS CLIENT FEARLESS CLIENT | GOLD Entry Name The Birds and the Bees Agency Arrivals + Departures Client Communications Nova Scotia Executive Creative Director Shawn King Associate CD/Art Director Jeff Simpson Associate CD/Copywriter David Sullivan Copywriter TJ Arch

Communications Nova Scotia, Department of Community Services The province of Nova Scotia’s sexual assault rate among youth sits high above the national average. Victims often suffer in silence dealing with shame, guilt, or the fear of not being believed. Communications Nova Scotia along with the Department of Community Services, understood it was time to do something after recognizing the single biggest issue was a misunderstanding of what constitutes sexual violence in the first place.

Copywriter Trevor Millett Account Director Holly Chessman Account Planner Martin Delaney Animator Copernicus Studios

Youth and students were clearly unaware that it wasn’t only physical acts, but sharing photos, use of words, intent, and even standing by without doing anything were all a form of sexual violence they simply weren’t considering. Deciding to create a campaign that would educate, inform and help was one thing. Doing it in a way that would resonate while being careful not to trigger emotions or offend those affected, was an entirely different concern – much bigger than we anticipated. After much consultation with students and youth groups, we embarked on a journey to animate a series of videos that would be done in the common style of youth internet shows like bojack horseman. Executing would not be easy. Navigating the very sensitive concerns of stakeholders, industry groups, students, victims and bystanders was a task taken very seriously. With every word, action, character illustration and intent scrutinized – agreeing to produce and release this work was done with extreme caution and reservation. The intentions were good, but the risks if it went bad were huge. Thankfully, our target groups responded beautifully. Accepting a new approach to this sensitive topic was an immense sigh of relief. Sharing, promoting and even suggesting that this should be a real TV show was the icing on the cake. It took a real commitment from this client to see this project through to completion and it was never an easy task. With risk management as the main lens during the process, they should be awarded – not only for completing the work, but also for understanding the work needed to be done in the first place. We often joke that advertising isn’t saving lives, but in this instance, it just might be the case.

2017 ICE AWARDS 79

BEST OF SHOW

BEST OF SHOW Entry Name Crayons

Account Manager Alaina Kent

Agency Target

Account Executive Allison Daley

Client Newfoundland and Labrador Tourism

Media Director Jef Combdon

> Are you ready to paint the town?

2017 ICE AWARDS 81

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