“Let your massive ego live on.” Now there’s a campaign slogan to remember.
This year is the 100th anniversary of Canada’s preeminent advertising award show, The Marketing Awards, one of the longest-running advertising and design award shows in the world, predating even the Cannes Lions by over two decades. The Marketing Awards has traditionally been a springboard for many internationally awarded Canadian campaigns including Always’ Like a Girl, Dove’s Courage is Beautiful, McDonald’s Follow the Arches, Viagra’s Bleep, Diamond Shreddies and Dove Evolution.
To mark its 100th year recognising Canada’s best creative work, The Marketing Awards is offering to cryogenically freeze Canada’s top creative mind. Past Gold Marketing Award-Winners can apply at CryogenicCreative.com. They’ll need to answer an application including questions like, “How big is your ego on a scale from 1-10?” “How many Cannes yacht parties have you crashed?” and most importantly, “Do you agree to be cryogenically frozen?” The idea comes from Zulu Alpha Kilo.
To be eligible to be cryogenically frozen, candidates will have to have won a Gold Marketing Award at some point over the past 100 years. This eliminates major global talent from eligibility such as legends David Droga, Susan Credle, Susan Hoffman, Jeff Goodby and Rich Silverstein, as mentioned in the humorous campaign video.
The campaign also includes a social video that takes the viewer inside the jury room to hear the judges humorously debate the merits of a campaign, with the medal colour of the trophy changing as they trade jabs. Print and web banners poke fun at how long the Marketing Awards have been around, featuring headlines like “We’ve been around so long, our first annual cost 15 cents,” and “We’ve been around so long, our 1922 winners include the launch campaign for the front-lacing corset.
“We wanted to do something special to celebrate the 100th year of The Marketing Awards. This campaign pays tribute to the show’s history, while looking forward to the next 100 years of Canadian advertising,” stated Mary Maddever, executive vice president & & editorial director at Brunico.
The deadline to enter the 100th Marketing Awards is February 18 and the annual show will take place in June 2022.
Credits
Client: Brunico Communications Ltd
Client Team: Mary Maddever, Lisa Faktor, Jennifer Horn, Natalya Chernova & Sonya Chitale
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Creative Director & Writer: Nick Asik
Creative Director & Art Director: Jenny Luong
Writer: Marco Bouchard
Art Director: Michael Romaniuk
Designer Director: Dejan Djuric, Jeff Watkins
Account Team: Jaya Rizzi & Cosmo Haskard
Producers: Ola Stodulska, Teresa Bayley & Jen Shapiro
Production House: Zulubot
Producers: Adam Palmer & Sarah Dayus
Post-Production Company: Zulubot
Editors: Brian Noon, Ashlee Mitchell, Felipe Chaparro & Sam Rose Phillips
Colourist & Online Editor: Felipe Chapparro
Audio: Pirate
Voice Director & Audio Engineer: Ian Boddy
Studio Director: James Graham
Studio Artist: Jeanette Downes & Mila Lukezich
