2017 Winner
General Mills Canada
Bring Back The Bees
Cossette
Best of Show, Client of the Year
GoldIntegrated Campaign
GoldOut-of-Home - Best in Point-of-Purchase
GoldPR - Integrated Campaign Led by PR
BronzeDigital - Online Film Single – Long-Form
BronzeDirect - Best in Direct
BronzeFilm - Television Single – 30 Seconds and Under
BronzePR - Community Building
With bee populations in danger – ultimately impacting the world’s food supply – Honey Nut Cheerios rallied to help save them. To bring awareness to the movement, the General Mills cereal brand did the unthinkable: it removed the iconic mascot, Buzz the Bee, from its packaging. The brand followed it up with a video imploring Canadians to visit Bringbackthebees.ca, where they could order free wildflower seeds (to help feed the bees) and also receive a coupon for the cereal. The original 35 million seeds were distributed to homes across Canada within the first week, so General Mills upped its commitment to more than 100 million seeds – which were all dished out within a month. Overall, the campaign helped increase sales 11.8% over baseline and generated millions of media impressions for Cheerios and the cause.
Creative Directors: Sean Barlow, Ed Lea
Associate Creative Director/Art Director: Yusong Zhang
Associate Creative Director/Copywriter: Dhaval Bhatt
Interactive Designes: Derek Sharpe, Gustavo Oregel
Agency Producer: Sam Benson
Account Executives: Jennifer Self, Isabelle Morin
Account Directors: Jessica DeSantis, Paula Badran
VP/Client Leader: Wendy Morgado
SVP/Director of Client Service: Janis Lindenbergs
Director, Strategy: Kevin McHugh
Chief Strategy Officer: Jason Chaney
Group Director: Jenny Martin (Cossette Media)
Media Planner: Natalie Griffith (Cossette Media)
General Manager: Jeff Berry (Cossette Media)
Broadcast Investment Manager: Dianne Yu (Cossette Media)
VP/Media Buying Director: Diane Devries (Cossette Media)
Production Company: SammyB Productions
Editing House: Soda
Executive Producer: Mina Jang
Editors: Nicole Lawr, Gerrit Van Dyke
Music Supervisor: David Hayman (Supergroup Sonic Branding Co.)
Transfer/Online: The Vanity
Audio House: RMW Music
Senior Retoucher: Trevor Gauthier
Agency Production Manager: Aimee Churchill
Box/Packaging Company: Hunter Straker
Senior Director: Stella Mok (Veritas Communications)
President: Krista Webster (Veritas Communications)
Associate Marketing Manager: Kayla Rochkin (General Mills Canada)
Associate Marketing Director: Amanda Hsueh (General Mills Canada)
Director of Marketing: Emma Eriksson (General Mills Canada)
VP Marketing: Dale Storey (General Mills Canada)
PR Agency: Veritas Communications