2026 Winner

Rather than treating the Toronto International Film Festival as a traditional sponsorship, “Buzzcodes” turned Volkswagen’s film legacy into an interactive experience. To launch its new ID. Buzz, the brand created a cinematic scavenger hunt built from decades of on-screen appearances, using real licence plates spotted in films and TV as redeemable codes. Fans were challenged to ID the titles behind illustrated clues shared across social and in-theatre placements, then submit the corresponding “Buzzcode” for prizes. The mechanic tapped into existing viewing habits, encouraging audiences to revisit everything from cult classics to mainstream hits in search of Volkswagen cameos. Influencers helped push participation, while the broader conversation unfolded organically online. The approach made the brand part of film culture, not just present at it, generating 146M earned impressions, a 414% increase in site visits and an 868% surge in social followers.

Credits

AGENCY:
Graham Lang, CCO, VML Canada
Allen Kwong, Executive Creative Director, VML Canada
Mike Richardson, Creative Director, VML Canada
Logan Franklin, Art Director & Designer, VML Canada
Mathieu Belley, Associate Creative Director, VML Canada
Zachary Richman, Copywriter, VML Canada
Michal Fetsum, Senior Strategist, VML Canada
Mike Butler, Head of Design, VML Canada
Thomas Santoro, Account Supervisor, VML Canada
Jeff Thomas, Group Account Director, VML Canada
Christine Maw, Chief Strategy Officer, VML Canada
Andrew Ahern, VP, Strategy, VML Canada
Greg Krysa, Director of Social Media, VML Canada
Kyle Woods, Copywriter, VML Canada
Lee I, Designer, VML Canada
Fahmi Kassis, Copywriter, VML Canada
Jax Cohen, Copywriter, VML Canada
Valentina Fortun, Designer, VML Canada
Kyle Simpson, Designer, VML Canada
Phillipe Moderie, Translator, VML Canada
Julie Goulet, Translator, VML Canada

CLIENTS:
Edgar Estrada, President, Volkswagen Canada
Lynne Piette, Director, Marketing, Volkswagen Canada
Jennifer Klepadlo, Manager, Brand Marketing, Volkswagen Canada
Jessica Lawrence, Manager, Brand & Product Marketing, Volkswagen Canada

MEDIA:
Eric Sutherland, Associate Director, Strategy, Touché Media
Manahil Nadeem, Brand Strategist, Touché Media

PR:
Joseph Crimi, Director, Consumer & Brand, Burson