2026 Winner

To launch the retro-inspired Volkswagen ID. Buzz, Volkswagen leaned into its deep roots in film culture as an official partner of the Toronto International Film Festival. But instead of standard sponsorship, it turned decades of screen cameos into a game. “Buzzcodes” invited fans to hunt through 70 years of movies and TV shows to find VW licence plates, which doubled as one-time promo codes unlocking prizes and VIP TIFF experiences. Clues dropped across social and in-theatre placements, while influencers helped kickstart the search, driving fans to rewatch everything from blockbusters to obscure titles. With 146M earned impressions, an 868% surge in social followers and a 414% increase in site visits and record-breaking engagement, ID. Buzz was a breakout star of TIFF.

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