2006 OVATION Award Winning Entries Booklet Table of contents 1. Congratulatory Letter from IABC/Toronto President Page 2 2. Complete List of 2006 OVATION Award Winners Pages 3-6 3. Message From the Director of Judging Page 7 4. 2006 OVATION Award Judges Page 8 5. OVATION Awards 2006 SPONSORS Page 8 6. OVATION Awards 2006 Committee Page 9 7. Marketing Communications • Legal Aid Online: Making Legal Aid Work Easier for Lawyers (pages 10-12) • McCain Foods Canada: Potato Facts Marketing Communications Campaign (pages 13-16) • Harbinger Communications and Vaseline Intensive Care Lotion Battle the Canadian Touch Deficit (pages 17-19) • Sleep Country Canada: Breakfast in Bed – in Winnipeg (pages 20-23) 8. Electronic and Interactive Communication • iStudio Holiday Guide (pages 24-27) 9. Interactive Media Design • Explore Michener Interactive Viewbook (the “Viewbook”) (pages 28-29) 10. Other Graphic Design • “50 Years of Innovation” Icon (pages 30-31) 11. Media Relations up to $50,000 • All The Season’s Wants and Wishes at Second Cup (pages 32-34) • The Retail Launch of Inuit Legend Barbie (page 35) • “Concierge: The Grocery Cart of the Future” (pages 36-38) • Prospecting the Future (pages 39-42) • Fashion Cares 2005 – M.A.C VIVA GLAM Bollywood Cowboy (pages 43-46) 12. Employee/Member Communication • The Launch of Hbc Life (pages 47-49) 13. Special Events • FACE Of Fashion 2005 – Helping FACE Help Families (pages 50-53) • Gingivitis Week 2005: The Great Canadian Rinse-Off (pages 54-56) 14. Issues Management • Garbage Collectors’ Strike – June 2005 (pages 57-59) 15 Media Relations over $50,000 • The Launch of Virgin Mobile Canada (pages 60-62) • Sean John: The Future of Fashion Comes to Canada (pages 63-67) • Toronto Unplugged (pages 68-71) OVATION AWARDS 2006 WINNERS This is always an exciting time of the year for me. It's a time when we take the opportunity to recognize our peers in the communications practice for the tremendous strategic work they are undertaking within their respective organizations. And, this is a time when we take the opportunity to learn and share best practices within our IABC community. Over the last few years, the IABC/Toronto OVATION awards program has grown in both its popularity and impact and I'm very pleased to note that this year is no exception. This year's organizing committee received close to 100 entries to be reviewed by our committee of distinguished judges. The judging committee consisted of senior-level communicators and accredited IABC members who methodically examined, discussed and provided feedback for each entry. The judging committee is truly an exceptional group of individuals that continue to demonstrate a real spirit of volunteerism within the chapter. As we say so often, volunteers are the life-blood of our association. As we recognize our judging committee, I would also like to thank Lisa Bélanger, IABC/Toronto VP, Awards, and her entire team for the countless hours dedicated to running our 2006 OVATION program. I know I speak for the entire chapter when I say that your efforts are so very much appreciated. Congratulations to all of the OVATION winners and thank you to everyone who participated in making this event both enjoyable and meaningful. Best regards, Rawle Borel Jr. 2005/2006 IABC/Toronto President 2 Community Relations Sponsored by NewsCanada Award of Merit: “Shred to get ahead” – The Shred-it North American Community Shred Toolkit Fleishman Hillard Canada Inc. Jane Shapiro, April Bonham, Ellen Kalis, Jill Rutherford, Alison Orr – Fleishman Hillard Canada Inc.; Bonnie Shettler – Shred-it Award of Excellence: M&M Meat Shops National Family Dinner Night Campaign Strategic Objectives Inc. Judy Lewis Writing Sponsored by NewsCanada Award of Merit: William Shatner Gets a New Job Apex Public Relations / Kellogg Canada Ellen Leesti, Jo Langham ABC - Apex Public Relations; Lores Tomé – Kellogg Canada Marketing Communications Sponsored by Bowdens Award of Merit: McCain Foods Canada: Potato Facts Marketing Communications Campaign Fleishman-Hillard Canada / McCain Foods Canada Sheri Goulet, Linda Smith, Cathy Pearson, Stella Mok, Sarah Rutka – Fleishman-Hillard Canada; Mark McCauley – McCain Foods Canada Award of Merit: Cadbury Adams Canada Purple Revolution Strategic Objectives Inc. Judy Lewis, Michael Abbass Award of Merit: Harbinger Communications and Vaseline Intensive Care Lotion Battle the Canadian Touch Deficit Harbinger Communications Lisa Pasquin, Deb Adams, Rosa Mangiardi, Catherine Santos, Paul Dolenc, Lisa Valent Award of Merit: Sleep Country Canada: Breakfast in Bed – in Winnipeg Argyle Rowland Communications Daniel Tisch APR, Amber Wallace, Kyla Thoms Award of Excellence: Legal Aid Online: Making Legal Aid Work Easier for Lawyers Legal Aid Ontario Elaine Gamble, Diana Benjamin, Kelly Villeneuve, Leann Faria 3 Electronic and Interactive Communication Sponsored by NewsCanada Award of Excellence: iStudio Holiday Guide iStudio Brandy Fleming, Steve Coppola, David Upward Interactive Media Design Sponsored by Jib Media Award of Merit: Explore Michener Interactive Viewbook (the “Viewbook”) The Michener Institute for Applied Health Sciences Michael Grant, Rebecca Lee, Tim Chipman Alex DeOliveira, Rochelle Straker, Jason Verbovszky Other Graphic Design Sponsored by Jib Media Award of Merit: “50 Years of Innovation” Icon Siemens Milltronics Process Instruments Ltd. Janet Wile ABC, APR, Peter Froggatt Media Relations up to $50,000 Sponsored by CNW Group Award of Merit: Seneca College – Ryan Oscar Awards Campaign Seneca College, Marketing & Communications Laura Mandell, Martha Lowrie, Richard Douglas Award of Excellence: All The Season’s Wants and Wishes at Second Cup Apex Public Relations / Cara Operations Limited Jo Langham, ABC, Jacqueline Mazereeuw, Sylvia Sicuso, Elizabeth Mitches – APEX Public Relations; Dorene Wharton, and Anna Datri – Second Cup Limited; Rachel Douglas – Cara Operations Limited Award of Excellence: M&M Meat Shops National Family Dinner Night Campaign Strategic Objectives Inc. Judy Lewis Award of Excellence: The Retail Launch of Inuit Legend Barbie GCI Group Kristin Gable, Paul Tyler, Cynthia Zamaria, Lindsey Coulter – GCI Group; Wendy Ward, Steve Trofimchuk – Mattel Canada Award of Excellence: “Concierge: The Grocery Cart of the Future” MAVERICK Public Relations / Springboard Retail Networks Julie Rusciolelli, Geoffrey Morgan, Colleen Uncao, Caroline Verboon Award of Excellence: Prospecting the Future MAVERICK Public Relations Felicia Shiu APR, Diane Medeiros – MAVERICK Public Relations; Ryan Montpellier, Paul Hebert – MiHR; Duane Herperger – ideaConnect 4 Award of Excellence: Fashion Cares 2005 – M.A.C VIVA GLAM Bollywood Cowboy Weber Shandwick Worldwide Lisa Bednarski ABC Employee/Member Communications Sponsored by MAVERICK Public Relations Award of Merit: The Launch of Hbc Life Hbc – Hudson’s Bay Company Theresa Patterson, Stephanie Thornbury, Anchel Ghai Award of Merit: Our Success Plan: The Story Behind AstraZeneca Canada’s New Strategic Plan AstraZeneca Canada Inc. Susan Quinn-Mullins, Lee Rammage and Michelle Fleming – AstraZeneca Canada Inc., Watercooler Inc., and Cohn and Wolfe Award of Merit: Curriculum Update/Actualités de la mise d’oeuvre Ministry of Education Diane Gumb, Frank Emmerson Award of Excellence: RBC Dexia Joint Venture Communication to RBC Employees RBC Financial Group Annette Martell ABC, MC – RBC Financial Group; Merrill Matthews – Matthews Insights Group Inc. Award of Excellence: The LCBO Re-Planogram Challenge LCBO Lisa MacGregor, Marlene Hait, Nancy Adderley-Colby, Michael Anderson, Britt Hamilton Special Events Sponsored by MANDALA Communications Inc. Award of Merit: Cadbury Chocolate Couture Collection Strategic Objectives Inc. Judy Lewis, Michael Abbass, Michelle Veilleux Award of Merit: Gingivitis Week 2005: The Great Canadian Rinse-Off Environics Communications Liz Carson, Amy Laski, Mary Beth Denomy, Jennifer Duggan, Karen Cleveland, Nicole Paara Award of Excellence: FACE of Fashion 2005 – Helping FACE Help Families Voice Freelance Communications April Rutka, Nancy Toran Harbin, Vanessa Bond 5 Issues Management Sponsored by Bowdens Award of Merit: Garbage Collectors’ Strike – June 2005 Region of Peel Annette Geldbert Strategic Management Processes Sponsored by MANDALA Communications Inc. Award of Merit: Our Success Plan: AstraZeneca Canada’s Strategic Plan Launch AstraZeneca Canada Inc. Susan Quinn-Mullins, Lee Rammage, Michelle Fleming – AstraZeneca Canada Inc., Watercooler Inc., and Cohn and Wolfe Media Relations over $50,000 Sponsored by CNW Group Award of Merit: The Launch of Virgin Mobile Canada Virgin Mobile Canada / Hill and Knowlton Paula Lash, Jennifer Koster, Kristy Derkson Award of Merit: Toronto Unplugged Toronto Hydro Corporation Blair Peberdy, Catherine Parry, Tanya Bruckmueller Award of Merit: Diabetes Testing – Communicating the “No Coding Required” Message in Key Markets Bayer HealthCare Inc. / Cohn & Wolfe Alison Bing, Danielle Mencke – Bayer HealthCare; Sheila McEachen, Alanna Fox, Emily Hanft, Sylvie Tessier, Lydia St-Germain – Cohn & Wolfe Award of Merit: Sativex® – Launching the first cannabis derived medication for MS Pain in Canada Bayer HealthCare Inc. / Cohn & Wolfe Lori-Ann Horrigan – Bayer HealthCare; Alanna Fox, Sheila McEachen, Sylvie Tessier – Cohn & Wolfe Award of Merit: Sean John: The Future of Fashion Comes to Canada Diana Robinson & Associates Diana Robinson Award of Excellence: The Rebranding of Marc Anthony Strategic Objectives Inc. Deborah Weinstein 6 OVATION Awards 2006: A Message