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ICE Awards
AdDispatch Back Cover 33801 Cover.indd 1 15/10/10 9:21 AM table of contents 2 ice book ice organization committee..................................................................... 2 concept and design Revolve sponsors............................................................................................................. 3 creative director the judges..................................................................................................... 4 – 5 Matthew Allen best of show..................................................................................................... 7 art director Kevin Fidgen logo | identity.............................................................................................. 8 – 9 production packaging......................................................................................................... 11 Diane Perreault brochure | catalogue............................................................................. 12 – 13 printing Transcontinental Printing print single.................................................................................................. 14 – 15 broadcast public service - single | campaign........................... 17 – 19 point of sale - single | campaign ................................................... 21 – 23 direct mail - single | campaign........................................................24 - 25 print campaign ....................................................................................... 26 – 27 radio single............................................................................................... 29 – 30 radio campaign ....................................................................................... 31 – 32 public service print | outdoor, out-of-home single | campaign ........................................................................................ 33 non traditional - single | campaign.............................................. 34 – 37 tv single - single | campaign............................................................ 38 - 40 tv under $30k - single produced .................................................... 41 - 42 out-of-home single .............................................................................. 43 – 45 media plan ............................................................................................... 46 - 47 website.............................................................................................................. 48 online initiative- single | campaign ............................................. 49 – 52 integrated campaign............................................................................ 53 – 54 craft awards.............................................................................................. 55 – 57 fearless client ................................................................................................ 59 Awards marked with this logo have been augmented. young creatives competition ............................................................... 60 To view the augmented reality awards, go to iceawards.com, click on the ice directory.............................................................................................. 61 – 64 augmented reality link and show the awards page to your webcam. ice awards 2010 | 1 ice organizing committee message from the chairs Welcome back to ICE! Great ideas get great results. That’s about the only thing that stayed consistent in our industry over the past year. Everything else – well, that’s another story. New media, new technology, new budgets, even new agency models kept marketing professionals moving at full speed to stay on top. With so much changing, we felt the ICE Awards marked an excellent opportunity to pause and remember that even with so many new tools at our disposal, the big idea is still the foundation of any successful marketing effort. The winning entries in this book recognize that an audience remains receptive to smart, engaging creative. It’s our hope that this year’s event will serve as inspiration for more great ideas that deliver results. ice awards 2010 steering committee co-chair Tyler MacLeod | Extreme Group Sarah Fitzgerald | Cossette Media creative co-chair David Sayers | Prime Creative event co-chair Lynn Buckley | Agenda Managers event coordinator Jessie Wentzel | Agenda Managers Change was clearly a prevailing theme in this year’ ICE Awards. We received entries from agency judging co-chair several first-time participants and we’re happy to note that crystal ICE buckets will a find Jenny Smith | Target their way to several new addresses this year. In addition, the organization of the show head judge itself passed into the hands of new volunteers who enjoyed the support and advice of Zak Mroueh | Zulu Alpha Kilo industry veterans. PR co-chair Ben Boudreau | Revolve Thank you to each and every member of the organizing committee for your guidance, input and many hours of work. The generosity of our sponsors in 2010 was also remarkable. The many and diverse companies and individuals who support ICE have allowed us to put on a show that continues to be an annual must-attend event. The mixture of long-time and new sponsors indicates that ICE will be thriving as it heads into its tenth year. Finally, thank you to the all the people who have conceived and delivered the work that is showcased here. Your creativity continues to inspire a whole industry and challenges us all to work toward bigger and better ideas. fearless client co-chair Byron Richards | Spark Marketing marketing co-chair Amy Wheaton | HeadSpace Design/Interactive entries committee Victoria Ward | Target judging events co-chair Terri Roberts | Target sponsorship co-chair Sincerely, Sarah Fitzgerald, Co-chair Shelley MacKenzie | Jungle Media Donna Alteen | Time & Space Tyler MacLeod, Co-chair volunteer coordinator Jonathan Perry | Dalhousie legal counsel Burtley Francis | SMSS winners showcase book Matthew Allen | Revolve finance co-chair Tara Allison | Trampoline 2 | ice awards 2010 ice sponsorship presenting gold green carpet silver merit judges’ weekend ice awards 2010 | 3 the judges “ Judging the ICE awards was a memorable experience on so many levels. There were some pieces, like the WCB campaign, that you just couldn’t ignore. While other categories suffered from having so few entries to judge, resulting in no awards. The Best of Show, however, was unanimous, well-deserved, and swayed the jury long before they were even selected. In fact, all of us recognized the campaign’s compelling visuals and storytelling as part of the reason for jumping at the chance to judge in Newfoundland. As an integrated campaign, it had by far the highest score of the day. As for the rest of the judging weekend, it’s pretty much a blur thanks to a local tradition involving some potent substance known as “Screech.” Most of us naïve Torontonians were unaware of its powers. “ Zak Mroueh Zak Mroueh Head Judge | President & Creative Director, Zulu Alpha Kilo A copywriter by trade, Zak spent the early part of his career at SMW, Chiat/Day and BBDO. In 1999, he joined TAXI and, under his creative leadership, the agency consistently received international acclaim. TAXI was listed on the prestigious Gunn report numerous times during Zak’s tenure, eventually reaching the 13th spot worldwide. He is the only Creative Director in Canada who has ever helped lead his shop to a total of seven Agency of the Year titles (4 for Strategy, 3 for Marketing Sam Cerullo Group Creative Director, Leo Burnett Toronto Sam graduated with a BFA Honors Degree from York University in 1999. A few years into his career, he won the Canadian Young Creatives Competition, earning a trip to Cannes to compete globally at the International Advertising Festival. He has since accumulated numerous awards including Clio, Cannes, Communication Arts, The Art Director’s Club of New York, International Andy’s, Marketing, ADCC and many others. His work has been featured in Advertising Now. Print., Excellence in brand Advertising and on Primetime Episodes This Hour has 22 minutes, Tyrant on TV and The World’s Funniest Commercials. Prior to joining Leo Burnett in 2009, Sam spent five years at TAXI where he rose to Associate Creative Director, and held a three-year stint at Grey Worldwide before that. His work on brands include 4 | ice awards 2010 MINI, Canadian Tire, The Canadian Film Centre, Maalox and Dairy Queen, to name a few. Last month Sam’s title grew beyond the Group Creative Director role. He was named B.F.F.W.A.O.P. (Best friends forever with an old person) – a title given to him by his three kids. WTF? Jane Murray Magazine). During this time, Zak was ranked as one of the top ten Creative Directors worldwide by Creativity Magazine in the U.S. As a writer and CD, his work has been awarded in all the major shows: One Show, D&AD, Clios and Cannes. In 2008, Zak took one of the biggest leaps of his career and launched his own agency. Even in the middle of a recession, the agency continued to thrive and currently has a staff of thirty-two. Associate Creative Director, Ogilvy, Toronto Jane Murray joined Ogilvy Toronto as Associate Creative Director in 2006, after previously working at Taxi and MacLaren McCann. Her work has been featured in a pantload of award shows and publications, including Cannes, The Clios, The One Show, D&AD, and Communication Arts. Jane graduated from the Ontario College of Art in 1995, and has a penchant for mid century modern design, vintage fashion, and finding five dollar Eames chairs at yard sales. the judges Ian MacKellar Creative Director, Bensimon Byrne, Toronto Ian’s advertising career began some 18 years ago at the world-renowned training ground for advertising copywriters: Sifton Properties Advertising in London, Ontario. From there he joined Cossette Communications in Toronto to work on McDonald’s, Saab, Bell and TVOntario. After a year and a half of success in the local award shows, Ian accepted a job at the newly created Geoffrey B. Roche and Partners. The goal of the agency’s flamboyant leader was simple: do great work. Ian was more than happy to oblige. During his four and a half years there Ian focused on doing exceptional creative for brands like IKEA, Panasonic, Royal Bank, P.C. Financial, The Sony Store, Outward Bound and Canadian Business Magazine. Ian also assisted with the growth of the agency’s international creative reputation by winning its first Gold Pencil at the One Show and its first Gold Lion at Cannes. Ian left Roche for BBDO Toronto in 1998 to take on a leadership position as Associate Creative Director on Pepsi and Chrysler – the agency’s largest client. Over the following years, Ian wrote, won business, won Lions, was consistently ranked at the top of the Strategy Creative Report Card and rose up within the ranks within the agency – ultimately being named Creative Director in 2006 and Executive Creative Director in 2008. Under his creative leadership, BBDO won the most awards in its Canadian history, won Lions at Cannes (including a Gold and Bronze Lion this year alone), was named top Canadian agency on the Gunn Report and in the vast 200+ agencystrong BBDO Network, BBDO Toronto leapt to become the 4th most awarded in the world among such heavyweights as BBDO New York, Almap/BBDO in Brazil and AMV/ BBDO London. In the spring of 2010, in search of a new challenge, Ian left BBDO to assume the creative leadership of Bensimon Byrne. Ian is married with two children: Madison and Callum. Ian also races bicycles in what little spare time he has left. Tracy Fellows Marketing Executive With strong expertise in the strategic and tactical development of impactful, integrated marketing programs, Ms Fellows has a common-sense approach to finding targeted solutions for consumer needs. She has a proven track record in refining Marketing strategies to focus on competitive differentiation and understanding key consumer groups and trends. Throughout her marketing career, Ms. Fellows has been responsible for building brands for some of Canada’s leading consumer goods and retail companies. Recently at Holt Renfrew, she served as Vice President of Marketing. Prior to Holts, Ms. Fellows was Vice President Consumer Advertising & Marketing, with Canadian Tire Corporation, Ltd. During her tenure there, Fellows spearheaded the development and execution of multifaceted marketing campaigns that drove substantial business results, repositioned and revitalized the Company’s brand, while earning her widespread industry and professional recognition. Ms Fellow’s marketing career started in consumer goods, with high-profile companies including Gillette Canada Inc., Kraft Foods, Revlon Canada, and Sobeys Inc. Ms Fellows is currently on the board of directors for the Nelson Mandela Children’s Fund (Canada) and on the Corporate Advisory Council for the Stephen Lewis Foundation. Lance Martin Executive Creative Director, Taxi 2, Toronto Over the past 16 years, Lance Martin has built one of the strongest creative résumés in the country, while his Lions, Pencils and Clios prove he is a global force to be reckoned with. And though he’s all about the work, Lance has a keen business sense that has helped him develop strong client relationships and foster an environment of collaboration and innovation. and Burger King. Not to mention, MINI. Lance has been a key player in bringing this iconic brand to life and the work has repeatedly been recognized at Cannes. But perhaps the best measure of success is that many of the campaigns created in Canada have been picked up globally. Lance’s dedication to his work and the business guarantee he’ll never stop doubting the conventional. During the past eight years at TAXI, Lance has been integral in creating some of the most recognized and awarded work to leave the agency, including campaigns for VIAGRA, Nike and the Worldwide Short Film Festival. At the helm of TAXI 2, Lance has produced work for clients such as The Weather Network, M&M Meat Shops, Maple Leaf Sports & Entertainment, Koodo ice awards 2010 | 5 best of show winner agency Target campaign | ad title Find Yourself client | advertiser Newfoundland and Labrador Tourism Integrated Campaign client representative Camela Murphy, Director, Tourism Marketing Division product | service Travel & Tourism creative director Tom Murphy copywriter Terri Roberts | Jenny Smith art director Bruce Hamilton | Jeff McLean Tom Murphy editor Mick Griffin music composer Eric Harry Music colorist Bill Ferwerda photographer Barrett & Mackay Photography Alex Spraetz | iStock director and cinematographer Alar Kivilo producer Heikki Kuld print producer Lowe-Martin Company Inc. group creative director Jenny Smith account executive Catherine Kelly | Ernie Brake production company Avion Films video post facility Rooster photoshop artist Dejan Vuchichevic ice awards 2010 | 7 logo | identity gold agency Trampoline campaign | ad title Daffodil Place Campaign client | advertiser Daffodil Place client representative Brigid Savage product | service Cancer Patient Support creative director Brad Dykema associate creative director Tyson Hynes designer Jennifer Snow account executive Mark Gascoigne silver agency Revolve campaign | ad title She Devils Logo client | advertiser TASA Girls Hockey Team product | service Sport Team creative director Matthew Allen art director Brennan MacDonald account executive Mike Bardsley 8 | ice awards 2010 logo | identity merit agency Extreme Group campaign | ad title Ashtanga Yoga Brand Identity client | advertiser Ashtanga Yoga product | service Yoga Studio copywriter Amy Boehmer art director Iain Deans group creative director merit agency Trampoline campaign | ad title Conversations client | advertiser Snow Recruit client representative Bruce Snow product | service Employee Recruitment creative director Brad Dykema associate creative director Shawn King Tyson Hynes illustrator designer Ashley Delaney account executive Steve Martell Crystal Oicle account executive Mark Gascoigne merit merit agency agency Revolve campaign | ad title Target campaign | ad title Clearly Green Logo Design Flowerchild Logo Design client | advertiser client | advertiser Kohler product | service Energy Efficient Products creative director Matthew Allen designer Tina Arsenault account executive Mike Bardsley Flowerchild Children’s Clothing Store product | service Children’s Clothing Store creative director Tom Murphy copywriter Terri Roberts art director Jeff McLean | Bev Hancock group creative director Jenny Smith ice awards 2010 | 9 packaging gold agency Famous Folks Creative Communications campaign | ad title Sólas Product Packaging client | advertiser Sólas Naturals product | service Health & Beauty creative director Ryan Joseph copywriter Maura MacNeil art director Keith Campbell client representative Perley Bearisto | Michele Kulyk account executive Jay Dingwall silver agency Famous Folks Creative Communications campaign | ad title Glen Breton Packaging client | advertiser Glenora Distillers International Ltd. product | service Alcohol creative director Ryan Joseph copywriter Maura MacNeil art director Keith Campbell client representative Lauchie MacLean | Bob Scott David Copp account executive Jay Dingwall ice awards 2010 | 11 brochure | catalogue annual report gold agency Memorial University of Newfoundland campaign | ad title BIG Research Report client | advertiser Memorial University of Newfoundland client representative Ivan Muzychka product | service Education creative director Michael Pickard copywriter Vicki Barbour art director Andrea Morgan designer Jacqui Baggs production designer Helen Houston 12 | ice awards 2010 brochure | catalogue annual report merit agency Revolve campaign | ad title 2008/09 Accountability Report client | advertiser Atlantic Lottery creative director Matthew Allen art director Brennan MacDonald video post facility RPM interactive developer Mike Cameron group account director Colette Everett account executive Jon McGinley merit agency Memorial University campaign | ad title President’s Report Z to A client | advertiser Memorial University of Newfoundland client representative Ivan Muzychka creative director Michael Pickard copywriter Vicki Barbour art director Andrea Morgan designer Jacqui Baggs project manager Jeff Hulan ice awards 2010 | 13 print single gold agency Cossette East campaign | ad title Lobster client | advertiser McDonald’s client representative Meagan Austin product | service Restaurant creative director Bruce Whelan copywriter Alayna Miller | Bruce Whelan art director Trina Tucker | Jessica Tipping photographer James Ingram production Beverley Gallant account executive Stephanie Reid 14 | ice awards 2010 print single silver agency Target campaign | ad title Viking Boy client | advertiser Newfoundland & Labrador Tourism client representative Camela Murphy, Director, Tourism Marketing Division product | service Travel & Tourism creative director Tom Murphy copywriter Terri Roberts art director Bruce Hamilton photographer Barrett & MacKay Photography photoshop artist Dejan Vuchichevic group creative director Jenny Smith account executive Catherine Kelly | Ernie Brake merit agency Colour campaign | ad title Lego Man client | advertiser Discovery Centre client representative Jill Wagner creative director Brian Hickling copywriter Steve Wallace art director Matthew Pearn illustrator Alex Gomez additional credits Sarah Adlam associate creative director merit agency Chester + Company campaign | ad title It’s That Fresh client | advertiser McKelvie’s Restaurant executive creative director Chester Goluch copywriter Sean Hamilton art director Mike Leard designer Pierre Tabbiner photographer Andrew Chow account executive Colin Stinson Jonathan Smith account executive Amy Wheaton | Larry MacEachern ice awards 2010 | 15 broadcast | public Service campaign gold agency Extreme Group campaign | ad title Blade | Tape client | advertiser Workers’ Compensation Board of Nova Scotia product | service Workers’ Safety Awareness creative director Cliff Thompson copywriter Jeff MacKay art director Jeff Simpson group creative director Shawn King production company RPM director Mark Zibert editor Brenton McConnell sound design RPM account executive Denis Aucoin ice awards 2010 | 17 broadcast | public Service campaign | single silver agency Colour campaign | ad title A Lego World of Transportation client | advertiser Discovery Centre client representative Jill Wagner product | service Science Centre Exhibit creative director Brian Hickling art director Kev Kalyaniwalla copywriter Steve Wallace director Jay Silver animator editor Jay Silver account executive Amy Wheaton Larry MacEachern merit agency director Extreme Group Steve Gordon campaign | ad title sound designers Canned | Fresh | Frozen RPM client | advertiser project manager Heart and Stroke Gareth Evans creative director group creative director Anthony Taaffe | Cliff Thompson copywriter Trevor Millett | Jason Thomas art director Shawn King account executive Gina Connell James Rothenburg production company RPM ice awards 2010 | 19 point of sale single silver agency Chester + Company campaign | ad title Happy Australia Day client | advertiser Duke Pubs product | service Restaurant & Bar creative director Chester Goluch copywriter Sean Hamilton associate creative director John Thomson designer Pierre Tabbiner project manager Mike Vavra account executive Scott Marquardt ice awards 2010 | 21 point of sale single merit agency Extreme Group campaign | ad title Lillypad client | advertiser Benjamin Moore Paint product | services Home Renovation creative director merit agency Chester + Company campaign | ad title Curry Fest client | advertiser Duke Pubs product | services Restaurant & Bar creative director Anthony Taaffe Chester Goluch copywriter copywriter Jeff MacKay art director Jeff Simpson print producer Lee Stafford group creative director Sean Hamilton art director John Thomson associate creative director John Thomson designer Shawn King Meg Yoshida | Matt MacKay digital artist account executive Darren Hubley Scott Marquardt point of sale campaign merit merit agency agency Target Extreme Group campaign | ad title campaign | ad title The Sprout Restaurant Benjamin Moore Paint client | advertiser client | advertiser The Sprout Restaurant Benjamin Moore Paint client representative product | services Julia Bloomquist Home Renovation product | services creative director Restaurant Anthony Taaffe creative director copywriter Tom Murphy Jeff MacKay copywriter art director Sarah Park Jeff Simpson art director group creative director Natrix Ma Shawn King photographer print producer Ned Pratt | Dejan Vuchichevic Lee Stafford group creative director digital artist Jenny Smith Darren Hubley photoshop artist Dejan Vuchichevic Transcon will place Paper House Ad ice awards 2010 | 23 direct mail single gold agency Trampoline campaign | ad title Enclosed Flyer client | advertiser Shredder’s Inc client representative Alan Abraham product | service Secure Document Destruction creative director Brad Dykema copywriter Brad Dykema art director Tyson Hynes associate creative director Tyson Hynes account executive Mark Gascoigne silver agency Target campaign | ad title Operation Pot client | advertiser The Sprout Restaurant client representative Julia Bloomquist product | service Restaurant creative director Tom Murphy copywriter Sarah Park art director Natrix Ma group creative director Jenny Smith strategic planner Katie Loney 24 | ice awards 2010 direct mail single merit merit agency agency Extreme Group campaign | ad title Ashtanga Yoga Invite Target campaign | ad title Summer Love client | advertiser client | advertiser Ashtanga Yoga Newfoundland & Labrador Tourism client representative Christina Santimaw Gareth Evans product | services Yoga Studio creative director Anthony Taaffe art director Amy Boehmer group creative director Shawn King illustrator Ashley Delaney digital artist Sharon Alexander client representative Camela Murphy, Director, Tourism Marketing Division product | services Travel & Tourism creative director Tom Murphy copywriter Sarah Park art director Dax Fullbrook illustrator David Sturge group creative director Jenny Smith production manager Yvonne Fowler print producer Lowe-Martin Company Inc. stock photography Alamy account executive Julie Sheppard ice awards 2010 | 25 print campaign gold agency Target campaign | ad title Airplane Window client | advertiser Newfoundland & Labrador Tourism client representative Camela Murphy, Director, Tourism Marketing Division product | service Travel & Tourism creative director Tom Murphy copywriter Terri Roberts art director Jeff McLean group creative director Jenny Smith photographer Barrett & MacKay Photography Alex Spraetz | iStock photoshop artist Dejan Vuchichevic production manager Yvonne Fowler print producer Lowe-Martin Company Inc. account executive Catherine Kelly | Ernie Brake silver agency Target campaign | ad title Find Yourself client | advertiser Newfoundland & Labrador Tourism client representative Camela Murphy, Director Tourism, Marketing Division product | service Travel & Tourism creative director Tom Murphy copywriter Terri Roberts art director Bruce Hamilton group creative director Jenny Smith photographer Barrett & Mackay Photography Courtesy of Destination Labrador photoshop artist Dejan Vuchichevic account executive Catherine Kelly | Ernie Brake 26 | ice awards 2010 print campaign silver agency SPARK campaign | ad title Violet | Vegetables | Videogames client | advertiser Bluenose RV product | service Recreational Vehicle Sales creative director Des Ryan | James Jung copywriter Des Ryan art director James Jung account executive Andrew Best merit merit agency agency Target campaign | ad title Hunting & Fishing client | advertiser Newfoundland & Labrador Tourism client representative Camela Murphy, Director Tourism, Marketing Division product | service Travel & Tourism creative director Tom Murphy copywriter Jenny Smith Revolve campaign | ad title Zero Waste Print Campaign client | advertiser NSLC creative director Matthew Allen copywriter Graham North art director Eric Miller account executive Mike Bardsley art director Bruce Hamilton | Jeff McLean photographer Ned Pratt photoshop artist Dejan Vuchichevic group creative director Jenny Smith account executive Ernie Brake ice awards 2010 | 27 Target 1/2 Page Cineplex Media 1/2 Page radio single gold ANNCR: Drama SFX: Cartoon music plays ACTOR: Geez b’y, is that your mother? ANNCR: Foreign SFX: Organ playing ACTOR: Geez b’y, is that your mother? ANNCR: Comedy SFX: Foreign music ACTOR: Geez b’y, is that your mother? ANNCR: Horror SFX: Loud laughter. ACTOR: Geez b’y, is that your mother? ANNCR: Shorts SFX: Scary music playing, woman screams. ACTOR: (Quickly) Geez b’ye, is that your mother? ANNCR: The Nickel Newfoundland’s Independent Film Festival June 24 — 28 and the LSPU Hall ANNCR: Animation agency Dory Advertising ACTOR: Geez b’y, is that your mother? campaign | ad title Is that your mother? client | advertiser Newfoundland’s Independent Film Festival client representative Ruth Lawrence product | service Film Festival creative director Donna McCarthy copywriter Donna McCarthy broadcast producer Rick Hollett audio engineer Kevin Pinhorn silver agency Dory Advertising campaign | ad title Bikini Day client | advertiser Anncr: Women are asking about Laser Hair Removal. Cindy: European men prefer hairy women. Franny: Does it hurt? Anncr: Actually, the European men in St. John’s disagree. Anncr: Not really. It feels like a small elastic band snapping skin. Cindy: Both of them? Nuderm Sylvia: How many treatments will I need? Anncr: Both of them. product | service Anncr: Best to get started now, before bikini season. Skin Care Clinic Sylvia: It’s Newfoundland. Anncr: For Affordable Laser Hair Removal, don’t beat around the bush…visit Nuderm Skin Care Clinic. creative director Donna McCarthy Anncr: Bikini day. Medically trained skincare experts. Nuderm.ca copywriter Donna McCarthy broadcast producer Rick Hollett recording studio DORY Studios audio engineer Kevin Pinhorn ice awards 2010 | 29 radio single merit agency Hawk campaign | ad title First Date client | advertiser Red Shores client representative Julie Levesque product | service Racetrack & Casino creative director François Giroux merit SFX: Ambient coffee shop ANNCR: Woman 1: (Excited) Ok, every detail, how was last night? Biker gangs. Woman 2: (Like a horse race announcer) We started off down in the casino where we shared a slot machine he let me press the buttons – we then went upstairs to the Top of the Park restaurant for dinner - he ordered the perfect meal for us as we watched the races – best of all, after dinner, he held my hand as we played Texas Hold’em. (Deep sigh) Over cooked meat. Calculus exams. Think they’re tough? Think again. Diamonds are made from intense pressure. Then they take a 150km swim. In lava. Woman 1: Does he have a brother? What breaks diamonds? Chris Farella Music: Up-tempo, energetic (stock) Only other diamonds. art director Anncr: Red Shores Racetrack and Casino, it’s Red Hot at Charlottetown Driving Park. So next time you’re faced with a plate full of chewy steak, thank your lucky stars it’s not a diamond. Red Shores also at Summerside Raceway. Discover the secret life of diamonds. copywriter Chris Choinière production company Egg Films Exhibit now on at the Discovery Centre. associate creative director Chris Farella Cossette East campaign | ad title Arrgh client | advertiser SFX: outdoor ambience, with car door sound effects. Man: Alright, look lively you scallywags! Batten down those seat belts, lower the main sun visors! McDonald’s Boy: Dad? client representative Man: Man that radio dial! Meagan Austin creative director Boy: Dad?! Bruce Whelan Man: Lower that parking brake! art director Boy: DAD?! Trina Tucker | Jessica Tipping Man: What?! copywriter Bruce Whelan Boy: Are you going to do this every time we go for a McLobster? production company Man: Um, Yes. Hatch Post director Ashley King sound designer Joe Diprofio | Don Veinsih account executive Stephanie Reid 30 | ice awards 2010 campaign | ad title Diamonds client | advertiser Discovery Centre product | service Science Centre Exhibit creative director Anthony Taaffe copywriter Jeff MacKay production company Hatch director Don Veinish group creative director Shawn King account executive Tyler MacLeod merit agency agency Extreme Group Anncr: It’s McLobster season at McDonald’s. Try one today, with local Maritime Lobster, celery and creamy dressing, served in a bakery fresh bun. For a limited time at participating McDonald’s in the Maritimes. Sting: Ba da da da da. radio campaign gold Bikini Day Questions Part 2 No Longer There Anncr: Women are asking about Laser Hair Removal. Anncr: Women are asking about Laser Hair Removal. Anncr: Women are asking about Laser Hair Removal. Franny: Does it hurt? Mary: How long does permanent hair removal last? Sandy: If I have the hair on my legs permanently lasered….Will I miss it? Anncr: It’s permanent. Anncr: No, Sandy, in our experience women do not miss the hair that used to be on their legs. Anncr: Not really. It feels like a small elastic band snapping skin. Sylvia: How many treatments will I need? Anncr: Best to get started now, before bikini season. Sylvia: It’s Newfoundland. Anncr: Bikini day. Cindy: European men prefer hairy women. Anncr: Actually, the European men in St. John’s disagree. Cindy: Both of them? Anncr: Both of them. Anncr: For Affordable Laser Hair Sharon: Can you laser any part of my body that has unwanted hair? Even an unusual spot, like here. (We hear a zipper) Anncr: Of course. Margaret: I’m an actress, can I grow my moustache back if I need to? Anncr: No. But there are fake moustaches available. Margaret: Right. Anncr: For Affordable Laser Hair Betty: Will you be able to tell that I had my moustache lasered? Anncr: Yes . It will no longer be there. Betty: Right. Christine: My armpits are hairy, it looks like I have Howard Stern in a headlock. Can you help? Anncr: Yes. Removal, don’t beat around the bush visit Nuderm Skin Care Clinic. For Affordable Laser Hair Removal, don’t beat around the bush…visit Nuderm Skin Care Clinic. Medically trained skincare experts. Nuderm.ca Medically trained skincare experts. Nuderm.ca agency DORY Advertising campaign | ad title Nuderm Questions client | advertiser Nuderm client representative Dr. Pete Seviour copywriter Donna McCarthy broadcast producer Rick Hollett recording studio DORY Studios audio engineer Kevin Pinhorn Removal, don’t beat around the bush… visit Nuderm Skin Care Clinic. Medically trained skincare experts. Nuderm.ca ice awards 2010 | 31 radio campaign merit agency DORY Advertising campaign | ad title Anywhere client | advertiser Time to Time Triplets Elmo Mater Mike: We’re here with Jane who just completed her Masters in Nursing. Jane your parents must be very proud.. Mike: We’re here with Robert, who just took some time off from University to have a child. Bob: I’m a business owner, a small business owner, it’s a Toy Store. Memorial University Jane: Yeah, they are, they are! Robert: Triplets! Charlene, Darlene and ….Steve. client representative Mike: Where did you complete your Masters? Mike: Where did you go to complete your Masters? Donna McCarthy Jane: Right here, in the cafeteria, that table over there. copywriter Mike: Beside the coffee maker? Robert: Well, I tried to get into the family room, but it’s pretty full in there, so I ended up here in the bedroom. Peggy Miller creative director Donna McCarthy broadcast producer Rick Hollett recording studio DORY Studios audio engineer Kevin Pinhorn Mike: You just received your Bachelor of Business Administration Degree Bob: That’s right. Mike: Where did you finish it? Bob: I started over there by the plush toys, my old “Elmo Mater”…. Finished here, next to the cash. Jane: Yes. Mike: Where it all began….the triplets. Mike: Incentive Mike: Will you miss it Jane? Robert: Right. Bob: I thought so. Mike: Take a course from wherever you are, with Memorial At Home. Choose from over 350 distant education courses and degree programs. To find out more go to Distance.mun.ca/at home. University with all the perks. Mike: Complete your degree from wherever you are, with Memorial @ Home. To find out more go to distance.mun.ca/learn. The only accredited Distance Education Undergraduate Business Degree in Atlantic Canada. Jane: I will, but I’ll be back from time to time… lunchtime……breaktime. Mike: Take a course from wherever you are, with Memorial At Home. Choose from over 350 distant education courses and degree programs. To find out more go to Distance.mun.ca/learn. University with all the perks. public service print | outdoor, out of home single | campaign silver agency Colour campaign | ad title A Night In New York client | advertiser Laing House product | service Mental Illness Fundraiser creative director Brian Hickling photographer Susan Sermoneta designer Jayme Walters print producer Jane Morrison account executive Melissa Fawson merit agency Extreme Group campaign | ad title Stroller | Crib client | advertiser Nova Scotia Childcare product | service Child Care creative director Anthony Taaffe | Cliff Thompson art director Tyson Hynes illustrator Darren Hubley group creative director Shawn King account executive Gina Connell | Travis Smith ice awards 2010 | 33 non traditional single silver agency Upstream campaign | ad title Subaru Test-Drive client | advertiser Subaru client representative Matt Kelland product | service Automobile creative director David Keating art director Michael Butler viral specialist Joe Coffey account executive Kelly Strickland silver agency Target campaign | ad title Brock Photo Booth client | advertiser Brock University client representative Martha Nelson creative director Tom Murphy art director Bruce Hamilton | Tom Murphy illustrator American Artists production company Mango Moose Media production manager Yvonne Fowler account executive Denise Seach | Jennifer Pittman group creative director Jenny Smith graphic designer Dejan Vuchichevic 34 | ice awards 2010 non traditional single merit merit agency agency Extreme Group campaign | ad title Pro-Skates | Signs client | advertiser Pro-Skates product | service Skateboard Sales creative director Anthony Taaffe art director Jeff Simpson group creative director Shawn King Target campaign | ad title Both Sides of the Brain client | advertiser Brock University client representative Martha Nelson creative director Tom Murphy art director Tom Murphy | Mike Mouland illustrator American Artists print producer Grant Sign Imaging group creative director Jenny Smith graphic designer Dejan Vuchichevic account executive Jennifer Pittman ice awards 2010 | 35 non traditional campaign silver agency Cossette East campaign | ad title Endangered Marketers client | advertiser Cossette East product | service Self Promo creative director Bruce Whelan copywriter Bruce Whelan art director Trina Trucker production company Haligonia director Ashley King production Beverley Gallant account executive Jennifer Beamer merit agency project manager Extreme Group Lee Stafford campaign | ad title group creative director Olympic Support client | advertiser Bell Aliant product | service Telecommunications creative director Iain Deans copywriter Jeff MacKay Shawn King associate creative director Iain Deans digital artist Sharon Alexander account executive Steve Martell | Tyler MacLeod Jacklyn McCaan art director Jeff Simpson production company Focal Point Events ice awards 2010 | 37 tv | single gold agency Target Vo: Throughout this land, for thousands of years, it’s been said that everything has a spirit. campaign | ad title Not surprisingly, it’s where you might find your own. Ancient Land client | advertiser Newfoundland & Labrador Tourism client representative Camela Murphy, Director, Tourism Marketing Division product | service Travel & Tourism creative director Tom Murphy copywriter Terri Roberts art director Tom Murphy agency producer Heikki Kuld editor Mick Griffin group creative director Jenny Smith production company Avion Films director Alar Kivilo cinematographer Alar Kivilo editor Mick Griffin music composer Eric Harry Music colorist Bill Ferwerda account executive Catherine Kelly | Ernie Brake video post facility Rooster producer Andrew Sulliman 38 | ice awards 2010 Newfoundland and Labrador Logo: Newfoundland and Labrador (.com version) tv | campaign silver agency Colour campaign | ad title A Lego World of Transportation client | advertiser Discovery Centre VIDEO VIDEO VIDEO VIDEO Open on a Lego lady with a lot of Lego packages standing on a green seamless BG. She raises her arm and a Lego rickshaw pulls up. Open on a ship made of Lego against a blue BG. CU the ship’s crew, including an attractive Lego lady, watching a Lego pirate who is about the walk the plank. Open on a blue sky with white Lego clouds. Open on a Lego race car as it whizzes by a Lego pit mechanic As the mechanic watches the car go around the race course, his body turns to keep up with it. The flashes her a smile. CU the lady and her packages being pulled quickly along in the rickshaw. She is waiving her arms with delight. CU the rickshaw driver, labouring to pull the lady and her cargo up a hill. Just as he comes to a standstill, his arms pop off his body and the rickshaw rolls back down the hill. CU his look of dismay. Cut to the lady in the rickshaw, the driver’s arms still attached, wildly rolling backward down the hill. He turns to run down the hill after his rickshaw. A series of Lego bricks animates on screen to form the “Wings, Wheels & Waves – A Lego World of Transportation” logo. SUPER: January – April 2010 ECU the pirate who turns to look back at the lady and winks. She waves. The ship’s Captain frowns. One of the crewmembers gives our pirate a shove and he scrambles to keep his balance but eventually falls. Cut to the Captain cheering. Cut back to the pirate, who hasn’t fallen overboard at all, but is standing on the bottom of the plank, laughing. The lady waves again. SFX: Outdoor ambient and the screeching of the rickshaw as it comes to a stop. As he pulls his chute, the sky diver’s torso pops off, leaving his head, arms and legs in free-fall A series of Lego bricks animates on screen to form the “Wings, Wheels & Waves – A Lego World of Transportation” logo. Super: January – April 2010 Cut to Discovery Centre Logo. A series of Lego bricks animates on screen to form the “Wings, Wheels & Waves – A Lego World of Transportation” logo. Eventually, the car goes by at such a speed that his body can’t keep up and his head pops off. His disembodied head continues to cheer. A series of Lego bricks animates on screen to form the “Wings, Wheels & Waves – A Lego World of Transportation” logo. creative director Brian Hickling art director Kev Kalyaniwalla copywriter Steve Wallace director Jay Silver animator editor Jay Silver SUPER: January – April 2010 Cut to Discovery Centre Logo. AUDIO “Whistle” and “Yahoo!” SFX: Race car and cheering sounds throughout “POP” SFX: “POP” “Whoops!” “Whoops!”. Cut to Discovery Centre Logo. A series of clicks as the lego bricks fall into place A series of clicks as the lego bricks fall into place AUDIO “WooHoo!” “Yeah SUPER: January – April 2010 Science Centre Exhibit AUDIO SFX: Small plane sounds Cut to Discovery Centre Logo. AUDIO As a Lego plane flies into frame, a Lego Sky Diver gives the Lego Pilot the signal and jumps from the plane. product | service SFX: wind, waves, seagulls “Ping” CAPTAIN: gruffly laughs and gives the order to “Go”. LADY: “Whee!” SFX: “ping” SFX: Grunts and groans of the driver. PIRATE: sounds of his struggle “Pop” LADY: “Oh!” The lady screams and the driver gasps. CAPTAIN: more laughter A series of clicks as the lego bricks fall into place SFX: A series of clicks as the lego bricks fall into place “Whistle!” “Aaargh!” PIRATE: “A ha ha” ice awards 2010 | 39 tv | campaign merit agency Chester + Company campaign | ad title You Made Us #1 client | advertiser O’Regan’s creative director Chester Goluch VIDEO VIDEO VIDEO copywriter Customer: Hi. Salesman: Bill. Salesman: Hi. Customer: Tim Customer: I’m looking for a used car and I’m warning you, I’m really picky. Salesman: Well let’s see how you look in it, Tim. Salesman: Sign here. Initial here. And one more signature there. And that’s it. Congratulations. You’ve got a new car, Wayne. Sean Hamilton | Jason Thomas audio post Hatch Post broadcast producer Ben Goluch producer Salesman: No worries. This is Green Light territory. Let’s go take a look. Mike Hachey Salesman: Let’s just go anyway. production company Egg Films VO: You made us number one, and that means a great deal to everyone. O’Regan’s driving higher standards. director Customer: It’s perfect. I love it. Jay Dahl cinematographer Brett Van Dyke editor Pat Hachey post production Hatch Post sound design studio Hatch Post sound designer Joe DiProfio music composer Village Sound associate creative director John Thomson account executive Andrew Burch 40 | ice awards 2010 Salesman: No, no, I got this. VO: You made us number one, and that means a great deal to everyone. O’Regan’s driving higher standards. Customer: Thanks for the great deal. VO: You made us number one, and that means a great deal to everyone. O’Regan’s driving higher standards. tv | under $30k single produced silver VIDEO Open on a blue sky with white Lego clouds. As a Lego plane flies into frame, a Lego Sky Diver gives the Lego Pilot the signal and jumps from the plane. As he pulls his chute, the sky diver’s torso pops off, leaving his head, arms and legs in free-fall A series of Lego bricks animates on screen to form the “Wings, Wheels & Waves – A Lego World of Transportation” logo. Super: January – April 2010 Cut to Discovery Centre Logo. agency Colour campaign | ad title Lego Parachute client | advertiser Discovery Centre client representative Jill Wagner product | service Science Centre Exhibit creative director Sue Love copywriter Steve Wallace art director Kev Kalyaniwalla AUDIO SFX: Small plane sounds “Whistle” and “Yahoo!” “POP” “Whoops!” A series of clicks as the lego bricks fall into place director Jay Silver photographer Jay Silver account executive Amy Wheaton Larry MacEachern “WooHoo!” ice awards 2010 | 41 tv | under $30k single produced merit agency Music up Waterwerks Communications Open on shot of a man with his head in his hands campaign | ad title Newfoudland and Labrador Medical Association Super: Name - Andrew Martin Diagnosis - Wife has depression Some Days - She wishes she was dead Some Days - He wishes he was client representative Days left to wait for a specialist appointment Wife Has Depression client | advertiser Lynn Barber 341 creative director Gail Barnes image fades to black except the number of days copywriter Super fades up: How much life is lost waiting? Gail Barnes | Julie Rowsell Super fades down: art director Gail Barnes animated NLMA logo comes in with Super fades: We need more doctors in Newfoundland and Labrador editor Thomas Thorne director Gail Barnes Super fades in: Brought to you by Newfoundland and Labrador Medical Association music composer www.nlma.nl.ca Stock camera Mark Smith lighting Greg Locke account executive Roxanne Morrissey merit VIDEO Open on a Kleenex box. VO: Seasonal Influenza can lead to sneezing… A hand pulls a tissue out of the box. VO: coughing… A hand pulls out another tissue from the box. VO: fever…a The hand reaches out and quickly grabs two tissues. The camera begins to zoom out, revealing a husband and his wife sitting on a bench in a hospital room. The wife is crying quietly while the husband tries to console her. In the background, we see a children’s crib or incubation chamber. VO: and occasionally, pneumonia. VO: With an annual flu shot your child is 90% less likely to be hospitalized due to Seasonal Influenza. Super: Free for children 6-23 months, pregnant women, people with chronic health conditions and the elderly. VO: Protect your child, get the flu shot. Super: Be protected. www.gnb.ca/flu VO: A message from the Government of New Brunswick. agency Cossette East campaign | ad title Seasonal Influenza | Sniffles client | advertiser Province of New Brunswick client representative Carol Sharpe creative director Bruce Whelan copywriter Bruce Whelan art director Jessica Tipping | Trina Tucker production company Egg Films director Evan Kelly video post facility Hatch Post account executive Jennifer Beamer 42 | ice awards 2010 out of home single gold agency Cossette East campaign | ad title Lobster client | advertiser McDonald’s client | advertiser Meagan Austin product | service Restaurant creative director Bruce Whelan copywriter Alayna Miller | Bruce Whelan art director Trina Tucker | Jessica Tipping production Beverley Gallant account executive Stephanie Reid merit agency Chester + Company campaign | ad title It’s That Fresh client | advertiser McKelvie’s Restaurant creative director Chester Goluch copywriter Sean Hamilton art director Mike Leard designer Pierre Tabbiner photographer Andrew Chow account executive Colin Stinson ice awards 2010 | 43 Brunswick News 1/2 Page out of home single silver agency Extreme Group campaign | ad title Curling Rocks Billboard client | advertiser Bell Aliant product | service Telecommunications copywriter Iain Dean art director Anthony Taaffe production company Atlantex Creative Works print producer Lee Stafford group creative director Shawn King digital artist Jennifer Hughes account executive Jacklyn McCaan merit agency SPARK campaign | ad title Purse Billboard client | advertiser At Home Furnishing client representative Diana Fisher product | service Home Furnishing creative director Des Ryan | James Jung copywriter Des Ryan art director James Jung photographer Nate Gates account executive Christa Steeves ice awards 2010 | 45 media plan gold agency Cossette Media campaign | ad title Work Safely client | advertiser Workers’ Compensation Board of Nova Scotia client representative Steve MacDonald product | service Work Place Safety media planner Sarah Fitzgerald media director Krista White media buyer Shannon Pennell copywriter Trevor Millett art director James Rothenburg associate creative director Cliff Thompson account executive Denis Aucoin 46 | ice awards 2010 media plan silver agency Target campaign | ad title Core Tourism Campaign client | advertiser Newfoundland & Labrador Tourism product | service Travel & Tourism associate media director Robin Cook media manager Kelly Reddigan | Jennifer Gorman Rhonda Goodridge creative director Tom Murphy copywriter Terri Roberts | Jenny Smith Randy Diplock art director Bruce Hamilton | Jeff McLean Tom Murphy production company Avion Films director Alar Kivilo editor Mick Griffin music composer Eric Harry Music colorist Bill Ferwerda photographer Barrett & Mackay Photography Alex Spraetz | iStock merit cinematographer Alar Kivilo agency Cossette Media campaign | ad title Olympics client | advertiser Bell Aliant product | service Telecommunications media planner Stephanie Hines media director media buyer Shannon Pennell copywriter Jeff MacKay art director Jeff Simpson associate creative director Iain Deans account executive Tyler MacLeod photoshop artist Dejan Vuchichevic print producer Lowe-Martin Company Inc. group creative director Jenny Smith video post facility Rooster account executive Catherine Kelly | Ernie Brake Krista White ice awards 2010 | 47 website merit agency MacMillan Lynch campaign | ad title Veale Photography client | advertiser Julé Malet product | service Photography art director Kerry Lynch designer Kerry Lynch developer software engineer Armen Abrahamyan ISL 1/2 Page online initiative single merit merit agency agency Target campaign | ad title Norah client | advertiser Brock University client representative Martha Nelson product | service Education creative director Tom Murphy copywriter Randy Diplock | Terri Roberts art director Tom Murphy production company Eye Return Sound Designers Eric Harry Music agency producer Heikki Kuld group creative director Jenny Smith account executive Jennifer Pittman Target campaign | ad title Moose Call client | advertiser Newfoundland & Labrador Tourism product | service Travel & Tourism client representative Camela Murphy, Director, Tourism Marketing Division creative director Tom Murphy copywriter Jenny Smith art director Bruce Hamilton production company Eye Return sound designer BIGTIME Motion Media photographer Mark Raycroft Photography Inc. graphic designer Adam Stephens video post facility BIGTIME Motion Media group creative director Jenny Smith account executive Ernie Brake ice awards 2010 | 49 online initiative single merit agency Target campaign | ad title Real Life Salmon Whisperer client | advertiser Newfoundland & Labrador Tourism client representative Camela Murphy, Director, Tourism Marketing Division product | service Travel & Tourism creative director Tom Murphy copywriter Jenny Smith art director Bruce Hamilton | Jeff McLean production company Eye Return sound designer BIGTIME Motion Media photographer Mark Raycroft Photography Inc. graphic designer Adam Stephens video post facility BIGTIME Motion Media group creative director Jenny Smith account executive Ernie Brake 50 | ice awards 2010 online initiative campaign silver agency Revolve campaign | ad title WJHC timbrtube Hockey Code Videos client | advertiser TIM-BR MART product | service Building Materials creative director Matthew Allen copywriter John Smith art director Kevin Fidgen production company Egg Films director Evan Kelly video post facility Hatch Post ice awards 2010 | 51 online initiative campaign merit merit agency agency Trampoline Target campaign | ad title Experience seafood client | advertiser CATCH Seafood Festival client representative Licia Elder product | service Nova Scotia Seafood creative director Brad Dykema copywriter Brad Dykema art director Tyson Hynes designer Jennifer Snow production company Hatch Post photographer Jason Boudreau developer software engineers Mike Postma associate creative director Tyson Hynes account executive Erin Lynch | Leslie Gascoigne 52 | ice awards 2010 campaign | ad title Boarding Pass client | advertiser Newfoundland & Labrador Tourism client representative Camela Murphy, Director, Tourism Marketing Division product | service Travel & Tourism creative director Tom Murphy copywriter Terri Roberts art director Bruce Hamilton production company Eye Return photographer Barrett & Mackay Photography graphic designer Adam Stephens group creative director Jenny Smith account executive Catherine Kelly | Ernie Brake integrated campaign gold agency Target campaign | ad title Find Yourself client | advertiser Newfoundland & Labrador Tourism client representative Camela Murphy, Director, Tourism Marketing Division product | service Travel & Tourism creative director Tom Murphy copywriter Terri Roberts | Jenny Smith art director Bruce Hamilton | Jeff McLean Tom Murphy production company Avion Films director Alar Kivilo editor Mick Griffin music composer Eric Harry Music colorist Bill Ferwerda photographer Barrett & MacKay Photography Alex Spraetz | iStock cinematographer Alar Kivilo agency producer Heikki Kuld print producer Lowe-Martin Company Inc. group creative director Jenny Smith account executive Catherine Kelly | Ernie Brake video post facility Rooster photoshop artist Dejan Vuchichevic ice awards 2010 | 53 integrated campaign silver agency Revolve campaign | ad title WJHC timbrtube Hockey Code Videos client | advertiser TIM-BR MART product | service Building Materials creative director Matthew Allen copywriter John Smith art director Kevin Fidgen illustrator Brennan MacDonald production company Egg Films director Evan Kelly editor Pat Hachey sound designers Joe DiProfio digital developer Mike Cameron | Brian Fanning digital strategist Jane Shkolnik account executive Mike Bardsley merit agency Extreme Group campaign | ad title Alpine ManSpace Promotion client | advertiser Alpine product | service Alcohol creative director Iain Deans copywriter Trevor Millett art director James Rothenburg programmer Phil Neal group creative director Shawn King account executive Steve Martell | Charlie Connely 54 | ice awards 2010 craft award craft writing craft writing agency agency Extreme Group SPARK campaign | ad title campaign | ad title Blade | Tape Violet | Vegetables | Videogames client | advertiser client | advertiser Workers’ Compensation Board of Nova Scotia Bluenose RV product | service product | service Recreational Vehicle Sales Work Place Safety creative director creative director Des Ryan | James Jung Cliff Thompson copywriter copywriter Des Ryan Jeff MacKay art director art director James Jung Jeff Simpson account executive production company Andrew Best | Byron Richards RPM director Mark Zibert editor Brenton McConnell sound design RPM group creative director Shawn King account executive Denis Aucoin craft photography agency art director Target Bruce Hamilton campaign | ad title photographer Viking Boy Barrett & MacKay Photography client | advertiser photoshop artist Newfoundland & Labrador Tourism Dejan Vuchichevic product | service group creative director Travel & Tourism Jenny Smith creative director account executive Tom Murphy Catherine Kelly | Ernie Brake copywriter Terri Roberts ice awards 2010 | 55 craft award craft cinematography craft art direction agency Target campaign | ad title Iceberg client | advertiser art director Bruce Hamilton photographer Courtesy of Destination Labrador Newfoundland & Labrador Tourism photoshop artist product | service group creative director Travel & Tourism creative director Tom Murphy copywriter Dejan Vuchichevic Jenny Smith account executive Catherine Kelly | Ernie Brake Terri Roberts agency Target campaign | ad title Ancient Land client | advertiser producer Andrew Sulliman music composer Eric Harry Music colorist Newfoundland & Labrador Tourism Bill Ferwerda product | service cinematographer Travel & Tourism creative director Tom Murphy copywriter Terri Roberts art director Tom Murphy Alar Kivilo agency producer Heikki Kuld group creative director Jenny Smith account executive Catherine Kelly | Ernie Brake production company Avion Films director Alar Kivilo editor Mick Griffin video post facility Rooster craft sound design craft editing agency colorist agency colorist Target Bill Ferwerda Target Bill Ferwerda campaign | ad title cinematographer campaign | ad title cinematographer Ancient Land Alar Kivilo Ancient Land Alar Kivilo client | advertiser agency producer client | advertiser agency producer Newfoundland & Labrador Tourism Heikki Kuld Newfoundland & Labrador Tourism Heikki Kuld product | service video post facility product | service video post facility Travel & Tourism Rooster Travel & Tourism Rooster creative director producer creative director producer Tom Murphy Andrew Sulliman Tom Murphy Andrew Sulliman copywriter group creative director copywriter group creative director Terri Roberts Jenny Smith Terri Roberts Jenny Smith art director account executive art director account executive Tom Murphy Catherine Kelly | Ernie Brake Tom Murphy Catherine Kelly | Ernie Brake production company production company Avion Films Avion Films director director Alar Kivilo Alar Kivilo editor editor Mick Griffin Mick Griffin music composer music composer Eric Harry Music Eric Harry Music ice awards 2010 | 57 fearless client winner ICE Fearless Client Submission: Workers’ Compensation Board of Nova Scotia. It takes courage to go against the flow. When it comes to workplace safety videos, there has always been the campaign | ad title Rod Stickman Safety Videos accepted way to do it. And that’s the problem. The audience has come to look at these communications with client | advertiser a sense of dread. Oh no, we have to sit through a grueling hour of instructional videos where some old guy Workers’ Compensation Board of Nova Scotia talks in a monotone about do this, don’t do that. contact The Workers’ Compensation Board (WCB) of Nova Scotia realized they needed to approach safety videos in a Steve MacDonald whole new way: Engaging, informative and watchable. The Rod Stickman series was born. A spokesperson product | service that could talk to our audience from a position of experience in safety. The series and campaign that promoted the videos, centered on an animated character that took us through the pitfalls of unsafe work practices and the solutions available to employees and employers. Workplace Safety url www.worksafeforlife.ca To go against the flow is brave enough, but to go against the flow in a normally conservative area requires a agency degree of courage that a lot of other organizations struggle with. The WCB has continually shown the desire Extreme Group and backbone to approach their communications in new, breakthrough and relevant ways. ice awards 2010 | 59 | young creatives competition For the second year, both students and young creatives from across Atlantic Canada were invited to participate in a competition that aims to show off the fresh new ideas coming from the youth of our industry. Starting with a kick-off breakfast where competitors had a chance to grill the judges on creativity and inspiration, teams were then emailed a brief and given 24 hours to come up with an anti-cyberbullying campaign for the Halifax Regional Police’s Community Relations Crime Prevention Unit, a cause brought forward by this year’s Young Creatives sponsor, Bell Aliant. gold winner client | advertiser Halifax Regional Police’s Community Relations Crime Prevention Unit campaign | ad title Muffle the Messaging (School Bathroom Execution) participant Sarah Jones | Spark Marketing Yvonne Noseworthy | Humber College – intern at Spark Marketing agency Spark Marketing merit client | advertiser Halifax Regional Police’s Community Relations Crime Prevention Unit campaign | ad title Dislike Cyberbullying participant Graham North | Eric Miller agency Revolve merit client | advertiser Halifax Regional Police’s Community Relations Crime Prevention Unit campaign | ad title 24 Hours a Day Transit Shelter participant Matthew Pearn agency Freelance Designer Judges: Anthony Taaffe, Extreme Group | Iain Deans, Extreme Group | Tyson Hynes, Trampoline | Bruce Whelan, Cossette East | Don Veinish, Egg Films 60 | ice awards 2010 ice directory Aaron Mckenzie Fraser Photographer Ad-Dispatch Agenda Managers 19-250 Brownlow Ave, Dartmouth, NS B3B 1W9 902.455.2584 [email protected] www.ad-dispatch.com Contact: Jonathan Burns Number of Employees: 18 2979 Oxford Street, Halifax, NS B3L 2W3 902.422.1886 [email protected] www.agendamanagers.com Contact: Lynn Buckley Number of Employees: 6 Atlantic Business Magazine Bell Aliant Bob Coffin Media 53 St. Margaret’s Bay Rd., Unit #202, Halifax, NS B3N 1J8 902.421.3037 / 902.229.0798 [email protected] www.atlanticbusinessmagazine.com Contact: Sharon Resky 5201 Duke St., Halifax, NS B3J 1N9 902.487.3910 [email protected] www.bellaliant.net Contact: Kathleen Trott Number of Employees: 8000 46 Windstone Close, Bedford, NS B4A 4L4 902.832.3683 [email protected] Contact: Bob Coffin Number of Employees: 1 Brunswick News CABRAL Creative Cambridge Suites 210 Crown Street, Saint John, NB E2L 3V8 506.632.8888 www.telegraphjournal.com Elysian Fields, 21 Old Hospital Loop Rd. Westcock, NB E4L 2H5 506.536.7004 [email protected] www.cabralcreative.com Contact: Nelson Cabral 1583 Brunswick Street, Halifax, NS B3J 3P5 902.420.0555 / 888.417.8483 www.cambridgesuiteshotel.com Contact: Scott Travis Number of Employees: 75 CBC Chester & Co. CHUM Radio Halifax 5600 Sackville Street, Halifax, NS B3J 1L2 902.420.4312 [email protected] www.cbc.ca Contact: John Channing 1668 Barrington Street, Suite 302 Halifax, NS B3J 2A2 902.446.7408 [email protected] www.chesterco.ca Contact: Chester Goulch Number of Employees: 18 2900 Agricola Street, Halifax, NS B3K 6B2 902.493.2731 [email protected] www.c100fm.com www.1013thebounce.com Contact: Trent McGrath Number of Employees: 50 Halifax, NS 902.223.5666 [email protected] www.amfraser.com Contact: Aaron McKenzie Fraser Number of Employees: 1 ice awards 2010 | 61 ice directory Cineplex Media Colour Communications NS 102 Atlantic Ave, Suite 100, Toronto, ON M6K 1X9 416.539.8800 ext. 245 [email protected] www.cineplex.com Contact: Sheree McKavanagh Number of Employees: 53 7051 Bayers Road, Suite 400, Halifax, NS B3L 4V2 902.722.3177 [email protected] www.colour.ca Contact: Chris Keevill, President Number of Employees: 55 1723 Hollis St., P.O. Box 608, Halifax, NS B3J 2R7 902.424.0938 [email protected] www.gov.ns.ca/cns Contact: Cassie Naas Number of Employees: 150 (approx.) Cossette East CRA 7071 Bayers Road, Suite 5001, Halifax, NS B3L 2C2 902.493.3820 [email protected] www.cra.ca Contact: Don Mills DRAY Media 1869 Upper Water Street, Fourth Floor Collins Bank Building, Halifax, NS B3J 1S9 902.421.1500 [email protected] www.cossetteeast.com Contact: Bill Murphy Number of Employees: 28 120 Torbay Road, Prince Charles Building Suite W210, St. Johns, NL A1A 2G8 709.753.3729 [email protected] www.draymedia.com Contact: Joshua Jamison E.C. Boone Limited Egg Films Extreme Group 10 Pippy Place, P.O. Box 8305 St. John’s, NL A1B 3N7 709.726.4610 [email protected] www.ecboone.com Contact: David Boone 1668 Barrington Street, Suite 600 Halifax, NS B3J 2A2 902.423.1556 [email protected] www.eggfilms.ca or www.hatchpost.ca Contact: Mike Hachey, Sara Thomas, Richard Huggard Number of Employees: 18 1498 Lower Water Street, Halifax, NS B3J 3R5 902.461.2700 [email protected] www.extremegroup.com Contact: Andrew Doyle, Paul LeBlanc (CEO) Number of Employees: 50 Famous Folks Creative Communications Filet Production Services 5687 Almon Street, Halifax, NS B3K 1T5 902.482.7678 [email protected] www.filet.tv Contact: CC Brown Number of Employees: 3 Fresh Media 87 Pownal Street, Charlottetown, PEI C1A 3W4 902.367.3233 [email protected] www.freshmedia.ca Contact: Robbie Dover 1673 Barrington St., 2nd floor, Halifax, NS B3J 1Z9 902.435.8388 [email protected] www.famousfolks.ca Contact: Daniel Couto 62 | ice awards 2010 ice directory Hawk 77 Vaughan Harvey Blvd., Fourth Floor, Unit 28 Moncton, NB E1C 0K2 506.877.1400 [email protected] www.hawk.ca Contact: Bill Whalen ISL Web Marketing & Development Metro 3260 Barrington Street, Suite 102, Halifax, NS B3K 0B5 902.421.5824 [email protected] www.metronews.ca Contact: Dianne Curran NovaScotian Crystal Pattison Outdoor Advertising Progress Media 240 Jennett Ave. Suite 100, Dartmouth, NS B3B 0G9 902.468.0056 [email protected] www.pattisonoutdoor.com Contact: Sherry Kerwin 1660 Hollis Street, PH 1202, Halifax, NS B3J 1V7 902.494.0999 [email protected] www.progressmedia.ca Contact: Dianne E. Williams Number of Employees: 15 Revolve 200 Waterfront Drive, Suite 225 Bedford, NS B4A 4J4 902.835.3559 [email protected] www.revolve.ca Contact: Phil Otto Number of Employees: 30 Sound Systems Plus 10 Ragged Lake Blvd, Halifax, NS B3S 1C2 902.454.7100 [email protected] www.soundsystemsplus.com Contact: Dave Corkum Spark Marketing Sympatico.ca 1096 Queen Street, Suite 350, Halifax, NS B3H 2R9 902.830-0253 [email protected] www.sparkmarketing.ca Contact: Christa Steeves, Andrew Best Number of Employees: 10 207 Queens Quay W. Suite 600, Toronto, ON M5J 1A7 416.353.0356 [email protected] www.sympatico.ca Contact: Sue Massey 1108-1809 Barrington Street, Halifax, NS B3J 3K8 902.422.5333 [email protected] www.isl.ca Contact: Malcolm Fraser Number of Employees: 26 5080 George Street, Halifax, NS B3J 2P8 902.492.0416 / 1.888.977.2797 [email protected] www.novascotaincrystal.com Contact: Barbara Kane Maverick Communications 1096 Queen Street, Suite 322, Halifax, NS B3H 2R9 902.423.5167 [email protected] www.maverickcommunications.ca Contact: Greg Whynot Number of Employees: 85 NTV 446 Logy Bay Road, St. John’s, NL A1C 5S2 709.570.5247 [email protected] www.ntv.ca Contact: Lorraine Pope Number of Employees: 65 ice awards 2010 | 63 ice directory Target The Chronicle Herald 90 Water Street (On the Park), St. John’s, NL A1C 1A4 709.739.8400 [email protected] www.targetmarketing.ca Contact: Noel O’Dea Number of Employees: 40 2717 Joseph Howe Drive, Halifax, NS B3L 4T9 902.426.2811 [email protected] www.TheChronicleHerald.ca Contact: Bruce MacCormack Number of Employees: 307 The Globe & Mail 1205 Papineau Street, Montreal, QC H2K 4R2 514.982.3051 [email protected] www.globeandmail.com Contact: Katy Pelletier Number of Employees: 650 The Paper House 105 Akerley Blvd, Dartmouth, NS B3B 1R7 1.800.468.5520 [email protected] Contact: Barry Wisener Number of Employees: 12 The Sharp Group 152 Kent Street PO Box 761, Charlottetown, PEI C1A 7L3 902.628.1000 [email protected] www.sharpgrp.com Contact: Eric Riordon, Don Baker, Dean Johnstone Number of Employees: 10 Thinkwell Research 1701 Hollis Street, Suite L107, Halifax, NS B3J 3M8 902.492.3407 [email protected] www.thinkwellresearch.ca Contact: Len Preeper Number of Employees: 4 Trampoline Transcontinental Media 1496 Lower Water Street, Suite 430, Halifax, NS B3J 3R5 902.429.8741 [email protected] www.trampolinebranding.com Contact: Mark Gascoigne Number of Employees: 16 Atlantic Newspaper Group Newfoundland, Labrador, Nova Scotia, P.E.I., New Brunswick 709.748.0847 [email protected] www.transcontinentalmedia.com Contact: Dean Jacobs Number of Employees: 1146 Transcontinental Printing 140 Joseph Zatzman Drive, Dartmouth, NS B3B 1M4 902.457.7468 [email protected] www.transcontinental-printing.com Contact: Kevin Awalt Upstream Marketing UPTREND media Village Sound P.O. Box 7116, Stn. C, St Johns, NL A1C 3Y3 709.738.2600 [email protected] www.upstreammarketing.ca Contact: Joe Coffey (CEO) Number of Employees: 7 150 Eglinton Ave. E. Suite 801, Toronto , ON M4P 1E8 416.927.1793 x227 [email protected] www.uptrendmedia.com Contact: Marco Zuech – Sales Manager Number of Employees: 20 5821 Russell Street, Halifax, NS B3K 1X5 902.446.0245 [email protected] www.villagesound.ca Contact: Dave Anderson Number of Employees: 2 64 | ice awards 2010 Turn over a greener leaf Being green is easier when you have the right partner. At Transcontinental, we’ve implemented Sustainable Business Practices aimed at using, re-using and recycling resources more efficiently. Triple-certified by the FSC, the SFI and the PEFC, we make it easy for you to make more environmentally responsible paper decisions through our Paper Purchasing Policy, part of our comprehensive environmental commitment. Turn over a greener leaf today, visit transcontinental-printing.com/environment Transcontinental Printing would like to congratulate all the nominees and award winners of this year’s ICE AWARDS. We are proud to be associated with such outstanding creative talent in Atlantic Canada. Transcontinental Printing - Efficiency in Print Contact: atlantic_sales@ transcontinental.ca Website: www. transcontinental-printing.com Toll Free Phone: 1-866-85PRINT TC ice Cover.indd ad.indd 1 2 33801 21/10/09 12:32 PM 15/10/10 9:21 AM
