2021 Canadian Screen Awards
Client: Academy of Canadian Cinema & Television // Agency: Freelance // Date: 2021
The Team: Nick Coyle and Chara Ho (in-house designers)
The Academy wanted a catchy headline to promote 2021’s online-only edition of the CSAs. This would be primarily for their digital OOH campaign in five cities, and be adapted for social posts.
Talking with the client, I gleaned what a great year it was for Canadian film and tv. I wanted to take a patriotic angle, but avoid the please-do-your-duty-and-watch vibe that often plagues Canadian programming. This was a time to have confidence.
Knowing the first round of the NHL playoffs would compete with the show – and that teams in key markets would likely be playing – I addressed it head-on with this headline. For Quebec audiences, we translated it to “The best trophy…” to avoid negative associations among separatists.
The client was limited to using only Academy-owned photography, and had a strong desire to localize the ads. We did five versions, each featuring a nominee from the city it ran in.
Where to Watch
Partnering with Telefilm, The Academy’s digital OOH buy was partially earmarked for their Where to Watch initiative. Where to Watch is a curated microsite that helps users find Canadian content on streaming services.
Promoting a url in digital OOH required something attention-grabbing. Much to my pleasure, both the Academy and Telefilm loved this nod to Schitt’s Creek’s final season.