Ice Awards

“A lot of people here probably think we love awards — but it’s not about that for us. We actually love the place that we’re from and that’s reflected in the work that we do.” — Catherine Kelly, president of Target, after that agency’s win of the evening’s top award; Newfoundland and Labrador Tourism’s response to a Vrbo Super Bowl ad.

That’s a wrap for #ICE2024 – congratulations to all the winners… and especially you, Atlantic Canada. Your creativity could win anywhere, but it could only come from here.

The final award of #ICE2024… Best of Show It is awarded to a single piece of work that stands out above all the rest based on its creative excellence. This year’s winner is a reactive campaign… created in less than a day… using existing footage… and a local artist… and it showed the world that you don’t mess with Newfoundland and Labrador. It’s Our Song, Target Marketing and Communications’ viral response on behalf of Newfoundland and Labrador Tourism to VRBO’s Superbowl commercial!

Fearless Client recognizes an advertiser or brand that demonstrates a tolerance for risk, and an appreciation for creativity that pushes boundaries. We don’t know how Accomplice Content Supply Co. talked them into using vampires and choreography to sell home improvement, but they bought it. And more importantly, it worked! Let’s hear it for Kent Building Supplies – the #ICE2024 Fearless Client!

The third-last award of the night… the Young Creative Competition. This brief-based competition is open to students and creatives under 30 years of age who live in one of the four Atlantic provinces. For this year’s brief, entrants were asked to create an Out of Home campaign to raise funds and inspire Messages of Kindness for the Mental Health Foundation of Nova Scotia . In addition to an ICE award, the winning entry will be displayed on $5,000 worth of billboard/transit space advertising, donated by PATTISON Outdoor . And the winner is… Undelivered Messages, by Naqsh Sagar #ICE2024

Moving on to Craft/Copywriting, there are 5 entries being recognized for excellence in Copywriting at #ICE2024. Be a Big by Target Marketing & Communications for Big Brothers, Big Sisters of Eastern Newfoundland Newfoundland and Labrador Tourism National Print campaign, by Target Kent, The Musical, by Accomplice for Kent Building Supplies Out of Region 2024, by Trampoline for Discover Halifax And That Changed Everything, by Trampoline for the Canadian Naval Memorial Trust

We’re getting close to the end of #ICE2024 -just a few categories left! For Craft/Art Direction, we have 6 winners: • Target Marketing & Communications , for Newfoundland and Labrador National Print Campaign • Target, Housing on the Mind, Financial Consumer Agency of Canada • Trampoline , for Discover Halifax’s Out of Region 2024 campaign • Trampoline, for And That Changed Everything, Canadian Naval Memorial Trust • m5 the agency , for A Tale of Six Little Dots: Lindsay’s Story, Newfoundland and Labrador Teacher’s Association • The Northern Creative Agency, for James Roué Beverage Company

The final category under Other is Reactive Advertising. It has 1 Merit, 2 silver and 1 Gold. • Happy Retirement, by Ray Creative Agency , for the Avalon Mall, takes Merit • Hung Out to Dry, also by Ray, for the Registered Nurses’ Association of Newfoundland and Labrador, wins Silver • Inflation Flyer, by Wunder, for CI Assante Wealth Management also wins Wilver • Our Song – VRBO Response, by Target Marketing and Communications , for Newfoundland and Labrador Tourism, wins Gold in Reactive Advertising

In Other/Public Relations, Merit again goes to Ray Creative Agency for Happy Retirement at the Avalon Mall . Gold in this category also goes to Ray, for their work, Hung Out to Dry, on behalf of the Registered Nurses’ Association of Newfoundland and Labrador. #ICE2024

Next up, it’s Other/Direct Marketing with 2 Merit and 1 Gold. The first Merit goes to a cheeky campaign about a social enterprise - it’s Never Green, by Ray Creative Agency for Ever Green Recycling and Environmental. The second Merit goes to another familiar Ray effort – Hung Out to Dry – for the Registered Nurses’ Union of Newfoundland and Labrador. Gold goes to a campaign that delivers important retirement-planning advice in a context all consumers can relate to. Congratulations to Wunder for Inflation Flyer, for CI Assante Wealth Management