St. John's, NL - Target was the top winner at 2012 ICE Awards last night in Halifax taking home Best of Show. In total, the St. John's agency was awarded an outstanding 30 ICE buckets including Fearless Client, eight Gold and three Craft awards.
ICE is Atlantic Canada's premiere creative advertising awards show judged by a jury of Canada's top industry folk outside the region.
"The quality of work on the East Coast is pretty amazing," says ICE's Head Judge, Joseph Bonnici, Creative Director at Bensimon Byrne. "For Best of Show, the guide we used as a panel was what piece of work would have a chance to represent Canada in some of the world's best shows. Cannes, the One Show, London International...That's why we chose the campaign we did."
Target was awarded Best of Show and Gold for its Newfoundland and Labrador ‘Find Yourself' integrated campaign. The individual components of the campaign were also recognized. The 48 Half Hours social media promotion, Secret Place TV ad, Iceberg Alley print ad, the Find Yourself TV campaign and print campaign were all awarded Gold.
"We are so fortunate to live in Newfoundland and Labrador," said Noel O'Dea, Target's President and Director of Strategic & Creative Planning. "It's the most creative place on the planet. It's a source of inspiration for all of us here at Target - an inspiration to our storytelling."
Another Gold winner was Larsen, an Atlantic Canadian Maple Leaf brand, who also won the Fearless Client Award for the second year in a row. The award recognizes an advertiser that supports unexpected, unconventional, and ‘brave' advertising. Target's point of purchase campaign for the Universal Barbershop also won Gold, and a Craft Award for best Art Direction. Target also won Gold for its TV Under 30K Campaign for Pipers.
The independent St. John's agency's work continues to be recognized at top national and international awards show. Its Newfoundland and Labrador Tourism work has been regarded as one of the most successful tourism campaigns in the country, receiving over 170 awards since 2006, including the 2012 CASSIES Grand Prix.
Now in its 32nd year, Target is an award-winning, full-service advertising and brand architecture firm based in St. John's, Newfoundland. One of the country's top creative shops, Target is one of only 11 agencies in Canada to ever win a Gold Lion in the 55-year history of the Cannes International Advertising Festival. The agency is the only East Coast shop to ever win a Gold CASSIES, and now only East Coast agency to ever win the Grand Prix. Target's clients include Newfoundland and Labrador Tourism, Air Canada Jazz, Irving Oil, Scouts Canada, East Port Properties, Crime Stoppers, Pilot Gold, Ganong Chocolate, and Maple Leaf Consumer Foods.