June 19, 2014 10:58 am

WestJet, Royal Canadian Mint among creativity award winners

A scene from WestJet's Christmas Miracle viral video.

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TORONTO — Online marketing initiatives for WestJet, Molson Canadian, the Royal Canadian Mint and Arcade Fire were among 79 recipients of Bronze Awards this week at the 2014 Cannes Lions International Festival of Creativity.

WestJet’s Christmas Miracle: Real Time Giving earned the airline an award in the Online Video / Social Video category. It was produced by Toronto’s Studio M for media agency Mosaic.

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“We are proud that the WestJet brand and what it stands for is being celebrated on a global level,” company executive Bob Cummings said in a release.

WestJet’s Christmas Miracle: Real Time Giving went viral when it was posted online early last December. It has been viewed more than 36 million times.

“This initiative was about creating a meaningful experience with our guests in an unexpected way, and we’re happy that our message of care resonated with millions around the world as well.”

Molson Canadian’s Passport Beer Fridge installation, created by Vancouver’s Rethink and produced by Partners Film in Toronto, was honoured in the Branded Tech category.

The Royal Canadian Mint’s Heart of the Arctic campaign, created by Cossette of Montreal, was recognized in both the User Experience and Illustration and Graphic Design categories.

In the Innovative Use of Technology category, an award went to Just a Reflektor, an interactive film for Montreal band Arcade Fire and Google Chrome that was directed by Vincent Morisset of Montreal advertising agency AATOAA Montreal.

The big winner in the Cyber Lions division was Pharrell Williams – 24 Hours of Happy, created by Iconoclast of Paris. It picked up a Grand Prix for User Experience; Gold awards for Use of Video, Use of Music/Sound Design, Microsite, and Interactive Video; and Silver for Overall Aesthetic Design/Best Practice.

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