Norigen Communications

Norigen is a new company in the telecommunications category, targeting medium-sized businesses primarily. To compete against the well-established and much larger communications giants, Norigen focused on its strength as a new company without existing boundaries, restraints or antiquated technology. The advertising had to be about positioning Norigen as new. And the voice of the advertising had to echo the voice of the company - friendly, approachable and dependable.

The Revelstoke

Phillips Beverages of Minneapolis, Minn. created a new spiced blend of Canadian rye whisky that is distilled and bottled in Alberta, for launch in the U.S. We were asked to name, package and promote the product, which is aimed at a younger target audience. This consumer is interested in a Canadian whisky that is strong in alcohol content, yet smooth going down. The Revelstoke fulfills both. The packaging and the name are meant to present the product as younger and hipper – “not your dad’s rye whisky.” The advertising is an extension of and support for the brand positioning line: Strong, smooth whisky from a country that requires it.

The Weather Network

The Weather Network is a weather specialist. Its forecasts are more accurate than those provided by news programming. This strength provides a clear point of differentiation, and a platform for all of the network’s advertising. The yellow billboard campaign is now going into its third year. Why? Because it works. Billboards with clear views of the sky in the background were handpicked to display messages putting the network’s money where its mouth was.

Old Milwaukee Dry

The goal was to entice people who purchase lower-priced beer into considering Old Milwaukee Dry as an alternative. Research shows these people to be hard-working, down-to-earth guys. The creative was designed to demonstrate that Old Milwaukee Dry is the type of beer that suits their personality: a no-nonsense, to-the-point brand.

Short Man Brown's

Short Man Brown’s has specialized in quality clothing for men five-four to five-eight since 1928. Although it is just a two-store Toronto chain, with a modest marketing budget, advertising is important and has proved quite effective. The television work, a continuation of last year’s print campaign, emphasized the fact that no other destination offers quality clothing for the shorter man.

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| Gold: Palmer Jarvis DDB | Silver: Taxi Advertising and Design | Bronze: MacLaren McCann |
| Honourable Mention: BBDO Canada |
| Finalists: Ammirati Puris   Bensimon•Byrne D'Arcy   Gee, Jeffery & Partners Advertising   Holmes & Lee   Ogilvy & Mather |
| Judges: Creative   Strategic |
| How do you get to be Agency of the Year |

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