St. John Ambulance

In 1999, St. John Ambulance won the BC Association of Broadcasters Award of $1 million in free media. What they needed was an advertising campaign. When the team on the account took the St. John Ambulance first aid course, one thing in particular stood out: Most accidents don’t result from skydiving or shark hunting, but rather from seemingly innocent situations that go bad. The key to the creative was to set up everyday situations where accidents have the potential to occur. Rather than show the accident actually take place, we cut to the logo just before the moment of truth, leaving the viewers to complete the scenario in their own mind, and to wonder: “Am I ready for something like that?”

| 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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