Top Drawer Creative has won not one, not two, but three Summit International Awards, otherwise known as the “SIAs.” We love the SIAs. Their mandate is to “raise the awareness of companies and individuals who have the creative and marketing talent to go beyond the ordinary,” through three distinct award categories geared towards firms with “limited billings.” And by that, they mean billings of $30-million or less. So, ahem, it’s a pretty competitive landscape.
This year, Top Drawer was recognized for three (we think!) exciting projects:
Peace All Around (Bronze Summit Creative Award, Self-Promotion Category)
Our Challenge: To create a message for peace that would stand out from all the others, especially around the holiday season.
Our Inspiration: The ad was inspired by Top Drawer’s own Danielle Taylor’s trip to Australia, New Zealand, and Fiji. As an agency, we wholeheartedly believe in the message portrayed and think it accurately reflects our team.
The Product: We intended the creative as a message that begs to be spread. In addition to the video, we shared the video URL as a “message in a bottle” to select clients and contacts. We needed to make our “product” special, make it stand out. The combination of stop-motion and the silent aspect did just that.
ACCHO Legacy Video (Silver Summit Creative Award, Product/Service Video)
Our Challenge: To raise awareness about the prevalence of HIV/AIDS in Ontario’s African, Caribbean and Black communities.
Our Inspiration: The inspiration for this campaign was simple. ACCHO was created to respond to an issue that threatens the health and well being of broad, communities. Trevor Gray, Co-chair of ACCHO had this to say; “Responding to HIV/AIDS in our communities requires that we fight social injustice, stigma and discrimination, and all forms of oppression faced by African, Caribbean and Black people in Ontario. ACCHO is working with communities and allies to do just that.”
The Product: The video’s potent message is that HIV/AIDS can be beaten, it just requires collaborative work.
Shared Health Exchange (Gold Summit Creative Award, Services Website Category)
Our Challenge: To create a safe place for women affected by HIV/AIDS to find coping resources, and simultaneously confront the stigma behind the disease.
Our Inspiration: A simple message. Raising awareness and conversation is the first step in eradication of the disease.
The Product: A resource-rich website was designed to raise awareness about HIV/AIDS, specifically about the disease as it affects women. It gives tips to both healthcare professionals and affected women alike. It also assists organizations who are looking to create stigma-free areas.
This Spring, Eleanor McMahon had a epiphany. McMahon, CEO and founder of Share the Road Cycling Coalition, had the simple but noteworthy realization that “the majority of Ontarians are not cyclists or drivers, but cyclists AND drivers.”
Supported by the Canadian Automobile Association (CAA) and the Ontario Ministry of Transportation, McMahon embarked on a campaign to bring cyclists and drivers together to make the roads safer for everyone.
“CAA is a strong supporter of initiatives that bring drivers and cyclists together to make the roads safer for us all,” says Teresa Di Felice, Director, Government & Community Relations and Driver Training, CAA South Central Ontario.
Toronto-based agency Top Drawer Creative also came on board with their support, advanced the concept, and brought it to life in the form of transit posters, restobar posters, newspapers, magazines and online ads and 30-second television and radio spots.
“Eleanor’s notion of taking the ‘versus’ out of the equation hits home,” says Top Drawer Creative CEO Howard Chang. “Drivers and cyclists are truly alike – often one and the same – and the campaign narrows the divide through that likeness.”
The campaign, supported by countless media partners including Corus, CHCH, Rogers, CBC, Global, Metro News, Newad, IMA, Zoom Media, Pattison, Olive Media, Kijiji.ca, NOW, The Grid, Tonight and Post Media, will run across Ontario until August 16.
About the Share the Road Cycling Coalition
The Burlington-based Share the Road Cycling Coalition is a provincial cycling advocacy and policy organization created to unite cycling organizations from across Ontario, work with and on behalf of municipalities to enhance their ability to make their communities more bicycle- friendly and advocate for an enhanced provincial role. Core to the organization’s mission and mandate are safety, education and awareness campaigns. Since its inception, the Coalition has focused on outreach work across Ontario and has built partnerships with active transportation stakeholders notably: cycling advocates, local cycling clubs, organizations and municipal advisory groups, municipal leaders and officials, law enforcement, planners, provincial politicians and officials, public health professionals, and funders.
For more information, visit www.sharetheroad.ca
About Top Drawer Creative
Top Drawer Creative was founded in 1996 on the principles of accountability and
sustainability. Top Drawer was conceived as a fully integrated services model that
would serve as the ultimate marketers tool kit. Unlike traditional agencies, Top
Drawer does not focus on a category like retail or auto. Instead the agency has
honed its expertise by focusing on a consumer segment they have branded
“AHAA”—active, healthy, affluent and aware.
For more information, visit www.topdrawercreative.com
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