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2017 MIAs honour Canadian OOH campaigns

The winners of the 18th annual Media Innovation Awards (MIAs), including several out-of-home (OOH) advertising campaigns, were announced on Dec. 8 during a gala at The Carlu in downtown Toronto.

The Client of the Year award recognized the Hospital for Sick Children’s (SickKids’) ‘Vs.’ campaign, which debuted on a digital board at the Air Canada Centre (ACC) before dominating Toronto billboards (pictured, top right), transit shelter ads and streetcar wraps. Best of Show went to Labatt Brewing’s ‘Red Light: Light Up the Nation’ campaign for Budweiser beer, which updated digital OOH (DOOH) faces across Canada each time a local hockey team scored a goal.

Other winners for Best Use of Media included Greenfield Natural Meat, which built a 28-ha (70-acre) ‘all-natural billboard’ in Manitoba (pictured, top left), and McDonalds’ Canada’s ‘Pick a Side’ campaign, which introduced two burgers named after Montreal Canadiens players.

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