IRIS Awards



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The IRIS Awards were created to recognize and celebrate creative excellence in OOH from across Canada. There will be two award categories per quarter:

  • Best OOH Creative Execution
  • Best OOH Innovation/Technology

All quarterly award winning campaigns will qualify for the 2017 Grand IRIS Award and will be tested with a consumer panel to gauge their reaction and judged based on the following criteria:
• Visual Impact and appeal
• Strong branding
• Simplicity of message
• Contextual relevance
• Consumer response

The 2017 Grand Iris Award will be announced in early 2018 and the winning creative team will be presented with a trip to the 2018 OBIE Awards in Austin, Texas.


2017 Q4 Winners

Best OOH Creative Execution

KAYAK, See the world in Canada
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Creative Agency: In-House (KAYAK)
Campaign Overview: To celebrate Canada turning 150, KAYAK wanted a way to encourage Canadian travelers to explore their home turf and remind them that while flying within Canada is notoriously expensive – it can be affordable and as beautiful as flying overseas. Their Out of Home campaign delivered on that by using tech-forward digital displays and real-time pricing data to shine a spotlight on the amazing destinations Canadians can travel to within their country for less than they may have expected and confidently book their next trip, a little closer to home.

Best OOH Innovation

Metro Vancouver Fatberg
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Creative Agency: In-House (Metro Vancouver)/Jungle Media
Campaign Overview: An innovative transit shelter ad helped Metro Vancouver to highlight the invisible and expensive problem of grease in sewers. By capturing the public and media’s attention, Metro Vancouver were able to drive home the ‘wipe it, green bin it’ message during Thanksgiving, when greasy food consumption can be particularly high, and hopefully prevent costly clogs in the system.

2017 Q3 Winners

Best OOH Creative Execution

Ikea Halifax Grand Opening
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Creative Agency: Diamond Integrated Marketing
Campaign Overview: With Ikea opening their first store in Halifax they wanted to bring their playful tone to the East Coast. Working with Diamond Integrated Marketing they created a series of contextual ads to announce the opening of the new store with headlines like “The East Coast is about to get even Swede- er”.

Best OOH Innovation/Technology

Snap with Pepsi!
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Creative Agency: BBDO
Campaign Overview: SnapCodes replicating giant bottles were displayed on vinyl decals, allowing passers-by to easily take pictures via Snapchat. In doing so, a special lens was unlocked for users to take fun selfies. The transit shelter also prominently featured a large decal showing a moose in colourful sunglasses (the accessory appearing on the special lens), in order to attract attention and generate curiosity.

2017 Q2 Winners

Best OOH Creative Execution

Kijiji Auto Search
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Creative Agency: CloudRaker
Creative Execution: CloudRaker Team
Campaign Overview: 
Using commuter patterns, demographic data mapping and contextual messages the OOH ads targeted commuters in specific neighborhoods. Busy moms were targeted with “hockey mom wants car with game” creative adjacent to GO Transit Stations and men were targeted with “midlife crisis, mid-range salary” creative adjacent to the Gardiner and Bay St.

Marc-André Hade, Head of Strategic Marketing, Kijiji commented, “Kijiji is the largest auto site* in Canada and has over 370,000 car listings including tons of high-quality, low mileage cars for sale. This outdoor campaign worked to improve the perception of the number of quality cars and vehicles available on Kijiji. We are pleased with the results and to get this recognition from the industry”.

Best OOH Innovation/Technology

Festival de magie de Québec – Mind Reading Transit Shelter
View the gallery | Watch the video
Creative Agency: Lg2
VP, creation: Luc du Sault
Creation: Camille Gagnon
Consulting Services: Tania Pons Kilfoil
Technology & Programmation: Cortex – Mathieu Tremblay, François Couderc, Jérémie Pelletier
Campaign Overview: 
As commuters waited for the bus, the digital TSA provided an opportunity for consumers to take part in a magic trick. Commuters were asked to pick and think about a card in the digital playing deck and then magically the card they had chosen appeared on the digital screen. Now that’s magic!

“This year, we wanted to recreate a classic magic trick inside a bus shelter. The idea of displaying an ad face that can read your mind required pushing the limits of eye tracking technology, but also the out-of-home digital technology. It turned out to be a surprising and fun trick, thanks to the magic of technology!” – Camille Gagnon, copywriter, Lg2

2017 Q1 Winners

Best OOH Creative Execution

LEGO Batman Movie
Creative Agency: Warner Bros. Direct
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Campaign Overview: 
To celebrate the release of The LEGO Batman Movie, Warner Bros. Pictures Canada executed an extensive OOH campaign inclusive of subway train wraps, station murals, DOOH and experiential stunts. Exciting creative promoted the film’s opening while showcasing a number of new characters both good and evil.

Best OOH Innovation/Technology

Réno-Dépôt “Street Swatches”
Creative Agency: Sid Lee
View the photo gallery | Watch the video

Creative Director – Alex Bernier
Creation – Alex Béland, Alexis Caron-Côté
Technology – Julien Roub Charland, Zachary Labrosse-Remilard
Photography Direction – Guillaume Beaudoin
Production: Marc Desjardins
ampaign Overview: Réno-Dépôt and Sid Lee are no strangers to innovation and DOOH given their success with Reno Depot’s Colours in the sky campaign. For the 2nd phase of this award winning DOOH campaign they took to the colour of the streets to showcase their colour offerings.

“In our third year of working with Réno-Dépôt and SICO, we wanted to showcase the technology and bring it to the people so that they could see it in action. This led us to add another dimension to what is a traditional media. We were very pleased with the campaign.”
– Alexis Caron-Côté, copywriter at Sid Lee.