2017 Winner

Weston Foods

D'Italiano Tenor Takeover

Dentsu Media & Union

GoldBest Use of Content - Best in Consumer Engagement

With its “Live Large” campaign, D’Italiano celebrates people’s unapologetic love for thick white bread by bringing the Italian mentality of “live big, love big, and eat big” to the everyday. Targeting foodie females, age 25 to 40, the brand increased its digital, mobile and social spend by 50% to create a live, one-day takeover of a YouTube masthead. On the site, real Italian tenors were shown singing songs created from actual tweets, which people could submit from the masthead by clicking through to LiveLargeTweets.ca, or by using the hashtag #LiveLargeTweets on Twitter. The execution was Canada’s first food category livestream masthead on YouTube and helped increase D’Italiano’s unit volume.

Credits
Marketing directors, Weston:
Nicole Pekerman, Marsha McFadgen
Account directors, planning, Dentsu:
Kelly Shannon, Derek MacNutt, Tracy Battin CCO, Union: Lance Martin
CDs, Union: Rica Eckersley, Adam Thur
VP, Integrated Production, Union: Jen Dark
Group Account Director, Union: Kimberlee Welch
Account Director, Union: Amy Greenspoon
Account Manager, Union: Beatrice Dauphinais-Bourque
Community Manager, Union: Jocelynn Rennie
Junior Strategist, Union: Aaron Arellano
Media: Dentsu Media
Executive Producer, Touchpoint Films: Kevin Saffer
Director, Touchpoint Films: Matt Eastman
Technical Director, Touchpoint Films: Josh Chaiton
Producer, Touchpoint Films: David Stulberg
Digital Producer, Pixel Pusher: Karen Reyes
Tech Manager, Pixel Pusher: James Porter