The 2008 Summit Creative Awards

Lajeunesse communication marketing is a silver winner in the 2008 Summit Creative Awards® competition for its creative work for BP Building Products of Canada corp.

In a heavy cluttered, traditional environment such as the hardware stores, it is very difficult to catch consumer’s attention on our product. Often, we relate on the store sales personel, to do the ‘selling’ for us. Consumers needing advices and references to proceed to a buy.  We are then limited to the store personnel goodwill.

Based on that problematic, BP’s Marketing Team wanted to ensure a floor-presence that would be eye-catching to provoke consumer’s attention shopping in-store, so he would be the one asking questions to the front line personnel (move from a pull to a push approach). The P.O.P was built based on that need to switch the inter-relation around.

Creative was developed based on the actual benefit of the product (sound-proofing) instead of the usual features of the product. Consumers could visually feel, just by being exposed to the P.O.P, the impact of ENERMAX (a sound free environment, so free, that you could actually do your meditation in the room isolated with ENERMAX). No noise, just pure silence thanks to ENERMAX. This was backed by an informative brochure again using the floating Zen girl.
A reaction was automatically created: consumer wanted to learn more about this incredible product.

The Summit Creative Awards recognizes and celebrates the creative accomplishments of small and medium sized advertising agencies and other creative groups with annual billings of $30 million or less. Over the fifteen years, the competition has established itself as the premier arbiter of creative excellence.

This year’s panel of international judges included:

• Louai Alasfahani, Managing Director/Creative Director, Paragon Marketing Communications – Kuwait
• Tim Hall, Creative Director, SAATCHI & SAATCHI – New Zealand
• Richard Beltramini, Ph.D., Interim Academic Associate Dean, Wayne State University – United States
• Ann Jensen, Creative Director, brandUNITY – United States
• Kevin Hersh, Creative Director, MFX, Inc.  – United States
• Mario Hoffmann, Senior Art Director, Ogilvy & Mather – Germany
• Linda Passante, CEO, The Halo Group – United  States
• Christopher Jones, Principal & Creative Director, Stellar Debris Creative Studios – Japan
• Liam Wielopolski, Executive Creative Director, SAATCHI & SAATCHI – South Africa
• David Ross, Associate Creative Director, EvoLogue – United States
  Tony Adamic, Owner/Creative Director, Elevator – Croatia

Entries in 21 creative categories are judged against a stringent set of standards. During the blind judging events (entering company names withheld) judges search for innovative and creative concepts, strong executions and the ability to communicate and persuade.

“Winning a Summit Creative Award is a significant accomplishment. The combination of our excellent judges and the tough judging criteria ensures that only deserving entries receive Summit recognized.” Said Jocelyn Luciano, Executive Director for the Summit International Awards. “It was an exciting year to watch and listen to the judges’ debate the details of individual entries. Making the decisions of which ones receive the top spots is hard.”

This year’s creative competition included companies from the following twenty-four countries: Australia, Austria, England, Bulgaria, Canada, China, Croatia, Denmark, Hungary, India, Italy, Japan, Kuwait, Mexico, New Zealand, Northern Ireland, Singapore, South Africa, Sweden, Switzerland, Thailand, Ukraine, United Arab Emirates, and United States.

Winners were selected in categories that include print, broadcast, emerging media, online advertising, marketing materials, direct mail, political, corporate video, public service, best idea never produced, industry self-promotion, brand redesign, and student competition.

The organization conducts the Summit Creative Award, the Summit Marketing Effectiveness Award and the Summit Emerging Media Award.