Posted by Dhara on July 27, 2020
It’s that time of the year!
Summer of 2020 is dramatically different than any of the past summer seasons. With social distancing, wearing masks and less time with friends and family, spirits are definitely down, but there is one thing the marketing industry looks forward to no matter what - industry awards!
Team BTI is both flattered and proud to be recognized by Hermes Creative Awards for some of our favourite projects done this year. This year we took home 6 trophies - winning 4 Platinum and 2 Gold awards.
Click on the titles below to view the case study for each award-winning campaign.
In an effort to attract top talent at Ontario university career fairs, Whirlpool Canada wanted to create a video that would feature interns of the past and present describing their experiences working at Whirlpool. BTI proposed a new approach to the recruitment video - a light-hearted narrative not only featuring real interns, but also adopting an "if you worked at Whirlpool" theme. The video effectively told a story about a company that provided variety and opportunity, had a world-class corporate culture, valued its team members, and always found time to have fun. By offering a holistic glimpse into the many wonderful facets of their corporate culture, BTI ignited a sense of pride in the existing team and won a Platinum Hermes Award too.
Peel HIV/AIDS Network (PHAN) was rapidly expanding beyond the HIV/AIDS impacted community to serve a broader audience and was looking for a new name and identity encompass the larger group. BTI came up with over 100 potential names that were then narrowed down to a handful of standouts which were then taken to focus groups where one name emerged as a clear favourite – Moyo. Moyo is Swahili for life, heart, and spirit. The perfect summation of how the organization tries to help individuals holistically. BTI received a Platinum Award for this project.
RIC Centre was facing issues of inconsistent messaging and logo usage, sub-brands lacking a strong connective look and without the strength of a clear focused brand foundation. BTI was asked to help create consistency in their brand, story and look. The RIC Centre’s marketing team now has the tools to build out the marketing collateral they need to attract entrepreneurs to build their members. BTI not only made the RIC Centre’s life easy by creating valuable tools to manage the brand’s image, language and differentiation but managed to bag a Platinum Hermes Award.
JennAir underwent a rebellious brand revival that aimed to revolutionize the ultra-premium appliance category and redefine what luxury means. Out of this, two design expressions were created – RISE and NOIR. BTI developed two unique brochures that introduced RISE and NOIR using a framework inspired by the diagonal lines that shaped the new logo. These innovative brochures brought the new brand positioning to life for thousands of consumers across the country. As a result, the brand generated meaningful growth and took a leadership role in the appliance category and BTI was awarded Platinum Hermes Awards.
BTI created a series of 9 “how-to” videos that highlight product design, use, care, and ease of connectivity. These videos displayed the elegance of the appliances and ease of the culinary experience through the use of the JennAir mobile App. All videos are hosted on the JennAir website and branded YouTube channel to help viewers develop familiarity with appliances and enhance their culinary experience. BTI received a Gold Hermes Award for conceptualizing and producing these videos.
Whirlpool brands wanted to create learning content for RSAs which is easily accessible and palatable. BTI conceptualized and produced a series of 64 training videos in English and French across 3 brands and multiple appliances categories. The BTI team worked closely with the Whirlpool appliances trainers to develop ‘easy to understand’ scripts to demonstrate appliances features and Use & Care. BTI is proud to have been awarded Gold Hermes Awards for producing this intellectual property.
We are truly honoured and grateful to be acknowledged for the work that we love to do. We are always advancing and improving, and we’re so excited to show you what we’ve got cookin’ in rest of 2020. So, what award-winning idea can we help you with today?