2007 Créa Awards - TV spot for Montreal's The Gazette takes top prize at 2007 Créa Awards, Quebec's annual salute to excellence in advertising

    MONTREAL, March 22 /CNW Telbec/ - A TV spot for the "Words Matter"
campaign created by agency Bleublancrouge for Montreal daily The Gazette
walked off with the 2007 Grand Créa at Thursday night's second annual Créa
Awards show.
    Bleublancrouge scored the most wins this year, followed closely by LG2
and Sid Lee.
    Actor Bruno Marcil took home an Artisan award for his work in the
Plaisirs gastronomiques campaign.
    In addition to the Grand Créa, 16 Grand Prix and 38 Prix were handed out
to 35 advertisers and 14 agencies.
    The jury cited the intelligence and subtlety of Bleublancrouge's winning
"Paris" spot for The Gazette. Set to the sounds of an old-time piano, the ad
shows a newspaper headline changing from "Paris Hilton show bombs" to "Bomb
drops on Hilton Paris" to "Paris drops Paris Hilton." It ends with the slogan
"Words Matter."
    This spot is part of a multimedia campaign praised by jurors for the
overall quality of its ads, many of which won awards in other Créa categories.
According to Thierry Albert of DDB London, co-chair of the international jury,
"Words Matter" is the Quebec campaign most likely to make a splash at this
year's Cannes Lions International Advertising Festival. In his words, "It's
the epitome of a campaign built on a powerful message relevant to the

    Three agencies take lion's share

    The big winners at this year's Créa Awards were agencies Bleublancrouge,
with the Grand Créa, 6 Grand Prix and 6 Prix, LG2 (2 Grand Prix and 14 Prix)
and Sid Lee (2 Grand Prix and 6 Prix).

    - Along with the coveted Grand Créa, Bleublancrouge took Grand Prix in
      six categories: Television - Campaign; Television - Service - Single;
      Indoor - Single; Multimedia - Campaign (for The Gazette); Magazine -
      Single (Lebeau); Media spend under $10,000 (Game Buzz).
    - LG2 took home two Grand Prix: Television - Retail - Single and Outdoor
      - Single (for Canac-Marquis Grenier).
    - Sid Lee also won two Grand Prix: Television Single over 30 secs. (for
      Fantasia Film Festival) and Newspaper - Campaign (for Bélairdirect).

    The other agencies honoured were Saint-Jacques Vallée Young & Rubicam (2
Grand Prix and 1 Prix), Alfred (2 Grand Prix), BCP (1 Grand Prix and 1 Prix),
Bos (Grand Prix and 1 Prix), Cossette Communication-Marketing (3 Prix), BBDO
Montréal, Brad, Cossette Communication-Marketing (Quebec), Palm Arnold
Communication, Taxi and Zoom Armada (1 Prix each).

    Hats off to the talent

    Once again this year the jury conferred Grand Prix awards for outstanding
contributions to excellence in advertising.
    Eight individuals and teams were singled out: director Emanuel
Hoss-Desmarais (for Réno-Dépôt), director of photography Sara Mishara (SAQ),
art director Stéphane Gaulin (SAQ), editor Louis-Philippe Rathé (Canadian
Forces), special effects company DeShed (Fido), sound design studio Sonart
(Canadian Forces), actor Bruno Marcil (Plaisirs gastronomiques) and
photographers Leda & St.Jacques (Les Editions Infopresse).
    The full rundown of the awards is available on the Editions Infopresse
website at www.infopresse.com/concourscrea/resultats/2007/. And on March 30,
the April issue of Infopresse magazine will be on newsstands with coverage of
all the winners.

    The Créa Awards are organized by Editions Infopresse in cooperation with
sponsors Air France, Corbis, La fabrique d'images, Firstlight, Pixman, Web
Cargo, Boogie Studio, Jet Films, Canoe, Sympatico MSN and media partners
Grenier aux nouvelles, Marketing, L'actualité and TV5.

For further information:

For further information: and interviews: Marie-Claude Ducas, (514)
842-5873, ext. 2248; Source: Editions Infopresse, Geneviève Dionne, (514)
842-5873, ext. 2277

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