Problem to Solve

The Annual CMA Awards recognizes the best in Canadian marketing. However, with so many award shows competing for ticket sales each year, the challenge is always to create an event marketers can't wait to attend.

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Solution

The CMA Awards Gala is the only event that recognizes it takes both strategy and creative to pull off award-winning work.

We saw this as an opportunity to create a dramatic film noir parody that would be entertaining at every communication touchpoint, beginning to end. From DM & print to film & interactive, we pulled audiences through a single immersive narrative – concluding with the sellout CMA Gala experience to witness all those who snatched the gold.