Bleublancrouge took:
- The Grand Créa of the Night for Words Matter for client The Gazette
- The Prix du Publique TV5 for client The Gazette for Words Matter
- The Grand Créa awards for The Gazette in the categories:
- MultiMedia Campaign
- TV Campaign
- TV Service Single
- Out-of-Home Interior
- The Grand Créa award for Magazine single for client Lebeau
- The Grand Créa award for Media budget Less than $10,000, Print/OOH for client Israel Narcisse 'Game Buzz'
plus: Six Prix for
- Newspaper Single for client The Gazette
- Non-traditional Advertising for client Clinique dentaire Delisle
- Radio single for Lebeau
- OOH Outdoor Campaign for client Tie Rack
- OOH Outdoor single for client Tie Rack
- Public Service TV/Radio for client Fondation pour l'alphabétisation

"This success didn't happen overnight," says Sébastien Fauré, president of bleublancrouge. "It's the result of a corporate approach that took root over several years once the agency decided to look toward the future and undertake an inter-generational transfer that would maintain the agency's strengths but inject new blood and enthusiasm. That led to a mission: Find ideas that change the course of things. You have to take risks. You have to keep taking risks."

Gaëtan Namouric, the agency's creative director, was particularly happy to receive the People's Choice award, sponsored by TV5. "That people voting on the francophone international network chose an English campaign shows that a big idea has no language," he says. "The basic idea behind the Montreal Gazette campaign is that words have weight, that words matter. This campaign could have easily lived in French, Italian, Spanish or Chinese. Big ideas are universal."

While dominating the awards show, Bleublancrouge wasn't the only big winner. LG2 took two Grand Prix and 14 Prix, while Sid Lee took two Grand Prix and six Prix. LG2's Grand Prix were in Television Retail Single and Outdoor Single for client Canac-Marquis Grenier. Sid Lee's Grand Prix were in Television Single over 30 secs. for Fantasia Film Festival, and Newspaper Campaign for Bélairdirect.

Saint-Jacques Vallée Young & Rubicam took two Grand Prix and and one Prix, and two Grand Prix also went to Alfred. Grand Prix were also won by BOS, Alfred, PALM Arnold and BCP. BCP also took one Prix.

Prix were also won by Cossette Communication-Marketing (four) and by BOS, TAXI, Zoum Armada, BBDO and Brad.

Awards were also given for various artisans in the industry.

A highlight of the night which drew the audience to its feet with prolonged applause was a tribute to the late Jacques Bouchard, founder of BCP and considered the 'Grand-père of French-language advertising'.

For the full list of winners, see PubZone's Awards section.