Participants were asked to expand their creative thinking beyond newspaper executions to include fully integrated campaigns that included newspaper, magazine and online creative executions.

ZiG developed a campaign to show people how Ikea storage solutions can make life better. Creative showed a variety of objects first in wild disarray and then tucking themselves neatly within a cabinet. For its efforts, the agency has won $200,000 worth of advertising space in The Globe and Mail properties for the campaign, and a trip to the Cannes Lions International Advertising Festival in June for agency and client representatives.

Agency creative team on the campagne included: Martin Beauvais, creative direction; Alice Ma, art direction; Michelle Wong, copy. MindShare's Justine Townsend handled media planning.