|Industry||Hotels & Resorts|
|Media||Digital, Interactive & Mobile|
|Creative Director||Shira Kirsh, Matt Hassell, Jamie George, Alex Furrer, Brian Ross|
|Caples Awards 2014|
Credits & Description
In 2012, MSN.com ranked Canada as the smartest country in the world. The team at OgilvyOne Worldwide created a contest, Smart vs. Smart, to ride the momentum of Canada’s No. 1 position and to extend the already popular Holiday Inn Express “Stay Smart” campaign to Canada. Banners and social media drove InterContinental Hotel Group’s target audience, Canadians 25 to 45 years old, to vote on more than 60 of Canada’s smartest inventions. The launch campaign proved to be engaging and increased brand relevancy with this infusion of Canadian pop culture and heritage.