• by September 26, 2005

What's black and white and read all over? The campaigns designed by this year's newspaper finalists, who show why their creations were fit to print.

WINNER

Agency: Cossette Communications

Client: Nike

The Toronto Star's RunTO campaign for Nike advertised a 10-kilometer run on the city's Centre Island and pit neighborhood against neighborhood in the spirit of athletic competition. The effort featured fake Post-It notes on the paper's front page with one neighborhood goading another to participate with friendly insults. The notes were signed "Delivery Guy" and customized to specific areas with the help of the Star's circulation department. Other ads were targeted to specific editorial content, like one near the horoscope page demanding, "Leos, get that thorn out of your paw and run the 10K-- Virgos." Results: Nike saw a significant boost in participants over 2004's entrant figures.

Agency: Enpocket

Client: Redeye/Tribune

Enpocket's RedEye rewards campaign for the RedEye, a Chicago Tribune-owned daily pop culture newspaper, began by posting a "RedEye Pop Quiz" in the newspaper each Friday, asking readers to text message their answers to a trivia question. Everyone texting was invited to join RedEye Rewards, a discount program for local venues. This was a good example of a newspaper using editorial to build its marketing program by offering readers interactivity.

Agency: Mediaedge:cia Puerto Rico

Client: SunCom Wireless

Mediaedge:cia Puerto Rico's effort to re-launch the SunCom Wireless brand sought to overcome a high level of confusion resulting from SunCom's previous brand incarnations. The company did this with brash and attention-grabbing placements: Wrap-around advertising over the front page of Puerto Rico's El Nuevo Dia daily, and a double front cover on the paper El Vocero.