Secret Location, National Parks Project win at inaugural AToMiC awards

UPDATED - The interactive shop, Primitive Entertainment/FilmCAN documentary project, and Peace Point take a Gold and two Bronzes, respectively, at the inaugural Strategy magazine and Playback awards.

UPDATED – Last night marked the first-ever AToMiC Awards gala, celebrating the best in media, technology, innovation and content. The ceremony took place at the Guvernment in Toronto, and followed the AToMiC conference, where forward-thinking speakers from across North America enlightened the crowd.

The AToMiC awards advisory panel, led by media consultant Lauren Richards and Campbell’s VP marketing Mark Childs, served at the first awards jury. They handed out Gold, Silver and Bronze awards in 12 categories: AToMiC Collaboration, AToMiC Idea, AToMiC ROI, AToMiC CSR, Best Brand Integration, Best Broadcast Engagement, Best Digital Engagement, Best Experiential Engagement, Best Print Engagement, Best Tech Breakthrough, Best Transmedia, Best Niche Targeting and AToMiC Grand Prix.

Taking Gold in the AToMiC Broadcast Engagement category was Secret Location’s online interactive game for Showcase drama Endgame (pictured). The online game continued the narrative of the show, featuring live-action executions and allowing the viewer/user to dictate the sequence of events. The user assumes a first-person role and viewpoint in the game, and information about them is populated from their Facebook account. (Read more on the project here.)

And winning a Bronze in the AToMiC Transmedia category was FilmCAN and Primitive Entertainment’s National Parks Project, an exploration of the link between nature and creativity, produced in part to celebrate the centennial of Parks Canada, captured in a TV series and augmented online by FilmCAN and and Primitive Entertainment.

The documentary project involved a series of trips to 13 national parks across Canada, each being documented and sound-tracked by a different group of three musicians and one filmmaker, whose task was to collaborate on a short film and soundtrack that captured their collective impressions of the landscape. The website was a hub wherein all of the various elements could interconnect through the “virtual park.” (Read more on the project here.)

Also winning a Bronze in the Transmedia category was Peace Point Entertainment Group, a cross-media story explaining the anatomy of elite athletes. (Read more about the project here.)

Other broadcast-related wins included media agency UM’s Coca-Cola “Covers” broadcast integration with MuchMusic and Saatchi & Saatchi’s @Random documentary project for the Tourette Syndrome Foundation of Canada, which garnered a Gold for AToMiC Collaboration, as well as a Bronze for AToMiC Idea.

To get the full run-down on the awards, visit, where all categories and winners are listed.
With files from Emily Wexler