June 12, 2025
Where creativity met data, and brilliance was measured (not assumed)
What a day! Yesterday at DPAA Canada Summit, we announced the winners of the 2025 Attention Excellence Awards — and honestly, we couldn't be more excited about how this turned out.
These weren't your typical industry awards. No panels. No opinions. Just pure data on what actually captured attention across thousands of real interactions in our elevator network.
The results? Four campaigns that didn't just turn heads, they measurably held attention.
🥇 Top 10-Second Creative
City of Toronto for Community Environment Days
Sometimes the best creative comes from clients who truly get it — and the City of Toronto has been working with us for years to refine their messaging based on real attention data. The results speak for themselves.
🥇 Top 15-Second Creative
Talon, Rogers Sports & Media, Hearts & Science for Sportsnet's NHL
When client, planning, and buying teams break down silos and work together (plus collaborate with us), magic happens. This campaign delivered excellence across their entire portfolio.
🥇 Top Canadian Campaign
CBC and Initiative for CBC News
Their ads were more fast-paced than the news cycle itself — and that's exactly what made them impossible to ignore.
🥇 Top North American Campaign
Knix for Sport Your Period
This one gave us chills. A fearless Canadian founder who didn't wait for permission, turned elevator screens into platforms of truth, and reminded us all that attention is earned, not given.
For too long, our industry operated on educated guesses about what works. Demographic projections, estimated impressions, post-campaign surveys; all valuable, but none capturing that crucial moment when creative truly grabs someone's attention.
We changed that.
Using real-time attention measurement, that's privacy compliant across our Canadian elevator network, we captured something that's never been measured at scale before: genuine, unbiased audience engagement as it happens. No formulas. No projections. Just pure data on what actually holds attention.
This is just the beginning. For over a decade, we've been building attention measurement technology; not as competitors, but as collaborators working toward a shared goal: proving that great creative drives real impact.
The result? Marketers and agencies can see what's capturing attention, optimize campaigns in real-time, and allocate budgets more effectively to drive measurable outcomes.
For brands ready to embrace this measurement revolution, the same technology powering these awards can unlock unprecedented insights into your own creative performance. Real-time attention data. Unbiased engagement metrics. Guaranteed attention! Creative optimization intelligence that transforms how you build campaigns.
Because in the battle for attention, it's not just about being seen — it's about being remembered.
