“National Parks Project” wins at inaugural AToMiC awards

The Primitive Entertainment/FilmCAN documentary project (pictured) took a Bronze award at the inaugural awards show, which was organized by Strategy magazine and Playback.
October 5, 2011

Last night marked the inaugural AToMiC Awards gala, celebrating the best in media, technology, innovation and content, where the Primitive Entertainment/FilmCAN documentary National Parks Project took a Bronze award home.

The ceremony took place 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 and Best Niche Targeting.

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.”

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
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