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Bear

Award: Wood Pencil

Wood Pencil / Film Advertising Crafts / Use of Music for Film Advertising / 2015

To differentiate Thomson from its similarly-named and closest competitor, Beattie McGuinness Bungay created Miles, a one-eyed, tattered but lovable bear who rediscovers his smile on a Thomson holiday. In Miles, BMB had a vehicle that not only reinforced Thomson's unique position as a provider of transformative holidays, but also offered an unmistakable Thomson mascot, thanks to his familiarly shaped smile. The charming spot is backed by William Shatner's memorable spoken word rendition of the Queen classic Bohemian Rhapsody.

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