Miralis wins two prizes at Quebec’s prestigious IDEA Awards
A prestigious award for its campaign : Donalda’s New Kitchen!
At Miralis, we’re thrilled to announce that we’ve won both gold and silver at the IDEA Awards, Quebec’s premier competition celebrating excellence in creative communications. We received gold in the Advertising Creation discipline, under the category 30-second Commercials (Single Piece), and silver in the same discipline, in the category Commercials in Various Formats (Campaign). These honours were awarded for our recent campaign, La nouvelle cuisine de Donalda (Donalda’s New Kitchen), which struck a powerful emotional and cultural chord in our home province.
Organized by and for the creative industry, the IDEA Awards recognize outstanding ideas, exceptional execution, and the professionals who bring them to life, while showcasing the strength of Quebec’s communications sector locally and beyond.
A campaign rooted in Quebec culture
This campaign was created specifically for the Quebec market, where it aired and was widely acclaimed. It reimagines an iconic character from a beloved local television series. In our version, acclaimed actress Sarah-Jeanne Labrosse, a household name for her role in Les Pays d’en haut, a historical drama based on a classic 1930s novel depicting rural life in French-speaking Canada, takes on the role of Donalda, proudly showing her new kitchen to her friend Donatienne.
While the references are deeply rooted in regional culture, the story we tell is universal: the pride of a space thoughtfully designed to endure. Even beyond provincial borders, the themes of timelessness, craftsmanship, and design excellence resonate clearly.
A celebration of timeless design
In a world where trends come and go, we believe that true sustainability comes from making things that last. La nouvelle cuisine de Donalda is more than a commercial, it’s an expression of our design philosophy: the most sustainable kitchen is the one you’ll never want to change.
And this particular kitchen isn’t just a set: it’s the real home kitchen of actress Sarah-Jeanne Labrosse, showcasing our Luminescence lighting system and our most durable, advance engineered materials. Beauty meets longevity.
Luminescence, Lighting from within the cabinetry!
Advanced engineering durable materials, crafted by Miralis.
Proudly made in Bas-Saint-Laurent, Quebec
Miralis is based in Saint-Anaclet (Rimouski), a little city in eastern Quebec known for its landscapes and entrepreneurial spirit. We’re proud to bring regional craftsmanship to a national, and now international level. As Sarah-Jeanne herself says in the ad: "Miralis, ça s’appelle" (It’s called Miralis) a name that now resonates well beyond Quebec borders.
Thank you to everyone who helped bring this story to life
This award is a shared success with our creative partner Sid Lee and all the internal and external teams who brought vision, humour and authenticity to the project. And most importantly, with you those who believe in sustainable, beautiful and thoughtful design.