“It is very vulgar to talk about one’s business. Only people like stockbrokers do that, and then merely at dinner parties.”
– John Wanamaker
Sorry John…
For the last two decades, the CASSIES have been battling that old John Wanamaker conundrum (you know the one, about half the money spent on advertising being wasted, but not knowing which half) by sharing the advertising that worked. Really, really well.
The CASSIES, the only Canadian ad awards recognizing business effectiveness based on rigorous published cases, was held Jan. 23 at the Ritz-Carlton in Toronto. That night, 32 campaigns that fit the bill with impressive results, directly attributable to advertising, were recognized by the ICA, in association with the AAPQ and APCM.
If you missed it, in efforts to help you with another Wanamaker chestnut – “Keep up the old standards, and day by day raise them higher” – you can readjust the bar by studying the full cases at Cassies.ca.
For everyone who likes their ad effectiveness inspiration in digest form, read on, and learn from the insights behind Canada’s most effective campaigns. As per yet another Wanamaker quote: “Nothing comes merely by thinking about it.”
All winning cases were edited by CASSIES editor David Rutherford.
Pictured: An image from the Grand Prix-winning case.
Cases:
The Grand Prix:
Newfoundland captures travelling hearts
The Gold winners:
‘It’s all good’ for McCain revamp
Smarties Blue Cat has purrfect timing
Caramilk’s success is no secret
James Ready’s helping hand (Globe Creative Effectiveness Prize winner)
OLG plays a winning hand at poker
The Silver winners:
Molson Canadian 67 targets non-beer drinkers
Kruger Products dresses up Cashmere
Familiprix puts itself in consumers’ shoes
Tetley Infusions targets powder addicts
Boston Pizza becomes a wing expert
The Bronze winners:
Buckley’s gets mucous ‘up and out’
Quaker Oatmeal makes breakfast amazing
Vector targets moments of sweat
Kit Kat Chunky gets a big boost
Sexy comes standard with 2011 Forester
Yellow Pages unveils its 360º Solution
CTC asks visitors to keep exploring
Libro shares customers’ life stories
