The 2012 CASSIES winners revealed

January 23, 2012 by Strategy Staff

“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

SpongeTowels absorbs success

Smarties Blue Cat has purrfect timing

Caramilk’s success is no secret

James Ready’s helping hand (Globe Creative Effectiveness Prize winner)

Subaru’s sexy sumos