Target and Newfoundland & Labrador Tourism win CASSIES Grand Prix

The "Find Yourself" campaign also took home Gold in Sustained Success, while Leo Burnett and James Ready won the Globe's inaugural Creative Effectiveness Prize.

The CASSIES closed the 2011 award circuit, crowning Newfoundland & Labrador Tourism and Target’s “Find Yourself” campaign as the most effective and creative. On top of winning the Grand Prix, the campaign also took home Gold in Sustained Success.

Other award winners of the evening included Taxi and DDB, who had the most CASSIES-winning cases at five apiece, followed by John St. with four, JWT with three and Leo Burnett with two.

Leo Burnett also won the inaugural Globe Creative Effectiveness Prize, presented by the Globe and Mail, for its “Help us, Help you,” campaign for James Ready, which took Gold in Media and Silver in Sustained Success. The Globe prize awards delegate passes to the Cannes Lions for an agency and a brand team member and an entry into the Cannes Creative Effectiveness Lions category.

This morning, the folks from Target, Leo Burnett and John St. (who took CASSIES Gold for SpongeTowels) presented their winning cases and answered questions at the first annual LIFT conference, a half-day event presented by strategy in association with the CASSIES. The conference explored the latest research on advertising effectiveness from Brainjuicer’s CASSIES and IPA case studies, and via case presentations, revealed how the brands and agencies behind some of Canada’s most effective advertising created such ROI-generating campaigns.

Check out all of last night’s winners below:



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

OLG plays a winning hand at poker

Subaru gets out more


The Silver winners:

SpongeTowels woos Quebecers

STM puts society in motion

Molson Canadian 67 targets non-beer drinkers

Reactine gets serious

Kruger Products dresses up Cashmere

Familiprix puts itself in consumers’ shoes

Tetley Infusions targets powder addicts

Tassimo cracks the (bar)code

Boston Pizza becomes a wing expert

Tetley sets the mood


The Bronze winners:

Telus goes pink

Buckley’s gets mucous ‘up and out’

Quaker Oatmeal makes breakfast amazing

Boston Pizza finger cooks

Pepsi MAX mouths off

Vector targets moments of sweat

Kit Kat Chunky gets a big boost

Subaru WRX gets animated

Sexy comes standard with 2011 Forester

Yellow Pages unveils its 360º Solution

Sapporo builds a mythology

CTC asks visitors to keep exploring

Libro shares customers’ life stories