It’s no secret the CASSIES is all about rewarding results. And while that generally alludes to sales, it’s not the only quantifiable measure of success that won the judges’ hearts and scores this year. Take the Grand Prix winner, the Missing Children Society of Canada’s “Milk Carton 2.0” campaign, which has helped save the lives of missing youth.
Massive feats are being achieved in the CSR space and brands’ efforts to change perceptions around disabilities, such as autism and Tourette Syndrome, go beyond profits to inciting societal change. Of course, there are still plenty of impressive sales results for those who love numbers.
The CASSIES is the only awards program in Canada to truly focus on a marketing campaign’s effectiveness and impact, with a jury of senior execs deliberating over rigorous published case studies to determine the winners. Presented by the ICA, in association with the AAPQ and APCM, the 42 winners were revealed at a gala on Feb. 19 at the Hilton in Toronto.
To find out who’s driving results for businesses and beyond, read on.
All cases were compiled and edited by CASSIES editor David Rutherford.
Grand Prix
Grey Canada and Missing Children Society’s next-gen milk carton
Gold:
Anomaly and Budweiser put on the Red Lights
Leo Burnett and Earls bring lobster to the masses
Saatchi & Saatchi and TSFC take over Twitter
Sid Lee and Videotron pranks its technicians
Tribal Worldwide and McDonald’s disarms its detractors
Taxi and Mio get through to millennials
Taxi and Koodo’s branding keeps on winning
Silver
Agency 59 and Heart and Stroke’s zombies save lives
DDB and Toronto Jewish Film Festival flip perception
Bleublancrouge and Rouge FM transforms the radio station
Lg2 and Quebec City reconsider the bus
John St. and Carly’s Café give autism a voice
Cossette makes Home Depot “beau” in Quebec
Nolin BBDO gives chocolate milk a makeover in Quebec
John St. and SpongeTowels soak up sales growth
Bronze
BBDO and Mountain Dew keep the momentum going
Bensimon Byrne and Scotiabank take fans to the movies
Leo Burnett and Ikea beat their Moving Day record
Sid Lee and Sport Chek celebrate Mother’s Day
Taxi and Canadian Tire get fresh with air filters
Taxi and Boston Pizza’s epic Pizzaburger launch
Ariad Communications and Knorr answer the eternal question
Zulu Alpha Kilo and Corona’s high life
Bensimon Byrne and Jackson-Triggs have a wine for that
We Are Tonic helps Lake of Bays expands its footprint
Lowe Roche and HSF target apathetic boomers
Juniper Park helps Del Monte re-establishes its quality credentials
