Ogilvy and Huggies take CASSIES Grand Prix
BBDO topped the first Effectiveness Index, while Leo Burnett is the top agency over the last three years.
Promotional material for this year’s CASSIES event encouraged agencies to attend in order to “find out your client is a ‘hugger.’” While we admit this provides some ammunition to the conspiracy theorists, we promise our event marketing was conceived without a Grand Prix winner in mind.
That said, when the top prize was announced Wednesday night in Toronto, public displays of affection were especially fitting. Huggies stole the show with a campaign that championed its brand name, positioning itself to own that basic response to newborn babies.
Ogilvy & Mather’s “No Baby Unhugged” took home three awards, after rule changes this year permitted such a haul. Grey’s “Ladyballs” campaign for Ovarian Cancer Canada was the other triple winner, taking the Globe and Mail Creative Effective Award to go along with a Gold and a Silver.
Nine of the 19 winning agencies had more than one winning case, while seven took three or more awards back to the office. For the first time, the CASSIES also recognized the most successful agencies at the awards with the inaugural CASSIES Effectiveness Index, based on a scoring system that allocates points for the different award levels. The 2017 winner was BBDO, after multiple wins for PepsiCo, Wrigley and Chatr. Leo Burnett topped the index over the past three years.
The CASSIES are exceptional among Canadian advertising awards because they require proof that a campaign was actually effective – impacting the brand’s bottom line, or effecting demonstrable societal or political change. To determine the winners, a jury of senior executives deliberated over detailed case studies, considering insight, execution and, most importantly, results. Presented by the ICA, in association with the A2C and APCM, the gala saw 43 awards, plus the Grand Prix, handed out to 34 different cases.
Read on to learn more about the winning campaigns, and check out the CASSIES site for complete cases and credits.