Creative Report Card

CRC

The 2015 Creative Report Card

It was a big year for DDB, Molson and Rethink. See who else topped the list and find out where you landed on the report this year.

Fridge in London

Creative Report Card: Mapping the Beer Fridge’s globe-trotting success

A look back at the Beer Fridge’s epic journey, which brought it to the top of this year’s CRC.

4. Netflix_You get it to get it_Pep Talk_TV_Still

Creative Report Card: DDB gets it

The top agency on the list this year takes us inside its award-winning work for Netflix.

1Always_LikeAGirl_RGB_300dpi

Creative Report Card: Leo Burnett Always brings it

The agency’s “Like a Girl” campaign landed the shop and client P&G in the #2 spots on the agency and brand lists, respectively.

Creative Directors

Creative Report Card: Taking Rethink to new heights

This year’s top creative directors, Chris Staples and Ian Grais, talk about how they keep the creative juices flowing at their agency.

Art_Directors

Creative Report Card: Fighting tooth and nail for big ideas

The top art director, Rethink’s Joel Holtby, and top copywriter, Saatchi’s Matt Antonello, dish on what brought them to the top this year.

No Way

Creative Report Card: The year’s biggest trailblazers

They may not have taken the top spots, but these brands, agencies and creatives made pretty big leaps on this year’s report.

shutterstock_217227721

Creative Report Card: Methodology

A breakdown of how the report is scored, and which awards count.

Editorial

ST.CoverFebMar_facebook

Rethinking education

From our latest issue, editor Emily Wexler asks whether it’s time for an educational overhaul.

Upfront

unnamed

Get schooled by 123W

The Vancouver shop is launching a mini bootcamp for advertising and marketing students, partially as a scouting tool.

web_OSF--34

Anomaly skates through school

The shop is working with an alternative high school, where students design and sell skateboards.

agencydiver

ICA gets students’ feet wet

The Agency Diving Society aims to show what it’s like to work in the industry and encourage potential future leaders to dive in.

john st

Is Montreal big enough for the agency influx?

With four English Canadian agencies planning to set up shop, here’s the scoop on what’s driving the invasion.

CMTO U teamSM

Ad class is in for SapientNitro techies

You’ve probably heard of creatives getting schooled in coding and developing, but here’s a new twist.

Forum

shutterstock_218538004

The secret behind true mentorship

It’s more than just teaching methodology, says Brand Voice’s Syd Kessler. It’s about personal relationships too.

Shreddies

Getting to real human truth

After going through 158 case studies, CASSIES convenor John Bradley weighs in on some key learnings.

Back Page

unicorn final

Back page: Finding the viral unicorn

Every brand wants it, but how do you snag one? Leo Burnett shares its secrets.

Features

axe

Weekend reading: Axe bromances the older gent

How Unilever ditched the bikini babes, toned down the scent and matured its messaging to reach a demo that’s growing up.

CosetteLab1

Weekend reading: Incubation nation

Read up on three organizations that are taking the incubator model in new directions.

Mandeep Malik at McMaster U and Pallavi Sodhi at York U deliver seminars in partnership with industry

Learning the ropes

How colleges and universities are trying to ensure the next generation of marketers have the skills needed to succeed in the biz.

_MG_0024

Weekend reading: How to train your marketers

Are we on the verge of a talent crisis? CPG marketing experts weigh in on the state of training.

Publisher's Note

img-8

Are brands set up for the long haul?

Publisher Mary Maddever noticed a trend among the award-winning campaigns of the past year. Are we thinking too short-term?

The CASSIES

fridge cropped

CASSIES Grand Prix: Molson Canadian’s passport to success

After some globe-trotting and unique thirst-quenching, the Beer Fridge snags top honours at home.

img-8

CASSIES Gold: Putting the Mr. back in Mr. Clean

The iconic character took centre stage, helping the brand reach record-high dollar share.

WatchDogsImage

CASSIES Gold: Ubisoft hacks a successful launch plan

“Watch_Dogs Live” saw unprecedented engagement for a free app, and drove significant game sales.

img-9

CASSIES Gold: Amex turns envy into instant sales

From free valet parking to premium lounges, the brand highlighted Platinum Card perks at Pearson Airport to boost acquisition.

CTiceTRUCK3 cropped

CASSIES Gold: Canadian Tire breaks records from a cold start

The retailer brought a new meaning to winter in Canada with its “Ice Truck,” while driving car battery sales.

img-1

CASSIES Gold: Ikea’s home run

To prove it knows life at home, the retailer engaged consumers with its “House Rules.”

Screen Shot 2015-01-30 at 11.44.32 AM

CASSIES Gold: WestJet delivers surprising results

It was a happy holiday indeed for the airline when its “Christmas Miracle” video went viral and increased revenue by 86%.

SkipSaturday

CASSIES Gold: MDA helps trigger gun policy change

With its “Skip Starbucks Saturdays,” Moms Demand Action for Gun Sense in America drove home a serious message.

HellmannImg3

CASSIES Gold: Hellmann’s stays real

The Unilever brand shed its “junk-in-a-jar” perception with a focus on simple ingredients and real food.

glove

CASSIES Gold: Boston Pizza finds its happy place

Bringing a fun spin to classic and fictional characters, “Here to Make You Happy” delivered notable growth for the resto.

TacobellIMG

CASSIES Silver: Taco Bell makes angry consumers eat their words

To launch its Doritos Locos Taco, the QSR literally fed fans their own tweets and posts.

Cassies 2014 - Subaru Forester Family Rally Creative Elements

CASSIES Silver: Subaru’s rallying cry for increased sales

The auto brand put the “sport” back in SUV, engaging families with a twist on the typical test drive.

img4

CASSIES Silver: Tangerine bears the fruits of branding success

To break through the clutter, the challenger bank unveiled its new identity, gaining awareness and clientele.

img]-4

CASSIES Silver: Heart & Stroke brings home increased donations

The charity shared survivors’ stories to highlight the impact donors can make.

CT TP_Eglington_OOH 2.jpg

CASSIES Silver: Canadian Tire celebrates unsung heroes

Aiming to connect athletes to people, Jonathan Toews and a cast of “everyday heroes” took centre stage in “Team Photo.”

countdownIMG

CASSIES Silver: Volkswagen takes a gamified approach

A unique reverse-auction helped the car co speed through its pre-sale objectives.

WethenorthIMG

CASSIES Silver: Raptors embrace northern identity

“We the North” came to life in just two weeks, but still managed to generate 546 million impressions.

img4

CASSIES Silver: Oreo gets in on the Olympic spirit

The campaign focused on athletes and sportsmanship, and boosted Q1 dollar consumption by 16.3% within three weeks.

img3

CASSIES Silver: SickKids focuses on the hero within

The hospital foundation stood out from the pack by sharing the strength and resilience of its patients.

CASSIES Silver: TD turns features into benefits

To stand out from the crowd, the bank touted its Mortgage Payment Vacation and secured 115% more mortgage deals than forecast.

img

CASSIES Silver: Maple Leaf changes lives with bacon

Eschewing the typical male target, the brand showed mom how bacon can make her days easier.

OKAimg

CASSIES Silver: Oka’s dual-market strategies

The brand took a two-pronged approach to break into Ontario and also reposition itself in Quebec as a daily cheese.

throwawaythursdayIMG

CASSIES Silver: Ivanhoe Cambridge encourages closet cleaning

The shopping centre owner increased Black Friday traffic, while getting consumers to make space for new purchases.

img-3

CASSIES Silver: McDonald’s shows its skinnier side

To boost sales of the decades-old Egg McMuffin, the QSR highlighted its lower-than-expected calorie count.

IKEA-Catalog-14-Brickworks2

CASSIES Silver: Ikea breathes inspiration into catalogue pages

To build excitement for the retailer’s new catalogue, a campaign depicted home decor situations and ways to solve pain points.

img2

CASSIES Silver: BMW drives new performance standards

As part of the M line launch campaign, a video featured an M1 drifting around the tallest rooftop helipad in the world.

img-6

CASSIES Silver: Koodo spices up the telco category

Koodo broke into the market with industry firsts such as no contracts, not to mention fun mascot El Tabador.

QFFP Brand activation Ricardo_packaging identification.jpg

CASSIES Silver: Taking the fat and boredom out of pork

Les Eleveurs de porc du Quebec tackled two perceptions about the meat with re-education efforts.

img copy

CASSIES Silver: Koodo empowers consumers to help themselves

The telco launched its Koodo Community, a customizable, peer-to-peer support platform, which has become self-sustaining.

for web

CASSIES Bronze: La Presse turns the page to a new readership

The French-language paper launched a free daily news app for iPad, plus an integrated campaign to promote it.

Microsoft Word - TFO Two Year Assets.docx

CASSIES Bronze: TFO channels insights

To combat TFO’s reputation as dated and elitist, plus flat to declining viewership levels, the “Je-ne-sais-quoi Télé” campaign was launched.

Civic_img4

CASSIES Bronze: Honda drives long-term dominance

Executions that celebrated the nation built around Civic and messages of quality and dependability helped the car co stay on top.

Manitoba

CASSIES Bronze: University of Manitoba turns a negative into a positive

To turn around prospective students’ perceptions of Manitoba being cold, flat and remote, a two-phase campaign was launched.

img2

CASSIES Bronze: Jackson-Triggs proves its universality

The brand shifted focus from “wine lovers” to “wine drinkers” and boost sales by more than 30%.

img5

CASSIES Bronze: The Fonds de solidarité makes RRSPs relatable

The brand unveiled a creative platform that reminded young people in a light and funny tone that 30% more in tax savings is a 100% no-brainer.

TheCanadianWay_Img3

CASSIES Bronze: Canadian Tire takes its Canadianness to digital

The retailer reinvented its catalogue online, featuring real people’s stories and their passions.

img4

CASSIES Bronze: Who’da thought VW needed simplifying?

Resulting sales from the “Who’da thought” campaign made it the brand’s highest fall sales period in Canada.

BPclip1

CASSIES Bronze: BP’s wacky rib campaign nets serious results

From an unbranded Rib Stain Camo to the Ribnecks characters, Boston Pizza saw an ROI of 124%.

camh new logo-FOUNDATION

CASSIES Bronze: CAMH tells both sides of the story

“Understanding” told contrasting tales of seeking treatment for mental illness and going untreated.

OneHeroImg

CASSIES Bronze: Canadian Blood Services turns people into heroes

To engage young people, the “One Hero” campaign brought the target market into an immersive comic-book world online.

NewAd.MECH.indd

CASSIES Bronze: Alberta Health Services encourages quitting

To inspire smokers to try to quit again, a campaign poked fun at the bad choices we make until we get things right.

Springretailimg4

CASSIES Bronze: Honda drives home a successful spring

Rival neighbours Phil and Steve starred in book-ended spots to highlight the brand’s affordability.

WOR3340_Election_LAP.indd

CASSIES Bronze: Politicians’ losses were Workopolis’ gain

To show the site’s relevance, stickers were placed over defeated electoral candidates’ posters, welcoming them to Workopolis.

sunglassesIMG2

CASSIES Bronze: Vancouver Police Foundation leaves others in the shade

To raise awareness with a younger audience, VPF created an iconic pair of branded aviator sunglasses.

Quick & Easy_new1SM

CASSIES Bronze: Ikea makes it quick and easy

The “Quick & Easy Room Makeover Show” showed couples working with a well-known designer to transform their rooms with Ikea textiles.

img

CASSIES Bronze: Nissan proves it’s a winter warrior

To offset the impression that the Nissan Rogue didn’t have off-road capabilities, a campaign akin to a Hollywood film trailer was created.

chartier_grafika-145_3-4_5

CASSIES Bronze: Selections Chartier goes where no wine has gone before

The brand promoted the world’s first “pairing-centric” range of wines and execeeded its first-year target within the first four months.

img3

CASSIES Bronze: Strategic Milk Alliance milks every moment

With headlines like “Peanut butter and milk are soul mates. Jelly was just a fling,” the group highlighted milk’s role in enhancing the taste experience.

ShreddiesImg2

CASSIES Bronze: Shreddies shows its ‘Genuine Goodness’

To fight a decline in the cereal category, Post Foods shared simple stories of authentic Canadian goodness.

KettleImg

CASSIES Bronze: The Salvation Army makes a big change

“Tipping Point” showed how the smallest of donations (a coin in a kettle) could have an immediate impact.

KD_Subway_Paul.jpg

CASSIES Bronze: Kraft shows the joys of guilty pleasures

“Shamefully Good” celebrated how adults (not just kids and students) enjoyed the iconic meal too.

Adobe Photoshop PDF

CASSIES Bronze: York University looks ahead to get ahead

“This is my Time” featured York students sharing their visions of how they will help shape the world in the future.

img4

CASSIES Bronze: Scotiabank demonstrates the power of free

The bank surprised movie-goers with free tickets and transactions in a variety of ways, such as hidden camera stunts.

IMG_0577_sm

The 2015 CASSIES

This year’s awards reflected changes in the industry, but as always, recognize ‘The work that worked.’

_MG_5656_sm

CASSIES 2015 judges

Meet the panel behind this year’s winning cases.

« Return to all magazine issues