Creative Report Card

Always

Creative Report Card: Always shifts generational gears

How the top brand won over generation Z by championing confidence in girls.

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Creative Report Card: Anything’s possible at Leo Burnett

The top agency spent its “Year of What’s Possible” blowing minds and racking up awards.

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Creative Report Card: Lg2 packs a punch

The #2 agency’s resourceful Quebec City office scored big in this year’s Report Card.

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Creative Report Card: DDB’s constellation of specialties

This year’s #3 agency explains how they managed to keep building on the successful Netflix campaign.

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Creative Report Card: Grey taps into culture to change it

Grey ties for the #4 spot this year, and the team of creative chameleons looks to solve problems in new ways.

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Creative Report Card: Rethink, where ideas don’t die

The #4 (tied) agency on this year’s list tells us why they love simple ideas that can live in multiple ways.

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Creative Report Card: New brands on the block

Take a look at the campaigns that put two new brand entrants on the Creative Report Card map.

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Creative Report Card: This year’s creative climbers

New entrants and some of this year’s biggest movers and shakers.

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Creative Report Card: Methodology

A breakdown of report card scoring and the awards that count.

Editorial

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Canada’s very big year

Editor Emily Wexler looks back at Canadian agencies’ big haul in 2015, and how to repeat that success.

Upfront

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Don’t read this Kit Kat story

The Nestle Canada brand tries a reverse psychology technique with its “#nontest” campaign.

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Verdict: Milk West bites into branded content

How the “Snack Time” series has gained a strong online following among the teenage target.

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Nissan wins ICA Client of the Year Award

The car manufacturer was recognized in the award’s second year.

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Connecting with drivers

Chevrolet and Volkswagen are both betting on teched-out cars to stay ahead of the auto industry curve.

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Boomers by the numbers

A closer look at the quarter of the population with major purchasing power.

Creative

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Reaching for reconnection

Consumers are looking to switch off and live more “real” lives – and brands are listening.

Forum

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How to win over your CEO (and CASSIES judges)

CASSIES judging coordinator John Bradley on how to prove your work is truly worthy.

Back Page

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Back page: A banner ad AMA

OneMethod explores what happens when you actually click a banner ad.

Features

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Branded content gets real (and pays for itself)

A look at who has moved beyond test-and-learn to make compelling content part of their business model.

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Getting Canadians to love it

How McDonald’s SVP of marketing has been fighting the perception of the chain as a faceless corporate giant, portraying it as part of the Canadian fabric.

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2016 Agency Survey: The state of the ad world

Agency staffers weigh in on the big issues impacting the industry.

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Inside WestJet’s fight for the skies

In two decades, the airliner went from being a challenger brand to one that upstarts want to challenge.

Publisher's Note

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Introducing…the Strategy Awards

Publisher Mary Maddever links decluttering with planning in introducing our latest award.

The CASSIES

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The 2016 CASSIES

This year’s awards reflect the strong Canadian showing at international awards as well as the campaigns’ results.

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CASSIES Grand Prix: Always strikes a chord

The internationally celebrated #LikeAGirl campaign was also unsurpassed in its effectiveness.

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CASSIES Grand Prix: Moms demand groceries, not guns

The social awareness campaign set its sights on corporations to influence the gun debate.

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CASSIES Gold: A&W makes things better

The QSR chain focused on its ingredients to win over younger consumers.

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CASSIES Gold: The Raptors’ northern pride

“We The North” recast the Raptors and their fans as outsiders, to great effect.

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CASSIES Gold: Vancouver Opera lets its monster out

The campaign for Stickboy traced opera’s roots as an underground movement to link it to street art.

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CASSIES Gold: Nabob respects the bean

The CPG brand eschewed coffee culture’s pretentiousness, calling for a return to simple pleasures.

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CASSIES Silver: Johnnie Walker’s gentleman’s wager

The Scotch brand defines luxury as experience, with a little help from Jude Law.

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CASSIES Silver: Miami Valley Gaming gets lucky

The casino company used Ohio values and symbols to offer something different.

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CASSIES Silver: Mark’s gets ready for winter

The retailer took advantage of a frigid winter to match discounts to temperatures.

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CASSIES Silver: Interac gets in the black

The payment system played off consumers’ anxieties over debt to achieve growth in transactions.

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CASSIES Silver: Doritos holds out for ketchup

How far would you go for a bag of chips?

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CASSIES Silver: Becel gets baking

The margarine brand had the recipe to counter its declining use.

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CASSIES Silver: A sweater to change the way we speak

A charity does some knitting to combat derogatory usage.

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CASSIES Silver: Gatorade’s sledge hockey surprise

The sports drink brand connects with the everyday athlete.

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CASSIES Silver: Subaru takes on life’s adventures

The car company targeted “real” outdoors people by ridiculing “faux” experiences.

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CASSIES Silver: Tim Hortons goes dark

Tim’s takes on the competition by adding a new blend.

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CASSIES Silver: Kraft Peanut Butter helps Canadians stick together

The peanut butter brand found a meaningful connection with dwindling family time.

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CASSIES Silver: LaPresse+ provides a new perspective

The newspaper finds success with its app by building on rituals and familiarity.

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CASSIES Silver: Bell’s ‘Talk’ gets louder

The telecom and broadcast provider maintained its connection with consumers on mental health.

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CASSIES Silver: Canadian Tire gives the unexpected

The retailer countered consumer perceptions by highlighting its range of products.

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CASSIES Bronze: Credit Counselling Society personifies debt

The non-profit made debt personal by showing how it feels to carry it around.

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CASSIES Bronze: Arctic Gardens gets kids to eat their veggies

The brand modified its packaging, turning frozen vegetables into recipe ideas.

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CASSIES Bronze: Raising the Roof humanizes homelessness

The non-profit campaign had homeless people read cruel tweets.

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CASSIES Bronze: Unilever launches a new kind of deodorant

The #TryDry campaign took on white marks and sticky gels.

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CASSIES Bronze: Fix Auto’s first word

The auto shop played on the f-bomb to make its brand top of mind after a collision.

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CASSIES Bronze: McCain taps into foodie culture

The #Modifry campaign livened up McCain Superfries with fresh ideas on how to serve them.

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CASSIES Bronze: Oikos taps into its Greek roots

The brand used daydreams of Greece to fend off competitors in the crowded Greek yogurt category.

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CASSIES Bronze: Bud Light lives it up

The beer brand targeted millennials through bigger, better life experiences.

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CASSIES Bronze: Svedka looks to the future

The vodka brand’s “What If” campaign brought aspirational social moments to life.

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CASSIES Bronze: Mitsubishi backs up its promise

The car brand re-introduced itself to consumers and enjoyed months of record sales.

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CASSIES Bronze: Canadian Tire’s Maximum mural

The retailer used an an online campaign to show what its new power tool and accessory brand could do.

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CASSIES Bronze: Kokanee’s Peak Brew

The beer brand brewed batches using local snow, winning over western Canadian hearts.

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CASSIES Bronze: SickKids puts the spotlight on patients

The hospital’s campaign had a big impact during the crucial holiday season.

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CASSIES Bronze: Kraft brings Hockeyville south of the border

The food brand gave passionate U.S. hockey communities a way to show their pride.

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CASSIES Bronze: Grape-Nuts helps conquer mountains

The brand dug into its history and conjured Sir Edmund Hillary, resulting in climbing sales.

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CASSIES Bronze: Jackson-Triggs has a wine for that

The brand focused on small, everyday moments that could be made more special with a glass of wine.

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CASSIES Bronze: Newfoundland and Labrador finds itself

The province targeted sophisticated travellers in search of the authentic and the unexpected.

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CASSIES Bronze: Loto-Québec gets in the game

Mise-o-jeu’s campaign focused on the excitement of preparing a bet and the knowledge that goes into it.

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CASSIES 2016 judges

Meet the panel behind this year’s winning cases.

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