Creative Report Card
Leo Burnett tops Creative Report Card
The agency swept the 2017 rankings, including a new category added this year for planners.
CRC 2017: Leo designs another way to stand out
Leo Burnett focused on its design chops to top this year’s Creative Report Card.
CRC 2017: Rethink and develop
The report card’s #2 agency is focused on well-designed ideas that turn into ads.
CRC 2017: Lg2 likes to see the whole picture
This year’s #3 agency found success building its design business into full branding efforts.
CRC 2017: MTV hands over the design reins
Jam3 designed a campaign for the U.S. brand that allowed fans to show off their creativity.
CRC 2017: Leaving the zoo to understand the tiger
The report card’s top planners talk about how they arrived at winning insights and why their jobs follow them home.
What about the planners?
Managing editor Jennifer Horn on why investing in strategy makes sense.
The frightening reality of VR
Samsung takes on your fears as it adapts a global platform to Canada.
Reframing issues, changing minds
Some brands are taking on more than bottom lines in campaigns designed to change how we think about certain issues.
Telus assembles a team of storytellers
The telco moves into online docs that highlight the social causes it champions.
Waste not, want not
Why brands are riding the wave of conscious consumption.
Back page: Pocket creative director
A can’t-miss cut-out doll, just in time for another awards season.
When social content does the heavy lifting
Here’s how three brands are laddering up their branded content to make sure it links back to business results.
Inside agencies’ best laid plans
An influx of strategists join creative agency c-suites as shops invest in data-led insights and planning with strategic purpose.
Design, like strategy, starts with listening
Publisher Mary Maddever on why the design stakes are rising.
CASSIES Grand Prix: Proving the power of hugs
The diaper brand capitalized on its name to become the champion hugger.
CASSIES Gold: Nissan conquers all conditions
The car brand took on winter in a warm, folksy tone to sell its Rogue CUV.
CASSIES Gold: Taking cancer by the Ladyballs
Ovarian Cancer Canada raised awareness and increased donations with a ballsy campaign.
CASSIES Gold: Swapping gifts for Skittles
The confectionery brand inserted itself into the holiday season by finding an untapped angle in excessive gift giving.
CASSIES Gold: The Liberals’ hurricane win
Bensimon Byrne tapped a trusted nonagenarian to shore up the seniors vote.
CASSIES Gold: Unpausing SickKids’ lives
Cossette’s campaign led to record donations with tech that skipped to a happy ending.
CASSIES Gold: Love is in the Doritos chip bouquet
BBDO reimagined the classic Valentine’s Day gift to promote its limited-time ketchup flavour.
CASSIES Silver: Reitmans pitches a younger crowd
With Tank, the brand worked to make its clothing relevant to a new audience.
CASSIES Silver: Providing Chatr for life transitioners
With BBDO and Balmoral, the wireless brand grew its business by targeting new Canadians.
CASSIES Silver: Shock Top has no filter
Anomaly and Shock Top made the most of an orange slice with an attitude.
CASSIES Silver: Cineplex prioritizes pleasure
Zulu Alpha Kilo helped the entertainment brand build an emotional connection with audiences.
CASSIES Silver: This is why you should play Lotto 6/49
Sid Lee helped the lottery brand regain relevance in Quebec.
CASSIES Silver: CIL challenges resourceful DIYers
DDB Canada helped the paint brand promote Beauty on a Small Budget.
CASSIES Silver: Breathe Right’s very personal snoring pitch
How Grey and the brand pulled off the most intimate targeting.
CASSIES Silver: Spotify’s musical locales
Anomaly and the music streaming service created friendly neighbourhood playlists.
CASSIES Silver: McDonald’s stirs up a winning rivalry
Cossette and the QSR built a campaign around a special burger to test on Bruins fans.
CASSIES Silver: Interac stays in the black
The campaign by Zulu Alpha Kilo is recognized for its sustained success.
CASSIES Bronze: Milk West’s snackable content
DDB’s branded content reminded teens to drink their milk.
CASSIES Bronze: Kellogg’s treat trade
Leo Burnett helped Rice Krispies boost holiday sales in successive years.
CASSIES Bronze: Amazon creates a magical Echo
Leo Burnett’s spots had a Super Bowl-sized impact on the device’s sales.
CASSIES Bronze: The Liberals strike back
Bensimon Byrne’s campaign turned the tables on the opposition and contributed to Justin Trudeau’s majority win.
CASSIES Bronze: Giving new life with blood
Canadian Blood Services and Sandbox’s pitch led to a surge in donations.
CASSIES Bronze: Raising the Roof hits home
Leo Burnett and the organization took on the NIMBYs.
CASSIES Bronze: EQ Bank leaves the branches to others
Union’s campaign focused on building savings rather than retail space.
CASSIES Bronze: Jamieson brings convenience
Union’s colourful campaign asked for only a second of your time.
CASSIES Bronze: Special K takes on self-doubt
Leo Burnett’s #OwnIt campaign took on women’s relationship with food.
CASSIES Bronze: Quebec media changes the face of poverty
The campaign by TAM-TAM\TBWA showed poverty is closer than we think.
CASSIES Bronze: Super C will not compromise
Publicis Montreal and the grocery chain targeted smart shoppers with a new spokesperson.
CASSIES Bronze: Interac’s debt-free January
Zulu Alpha Kilo’s campaign cut through the Christmas cheer by presenting a less joyous January.
CASSIES Bronze: Koodo makes a positive case
Camp Jefferson and the wireless brand pitched its customer service strength to win new converts.
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.
CASSIES Bronze: Coke bottles shareable music
The Hive turned the brand’s iconic bottle into a music player.
CASSIES Bronze: TD dreams with small business owners
Leo Burnett’s campaign partnered with small businesses to change perceptions of the bank.
CASSIES Bronze: Rediscovering Nature Valley
Cossette’s campaign encouraged kids to disconnect from devices and reconnect with the outdoors.