Creative Report Card

CRCLeo

Leo Burnett tops Creative Report Card

The agency swept the 2017 rankings, including a new category added this year for planners.

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CRC 2017: Leo designs another way to stand out

Leo Burnett focused on its design chops to top this year’s Creative Report Card.

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CRC 2017: Rethink and develop

The report card’s #2 agency is focused on well-designed ideas that turn into ads.

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CRC 2017: Lg2 likes to see the whole picture

This year’s #3 agency found success building its design business into full branding efforts.

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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.

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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.

Tribute

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Marking territory, from work wear to casual

Forty-year-old retailer Mark’s has come a long way from its origins supplying industrial clothes to a booming oil town.

Editorial

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What about the planners?

Managing editor Jennifer Horn on why investing in strategy makes sense.

Upfront

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The frightening reality of VR

Samsung takes on your fears as it adapts a global platform to Canada.

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Reframing issues, changing minds

Some brands are taking on more than bottom lines in campaigns designed to change how we think about certain issues.

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Telus assembles a team of storytellers

The telco moves into online docs that highlight the social causes it champions.

Creative

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Waste not, want not

Why brands are riding the wave of conscious consumption.

Back Page

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Back page: Pocket creative director

A can’t-miss cut-out doll, just in time for another awards season.

Features

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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.

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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.

Publisher's Note

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Design, like strategy, starts with listening

Publisher Mary Maddever on why the design stakes are rising.

The CASSIES

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CASSIES Grand Prix: Proving the power of hugs

The diaper brand capitalized on its name to become the champion hugger.

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CASSIES Gold: Nissan conquers all conditions

The car brand took on winter in a warm, folksy tone to sell its Rogue CUV.

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CASSIES Gold: Taking cancer by the Ladyballs

Ovarian Cancer Canada raised awareness and increased donations with a ballsy campaign.

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CASSIES Gold: Swapping gifts for Skittles

The confectionery brand inserted itself into the holiday season by finding an untapped angle in excessive gift giving.

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CASSIES Gold: The Liberals’ hurricane win

Bensimon Byrne tapped a trusted nonagenarian to shore up the seniors vote.

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CASSIES Gold: Unpausing SickKids’ lives

Cossette’s campaign led to record donations with tech that skipped to a happy ending.

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CASSIES Gold: Love is in the Doritos chip bouquet

BBDO reimagined the classic Valentine’s Day gift to promote its limited-time ketchup flavour.

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CASSIES Silver: Reitmans pitches a younger crowd

With Tank, the brand worked to make its clothing relevant to a new audience.

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CASSIES Silver: Providing Chatr for life transitioners

With BBDO and Balmoral, the wireless brand grew its business by targeting new Canadians.

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CASSIES Silver: Shock Top has no filter

Anomaly and Shock Top made the most of an orange slice with an attitude.

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CASSIES Silver: Cineplex prioritizes pleasure

Zulu Alpha Kilo helped the entertainment brand build an emotional connection with audiences.

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CASSIES Silver: This is why you should play Lotto 6/49

Sid Lee helped the lottery brand regain relevance in Quebec.

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CASSIES Silver: CIL challenges resourceful DIYers

DDB Canada helped the paint brand promote Beauty on a Small Budget.

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CASSIES Silver: Breathe Right’s very personal snoring pitch

How Grey and the brand pulled off the most intimate targeting.

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CASSIES Silver: Spotify’s musical locales

Anomaly and the music streaming service created friendly neighbourhood playlists.

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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.

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CASSIES Silver: Interac stays in the black

The campaign by Zulu Alpha Kilo is recognized for its sustained success.

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CASSIES Bronze: Milk West’s snackable content

DDB’s branded content reminded teens to drink their milk.

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CASSIES Bronze: Kellogg’s treat trade

Leo Burnett helped Rice Krispies boost holiday sales in successive years.

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CASSIES Bronze: Amazon creates a magical Echo

Leo Burnett’s spots had a Super Bowl-sized impact on the device’s sales.

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CASSIES Bronze: The Liberals strike back

Bensimon Byrne’s campaign turned the tables on the opposition and contributed to Justin Trudeau’s majority win.

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CASSIES Bronze: Giving new life with blood

Canadian Blood Services and Sandbox’s pitch led to a surge in donations.

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CASSIES Bronze: Raising the Roof hits home

Leo Burnett and the organization took on the NIMBYs.

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CASSIES Bronze: EQ Bank leaves the branches to others

Union’s campaign focused on building savings rather than retail space.

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CASSIES Bronze: Jamieson brings convenience

Union’s colourful campaign asked for only a second of your time.

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CASSIES Bronze: Special K takes on self-doubt

Leo Burnett’s #OwnIt campaign took on women’s relationship with food.

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CASSIES Bronze: Quebec media changes the face of poverty

The campaign by TAM-TAM\TBWA showed poverty is closer than we think.

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CASSIES Bronze: Super C will not compromise

Publicis Montreal and the grocery chain targeted smart shoppers with a new spokesperson.

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CASSIES Bronze: Interac’s debt-free January

Zulu Alpha Kilo’s campaign cut through the Christmas cheer by presenting a less joyous January.

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CASSIES Bronze: Koodo makes a positive case

Camp Jefferson and the wireless brand pitched its customer service strength to win new converts.

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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.

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CASSIES Bronze: Coke bottles shareable music

The Hive turned the brand’s iconic bottle into a music player.

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CASSIES Bronze: TD dreams with small business owners

Leo Burnett’s campaign partnered with small businesses to change perceptions of the bank.

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CASSIES Bronze: Rediscovering Nature Valley

Cossette’s campaign encouraged kids to disconnect from devices and reconnect with the outdoors.

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