The winners of our annual Cause + Action Awards show the impact brands can have in the CSR space, while two new awards reflect important shifts in advertising.
Electric cars heat up
Although Nissan’s LEAF and Chevrolet’s Volt aren’t scheduled to launch until later this year, the buzz has already begun.
Volunteers get heroic
Investors Group and Volunteer Canada have joined forces on a superhero-themed campaign designed to thank volunteers.
Upping the eco ante
From renewable energy to plant-based bottles, big brands are making a big difference.
Brewing a greener future
We round up the latest eco-friendly efforts from Steam Whistle, Alexander Keith’s and Molson Canadian.
Social media and the #elxn41
A look at the numbers behind this year’s ‘social media election.’
Queensland’s million dollar memo
A new campaign from Tourism Queensland has workplaces the world over competing for $1 million in travel incentives.
McDonald’s geo-targets with Twitter
The QSR giant is using social media to increase awareness around local initiatives such as limited time offers and regional menu items.
Taco Bell battles beef disbelief
The Yum! Restaurants Canada brand’s newest campaign seeks to clear the air and establish its quality cred with Canadians once and for all.
Indigo offers plum rewards
CEO Heather Reisman and EVP marketing Deirdre Horgan reveal how Indigo has stepped up its game in the loyalty program department.
Crime Stoppers empowers witnesses
A new campaign by DDB assures callers of their anonymity while unmasking criminals.
Magnum seeks an heir to the empire
The luxury ice cream bars have arrived in Canada, with a $250,000 VIP experience up for grabs.
Aeroplan’s passion play
VP of marketing David Klein welcomes travellers to the club with a new positioning platform that taps into their desires for unique experiences and for doing good.
Maxwell House breaks for optimism
We asked Y&R Canada’s Israel Diaz and Wind Mobile’s Jennifer Petty to tell us how optimistic they are when it comes to the brand’s latest “Brew some good” effort.
Bringing CSR into focus
Spotlighting social issues that align closely with their brand identities, Shoppers Drug Mart unveils its Women platform, while Campbell Canada finds a tangible new way to help feed the hungry with Nourish.
Cause + Action
Cause + Action 2011
From a Real Food Movement to a guy at home in his undies, these CSR efforts took top honours.
Pedigree helps pooches
The Mars brand expands the focus of its pet adoption drive, using online videos that trigger donations to animal shelters.
Stanfield’s battles cancer in its underwear
Through The Guy at Home in his Underwear, the family-owned brand raised awareness and over $52,000 for testicular cancer.
Cadbury cycles change
Through its Bicycle Factory, the Kraft brand showed consumers that small purchases could make a big difference for those in need.
Overall winner: Hellmann’s champions the Real Food Movement
Since 2007, the Unilever brand has been helping Canadians enjoy more real, local food, and giving back through urban gardens and food advocacy grants.
Cause + Action 2011 judges
Meet the judges who evaluated all the entries this year.
Bell tackles tough topic
The telco gets Canadians talking about mental health – an effort that resulted in its largest number of text messages sent and long distance calls made in one day.
Next Media Stars
Next Media Stars
The first batch of finalists is revealed in the race for the next-gen media mind crown.
The print prodigy: Noah Vardon, strategy supervisor, Starcom
This Next Media Stars finalist is no slouch when it comes to nifty newspaper executions.
The integration expert: Shahnaz Mawji, supervisor, communications strategy, Carat
This Next Media Stars finalist brought Ken and Barbie to life for Mattel using clever media strategy.
The partnership producer: Chris Swanson, media buyer/planner, MEC
This Next Media Stars finalist has a knack for whipping up strategic partnerships that result in effective custom executions.
An exit interview with Peter Jeffery
The co-founder of Gee Jeffery & Partners looks back on four decades in the business, including two at the helm of GJP.
Three rules for partnering with benefits
Columnist Rob Linden rallies for cause-related brand partnerships that build equity.
Real cause marketing
The driving force behind Dove’s Campaign for Real Beauty, Unilever’s Sharon MacLeod, discusses the importance of authenticity.
Make stuff out of swag!
Media Experts apply a DIY ethos to waste reduction.