November/December 2017

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Upfront

AXE_PRAISE_2

Busting myths about Gen Z

Axe, Glossier and General Mills focus on Gen Z truths to build their brands and campaigns.

Paul Lavoie breakfast

To Beau Lake we go

One year in, Beau Lake is looking to expand its product line beyond paddleboards.

Creative

Days Inn

Gone in six seconds

Short ads: creativity killers or new tools to convey a single-minded message?

Forum

Failure crisis concept lost business career education opportunity

Six tips on how to be a semi-decent agency partner

Identifying a shared belief between a brand and its biggest believers is key, according to Rethink’s Aaron Starkman.

Strategy Awards

PowerPoint Presentation

2017 Strategy Awards: Huggies leaves no baby unhugged

The brand launched volunteer hugging programs in hospitals to highlight the power of hugs.

SICK

2017 Strategy Awards: SickKids takes back the fight

The campaign showed SickKids as a “performance” brand, taking on the biggest challenges in child health.

RBC

2017 Strategy Awards: RBC’s patriotic pledge

The brand encouraged youth across Canada to make an impact in their communities.

Red Racer Across The Nation Collaboration Image 1

2017 Strategy Awards: Central City races for red

The Red Racer Across the Nation Collaboration pulled together craft beers from different provinces.

Sorry Image 2

2017 Strategy Awards: Montréal’s ironic apology

Montréal apologizes to its neighbours for the racket caused by its 375th birthday celebrations.

DownSyn3

2017 Strategy Awards: CDSS turns to the experts

Videos featuring people with Down syndrome aimed to answer expecting parents’ top questions about the condition.

Give-A-Care Image 1

2017 Strategy Awards: Rethinking the cancer conversation

The Give-A-Care campaign featured custom products to help young women through treatment.

WardRobesshirt

2017 Strategy Awards: The Starlight Foundation’s new clothes

Hospitalized kids wore their personalities with custom gowns made by Canadian designers.

CallThatCounts

2017 Strategy Awards: Drug Free Kids’ cross-channel jump

The brand wanted to prompt parent-teen conversations about driving while high.

scam

2017 Strategy Awards: The ASC plays the role of a trickster

The team lured people to a fake investment seminar to raise awareness about investment fraud.

lightupanation

2017 Strategy Awards: Budweiser lights up

The brand reached hockey fans with a game-synced beer glass that lit up with each goal.

Cashmere Now Streaming Image

2017 Strategy Awards: Cashmere confronts shy bladders

Devices that live-streamed music were installed in public washrooms to break the silence.

Horse1

2017 Strategy Awards: OLG’s race for millennial spectators

A new brand was launched through a film that put viewers in the jockey’s saddle.

WhereAmI

2017 Strategy Awards: Ontario Tourism’s search for the familiar

The interactive campaign encouraged people to guess the locations of the imagery used.

Notes

2017 Strategy Awards: Take Note pens a digital love story

The Toronto store reminded people of the power of notes through a handwritten tale of love.

toughquestions

2017 Strategy Awards: Questrade asks the tough questions

The brand’s campaign featured TV spots with pointed client-advisor conversations.

OneThatGotAway

2017 Strategy Awards: Interval House helps women get away

A series of videos aimed to change social perceptions of victims of domestic violence.

Box2

2017 Strategy Awards: One less box to move

Montreal residents were given boxes to fill with food to lighten their moving load and help the less fortunate.

Gain by Gain Image 1

2017 Strategy Awards: Gain taps into scent-vertising

The brand’s campaign took a playful tone by mimicking perfume ads.

Suck It Up Image

2017 Strategy Awards: Fisherman’s Friend gives tough love

The brand equated its product with tough love for consumers’ throats, telling them to “Suck it Up.”

EatTogether

2017 Strategy Awards: PC connects consumers over food

The “Eat Together” movement highlighted the personal connections that can be made over food.

CollabWithAric Case Study-4

2017 Strategy Awards: An unexpected collaboration

The photographer took to Instagram to reach out to art directors in a creative and personalized way.

IT ran1

2017 Strategy Awards: It Ran for NABS

A parody magazine full of ads was created as a NABS fundraiser.

SAQ Inspire Image 1

2017 Strategy Awards: SAQ inspires personalization

A multichannel approach was developed to highlight the benefits of the SAQ loyalty program.

Design AOY

LG2 Agency photo

AOY + Design Bronze: Lg2 is in its Elements

The agency takes to rebranding, formalizing its internal innovation process and preserving company culture.

Agency of the Year

agencyphoto

AOY Gold: Cossette’s strategic approach

Multidisciplinary work teams, a multi-year innovation plan and combining strategy and creative have helped the agency stay on top.

JWT Agency photo

AOY Silver: JWT’s movement strategy

The agency has turned to mobilizing consumers around resonant ideas.

LG2 Agency photo

AOY + Design Bronze: Lg2 is in its Elements

The agency takes to rebranding, formalizing its internal innovation process and preserving company culture.

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DAOY Gold: FCB doubles down on digital

Agency-wide training unlocks digital potential, leading to a second consecutive win.

Agency photo

DAOY Bronze: No Fixed Address finds its feet

The agency has brought on new clients and increased its staff count five-fold in one year.

BIMM

DAOY Silver: Bimm goes direct to digital

A new internal initiative aims to break down silos and spark creativity at the agency.

LeoEmojis

Design AOY Gold: Leo Burnett’s evolution by design

Utility takes the shop’s designs to the next level.

Blank supermarket products on shelves and pegboard. Front view

Design AOY Silver: Social by design

Rethink is using a social-first strategy to ensure effective designs hit social media channels.

MindShare

MAOY Bronze: Mindshare’s content push

The Toronto shop boosts its agility with a newly launched business unit.

Toiuche

MAOY Gold: Touché’s data-driven transformation

The agency introduces a new team and positioning statement as part of its focus on data.

OMD Canada

MAOY Silver: OMD’s changing media role

Data, collaboration and strategy are at the forefront of the agency’s client relationships.

Edelman - Agency Photo

PRAOY Gold: Edelman’s trust in the process

A “communications marketing” approach and boosting internal talent has put the agency on the podium.

Citizen-Team-Bird-July2017

PRAOY Bronze: Citizen Relations plots its future path

The agency is releasing two measurement tools, while also focusing on diversification and globalization.

Colony

PRAOY Silver: The Colony Project holds its own

The offshoot agency has increased its staff and expanded to Montreal.

SickKids VS COVER1

2017 Agency of the Year winners

A look at the insights that drove success for this year’s top shops.

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