The CASSIES closed the 2011 award circuit, crowning Newfoundland & Labrador Tourism and Target’s “Find Yourself” campaign as the most effective and creative. On top of winning the Grand Prix, the campaign also took home Gold in Sustained Success.
Other award winners of the evening included Taxi and DDB, who had the most CASSIES-winning cases at five apiece, followed by John St. with four, JWT with three and Leo Burnett with two.
Leo Burnett also won the inaugural Globe Creative Effectiveness Prize, presented by the Globe and Mail, for its “Help us, Help you,” campaign for James Ready, which took Gold in Media and Silver in Sustained Success. The Globe prize awards delegate passes to the Cannes Lions for an agency and a brand team member and an entry into the Cannes Creative Effectiveness Lions category.
This morning, the folks from Target, Leo Burnett and John St. (who took CASSIES Gold for SpongeTowels) presented their winning cases and answered questions at the first annual LIFT conference, a half-day event presented by strategy in association with the CASSIES. The conference explored the latest research on advertising effectiveness from Brainjuicer’s CASSIES and IPA case studies, and via case presentations, revealed how the brands and agencies behind some of Canada’s most effective advertising created such ROI-generating campaigns.
Check out all of last night’s winners below:
Cases:
The Grand Prix:
Newfoundland captures travelling hearts
The Gold winners:
‘It’s all good’ for McCain revamp
Smarties Blue Cat has purrfect timing
Caramilk’s success is no secret
James Ready’s helping hand (Globe Creative Effectiveness Prize winner)
OLG plays a winning hand at poker
The Silver winners:
Molson Canadian 67 targets non-beer drinkers
Kruger Products dresses up Cashmere
Familiprix puts itself in consumers’ shoes
Tetley Infusions targets powder addicts
Boston Pizza becomes a wing expert
The Bronze winners:
Buckley’s gets mucous ‘up and out’
Quaker Oatmeal makes breakfast amazing
Vector targets moments of sweat
Kit Kat Chunky gets a big boost
Sexy comes standard with 2011 Forester
Yellow Pages unveils its 360º Solution
CTC asks visitors to keep exploring
Libro shares customers’ life stories
