The 2014 CASSIES

Grey Canada and the Missing Children's Society take top honours at the Canadian show that celebrates creative effectiveness.

It’s no secret the CASSIES is all about rewarding results. And while that generally alludes to sales, it’s not the only quantifiable measure of success that won the judges’ hearts and scores this year. Take the Grand Prix winner, the Missing Children Society of Canada’s “Milk Carton 2.0″ campaign, which has helped save the lives of missing youth.

Massive feats are being achieved in the CSR space and brands’ efforts to change perceptions around disabilities, such as autism and Tourette Syndrome, go beyond profits to inciting societal change. Of course, there are still plenty of impressive sales results for those who love numbers.

The CASSIES is the only awards program in Canada to truly focus on a marketing campaign’s effectiveness and impact, with a jury of senior execs deliberating over rigorous published case studies to determine the winners. Presented by the ICA, in association with the AAPQ and APCM, the 42 winners were revealed at a gala on Feb. 19 at the Hilton in Toronto.

To find out who’s driving results for businesses and beyond, read on.

All cases were compiled and edited by CASSIES editor David Rutherford.

Grand Prix

Grey Canada and Missing Children Society’s next-gen milk carton 


Anomaly and Budweiser put on the Red Lights

Dentsu and Iögo’s big debut 

Leo Burnett and Earls bring lobster to the masses

Saatchi & Saatchi and TSFC take over Twitter

Sid Lee and Videotron pranks its technicians

Tribal Worldwide and McDonald’s disarms its detractors

Grip and Kokanee make a movie

Taxi and Mio get through to millennials

Taxi and Koodo’s branding keeps on winning



Agency 59 and Heart and Stroke’s zombies save lives

DDB and Toronto Jewish Film Festival flip perception

Bleublancrouge and Rouge FM transforms the radio station 

Lg2 and Quebec City reconsider the bus

John St. and Carly’s Café give autism a voice

Cossette makes Home Depot “beau” in Quebec

Nolin BBDO gives chocolate milk a makeover in Quebec

John St. and SpongeTowels soak up sales growth 



BBDO and Mountain Dew keep the momentum going

Bensimon Byrne and Scotiabank take fans to the movies

DDB and Subaru rally families 

Leo Burnett and Ikea beat their Moving Day record

Sid Lee and Sport Chek celebrate Mother’s Day 

Taxi and Canadian Tire get fresh with air filters

Taxi and Boston Pizza’s epic Pizzaburger launch 

Ariad Communications and Knorr answer the eternal question

Ogilvy and Dove man up

Red Lion helps save Joe Boxer

Zulu Alpha Kilo and Corona’s high life

Taxi and Telus make a TV play 

Bensimon Byrne and Jackson-Triggs have a wine for that 

We Are Tonic helps Lake of Bays expands its footprint

DDB and Subaru BRZ heat up 

Lowe Roche and HSF target apathetic boomers

Juniper Park helps Del Monte re-establishes its quality credentials