The 2015 CASSIES

This year's awards reflected changes in the industry, but as always, recognize 'The work that worked.'

This year’s CASSIES reflected some major changes in the marketing industry. First, the awards introduced new categories, such as Best Matching of Message to Medium(s), which recognizes the symbiosis between those two elements in a world of integrated campaigns.

There was also a noticeably large number of winners in the Events, Seasonal & Short-Term category – 26 in total across Gold, Silver and Bronze. In today’s blink-and-you-miss-it, fast-consumption world, where a trend can go viral and then die within a day, there’s no doubt the proliferation of these campaigns is indicative of a greater societal trend.

But there were still plenty of programs with legs. Take the Grand Prix winner, Molson’s Beer Fridge, which started as a single stunt, but ended up travelling around the world (see the Creative Report Card for more on its journey), impressing the judges at home.

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 detailed case studies to determine the winners. Presented by the ICA, in association with the AAPQ and APCM, a total of 60 awards were handed out to 53 cases at a gala on Feb. 19 at the Hilton in Toronto.

All cases were edited by John Bradley, with additional editing by Tanya Kostiw and Emily Wexler.

Check out the complete case study list for all the Gold, Silver and Bronze CASSIES winners below, as well as this year’s judging panel. 

Grand Prix

Molson Canadian’s passport to success


Canadian Tire breaks records from a cold start

Putting the Mr. back in Mr. Clean

Ubisoft hacks a successful launch plan

Amex turns envy into instant sales

Ikea’s home run

WestJet delivers surprising results

MDA helps trigger gun policy change

Hellmann’s stays real

Boston Pizza finds its happy place


Taco Bell makes angry consumers eat their words

Koodo empowers consumers to help themselves

Les Éleveurs de porc du Québec takes the fat and boredom out of pork

Koodo spices up the telco category

BMW drives new performance standards

Ikea breathes inspiration into catalogue pages

McDonald’s shows its skinnier side

Ivanhoé Cambridge encourages closet cleaning

Oka’s dual-market strategies

Maple Leaf changes lives with bacon

TD turns features into benefits

SickKids focuses on the hero within

Oreo gets in on the Olympic spirit

Raptors embrace northern identity

Volkswagen takes a gammified approach

Canadian Tire celebrates unsung heroes

Heart & Stroke brings home increased donations

Tangerine bears the fruits of branding success

Subaru’s rallying cry for increased sales


La Presse turns the page to a new readership

Honda drives long-term dominance

Scotiabank demonstrates the power of free

York University looks ahead to get ahead

Kraft shows the joys of guilty pleasures

The Salvation Army makes a big change

Shreddies shows its ‘Genuine Goodness’

Strategic Milk Alliance milks every moment

Selections Chartier goes where no wine has gone before

Nissan proves it’s a winter warrior

Vancouver Police Foundation leaves others in the shadeick and easy

Politicians’ losses were Workopolis’ gain

Honda drives home a successful spring

Alberta Health Services encourages quitting

Canadian Blood Services turns people into heroes

CAMH tells both sides of the story

BP’s wacky rib campaign nets serious results

Who’da thought VW needed simplifying?

Canadian Tire takes its Canadianness to digital

The Fonds de solidarité makes RRSPs relatable

Jackson-Triggs proves its universality

University of Manitoba turns a negative into a positive

TFO channels insights

Ikea makes it quick and easy