Plan. Act. Win a Strategy Award. Repeat.
It’s a virtuous circle that proves strategy does indeed beget success, with SickKids (this year’s Grand Prix Public Service winner) taking home fox trophies two years in a row for yet another strategic repositioning that pushed the boundaries of cause marketing.
This also isn’t the first top prize for Huggies, another Grand Prix winner. Its strategy department’s efforts to ingratiate the brand with new parents led it to be repeatedly lauded at multiple awards shows.
These, and 22 other brands, from beer to CPG to toilet paper, presented work that a jury of strategists and planners – both from agency and brand sides – evaluated based on their ability to lead a shift in thinking and positioning.
Developed in association with APG Canada and an advisory board comprised of senior planning and marketing execs, the second annual awards celebrate the ideas that strategists contribute to a brand’s blueprint. Turn the page to learn more about the campaigns’ rich insights that led to a wealth of results.
To view all of the winners’ case studies, click here.
Kimberly-Clark (Huggies)/Ogilvy & Mather
No Baby Unhugged
Grand Prix
Gold: Game Changer
Gold: Challenger strategy
Silver: Turnaround Strategy
Silver: Creative Catalyst
SickKids Foundation/Cossette
SickKids VS
Grand Prix Public Service
Gold: Creative Catalyst
Gold: Evolution Strategy: Keeping It Fresh
Silver: Cause
Silver: Connection Strategy
RBC/Grip Limited
Make 150 Count
Gold: Canada 150 Strategy
Central City Brewers & Distillers
Red Racer Across the Nation Collaboration
Silver: Canada 150 Strategy
Tourisme Montréal/Lg2
Sorry
Bronze: Canada 150 Strategy
Canadian Down Syndrome Society/FCB Toronto
Down Syndrome Answers
Gold: Niche Strategy
Gold: Cause
Gold: Connection Strategy
Rethink Breast Cancer/Lg2
Give-A-Care
Gold: Cause
Silver: Niche Strategy
Starlight Children’s Foundation Canada/Rethink
Ward+Robes
Silver: Cause
Drug Free Kids Canada/FCB/SIX
The Call That Comes After
Gold: Connection Strategy
Silver: Cause
Alberta Securities Commission/Edelman
One Good Scam
Silver: Connection Strategy
Bronze: Cause
Labatt Brewing Company (Budweiser)/Anomaly
Light Up The Nation
Bronze: Connection Strategy
Bronze: Evolution Strategy: Keeping it Fresh
Kruger Products (Cashmere)/Maxus/John St.
Now Streaming by Cashmere
Bronze: Connection Strategy
Ontario Lottery and Gaming Corporation (OLG)/BBDO
Your Horse
Gold: Turnaround Strategy
Ontario Tourism Marketing Partnership Corporation/FCB
Where am I?
Silver: Game Changer
Bronze: Creative Catalyst
Bronze: Turnaround Strategy
Take Note/BBDO
Notes
Silver: Creative Catalyst
Bronze: Challenger Strategy
Questrade/No Fixed Address
Tough Questions
Silver: Challenger Strategy
Interval House/Union
The One That Got Away
Silver: Game Changer
Bronze: Cause
La grande guignolée des médias/Tam-Tam/TBWA
One Less Box To Move
Silver: Game Changer
Procter & Gamble (Gain)/Leo Burnett Toronto
Gain by Gain
Silver: Evolution Strategy: Keeping it Fresh
TFB & Associates (Fisherman’s Friend)/Giants & Gentlemen
Suck It Up
Bronze: Evolution Strategy: Keeping it Fresh
President’s Choice/John St.
Eat Together
Bronze: Evolution Strategy: Keeping it Fresh
Aric Guité/Havas Worldwide Canada
#CollabWithAric
Silver: Niche Strategy
NABS Canada/Lg2
It Ran
Bronze: Niche Strategy
La Société des alcools du Québec (SAQ)/Cossette
SAQ Inspire
Silver: Research Mastery
