Molson Canada has chosen TAXI Advertising & Design of Toronto and Montreal to handle the brewery’s ‘Take Care’ responsible-use campaign. The first work from the new agency is expected mid-May. The business was previously with MacLaren McCann and Marketel/McCann-Erickson.

DoubleClick Canada has named The Crichton Kim-Kirkland Company of Toronto as agency for all its print and online creative.

SamtheRecordMan.com has picked three shops to handle its account: Riddoch Communications (creative), The Thom Group (media buying), and Maverick Public Relations (PR).

Decoma International, a Toronto-based designer and manufacturer of bumpers, body panels and trims for the automotive industry, has hired Toronto-based Wolf Group as its first advertising and PR agency of record.

Home Depot of Toronto has named Cossette Communication-Marketing as its agency of record for the province of Quebec. The account will be handled by the agency’s Montreal office – Home Depot plans to open its first store in Quebec in the third quarter of this year.

Polaroid Canada has named BenchMark Porter Novelli its PR agency of record. Working with Porter Novelli New York, the Toronto agency will provide Polaroid with strategic counsel and ongoing media relations to support promotional activities, advertising initiatives and Web site development across North America.

Strategy is on the ground in Cannes, bringing you the latest news, wins and conference highlights all week long. Catch all the coverage here.

Thursday’s batch of Silver and Bronze winners included the Creative Business Transformation, Creative Effectiveness, Creative Strategy, Luxury Lions, Brand Experience & Activation, Innovation and Creative Commerce Lions categories. Canadians were recognized with three Lions today: a Silver in Brand Experience & Activation, a Bronze in Creative Commerce and a Bronze in Creative Effectiveness. Rethink was awarded twice on Day 4, while Weber Shandwick rounded out the Canadian agency wins with one Lion. Below is a look at the work. Catch the Gold winners later this afternoon when they’re revealed at the gala in Cannes.

Creative Commerce (1 Silver)

1 SILVER: “U Up?” by Rethink for IKEA

IKEA’s “U Up?” campaign has legs, it turns out. The campaign is getting major love at Cannes. The IKEA work, created in collaboration with Rethink Toronto, added to its Cannes Lions tally with a Silver medal in Creative Commerce. That now makes five total Lions for the work, including two Golds on Wednesday night, for Direct and Socal & Creator. The campaign has been lauded by jurors for its dexterity, contextual timing and humour.

Creative Effectiveness (1 Bronze)

1 BRONZE: “Heinz Ketchup & Seemingly Ranch” by Rethink for Kraft Heinz 

Both Rethink and Kraft Heinz picked up another Lion, this one a Bronze in Creative Effectiveness for their collaboration on “Heinz Ketchup & Seemingly Ranch.” Not only did the work capture a culture moment spurred by Taylor Swift, but it also created a new product, “in under 24 hours,” to match. The latest two Lions makes 10 total wins for Rethink. Kraft Heinz and Rethink also picked up a rare Gold Lion for Media a day earlier.

Brand Experience & Activation (1 Bronze)

1 BRONZE: “Airbnb Icons” by Weber Shandwick for Airbnb

The Weber Shandwick work, “Airbnb Icons,” won Bronze on Thursday in Brand Experience & Activation after claiming a Bronze in Media Wednesday. Airbnb turned media brands into a destination, partnering with the likes of Marvel and Disney to offer travellers experiences like drifting off in the Up house or crashing at an X-Men mansion. The first 11 experiences rolled out mid-2024, and most of the experiences were free or under $100, with over 4,000 tickets sold by the end of the season.