CHINESE CANADIANS TUNE INTO ETHNIC MEDIA

Chinese Canadians in Toronto are tuning into Chinese radio and television more than ever before, according to a study by Markham, Ont.-based ACNielsen. According to the Chinese Media Index, an annual study of Chinese media consumption, Chinese Canadians are consuming about 12 hours of Chinese-language TV and 8.5 hours of Chinese-language radio per week. Those figures have increased by 27% and 21%, respectively, since 1996. The results are music to the ears of advertisers looking to reach the lucrative Chinese demographic. The study found almost 70% of Chinese Canadian car buyers in Toronto paid cash for their automobiles and more than 40% own a single family home.

CANADIAN E-COMMERCE SITES POPULAR ABROAD

Canadian e-commerce sites are internationally popular, with more than half the sales at Canadian online retail sites coming from outside the country, according to a survey jointly sponsored by the Retail Council of Canada and Visa Canada. About 47% of the sales volume on Canadian sites was generated by Americans – almost on par with the 48% generated by domestic shoppers – with a further five per cent coming from other international buyers, according to the survey. Additionally, the survey of more than 220 Canadian online retailers revealed that the vast majority advertise – 61% online, 59% via print, 44% in their bricks-and-mortar locations, 36% via direct mail, 16% through radio and 11% on television.

WOMEN WIRED DIFFERENTLY THAN MEN

Marketers looking to reach Canadian women on the Internet should not make the mistake of lumping them into the same category as men, says a survey from ACNielsen. For while Canadian women are logging onto the Net in record numbers, they are often looking for very different kinds of information. About 36% of women surveyed log on to the Internet regularly looking for health-related information, as opposed to 23% of men. Similarly, about 30% of women report looking for recipes online, while only 13% of men do the same. Both men and women, however, are turning to the Web to research future purchases.

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

Friday’s batch of Silver and Bronze winners included the oldest category at the Cannes festival, Film, as well as Sustainable Development Goals, Dan Wieden Titanium, Glass: The Lion for Change and Grand Prix for Good. Canadians were recognized with four Lions today: two Silver and a Bronze in Film, as well as a Bronze in Sustainable Development Goals.

FCB Toronto was given yet another nod for its work, “The Count,” for SickKids, bringing the medal count for that campaign to four, including a Gold for Health & Wellness. Another Canadian agency recognized on the final day of the festival was Klick Health Toronto, which earned a Silver in Film for its work “Love Captured” for Human Trafficking Awareness and a Bronze for “18 Months” for Second Nurture. And over in Sustainable Development Goals, the Bronze went to Publicis Canada and its “Wildfire Watchtowers” work for Rogers.

Another massive win for Canada included not one, but two Young Lions (pictured above) taking home medals in the annual competition. In Design, the Gold Young Lion was awarded to Rethink’s senior motion designer Jesse Shaw and ACD Zoë Boudreau. The second, a Bronze in Media, went to Cossette Media’s business intelligence analyst Samuel David-Durocher and product development supervisor Tristan Bonnot-Parent.

Film (2 Silver, 1 Bronze)

1 SILVER: “The  Count” by FCB Toronto for SickKids Foundation

“The Count,” a striking campaign from FCB Toronto for SickKids Foundation, has earned 1 Gold, 2 Bronze and now 1 Silver for Film at Cannes. If you watch it, it’s easy to see why. The collaboration between brand and agency honoured the hospital’s “VS” platform, while steering it in a new direction from its initial development by previous AOR Cossette. The creative celebrates childhood cancer patients who have to fight for every birthday, while honouring the hospital’s own milestone – 150 years and counting.

1 Silver: “Love Captured” by Klick Health Toronto for The Exodus Road

Klick Health Toronto added to its medal tally with a Silver in Film for it’s work “Love Captured” for The Exodus Road. The creative features a romantic getaway that isn’t what it seems in an experiential short film for the global anti-trafficking organization. The experience takes viewers through a tragic and twisting experience of exploitation.

1 BRONZE: “18 Months” by Klick Health Toronto for Second Nurture

Klick Health Toronto also won a Bronze in the Film category for its work, “18 Months,” done for the charity organization Second Nurture. The animated film is based on a real-life story in which a same-sex couple adopts a baby found in a subway station, and the 18-month journey into a story of hope.

Sustainable Development Goals (1 Bronze)

1 BRONZE: “Wildfire Watchtowers” by Publicis Canada for Rogers

Publicis Canada landed on the winners board for its work, “Wildfire Watchtowers,” for Rogers. The Canadian-developed wildfire-detection tech – which has been billed as “a fire alarm in the forest” – uses AI-powered sensors installed on 5G towers to monitor vast remote areas in real time. By scanning, identifying and reporting early signs of wildfires (up to 16 minutes faster than other systems), the technology helped prevent 54 fires in 2024 alone.

Catch the Gold winners later today when they’re revealed at the gala in Cannes.