Unofficial Archives of the Canadian Advertising Success Stories (CASSIES)

 

As an undergraduate marketing student at the DeGroote School of Business (McMaster University) between 2012 and 2014, I found the best practices embedded within the CASSIES to be a key element of my education.

In 2018, the CASSIES became Effie Canada (link), and the official archives will be stored there. However, there are a number of items that I am seeking to preserve on this page.

These items include an invaluable set of “Crossover Notes” penned by David Rutherford in 2011. These notes highlight the underlying drivers of marketing success.

It is my intent to leverage The Internet Archive (archive.org) and these Crossover Notes to preserve the best of the CASSIES in a totally free, grassroots, and uniquely Canadian way.

I hope to reach substantial completion by the end of September, after which time I plan to release periodic updates and/or “lessons”.

-Z

Get the 2011 Crossover Notes (no spam, it’s just behind an email wall)

History of the CASSIES

Accessed via archive.org // Snapshot Date: 07.11.2016 (dmy)


It used to be assumed in marketing and advertising that cause and effect between advertising and business success was virtually impossible to prove—because of the difficulty of extracting the effect of price, promotion, product, competitive activity etc.

This first began to be challenged in the 1960s, jump-started when the Effie Awards were started in 1968 in the United States by the New York American Marketing Association. The award expanded globally after its founding in the US, with the first programs emerging in Germany in 1981, in Austria, the Netherlands, Belgium and Switzerland in 1984, and in France, Chile and Peru in the early 1990s.

Over in the U.K., The Institute of Practitioners in Advertising launched the IPA Effectiveness Awards in 1980, with the winners decided on the basis of a rigorous business case. These Awards have continued every two years, and many winning cases are masterpieces.

In the early 90s, Rupert Brendon realized that Canada needed its equivalent that would adopt the best of the Effies and the IPA Awards, and, with a team of colleagues, launched the CASSIES (Canadian Advertising Success Stories) in 1993 with the following mandate:

To prove by rigorous case study that advertising is a prudent commercial investment—not a cost—that pays out against measurable criteria, in a wide variety of circumstances. Furthermore, to publish winning case histories, thereby raising the standards of marketing and advertising best practice. The case will be a joint-submission from advertiser and agency, and the prestige of winning will go to the entire client-agency team.

The CASSIES originally ran every two years through 2001 from when they have been an annual event [until 2018, when CASSIES merged with the Effies to become Effie Canada].

Case Library (in progress)

The Grand Prix

Brand Agency Client Year
Always Leo Burnett Toronto, Chicago, London/Holler Proctor & Gamble 2016
Moms Demand Action for Gun Sense in America Grey Moms Demand Action for Gun Sense in America 2016
Molson Coors Rethink Molson Coors 2015
MCSC: Milk Carton 2.0 Grey Canada Missing Children Society of Canada 2014
autoTRADER.ca: The Most Cars In One Place DDB Canada AutoTRADER 2013
Find Yourself – Newfoundland & Labrador Target Marketing & Communications Newfoundland and Labrador Tourism 2012
Hellmann’s Ogilvy Unilever Canada 2011
Sunchips Juniper Park Frito-Lay North America 2010
Shreddies Ogilvy Kraft Canada 2009
Dove Ogilvy Unilever Canada 2007
Lait au Chocolat BBDO

Quebec Milk/td>

2006
Familiprix BOS Familiprix 2003
Diet Pepsi BBDO Canada Pepsi-Cola Canada Ltd. 2002
Molson Canadian Bensimon-Byrne D’Arcy Molson Canada 2001
Sunlight Laundry Detergent Ammirati Puris Lintas Lever Pond’s 1999
Chrysler NS Minivane BBDO Chrysler Canada Ltd. 1997
Listerine Quebec J. Walter Thompson Warner Wellcome Canada Inc. 1995
Pepsi Brand, Québec Blouin Coulombe Dube Thompson, Montréal
J. Walter Thompson, Toronto
Pepsi-Cola Canada Beverages 1993

Sustained Success (formerly Longer & Broader)

Brand Agency Client Year
La Presse+ Cossette La Presse 2016
Les Éleveurs de porc du Québec lg2 Les Éleveurs de porc du Québec 2015
Loto-Québec Saint-Jacques Vallée Y&R Loto-Québec 2016
Boston Pizza International Taxi Canada Boston Pizza International 2015
Scene Bensimon Byrne Scotiabank 2015
Jackson–Triggs Bensimon Byrne Constellation Brands Canada 2015
Fonds de Solidarité FTQ Marketel Fonds de Solidarité FTQ 2015
Honda – Civic Nation Grip Limited Honda 2015
It’s All Good – McCain TAXI Canada McCain Foods Canada 2013
Sponge Towels Paper Towel john st. Kruger Products L.P. 2014
Chocolate Milk – FPLQ Nolin BBDO Fédération des producteurs de lait du Québec 2014
Home Depot Québec Cossette Home Depot 2014
Koodo: Selling A Belief System TAXI Canada Ltd. Koodo Mobile 2014
Plan Canada’s Because I am a Girl Campaign Wunderkind Plan Canada 2013
The Wiserhood (Wiser’s DeLuxe Canadian Whisky) john st. Corby Distilleries 2013
TD Bank: Everyday Banking Mosaic Sales Solutions TD Bank 2013
Scotties: it’s what’s outside that counts john st. Kruger Product LP 2013
eos – Reinventing Lip Balm Juniper Park eos Products 2013
Hellman’s Ogilvy Unilever 2013
MINI TAXI Canada MINI Canada 2013
James Ready “Help Us, Help You” Leo Burnett James Ready Brewery Company 2012
Cashmere Bathroom Tissue john st. Kruger Products L.P. 2012
SpongeTowels john st. Kruger Products L.P. 2012
SpongeTowels – Quebec Saint-Jacques Vallée Y&R Kruger Products L.P. 2012
Find Yourself – Newfoundland & Labrador Target Marketing & Communications Newfoundland and Labrador Tourism 2012
MY 2009 Subaru Forester DDB Canada Subaru Canada 2012
Activia Saint-Jacques Vallée Y & R Danone 2011
more to come Ogilvy Unilever Canada 2011
Hyundai Bensimon Byrne Hyundai Auto Canada Corp. 2011
Gain Leo Burnett Procter & Gamble 2010
MINI TAXI MINI Canada 2010
Milk Cossette West Alberta Milk on behalf of the Prairie Milk marketing Partnership 2010
Cashmere john st. Kruger Products 2009
Scotiabank – 2nd Opinion Bensimon Byrne Scotiabank 2009
Scotiabank “You’re Richer…” Bensimon Byrne Scotiabank 2009
SickKids Ethos JWT SickKids Foundation 2009
Temptations TBWA\TORONTO Mars Canada Inc. 2009
Toyota Trucks – Prairies Venture Communications Ltd. Toyota Dealers Advertising Association – Prairie Zone 2009
Lexus h Dentsu Canada Inc. Lexus Canada Inc. 2009
Activia Yogurt Saint-Jacques Vallée Young & Rubicam Danone Canada 2007
Vex GJP Advertising Vincor Canada – A Constellation Company 2007
Telus Taxi Telus 2007
TD Canada Trust DraftFCB TD Canada Trust 2007
Coors Light DraftFCB Molson Coors 2007
Civic Bos Quebec Honda Dealers’ Association 2007
DIET PEPSI 2002 – 2007 BBDO Canada Corp. Pepsi-QTG Canada 2007
Milk Cossette West Prairie Milk Marketing Partnership 2007
Baileys JWT Diageo 2006
Five Alive Burnett Coca-Cola 2006
MINI TAXI MINI Canada 2006
Listerine JWT Pfizer Canada 2006
Budweiser (Québec) PALM Arnold Communications La Brasserie Labatt 2005
United Way, The “Hand” Campaign Arnold Worldwide United Way of Greater Toronto 2005
Familiprix Alfred Familiprix 2005
ICBC ‘Bait Cars’ DDB Canada Insurance Corporation of British Columbia 2005
Juicy Fruit 2001-2004 BBDO Canada Wrigley Canada 2005
Kit Kat J Walter Thompson Nestlé Canada 2004
Worldwide Short Film Festival TAXI Canadian Film Centre 2004
Université de Montréal Cossette Communication-Marketing Université de Montréal 2003
Manitoba Telecom Services (MTS) Cossette Communication-Marketing, Vancouver Manitoba Telecom Services 2003
DIET PEPSI BBDO Canada Pepsi-Cola Canada Ltd. 2002
Philadelphia Cream Cheese J. Walter Thompson Kraft Canada 2002
Clearnet PCS Taxi Advertising and Design Telus Mobility 2001
Becel Margarine MacLaren McCann Lipton 1999
Philadelphia Cream Cheese J. Walter Thompson Kraft Canada Ltd. 1997
Dove Beauty Bar Ogilvy & Mather Lever Pond’s 1997
Buckley’s Bensimon-Byrne W. K. Buckley Ltd. 1997
Burger King Canada DMB&B Burger King Canada 1995
Polaroid BBDO Polaroid Canada 1995
Always D’Arcy Masius Benton & Bowles Procter and Gamble Inc. 1993
Molson Canadian MacLaren Lintas Inc. Molson Breweries 1993
Labatt’s Kokanee Scali, McCabe, Sloves Labatt Brewing Company 1993

Events, Seasonal, and Short-Term

Brand Agency Client Year
SickKids Foundation J. Walter Thompson SickKids Foundation 2016
Gatorade Gatorade Pepsico Canada 2016
Kokanee Peak Brew Grip Labatt Breweries of Canada 2016
Becel Blue Ant Media Unilever Canada 2016
The Canadian Centre for Gender & Sexual Diversity Saatchi & Saatchi Canada The Canadian Centre for Gender & Sexual Diversity 2016
Doritos Ketchup BBDO Toronto Pepsico Canada 2016
OKA lg2 Agropur 2015
Who’da thought PALM + HAVAS Volkswagen Canada 2015
Ivanhoé Cambridge John St. Ivanhoé Cambridge 2015
Workopolis Tank Workopolis 2015
Maple Leaf Foods John St. Maple Leaf Foods 2015
Honda Spring Retail Event Grip Limited Honda Canada 2015
Canadian Tire – Team Photo Project Cleansheet Communications Canadian Tire 2015
Canadian Tire – The Canadian Way Tribal Worldwide – Toronto Canadian Tire 2015
Centre for Addiction and Mental Health DentsuBos Centre for Addiction and Mental Health 2015
WestJet Mosaic/ Studio M WestJet 2015
2014 Catalogue Leo Burnett Ikea Canada 2015
290 Calorie Egg McMuffin Cossette Communication McDonald’s 2015
Alberta Health Services DDB Canada Alberta Health Services 2015
Sickkids Foundation JWT Canada Sickkids Foundation 2015
Canadian Blood Services DDB Canada Canadian Blood Services 2015
Canadian Tire – Ice Truck Taxi Canada Canadian Tire 2015
IKEA House Rules Leo Burnett IKEA Canada 2015
Nissan TBWA\Toronto Nissan 2015
Oreo FCB Toronto Mondelez 2015
Volkswagen Canada PALM + HAVAS Volkswagen Canada 2015
TD Bank Leo Burnett TD Bank 2015
Vancouver Police Foundation DDB Canada Vancouver Police Foundation 2015
Moms Demand Action for Gun Sense in America Grey Moms Demand Action for Gun Sense in America 2015
Toronto Raptors Sid Lee Maple Leaf Sports & Entertainment 2015
Rib Stain Camo Taxi Canada Boston Pizza International 2015
IKEA Quick & Easy Leo Burnett IKEA Canada 2015
iögo DentsuBos Aliments Ultima 2014
Toronto Jewish Film Festival DDB Canada Toronto Jewish Film Festival 2014
Canadian Tire – FRAM FreshBreeze In-Cabin Air Filters TAXI Canada Ltd. Canadian Tire Corp. 2014
Boston Pizza Pizzaburger TAXI Canada Ltd. Boston Pizza International 2014
Budweiser Red Lights Anomaly Labatt Breweries of Canada 2014
DEWmocracy BBDO Toronto PepsiCo Beverages Canada 2014
Sport Chek Mother’s Day SID LEE FGL Sports Limited 2014
Scotiabank SCENE Bensimon Byrne Inc. Scotiabank 2014
Subaru Forester Family Rally DDB Canada Subaru Canada, Inc. 2014
Surrender Your Say – Twitter Campaign for Tourette Syndrome Saatchi & Saatchi Canada Tourette Syndrome Foundation of Canada 2014
The Undeading (Heart & Stroke) Agency59 Heart & Stroke Foundation 2014
Videotron – Pranked Technicians (Quebec) SID LEE Videotron 2014
Earls Lobster Event Leo Burnett Earls Restaurants 2014
IKEA Moving Day (Quebec) 2012 Leo Burnett IKEA Canada 2014
Western Union 5 for 50 AV Communications Western Union Canada 2013
Zellers Festive Finale john st. HBC Canada 2013
Budweiser Fan Brew Anomaly Budweiser 2013
Bell – Let’s Talk lg2 Bell 2013
Fédération des producteurs de porcs du Québec lg2 Fédération des producteurs de porcs du Québec 2013
Boston Pizza All Meat Wings TAXI Canada Boston Pizza International 2013
Mitsubishi Electriphobia john st. Mitsubishi Motor Sales of Canada 2013
Mountain Dew – The Wrecking Ball of Dew BBDO Canada Corp. PepsiCo Beverages Canada 2013
Pain Squad Cundari Hospital for Sick Children 2013
Boston Pizza – Flatties and Drummies Taxi Toronto Boston Pizza International 2012
Cadbury Caramilk The Hive Kraft Canada 2012
Yellow Pages B2B Taxi 2 Yellow Pages Group 2012
Quaker Oatmeal Juniper Park PepsiCo Foods 2012
Let’s Talk Mucous (Buckley’s) Saatchi & Saatchi Novartis Consumer Health Canada Inc. 2012
Smarties Blue Cat – Blue is Back! The Hive Nestlé Canada Inc. 2012
Telus Go Pink Taxi Toronto Telus 2012
Tetley Herbal Teas john st. Tetley Canada 2012
CTC – Locals Know DDB Canada Canadian Tourism Commission (CTC) 2011
Moosehead john st. Moosehead Lager 2011
Tourism Montréal Sid Lee Tourism Montréal 2011
Nissan TBWA\Toronto Nissan Canada Inc. 2011
Doritos Guru BBDO / Proximity Frito-Lay Canada 2010
MINI TAXI Canada MINI Canada 2010
Suzuki john st. Suzuki Canada 2010
Recycle Me.org Narrative Advocacy Media Trillium Gift of Life Network 2010
Ford Groundswell Y&R Ford of Canada 2010
James Ready Beer Leo Burnett James Ready Brewing Company 2010
Becel “The Heart Truth” Capital C Communications Unilever Canada 2009
ColonCancerCheck BBDO Toronto Ontario Ministry of Health & Long-Term Care 2009
Chocolate Milk Nutrition Education Promotion Cossette West Prairie Milk Marketing Partnership 2007
SAAQ Amalgame Societe de l’assurance automobile du quebec 2007
SickKids Ethos JWT SickKids Foundation 2007
workopolis.com Due North workopolis.com 2006
Activia Yogurt St-Jacques Vallée Young & Rubicam Danone 2006
WestJet Owners TAXI WestJet 2006
Covad VoIP> Gee Jeffrey Covad 2006
Canada’s Worst Driver In-house Discovery Channel 2006
HEC Recruitment TAXI AAPQ & HEC 2006
Holiday Inn john st. Holiday Inn 2006
IKEA ZIG IKEA 2006
Broadcast Sponsorship (Athens Olympics) PALM Arnold Communications Volkswagen Canada Inc. 2005
Designer Depot Lowe Roche Hudson’s Bay Company Designer Depot 2005
Irving Cruisin’ to Win Target Marketing and Communications Inc. Irving Oil Ltd. 2005
Miller for Mayor – A Clean Sweep> Lowe Roche Advertising Miller for Mayor Campaign 2004
Engage the Vote DDB Canada Elections Canada 2004
Time to Replace your Furnace Target Marketing and Communications Irving Oil Ltd. 2002
Les Olympiques selon Labatt Bleue BBDO Montréal La Brasserie Labatt 2002
Easter Seals ’24 Hour Relay’ i2i Advertising and Marketing Easter Seals Society 2002

Off to a Good Start

Brand Agency Client Year
2015 Subaru Outback DDB Canada Subaru Canada 2016
Arctic Gardens Lg2 Bonduelle 2016
Dark Roast J. Walter Thompson Tim Hortons 2016
Debtman Credit Counselling Society Credit Counselling Society 2016
Fix Auto Cundari Fix Auto 2016
Kraft Peanut Butter Taxi Canada Kraft Canada 2016
McCain Superfries Grip McCain Foods Canada 2016
Oikos Saint-Jacques Vallée Y&R Danone 2016
Unilever Canada Ariad Communications Unilever Canada 2016
American Express Canada Ogilvy & Mather American Express Canada 2015
Heart & Stroke Foundation of Canada Ogilvy & Mather Heart & Stroke Foundation of Canada 2015
Sélections Chartier Sid Lee Sélections Chartier 2015
Shreddies Grey Post Foods Canada 2015
Strategic Milk Alliance DDB Canada Strategic Milk Alliance 2015
Subaru Canada DDB Canada Subaru Canada 2015
Taco Bell Grip Limited Yum! Brands 2015
Tangerine John St. Tangerine 2015
Ubisoft Publicis Montreal Ubisoft 2015
The Bus System – Quebec City Public Transit Network lg2 Quebec City Public Transit Network (Réseau de transport de la Capitale RTC) 2014
Corona, Live Mas Fina Zulu Alpha Kilo Modelo Molson Imports L.P./td>

2014
Dove Men+Care “Real Man Challenge” Ogilvy Toronto Unilever 2014
Knorr ‘What’s for Dinner?’ Ariad Communications Unilever Canada 2014
MCSC: Milk Carton 2.0 Grey Canada Missing Children Society of Canada 2014
Our Food. Your Questions Tribal Worldwide, a division of DDB McDonald’s Canada 2014
Rouge FM Bleublancrouge Bell Media (former Astral Média) 2014
Saving Joe Boxer Red Lion Caulfeild Apparel Group Ltd. 2014
Activia 2012 – Back to relevancy, back on track! Saint-Jacques Vallée Y&R Brands Danone Canada 2013
autoTRADER.ca: The Most Cars In One Place DDB Canada AutoTRADER 2013
BMW Canada 1M Launch Cundari BMW Group Canada 2013
Larsen Classic Taste Returns Target Maple Leaf Foods 2013
Long Live The Home – IKEA Leo Burnett, Toronto IKEA 2013
Make Death Wait Lowe Roche The Heart & Stroke Foundation of Canada 2013
Morty 2.0 Dare Vancouver MTS (Manitoba Telecom Services) 2013
Two kids. Two cultures. Oreo. DraftFCB Kraft Canada 2013
Boston Pizza – Finger Cooking Taxi Toronto Boston Pizza International 2012
Familiprix – We put ourselves in your shoes lg2 Familiprix 2012
Kit Kat Chunky JWT Nestlé Canada Inc. 2012
Vector – Get Out What You Put In Leo Burnett Kellogg Canada 2012
MY 2011 Subaru Forester DDB Canada Subaru Canada 2012
MY 2011 Subaru WRX DDB Canada Subaru Canada 2012
OLG – Poker Lotto Due North Communications OLG 2012
Pepsi Max Quebec NolinBBDO PepsiCo Beverages Canada 2012
TASSIMO Ogilvy Kraft Canada 2012
Tetley Infusions john st. Tetley Canada 2012
Gadoua MultiGo Headspace Marketing Inc. Weston Bakeries Ltd. 2011
Knorr "Salty" DDB Canada Unilever Canada 2011
Molson Canadian 67 CP+B Canada
Spring Design
Mediaedge,
Sklar Wilton & Associates
Paradigm PR
Molson-Coors Canada 2011
Rickard’s TAXI Canada Rickard’s 2011
Subaru DDB Canada Subaru Canada 2011
IKEA ZIG IKEA 2010
Lexus RX 350 Dentsu Canada Inc. Lexus Canada Inc. 2010
McDonald’s Mornings COSSETTE McDonald’s Canada 2010
Fromages d’ici Cossette Communication Marketing Fédération des producteurs de lait du Québec 2009
Koodo Mobile Taxi Canada Inc. Koodo Mobile 2009
Milk – Building Milk Volume… Due North Communications Inc. Dairy Farmers of Canada 2009
ParticiPACTION JWT ParticipACTION 2009
Pillsbury Cookies Cossette General Mills Canada 2009
Toyota Corolla Dentsu Canada Inc. Toyota Canada Inc. 2009
Toyota Highlander Dentsu Canada Inc. Toyota Canada Inc. 2009
Auto Trader john st. Trader Corporation 2007
Gay Lea Spreadables Butter john st. Gay Lea Foods Co-operative Limited 2007
La Parisienne Liquid Detergent Allard Johnson Communications LAVO Inc. 2007
Lexus LS460 Dentsu Canada Inc. Toyota Canada Inc., Lexus Division 2007
Reversa Taxi Canada Inc. Dermtek Pharmaceutiques 2007
SpongeTowels (English Canada) john st. Kruger Products (formerly Scott Paper) 2007
SpongeTowels (Quebec) PALM Arnold Communication Kruger Products (formerly Scott Paper) 2007
Grolsch Doug Agency Grolsch Int’l 2006
Lait au Chocolat BBDO Montréal Quebec Milk 2006
Wonder Plus Round Table Weston Bakeries 2006
Yaris Saatchi and Saatchi Toyota Canada 2006
Moelleux Plus Headspace Mktg. Weston Bakeries 2006
Molson Canadian ZIG Molson 2006
Monster.ca Bos, Provokat Monster.ca 2006
Naked Grape Bos Vincor 2006
Payday Bensimon-Byrne Ontario Lottery 2006
Rickard’s TAXI Molson 2006
Stouffers Quick Casual Meals Publicis Nestlé 2006
Trade Freedom Gee Jeffrey Trade Freedom 2006
All-Bran Buds Leo Burnett Kellogg Canada Inc. 2005
Eggo French Toaster Stix Leo Burnett Toronto Kellogg Canada 2005
Energizer – Lithium Battery DDB Canada Energizer Canada 2005
Jergens Ultra Care TAXI Kao Brands Canada Inc. 2005
K & G Fashion Stores john st. K & G Fashion Stores (The Men’s Wearhouse) 2005
McCain Crescendo Rising Crust Pizza Target Marketing and Communications Inc. McCain Foods 2005
Natural Selection – Butter Cossette Communication Group Dairy Farmers of Canada 2005
Rolo: A Cone of Chocolate? JWT Nestlé Canada 2005
Stupid.ca Anti-Smoking Campaign Bensimon Byrne Ontario Ministry of Health and Long-Term Care 2005
The Cat’s Meow TBWA \ Toronto Effem Inc. 2005
Toyota Tacoma Relaunch Dentsu Canada Inc. Toyota Canada Inc. 2005
Twix Grey Worldwide Effem Inc. 2005
Deux. C’est Mieux. BBDO Montréal Les Producteurs Laitiers du Canada – Québec 2004
Gaz Métro Diesel Gaz Métro 2004
Never Stop. Milk. Cossette West Prairie Milk Marketing Partnership 2004
Bait Cars Palmer Jarvis DDB Vancouver Insurance Corporation of British Columbia 2003
Dodge SX 2.0 BBDO DaimlerChrysler 2003
Familiprix Bos Familiprix 2003
Family Channel john st. Astral Television Networks 2003
Irving “World of Taste” Coffee Target Marketing & Communications Inc. Irving Oil Ltd. 2003
ProLine Bensimon-Byrne D’Arcy Ontario Lottery Corporation 2002
toronto.com Round Table Advertising toronto.com 2002

Packaged Goods – Food & Beverages

Brand Agency Client Year
Bud Light Anomaly Labatt Breweries of Canada 2016
Nabob Ogilvy & Mather Kraft Canada 2016
Svedka Vodka Bensimon Byrne Constellation Brands 2016
Kraft Dinner Taxi Canada Kraft Canada 2015
Molson Coors Rethink Molson Coors 2015
Jackson-Triggs ‘We’ve got a wine for that’ Bensimon Byrne Inc. Constellation Brands Canada 2014
Kraft Canada – MiO TAXI Canada Ltd. Kraft Canada 2014
Lake of Bays Brewing Relaunch We Are Tonic Lake of Bays Brewing Company 2014
The Movie Out Here [Kokanee] Grip Limited Labatt Breweries of Canada 2014
Gatorade – G Series Launch TBWA\Toronto PepsiCo Beverages Canada 2013
Hellmann’s Ogilvy Unilever 2013
President’s Choice Bensimon Byrne Inc. Loblaw Company Ltd 2013
McCain – It’s All Good Launch McCain Foods Taxi Toronto 2012
Molson Canadian 67 CP+B Molson Coors Canada 2012
Sapporo – Legendary Biru Dentsu Canada Sleeman/Sapporo Canada Ltd. 2012
Gadoua Moelleux Headspace Marketing Inc. Weston Bakeries Ltd 2011
McCain Sweet Potato Superfries TAXI Canada Inc. McCain Foods Canada 2011
Knorr DDB Canada Inc. Unilever 2010
Kraft Philly J. Walter Thompson, Toronto/Montreal Kraft Canada 2010
Sunchips Juniper Park Frito-Lay North America 2010
Shreddies Ogilvy Kraft Canada 2009
Tetley Tea john st. Tetley Canada 2009
Activia Yogurt Saint-Jacques Vallée Young & Rubicam Danone Canada 2007
Milk Cossette West Prairie Milk Marketing Partnership 2007
Wonder Bread – Wonder + Round Table Advertising Weston Bakeries Limited 2007
Froster Bloody Zit Bos Mac’s Milk 2006
Gatorade Downtown Partners Pepsico 2006
Activia Yogurt Saint-Jacques Vallée Young & Rubicam Danone Canada 2005
Alexander Keith’s Downtown Partners Labatt Breweries of Canada 2005
Baileys – Let Your Senses Guide You JWT Diageo 2005
Hubba Bubba Leo Burnett Wrigley Canada 2005
Kit Kat J Walter Thompson Nestlé Canada 2004
Aero J. Walter Thompson Nestlé Canada 2003
Bud Light Downtown Partners DDB Labatt Breweries of Canada 2002
Campbell’s Soup BDDO Canada Campbell Soup Company Ltd. 2002
Diet Pepsi BBDO Canada Pepsi-Cola Canada Ltd. 2002
Five Alive Leo Burnett Minute Maid 2002
Lipton Sidekicks Ammirati Puris Unilever Canada 2002
Sleeman Quebec Diesel Marketing La Brasserie Sleeman du Québec 2002
Kraft Dinner J. Walter Thompson, Toronto Kraft Canada 2001
Lipton Chicken Noodle Ammirati Puris, Toronto Unilever Canada 2001
Molson Canadian Bensimon-Byrne D’Arcy Molson Canada 2001
Eggs Roche Macaulay & Partners Cdn. Egg Marketing Agency 1999
Lay’s Potato Chips BBDO The Hostess Frito-Lay Company 1999
Wonderbread Bensimon-Byrne D’Arcy Weston Bakeries Ltd. 1999
Budweiser Bozell Worldwide Canada Inc. Labatt Breweries of Canada 1997
Imperial Margarine Ogilvy & Mather Lipton Canada 1997
Molson Canadian MacLaren Lintas Inc. Molson Breweries 1997
Mr. Big Leo Burnett Cadbury Chocolate Canada Inc. 1997
Philadelphia Cream Cheese J. Walter Thomson Kraft Canada Ltd. 1997
Blue Star Vaughn Whelan & Partners Inc. Labatt Breweries of Canada 1995
Labatt Ice Lowe SMS Labatt Breweries of Canada 1995
Oh Henry! MacLaren Lintas Inc. Hershey Canada Inc. 1995
Sunkist Oranges Bates Canada Inc. Sunkist Growers Inc. 1995
Certs Mints Backer Spielvogel Bates Warner Lambert Canada Ltd. 1993
Crispy Crunch Leo Burnett Neilson-Cadbury Ltd. 1993
Labatt’s Kokanee Scali, McCabe, Sloves Labatt Brewing Company 1993
Molson Canadian MacLaren McCann Molson Breweries 1993
Pepsi Brand, Québec Blouin Coulombe Dube Thompson, Montréal J. Walter Thompson, Toronto Pepsi-Cola Canada Beverages 1993

Packaged Goods – Personal Care & Other

Brand Agency Client Year
Mr. Clean Leo Burnett Procter & Gamble 2015
Cashmere Bathroom Tissue john st. Kruger Products L.P. 2012
SpongeTowels (E) john st. Kruger Products L.P. 2012
Reactine: Not Just Allergies JWT Johnson & Johnson Inc. 2012
Tylenol JWT Johnson & Johnson 2010
Sponge Towels – E john st. Kruger Products 2009
Brita DDB Canada Clorox Company of Canada 2007
Cashmere Bathroom Tissue john st. Kruger Products 2007
Coricidin II Cossette Communication Group Schering Canada Inc. 2005
Penaten Lowe Roche Johnson & Johnson Inc. 2005
Cottonelle Bathroom Tissue John St. Scott Paper Limited 2004
Viagra Taxi Advertising & Design Pfizer Canada 2003
Motrin MacLaren McCann McNeil Consumer Healthcare 2003
Pine-Sol Palmer Jarvis DDB Clorox Company of Canada 2002
Listerine Mouthwash and PocketPaks J. Walter Thompson Warner-Lambert Consumer Healthcare, a division of Pfizer Canada 2002
Sunlight Laundry Detergent Ammirati Puris Lintas Lever Pond’s 2001
Sunlight Laundry Detergent Ammirati Puris Lintas Unilever Canada 1999
Dove Beauty Bar Ogilvy & Mather Lever Pond’s 1999
Reactine Taxi Advertising and Design Pfizer Canada Inc. 1999
Buckley’s Bensimon-Byrne W. K. Buckley Ltd. 1997
Claritin Cossette Communication-Marketing Schering Canada Inc. 1997
Dove Beauty Bar Ogilvy & Mather Lever Pond’s 1997
Duracell Ogilvy & Mather Duracell Canada Inc. 1995
Listerine, Quebec J. Walter Thompson Warner Wellcome Canada Inc. 1995
Always D’Arcy Masius Benton & Bowles Procter and Gamble Inc. 1993
Claritin Cossette Communication-Marketing Schering Canada Inc. 1993

Prescription Pharmaceuticals

Brand Agency Client Year
Yasmin DDB Canada Bayer 2010
Nexium john st. AstraZeneca 2008



INCOMPLETE FROM THIS POINT




Consumer Durable, Automotive and DIY

Brand Agency Client Year
Civic Bos Quebec Honda Dealers’ Association 2007
Corolla Saatchi and Saatchi Toyota Canada 2006
Chrysler NS Minivan BBDO Chrysler Canada Ltd. 1997
Hyundai Bensimon Byrne Hyundai Auto Canada Corp. 2011 TV Reel
Lexus h Dentsu Canada Inc. Lexus Canada Inc. 2009 TV Reel View Portfolio
MINI Turbovision TAXI MINI Canada 2009 View Portfolio
Mitsibushi Motors Canada John St Mitsibushi Motors Canada 2016 TV Reel
Mono Foam Kelley Advertising Inc. Tremco Ltd. 1995
MY 2010 Subaru Outback DDB Canada Subaru Canada 2012
Nissan Chiat/Day/Mojo Inc. Advertising Nissan Canada Inc. 1993
Nissan TAM-TAM\TBWA Nissan Canada Inc. 2010 TV Reel
Polaroid BBDO Polaroid Canada 1995
Pontiac Sunfire MacLaren McCann General Motors of Canada Ltd. 1997
Subaru BRZ – Scorched DDB Canada Subaru Canada, Inc. 2014
Subaru Impreza DDB Canada Subaru Canada Inc. 2010 TV Reel
Toyota Matrix SAATCHI & SAATCHI Toyota Canada Inc. 2003
Toyota Sienna DCC Communications (A DENTSU Company) Toyota Canada Limited 2004 TV Reel View Portfolio
Toyota Tacoma Dentsu Toyota Canada 2006
Toyota Tundra Dentsu Canada Inc. Toyota Canada Inc. 2009 TV Reel View Portfolio
Subaru Forester DDB Canada Subaru Canada Inc. 2010 TV Reel
Vespa S Dentsu Canada Inc. Canadian Scooter Corp. 2010 TV Reel

Retail & Business to Business

Brand Agency Client Year
A&W Rethink A&W 2016 TV Reel
Burger King Canada D’Arcy Masius Benton & Bowles Burger King Canada 1995
Burger King Québec Marketel McCann Burger King Canada 1995
Clearnet MiKe Taxi Advertising and Design Clearnet Communications 1999
Club Med BCP Club Med Sales Inc. 1995
Dressed for Success john st. Moores Clothing for Men 2005 TV Reel
Eterna Fujifilm john st. Fujifilm 2006
Gee Beauty GJP Gee Beauty 2009 View Portfolio
Harvey’s Long Live the Grill john st. Harvey’s Restaurants (Cara Inc.) 2005 TV Reel View Portfolio
Home Depot – Becoming #2, c’est beau! Cossette The Home Depot (Canada) 2013
Ikea Cossette Communication-Marketing Ikea 1993
iShares Bensimon Byrne Barclays Global Investors Canada Limited 2010 TV Reel
Les Rôtisseries St-Hubert BOS Les Rôtisseries St-Hubert 2009 TV Reel
Les Rôtisseries St-Hubert St-Jacques Vallée Young & Rubicam Les Rôtisseries St-Hubert Ltée 2001 TV Reel
Les Rôtisseries St-Hubert St-Jacques Vallée Young & Rubicam Les Rôtisseries St-Hubert Ltée 1999
Milk Campaign Bos Couche-Tard Inc. 2006
Nautilus Plus MARKETEL Les Entreprises Nautilus Plus 2002
President’s Choice Bensimon Byrne Loblaw Companies Limited 2010 TV Reel
Purolator Lowe SMS Purolator 1995
Réno Dépôt Diesel Réno Dépôt 2004 TV Reel
SAQ Sid Lee, Jimmy Lee SAQ 2011 TV Reel
SLOCHE Beauchesne, Ostiguy et Simard Alimentation Couche-Tard Inc. 2002
Touchdown Sticks BOS Syngenta Canada 2009 TV Reel View Portfolio
Walt Disney World Saatchi and Saatchi Advertising Walt Disney (Canada) Ltd. 1997

Services

Brand Agency Client Year
AGF Funds Young & Rubicam AGF Management Ltd. 1999
Atlantic Lottery – Askaway Revolve Atlantic Lottery 2013
BMO Quebec ‘Profitez’ Campaign Cossette Communication-Marketing Bank of Montreal 2002 TV Reel
Bell Canada Cossette Communication-Marketing Bell Canada 1995
BMG Record Club Padulo Integrated Inc. BMG Direct Ltd. 1997
Canadian Airlines Chiat/Day/Mojo Inc. Advertising Canadian Airlines Int’l Ltd. 1993
Clarica Ammirati Puris, Toronto Clarica, Waterloo 2001
Clearnet Taxi Advertising and Design Telus Mobility 2001 TV Reel
Desjardins LG2, Montreal Desjardins 2009 TV Reel
Ethical Funds Glennie Stamnes Strategy Ethical Funds Inc. 1999
The Family Channel John St Astral Media 2004
Fido Bos Microcell Solutions Inc. 1999
Hydro Québec Cossette Communication-Marketing Hydro Québec 1993
Interac Zulu Alpha Kilo Interac 2016 TV Reel
iShares Bensimon Byrne Barclays Global Investors Canada Limited 2010 TV Reel
i-wireless Gee Jeffrey & Partners Cincinnati Bell 2001 TV Reel
The Joy of Finger Cooking TAXI Canada Boston Pizza International 2013
Libro Financial Group Tenzing Communications Libro Financial Group 2012
Manitoba Telecom Services (MTS) Cossette Communication-Marketing, Vancouver Manitoba Telecom Services 2003
Manitoba Telephone Cossette West, Vancouver MTS Communications 2001 TV Reel
New Lotto 6/49 (Quebec) Diesel Loto-Québec 2005 TV Reel View Portfolio
Optik TV [Telus] Taxi Canada Ltd TELUS 2014
Pro-Line Bensimon-Byrne Ontario Lottery and Gaming Corporation 2003
Richmond Savings Palmer Jarvis Communications Richmond Savings 1997
Royal Bank BBDO Royal Bank 2006
RBC Avion Card 2004 – 2006 BBDO Royal Bank 2007
Société de transport de Montréal – Montreal Transit Sid Lee in collaboration with Cohesion Strategies Société de transport de Montréal 2012
Scotiabank – 2nd Opinion Bensimon Byrne Scotiabank 2009 TV Reel View Portfolio
Scotiabank Bensimon-Byrne D’Arcy Scotiabank 2002 TV Reel
Scotiabank Bensimon●Byrne Scotiabank 2006
Tackle Hunger GEM Group Purolator 2006
The Weather Network Holmes and Lee The Weather Network 2001
This is Not a Bank LG2 Desjardins 2004 TV Reel View Portfolio
Tourism New Brunswick LG2, Montreal Tourism New Brunswick 2001 TV Reel
Vancity TBWA\Vancouver Vancity Cr. Union 2006
Videotron Sid Lee Videotron 2011 TV Reel
WestJet TAXI WestJet 2007
Western Union Lowe SMS Western Union 1995
Workopolis.com one company inc. workopolis.com 2001 TV Reel
York University ds+p York University 2015 TV Reel

Not for Profit, Government and Advocacy

http://cassies.ca

Brand Agency Client Year
ABC Literacy Canada Harrod & Mirlin and Hubert Nadeau ABC CANADA 1997
Algoma University McDonnell Haynes Advertising and Design Algoma University 2011
Barnes Exhibit BCP Art Gallery of Ontario 1995
Big Brothers Glennie Stamnes Strategy Big Brothers of Greater Vancouver 1999
Camp Okutta john st. War Child Canada 2009 TV Reel
Canadian Blood Services Jan Kelley Marketing Canadian Blood Services 2003 TV Reel
Carly’s Cafe john st. Carly Fleischmann 2014
CIBC Run for the Cure Publicis CIBC 2005 TV Reel View Portfolio
Emergency Room Strategy Narrative Advocacy Media, A Division of Bensimon Byrne Ministry of Health and Long-Term Care 2011 TV Reel
Erectile Difficulties TAXI Advertising and Design, The Media Company, Tattoo Pfizer Canada 2002 TV Reel
Goodwill Industries FCB Canada Goodwill Industries 1995
Goodwill Industries FCB Canada Goodwill Industries 1997
Heart and Stroke MacLaren Lintas Inc. Heart and Stroke Foundation 1993
Leucan Marketel Leucan 2005 View Portfolio
Make Health Last Campaign [Heart and Stroke] Lowe Roche The Heart and Stroke Foundation of Canada 2014
Metro Toronto Zoo Chiat/Day Inc. Advertising Metro Toronto Zoo 1997
Metro Works Axmith McIntyre Wicht Metro Toronto Works Dep’t. 1995
National Community Tree Foundation Weaver, Tanner & Miller Inc. National CommunityTree Foundation 1995
Newfoundland & Labrador Tourism Target Newfoundland & Labrador Tourism 2011 TV Reel
Newfoundland & Labrador Tourismn Target Marketing and Communications Inc. Newfoundland & Labrador Tourism 2007
Outward Bound Roche Macaulay & Partners Outward Bound 1997
Oxfam Canada Gee Jeffery & Partners Oxfam Canada 1995
Plan Canada Wunderkind Plan Canada 2011 TV Reel
Québec Buckle Up Palm Publicité Marketing Inc. Société de l’assurance automobile du Québec 1993
Québec: La Loi 120 Natcom Publicité/Promotion Le regroupement des fédérations de médecins de Québec 1993
S.A.A.Q. Vitesse 2001 AMALGAME-CARGO Société de l’assurance automobile du Québec 2002 TV Reel
SickKids Ethos JWT SickKids Foundation 2009 TV Reel View Portfolio
Sick Kids JWT Ethos Sick Kids 2006
Stupid – Smoking Bensimon●Byrne Ont. Min. of Health 2006
Sunnybrook Dentsu Canada Inc. Sunnybrook Foundation 2011 TV Reel
The ROM Geoffrey B. Roche & Partners Royal Ontario Museum 1993
United Way Arnold Worldwide United Way of Greater Toronto 2003
United Way. The “Hand” Campaign Arnold Worldwide United Way of Greater Toronto 2005 TV Reel View Portfolio
Université de Montréal Cossette Communication-Marketing Université de Montréal 2003
War Child John St. War Child Canada Inc. 2010 TV Reel
WWF DraftFCB WWF – Canada 2007

Best Launch of a New Product or Service

Brand Agency Client Year
A&W Rethink A&W 2016 TV Reel
BMG Record Club Padulo Integrated Inc. BMG Direct Ltd. 1995
Boomerang VodKice Époxy Communications Labatt Brewery 2003
Canadian Tire Tribal Worldwide Canadian Tire 2016 TV Reel
Cash For Life Marshall Fenn Communications Ontario Lottery and Gaming Corporation 2002 TV Reel
Certs Mints Backer Spielvogel Bates Warner Lambert Canada Ltd. 1993
Chrysler NS Minivan BBDO Chrysler Canada Ltd. 1997
Clarica Ammirati Puris, Toronto Clarica, Waterloo 2001 TV Reel
Clearnet MiKe Taxi Advertising and Design Clearnet Communications 1999
Dentyne Fire MacLaren McCann Cadbury Adams 2005 TV Reel
Doritos Guru BBDO / Proximity Frito-Lay Canada 2010 TV Reel
Eterna Fujifilm john st. Fujifilm 2006
Fido Bos Microcell Solutions Inc. 1999
Gatorade – G Series Launch TBWA\Toronto PepsiCo Beverages Canada 2013
Interac Zulu Alpha Kilo Interac 2016 TV Reel
James Ready “Help Us, Help You” Leo Burnett James Ready Brewery Company 2012
The Joy of Finger Cooking TAXI Canada Boston Pizza International 2013
Koodo TAXI Canada Koodo Mobile 2010 TV Reel
Kraft Canada – MiO TAXI Canada Ltd. Kraft Canada 2014
Labatt Ice Lowe SMS Labatt Breweries of Canada 1995
La Presse+ Cossette La Presse Limitée 2015 TV Reel
McCain – It’s All Good Launch McCain Foods Taxi Toronto 2012
McCain Sweet Potato Superfries TAXI Canada Inc. McCain Foods Canada 2011 TV Reel
MINI Taxi Advertising & Design MINI Canada 2003 TV Reel
Molson Canadian Bubba Bensimon-Byrne Molson Breweries of Canada 2003
MY 2010 Subaru Outback DDB Canada Subaru Canada 2012
Natural Selections – Maple Leaf john st. Maple Leaf Foods 2013
Rouge FM Bleublancrouge Bell Media (former Astral Média) 2014
SAQ Sid Lee, Jimmy Lee SAQ 2011 TV Reel
SLOCHE Beauchesne, Ostiguy et Simard Alimentation Couche-Tard Inc. 2002
Source Yogurt Bos Ultima Foods 2003
Stouffer’s Bistro Publicis Nestlé Canada 2005 TV Reel
Subaru BRZ – Scorched DDB Canada Subaru Canada, Inc. 2014
Toyota Matrix SAATCHI & SAATCHI Toyota Canada Inc. 2003
Trident JWT Cadbury Adams 2006
Wonder Bread – Wonder + Round Table Advertising Weston Bakeries Limited 2007
Zumanity Diesel Cirque du Soliel 2004 TV Reel View Portfolio

Best Insight

Brand Agency Client Year
Activia 2012 – Back to relevancy, back on track! Saint-Jacques Vallée Y&R Brands Danone Canada 2013
Always Leo Burnett Toronto, Chicago, London/Holler Proctor & Gamble 2016 TV Reel
Arctic Gardens Lg2 Bonduelle 2016 TV Reel
Aviva TAXI Canada Aviva 2010 TV Reel
Benylin JWT Johnson and Johnson Inc. (previously Pfizer) 2007
Brita DDB Canada Clorox Company of Canada 2007
Debtman Credit Counselling Society Credit Counselling Society 2016 TV Reel
Keep Exploring (Canadian Tourism) DDB Canada Canadian Tourism Commission 2012
Kit Kat Chunky JWT Nestlé Canada Inc. 2012
Knorr ‘What’s for Dinner?’ Ariad Communications Unilever Canada 2014
Lexus Dentsu Canada Inc. Toyota Canada Inc., Lexus Division 2007
Moms Demand Action for Gun Sense in America Grey Moms Demand Action for Gun Sense in America 2016 TV Reel
Monster.ca Bos, Provokat Monster.ca 2006
Mott’s Clamato JWT Canada Dry Motts 2009 TV Reel View Portfolio
Moving Day – IKEA Leo Burnett, Toronto IKEA 2013
Never Stop. Milk. Cossette West Prairie Milk 2009 TV Reel View Portfolio
Newfoundland & Labrador Tourism Target Marketing Newfoundland & Labrador Tourism 2010 TV Reel
o.b. Tampons Lowe Roche Johnson & Johnson 2009 TV Reel View Portfolio
ParticiPACTION JWT ParticipACTION 2009 TV Reel
Pourquoi Commencer LXB DSP de Montréal 2006
Raising the Roof Leo Burnett Raising the Roof 2016 TV Reel
Sunnybrook Dentsu Canada Inc. Sunnybrook Foundation 2011 TV Reel
Toronto Raptors Sid Lee Maple Leaf Sports & Entertainment 2016 TV Reel
Two kids. Two cultures. Oreo. DraftFCB Kraft Canada 2013
WestJet Owners TAXI WestJet 2006

Best Integrated Program

Brand Agency Client Year
Desjardins LG2, Montreal Desjardins 2009 TV Reel
Energie Drink Astral Media Inc. Alimentation Couche – Tard 2007
Fromages d’ici Cossette Communication Marketing Fédération des producteurs de lait du Québec 2009 TV Reel
Fromages d’ici Cossette Communication Marketing Fédération des producteurs de lait du Québec 2007
Gee Beauty GJP Gee Beauty 2009 View Portfolio
Hellmann’s Ogilvy Unilever Canada 2011 TV Reel
Home Depot – Becoming #2, c’est beau! Cossette The Home Depot (Canada) 2013
Knorr "Salty" DDB Canada Unilever Canada 2011 TV Reel
Koodo El Tabador TAXI 2 Koodo Mobile 2013
MINI Turbovision TAXI MINI Canada 2009 View Portfolio
Molson Canadian Bensimon-Byrne D’Arcy Molson Canadian 2001 TV Reel
Molson
Canadian Bubba
Bensimon-Byrne Molson Breweries of Canada 2003 TV Reel
Morty 2.0 Dare Vancouver MTS (Manitoba Telecom Services) 2013
The Movie Out Here [Kokanee] Grip Limited Labatt Breweries of Canada 2014
Mr. Big Leo Burnett Cadbury Chocolate Canada Inc. 1997
MY 2011 Subaru Forester DDB Canada Subaru Canada 2012
MY 2011 Subaru WRX DDB Canada Subaru Canada 2012
Our Food. Your Questions [McDonald’s] Tribal Worldwide, a division of DDB McDonald’s Canada 2014
Reversa Taxi Canada Inc. Dermtek Pharmaceutiques 2007
Royal Bank BBDO Royal Bank 2006
Sapporo – Legendary Biru Dentsu Canada Sleeman/Sapporo Canada Ltd. 2012
Scotiabank Bensimon●Byrne Scotiabank 2006
Shreddies Ogilvy Kraft Canada 2009 TV Reel
Stupid – Smoking Bensimon●Byrne Ont. Min. of Health 2006
Subaru Impreza DDB Canada Subaru Canada Inc. 2010 TV Reel
TASSIMO Ogilvy Kraft Canada 2012

Best Use of Media

Brand Agency Client Year
Milk – Building Milk Volume… Due North Communications Inc. Dairy Farmers of Canada 2009 TV Reel
MCSC: Milk Carton 2.0 Grey Canada Missing Children Society of Canada 2014
Moving Day – IKEA Leo Burnett, Toronto IKEA 2013
Touchdown Sticks BOS Syngenta Canada 2009 TV Reel View Portfolio
Toyota Highlander Dentsu Canada Inc. Toyota Canada Inc. 2009 TV Reel
Vespa S Dentsu Canada Inc. Canadian Scooter Corp. 2010 TV Reel

Small Budget

Brand Agency Client Year
Camp Okutta john st. War Child Canada 2009 TV Reel
Canadian Football League Bensimon-Byrne D’Arcy Canadian Football League 2002 TV Reel
Crown Diamond Paint Saint-Jacques Vallée Young & Rubicam SICO Inc. 2003
GGRP Grey Vancouver GGRP Sound 2011 TV Reel
James Ready Beer Leo Burnett James Ready Brewing Company 2010 View Portfolio
Lait au Chocolat BBDO Montréal Quebec Milk 2006
Metro Toronto Zoo Chiat/Day Inc. Advertising Metro Toronto Zoo 1995
RiteRate.ca JAN Kelley  RiteRate.ca 2006
Sola~Nero GJP Advertising Atlas Wine Merchants 2003
Tackle Hunger GEM Group Purolator 2006
The Weather Network Holmes and Lee The Weather Network 2001
Western Union Lowe SMS Western Union 1995

Regional Success

Brand Agency Client Year
BC’s Lotto Super 7 TBWA\Vancouver BC Lottery Corporation 2003 TV Reel
BMO Quebec ‘Profitez’ Campaign Cossette Communication-Marketing Bank of Montreal 2002 TV Reel
Le Lait – “Deux C’est Mieux” BBDO Montréal Fédération des producteurs de lait du Québec 2005 TV Reel
Manitoba Telephone Cossette West, Vancouver MTS Communications 2001 TV Reel
Nautilus Plus MARKETEL Les Entreprises Nautilus Plus 2002
Réno Dépôt Diesel Réno Dépôt 2004 TV Reel
Pepsi Brand French BBDO Canada Pepsi QTG Canada 2005 TV Reel
This is Not a Bank LG2 Desjardins 2004 TV Reel View Portfolio
toronto.com Round Table Advertising toronto.com 2003
Tourism New Brunswick LG2, Montreal Tourism New Brunswick 2001 TV Reel

Canadian Success on the Global Stage

Brand Agency Client Year
Always Leo Burnett Toronto, Chicago, London/Holler Proctor & Gamble 2016 TV Reel
Del Monte U.S. “Garden Quality” Juniper Park Del Monte Foods-USA (Canned Fruits & Vegetables) 2014
eos – Reinventing Lip Balm Juniper Park eos Products 2013
Frito Lay Juniper Park Frito Lay 2009 View Portfolio
Frito Lay Juniper Park Frito-Lay North America 2010 TV Reel
Gifferent Target Marketing & Communications Inc. Capital G Bank (Bermuda) 2007
Grape-Nuts Grey Post Foods 2016 TV Reel
Harlequin’s TAXI Canada Harlequin Enterprises Ltd. 2010
Johnnie Walker Blue Label Anomaly Diageo 2016 TV Reel
Kraft Heinz Company Anomaly Kraft Heinz Company 2016 TV Reel
Lay’s Juniper Park Frito-Lay North America 2011 TV Reel
Lay’s Juniper Park Frito-Lay North America 2010 TV Reel
Miami Valley Gaming Marshall Fenn Miami Valley Gaming 2016 TV Reel
Moms Demand Action for Gun Sense in America Grey Moms Demand Action for Gun Sense in America 2016 TV Reel
Mr. Clean Leo Burnett Procter & Gamble 2015 TV Reel
o.b. Tampons Lowe Roche Johnson & Johnson 2009 TV Reel View Portfolio

Canadian Contribution to a Worldwide Campaign

Brand Agency Client Year
Dove Ogilvy Unilever Canada 2007

Success Despite The Recession

Brand Agency Client Year
Hyundai Bensimon Byrne Hyundai Auto Canada Corp. 2010 TV Reel                
Newfoundland & Labrador Tourism Target Newfoundland & Labrador Tourism 2011 TV Reel
Réno-Dépôt Saint-Jacques Vallée Young & Rubicam Réno-Dépôt 2011 TV Reel

Best Matching of Message to Medium

(The “McLuhan Award”? -ZS)

Brand Agency Client Year
American Express Canada Ogilvy & Mather American Express Canada 2015 TV Reel
Johnnie Walker Blue Label Anomaly Diageo 2016 TV Reel
Mark’s Sid Lee Mark’s 2016 TV Reel
Taco Bell Grip Limited Yum! Brands 2015 TV Reel
Ubisoft Publicis Montreal Ubisoft 2015 TV Reel
Vancouver Opera DDB Canada / Vancouver Vancouver Opera 2016 TV Reel

Long-Term Success

Brand Agency Client Year
Bell Canada Lg2 Bell Canada 2016 TV Reel
BMW M Cundari BMW 2015 TV Reel
Canadian Tire Taxi Canada Canadian Tire 2016 TV Reel
Hellmann’s Ogilvy & Mather Unilever 2015 TV Reel
Honda Civic Nation Grip Limited Honda 2015
Jackson-Triggs Bensimon Byrne Constellation Brands 2016 TV Reel
Koodo Mobile Taxi Canada Koodo Mobile 2015 TV Reel
Newfoundland and Labrador Tourism Target Newfoundland and Labrador Tourism 2016 TV Reel
University of Manitoba McKim Communications Group University of Manitoba 2015 TV Reel

Technology Products/Services

Brand Agency Client Year
Koodo Community Taxi Canada Koodo Mobile 2015

Entertainment/Content/Media

Brand Agency Client Year
Groupe Media TFO Lowe Roche Groupe Media TFO 2015
La Presse Cossette La Presse Limitée 2015

Cause

Brand Agency Client Year
The Salvation Army Grey The Salvation Army 2015

Multi-Case Studies (in progress)

Click the image to access the collection.

Crossover Note #17: Turning a liability into a strength.

Usually, advertising strategies are based on obvious strengths, but once in a while there‘s an advantage in what looks like a liability.

  • Finding Yourself in Newfoundland & Labrador (link)
  • Destroying the Juicy Fruit Jingle (link)
  • Escaping to Algoma University (link)