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Globe Media Group is proud to support the inaugural

year of Effie Awards Canada. We believe that creativity

and innovation drive businesses forward and we’re proud

to be at the forefront of this essential conversation. We join

in honouring the industry’s most effective campaigns, and

celebrating Canadian creativity here and on the global stage.

Congratulations to all of this year’s Effie Canada winners and finalists.

2019 Journal

® Effie Worldwide, Inc. All Rights Reserved. Effie is a registered trademark / service mark of Effie Worldwide, Inc.

Partners

Friends

Letter From The Chair

Fifty years ago, the Effie Awards were launched by the New York American Marketing Association to honour the most effective advertising efforts. Today, the Effies are known by advertisers and agencies on six continents and more than 50 countries as the premier award in the industry, recognizing all forms of communication that contribute to a brand’s success. And now, Canada joins the growing community of countries around the world as we, for the first time, celebrate Canada’s Effie winners. It’s an exciting opportunity to have our collective work recognized on the global stage because, through the Global Effie Index, the Canadian marketing and advertising community will be able to gauge its success up against brands, clients and agencies from all around the world.

This follows a period of time during which brands and marketers have been challenged, more than ever before, to produce marketing campaigns that drive ever-increasing effectiveness in themarketplace. The power of the campaigns we’re celebrating, and the brilliant minds that produced them, will inspire the standards for the industry.

The Effie Awards brings together the best of what our industry has to offer and, as chair of our inaugural year, I couldn’t be prouder of this organization and our community, as we collectively continue to champion the practice and practitioners of marketing effectiveness. We’re honoured to be here for the first ever Effie Awards Canada. Following multiple rounds of judging, each winner has demonstrated how to most effectively solve a marketing challenge, connect with their target audience, and achieve the results to prove it worked.

These are the campaigns that stood out in our market this year. Beyond the awards celebration there is so much to look forward to as we begin to share the lessons and successes widely and quickly amongst our marketing community. This wave of knowledge is a big part of what will make Effie a powerful platform that will continue to propel our industry.

I am excited to be part of an organization which stands for recognizing the best in effectiveness across our industry, as well as for creating a forum for everyone to learn what truly effective marketing communication looks like.

Enjoy!

- Mélanie Dunn

Mélanie DunnChair of the Effie Canada Steering CommitteeGlobal CEO of Cossette & President of V7 Québec

to our 2019 Effie Partners and Friends

Thank You

52019 EFFIE AWARDS CANADA / Awarding Ideas That Work4 2019 EFFIE AWARDS CANADA / Awarding Ideas That Work

Letter From The President & CEO

Canada’s marketing sector, like the industry around the globe, is experiencing a period of rapid change that means we must transform the way we work. Now, more than ever, it is critical that we embrace challenges and learn to navigate the evolving landscape.

That’s one of the main reasons the ICA looked to partner with Effie Worldwide, because the Effie brand and platform is designed to lead, inspire and champion marketing effectiveness in a world of constant change. The creation of Effie Awards Canada allows us to show what we can do in Canada on a bigger, global stage as we connect to the Effie Worldwide network of more than 50 countries, putting our country’s Effie winners on equal footing with the very best in the world.

The winners in this inaugural year of Effie Canada demonstrate the real commercial power of campaigns that take brands down the road towards great results while building a smart, thoughtful, business case. With growing pressure on agencies to demonstrate their effectiveness, and even their continued relevance, this is an amazingly powerful thing. Looking forward, the ICA’s goal is to build on this wonderful platform that, for 50 years, has celebrated more than just great work, but has become a forum for the industry to recognize the marketers who are delivering meaningful business growth for their brands and clients.

A big thank you to all of this year’s winners, entrants, judges, sponsors, and program supporters for their outstanding contributions to the evolution of marketing effectiveness. What’s most encouraging is that those awarded all achieved success through strong agency, client and partner collaboration. That’s got to be something worth celebrating as it holds the key to the future success of Canada’s vibrant marketing sector.

I’d also like to pay tribute to my absolutely fantastic team for their commitment and hard work in delivering such a successful first year of Effie Canada. I’m really looking forward to working together and achieving new things with the awards in the years ahead. Thanks, also, to our Effie Awards Canada Steering Committee, chaired by Mélanie Dunn, for its tremendous support, guidance and enthusiasm, and to Traci Alford, from Effie Worldwide, and her staff, for their brilliant guidance and support as we kicked off our first year.

Now, the most important bit. A massive congratulations to this year’s winners for recognition that has been so hard-earned. In these challenging times, it’s an inspiration to turn to such brave, progressive, pioneers as we look to grow and move our industry forward. There is so, so, much to be learned from your success.

All that’s left to say is let’s enjoy this great work, celebrate Canadian effectiveness with your team, partners and our community, and get ready with your best work for 2020.

– Scott Knox

Scott KnoxPresident & CEOInstitute of Communication Agencies

Products & Services



RETURN THE FAVOURAfter successive years of growth following its introduction, shifting category dynamics resulted in a sudden turn and an alarming loss of momentum for Sapporo. They faced the challenge of keeping the brand anchored in its Japanese origins while broadening its relevance and relatability to a North American audience. To achieve this, Sapporo highlighted and dramatized the remarkable, startling collision of East and West culture that happens in Japan. Against the backdrop of aggressive competition and a category in decline, Sapporo saw sales jump 13.5% over the period of activity, helping to quadruple the sales over the previous year.

Beverages – Alcohol

Sapporo Premium Beer

Finalist

SLEEMAN BREWERIES

Scott Pederson Director of Marketing

Tom Rojek Brand Manager

THE&PARTNERSHIP (CANADA)*

Christopher Andrews President

André Louis Head of Strategy

Ron Smrczek Executive Creative Director

Tony Lee Writer

Angela Carroll Integrated Producer

JUNGLE MEDIA

Cindy Drown SVP, Co-Managing Director

Stuart Galloway Group Media Manager

RANK RESEARCH

Paul Acerbi Senior Partner

VAN HOUTTE, THE VAN WHO BRINGS COFFEE TO LIFE.In a category where taste is central to most brand messages and brands are tripping over themselves to own the word, Van Houtte wanted a better way to convince consumers to drink their coffee. Rather than promising the very best taste, Van Houtte took on an approach they felt was indisputable: the importance of quality. Quality is something that their target audience could agree on and that would be true for every palate. Using its unique name and linking that name intrinsically to coffee mastery, this primarily Québec-recognized brand increased awareness - and ultimately sales - in English Canada, setting the stage for future growth.

Beverages – Non-Alcohol

Van Houtte

Bronze

VAN HOUTTE

Caroline Losson VP

Stefania Traglia Senior Manager

Anick Chartrand Senior Brand Manager

SID LEE*

Francois Forget Account Services

Elizabeth Jamot Strategist

Sarah Pathier Strategist

Stephanie Bibeau Strategist

Brian Gill Creative

Maxime Paiement Creative

Patrick Chaubet Creative

MOM INDUSTRIES

DUCEPPE REPOSITIONINGWith seasonal memberships in decline, attendance and revenue in the theatre sector are down considerably - to say that times are tough for the theatre in Québec would be an understatement. In an effort to get back on the path to profitability, the Duceppe Theatre embarked on a repositioning effort designed to create debate, discussion and reflection using a depth of content previously unseen in this category. Themed, “A question of seeing the world differently,” Duceppe posed a question in relation to the nature of each play they put on. The campaign tackled big issues, including consent, the Israeli-Palestinian conflict, murder, passion killing, energy choices and more. As a result, Duceppe saw a 5% rise in membership and an incredible 500% growth in ticket sales.

Culture & The Arts

Duceppe

Bronze

DUCEPPE

Amélie Duceppe General Manager

Marie-Claude Hamel Marketing and Communications Director

PUBLICIS MONTRÉAL*

Sylvain Dufresne VP, Creative Director

Samuel Fontaine VP, Strategic Planning

Laurence Delwaide Strategic Planner

Magalie Samson Creative Director

Mylène Bénard Art Director

Victor Poisson Copywriter

Eric Bouchard Digital Creative Director

Stéphanie Martin Group Account Director

CONSULAT

VIDEONERVE

COBALT CARD LAUNCH: YOU DO YOUIn 2017, American Express launched the Cobalt Card to connect with millennials, an audience that dismissed Amex as their Grandad’s card. Positioning the Cobalt Card as the card that lets, “You do you,” the multifaceted campaign culminated in a launch event that included a pop-up restaurant promoted by multi-Michelin star chef, Gordon Ramsay. The campaign was one of the most successful launches in Amex’s recent history, with 84% more applicants in its first month than Amex’s two largest card launches in the last 10 years. It delivered card spend that was 14% higher than comparable Amex cards and improved brand equity and acquisition amongst a customer base that was almost 10 years younger than Amex’s average cardmember.

Finance & Insurance

American Express

Silver

AMERICAN EXPRESSDavid Barnes Vice President, Public Affairs and Brand AdvertisingTina Santoro Director, Brand Advertising and Entertainment Lifestyle MarketingLauren Dineen-Duarte Director, Public Affairs and CommunicationStephanie Cisneros Senior Manager, Brand AdvertisingAmanda Betti Senior Manager, Public Affairs and Communications OGILVY*Brian Murray Chief Creative OfficerChristian Horsfall Group Creative DirectorSteve Muzzin Senior CopywriterMichelle Lee Planning DirectorJo Palmiero Senior Partner MINDSHARE

NORTH STRATEGIC

B/TA

NOTCH VIDEO


CIBC AVENTURA. THE TRAVELLER’S TRAVEL CARDLaunched in 2013, Aventura differentiated itself by benefit (fly any airline, any seat). Over time, it lost its competitiveness and sales dropped. In a category with few differentiators between cards and a market where Canadians prefer the convenience of banking with one bank, Aventura needed to re-launch the brand in a distinctive way. Armed with the insight that the audience preferred to be seen as travellers who experience a deeper connection with a destination than just “tourists,” Aventura built a strategy around helping clients craft more meaningful travel experiences that reflect their personal preferences. A through-the-line program designed to inspire, inform and convert helped Aventura, for the first time – become the category’s top choice, lifting year-over-year account sales by 53%.

Finance & Insurance

CIBC AventuraCIBC

Rob Assimakopoulos SVP, Chief Marketing Officer

Jennifer Davidson VP, Marketing & Client Communications

Angela Sarino Senior Director, Marketing Communications

JUNIPER PARK\TBWA COMMUNICATIONS*

Graham Lang Chief Creative Officer

Andy Linardatos Group Creative Director

Hylton Mann Group Creative Director

Mark Tomblin Chief Strategy Officer

Shelly-Ann Scott VP, Group Account Director

MEDIACOM CANADA

Lisa Kahn SVP, Business Director

Kieran Miles Head of Strategy

ASK TOUGH QUESTIONSWhere investing is concerned, galvanizing Canadians into action isn’t easy. Questrade was up against Big Banks, who take advantage of the inherent trust consumers place in them, as well as capitalizing on Canadians’ paralyzing lack of financial awareness - including using confusing terminology and complicated financial statements - to sell investments. Knowing all this, Questrade took on the role of champion for Canadian investors, helping consumers to turn the tables on the financial industry and take control of their journey to financial independence. With high impact media and a systematic conversion system, Questrade inspired and nurtured financial confidence, empowering Canadians to ask tough questions about their money. Since the campaign launched, the brand has experienced 26 record-setting months of double-digit account openings and assets under management have grown from $3B to $9B.

Finance & Insurance

Questrade

Bronze

QUESTRADE

NO FIXED ADDRESS*

Dhaval Bhatt Creative Director/Writer

Shawn James Creative Director/Art Director

Rachel Lai Strategy Lead

Rebecca Ho Account Lead

Camille Blais Account Executive

Erica Metcalfe Producer FRANK CONTENT

Ray Dillman Director

Andre Pienaar Director Of Photography

SCHOOL EDITING

Chris Van Dyke Editor ALTER EGO

VAPOR RMW

BRING BACK WILDHOODAgainst the backdrop of increasing gasoline prices and interest rates, the Go RVing team doubled down on their Bring Back Wildhood tagline, leaning into the notion that “We are all born campers.” The 2018 campaign asked consumers if, “the child you were would be happy with the adult you’ve become?” Using a compelling video campaign across a variety of formats and channels, Go RVing drove up new interest in the RV lifestyle, leading to all-time gains across all KPIs, including brand health measures and online conversions and consideration across all key markets, contributing to a reversal in the decline of RV sales in Canada.

Fitness & Leisure

Go RVing

Finalist

GO RVING CANADA

Chris Mahony President

Patrick Rowesome Operations and Project Manager

DOUG&PARTNERS*

Doug Robinson Creative Director

Brian Murray Creative Director

Matt Syberg-Olsen Creative Director

Jonathan King Copywriter

Adrienne Silver Copywriter

Matt Camara Art Director

Adam White Group Account Director

Eric Baldakin Group Account Director

JUNGLE MEDIA

SPARK FOUNDRY

LEVEL

SICKKIDS VS - ALL INThe fight against childhood illness isn’t limited to patients and their families, but is something that involves the whole community. SickKids Foundation used this sentiment to rally the entire city of Toronto behind one goal: build a new SickKids. Using the momentum of their SickKIds VS platform, they moved from the hospital to the streets, creating local neighbourhood versions of key content that tapped into the existing competitive spirit between Toronto’s neighborhoods. As a result of the campaign, SickKids Foundation generated $186 million in donations and exceeded a core goal - donor acquisition - by 30% when they added 6,479 monthly donors. They also proved that, while it may take a village to raise a child, it takes a whole city of villages to raise a children’s hospital.

Healthcare – DTC

SickKids Foundation

Gold

SICKKIDS FOUNDATION

COSSETTE*

Carlos Moreno Global Chief Creative Officer

Peter Ignazi Global Chief Creative Officer

Craig McIntosh Creative Director

Jaimes Zentil Creative Director

Sarah Rutherford Creative Director

Mario Cesareo Creative Director

Dena Thompson Agency Producer

Rosie Gentile SVP, Strategy

Melissa Levenburg Group Account Director

Michelle Perez VP, Brand Director

SKIN + BONES

A52

MUSIC RIGHTS CLEARANCE

JKREPS

Bronze


TINA’S UTERUSWhen it comes to healthcare, efficacy reigns supreme. Motrin was at risk of being delisted and facing strong competition from category stalwarts. Motrin knew they had one shot to break through and drive up relevance with women 18-24. ‘Tina’s Uterus’ leveraged Instagram-friendly video content showing ‘pain employees’ brainstorming ways to cause Tina’s pain to dramatize the efficacy of Motrin while creating a powerful, relevant dialogue with their target audience. Using this bolder, more authentic approach paid off: the campaign generated an incredible 16% baseline sales in a declining category.

Healthcare – OTC

Motrin

Bronze

JOHNSON & JOHNSON INC.

Suzy Deprizio Head of Marketing

Ishita Saha Market Unit Director Pain Care and CCFS

Andrew Crowson Sr. Brand Manager

Maddy Hughes Associate Brand Manager

ONEMETHOD*

Steve Miller SVP, Creative Director

Patrice Pollack Associate Creative Director

Annie Rowe Director of Strategy

Danica Enns Art Director

Mitch Robertson Copywriter

Mark Hewitt Business Lead

J3 CANADA

KOODO SHOCK-FREE DATAWith budgets flat and no significant news, Koodo wanted to attract new customers in a segment that wasn’t seeing much growth. Given the real fear Canadians have about costly data overages, the Koodo team understood that consumers need cost certainty. Koodo launched and branded a consumer utility service called Shock Free Data. The strong, integrated campaign highlighted the average person’s data consumption behaviours, demonstrating how Koodo’s Shock Free Data can help to protect consumers from their “bad data habits.” The result was an 8% year-over-year increase in their subscriber base, an increase of 7% in brand consideration, and an increase in brand perceptions related to pricing transparency by 25%.

Media, Internet & Telecom

Shock-Free Data

Silver

KOODO

Lise Doucet VP, Marketing Communications

Heather Dionne Director, Marketing Communications

Jordan Vandenberg Manager, Brand & Marketing Communications CAMP JEFFERSON*

Guybrush Taylor Executive Creative Director

Julie Nikolic Creative Director

Mike Blackmore Creative Director

Peter Bolt EVP, Head of Camp Collectives

Edith Rosa VP, Director of Client Services

Ian Barr VP, Director of Social & Innovation

Melanie Abbott Account Director

OH HENRY! 4:25With cannabis legalization approaching, the Oh Henry! team at Hershey knew more Canadians would soon be experiencing the munchies. While the millennial target audience already had access to established snack brands to satisfy their post-4:20 munchies, there was no tailor-made product for this particular type of hunger on the shelves. Capitalizing on this white space, the team at Hershey created Oh Henry! 4:25, a new bar for the hunger that hits 5 minutes after a 4:20 indulgence. The effectiveness of Oh Henry! 4:25 is evident in the results: a 0.2 point increase in household penetration among Canadian millennials, significant increases in brand health, and critical cultural impact, as exemplified by a #1 spot on Reddit and 400+ fan Instagram posts.

Packaged Food

Oh Henry! 4:25

Finalist

THE HERSHEY COMPANY CANADA

Mathieu Gamache Senior Marketing Manager

Sara Abe Marketing Manager

Azim Akhtar Associate Marketing Manager

Rebecca Paddock Associate Marketing Manager

ANOMALY*

Dave Douglass Executive Creative Director

Pete Breton Executive Creative Director

Jamie Marcovitch Creative Director

Marko Pandza Copywriter

Jason Kerr Art Director

UM

MINT

UNREASONABLE STUDIOS

SUGAR-CRISP SPOUTTo connect their Gen Z audience to a nostalgic brand in a mature category, Sugar-Crisp designed a totally new way for their target - youth (specifically gamers) aged 18-24 - to eat Sugar-Crisp: the Sugar-Crisp Spout. The team knew that the target audience loved to snack while gaming, but eating cereal while gaming leads to sticky fingers, which impedes game play. The new “hands-free” device unlocks a delicious stream of Sugar-Crisp directly into the mouth. As part of the launch, a fake influencer was created to drive engagement with and demand for both the Spout and the brand. The result: the spout sells outs every time a new batch is introduced and the brand has seen a positive halo effect on sales, driving a 15% increase during the first month of the program.

Sugar-CrispPOST FOODS CANADA

David Bagozzi VP, Marketing

Amy Bernstein Senior Brand Manager, Kids & Value Portfolio

Katherine Lorenzo Associate Brand Manager, Kids & Value Portfolio

OGILVY & MATHER*

Brian Murray Chief Creative Officer

Michelle Lee Planning Director

Crystal Sales Planner

Mark Forward Group Account Director

Jamie Flatow Account Coordinator

Samiir Mussa Art Director

Steve Muzzin Senior Copywriter

SPARK FOUNDRY

Packaged Food Bronze


BEAUTIFULLY REAL MOMSIn an effort to increase their share of the baby care market, which was dominated by a key competitor, and leveraging the equity built by the Real Beauty campaign, Dove launched their Beautifully Real Moms campaign. The campaign was rooted in the insight around the pressures felt by moms to always be perfect. To promote their new baby care line, Baby Dove commissioned Pulitzer prize-winning photojournalists to document the lives of new moms and their babies through a series of photo essays. The result was a 4-point increase in market share and an 85% sales lift over its old line, in spite of premium pricing. Most importantly, those moms exposed to the campaign felt less pressure to be perfect.

Personal Care – Products & Services

Baby Dove

Finalist

UNILEVER

Leslie Golts Marketing Manager

Carolyn Kim Associate Brand Manager

Danika Johansen Senior Marketing Director

Daniel Alter Marketing Director

OGILVY & MATHER*


Chris Dacyshyn Group Creative Director

Julie Markle Group Creative Director

Crystal Sales Strategist


Aviva Groll Director of Account Management

MINDSHARE

HARBINGER

GEOMETRY GLOBAL

MADE FOR DOERSTo kick-start flat sales and gain valuable market share, Kleenex looked to shift perceptions about their product from simple tissue to a superior tool that helps Canadians get things done every day, especially in winter when getting things done is a source of Canadian pride. Using TV and online advertising and videos, Kleenex showed it was made for Canadians, helping them overcome whatever adversity winter brings. The campaign resulted in the turnaround of a brand that had been sliding in sales and market share since 2012, with an 8% increase in sales and a 2% increase in market share, marking the first positive growth in 4 years.

KleenexKIMBERLY-CLARK CANADA

Therese Brisson Director of Marketing & Sales Strategy

Tom Houde Brand Manager

Ali Ruffo Digital & Social, Senior Marketing Manager

OGILVY*


Robyn Hutman Strategist

Samantha Weisbarth Account Supervisor



David Weaver Copywriter

MINDSHARE

Alexia Gonsalves Manager, Planning


IT’S ME, IT’S NOT MY PERIODIn 2017, U by Kotex decided to launch a new fitness line. The problem was the category was already heavily dominated by competitors so establishing share in the category, especially amongst a younger demographic and given Canada’s aging population, was critical. The “It’s Me, Not My Period” Campaign challenged broad reaching and deeply embedded societal prejudices in sports where stigma about “that time of the month” tends to dominate. The campaign leveraged TV, social posts, and online videos to encourage dialogue and force people to come face to face with their own period misconceptions. The result was an impressive 20% share gain within the first year of the product’s launch.


U by Kotex

Finalist

KIMBERLY-CLARK CANADA

Leslie MacKay Director of Brand Marketing

Denise Darroch Brand Manager


OGILVY*



Deanna Dobson Management Supervisor



Pam Danowski Senior Copywriter

MINDSHARE

Meredith Menkes Managing Director, Client Leadership

VERITAS

BARROWS

BEYOND MEATWith 60% of millennials reducing their meat consumption, A&W wanted to be the first QSR to create demand for a veggie burger. After years of low interest, the veggie burger remained amongst the lowest selling products within burger QSRs. To create believable content that influenced a broad audience, A&W leveraged the reactions of BBQ-fest attendees, capturing their surprise upon tasting the product and discovering it was plant-based. The campaign resulted in a 65% increase in awareness of the new product and an incredible 13% increase in same-store-sales - the best overall sales quarter in A&W’s 50-year history.

Restaurants

A&W

Silver

A&W

Tom Newitt Senior Director of Marketing, Brand Communications

Julia Cutt Manager, Media and Online Communications

Susan Dong Manager, Brand Communications

RETHINK*

Bob Simpson Creative Director

Darren Yada Strategist

Chelsea Stoelting Account Services

Dan Culic Account Services

Pam Rounis Art Director

Sarah Vingoe Broadcast Producer

VIZEUM CANADA

Ruth Murray Media

Bronze


BIG MAC X BACON COLLABORATIONWith the Big Mac Bacon returning in 2018 for a limited time, McDonald’s wanted to ignite retail sales. Targeting young trendsetters, a challenging and elusive audience for the brand, the team focused on the idea that this target audience experiences food the same way they experience music and art - as a “mash-up” of different elements coming together. They positioned the limited offer launch of BMxB as a collaborative project between Big Mac and Bacon, designing a unique campaign that looked like an exclusive album drop. The campaign resonated with young Canadians; the result was a 13% increase in overall Big Mac sales and a significant increase in brand perception metrics among their younger target, making the brand more youthful and relevant.

Restaurants

McDonald’sMCDONALD’S RESTAURANTS OF CANADA LIMITED

COSSETTE*



Troy McGuinness Creative Director

Patrick Michaud Creative Director

Jordan Hamer Associate Creative Director/Copywriter

Spencer Dingle Associate Creative Director/Art Director

Jon Crowley Strategy Director

Serene Gaspar VP, Group Account Director

Lindsay Mertiri Account Director

Asmait Hailu Account Supervisor

OMD

WEBER SHANDWICK

#HAULERSThe grocery industry is a battleground - there’s very little annual growth and, for discount banners, there’s little differentiation and sometimes a stigma around discount stores. No Frills looked to change that thinking around discount shopping. Capitalizing on their “no BS” personality and a cultural shift to deal-bragging, No Frills decided to “rebrand” their customers, not their store. At No Frills, Haulers Haul. Celebrating customers’ frugality, the campaign borrowed from cultural references that would appeal to a generation of younger grocery shoppers with stylish merch, tongue in-cheek music videos, and over-the-top stunts. Campaign goals were surpassed on all measures: sales increased 1.9% year-over-year, top-of-mind awareness grew 6%, and, critical to any retail organization, franchise engagement went through the roof.

Retail

No Frills

Gold

LOBLAW COMPANIES LTD.

Uwe Stueckmann SVP, Marketing

Mary MacIsaac Vice President, Marketing

Shelley Tangney Brand Marketing Director

David Becker Senior Brand Manager

JOHN ST.*

Stephanie Hurst President

Megan Towers Executive Director of Strategy

Cher Campbell Creative Director

Jennifer Munoz Strategist

DENTSU MEDIA

Moira Gilderson Media Lead

Prashanth Kanagalingam Media Planner

GET MORE SUMMERLooking for growth in Ontario - where the opportunity for growth was biggest - Sobeys took an ambitious stance, challenging Loblaws in their home province. To “win” the summer weekend grocery shop, Sobeys needed to encourage shoppers to spend more with each trip. To do this, they created a differentiated, emotionally-engaging campaign around the idea customers could, “Get More Summer” with Sobeys. The goal was to build their Ontario weekend basket size by 1% YOY and increase Ontario weekend sales by 2% YOY. As a result of the campaign, Sobeys actually surpassed their KPIs YOY by 2.1% in basket size and 3.8% in sales.

Retail

Sobeys

Finalist

SOBEYS INC.

Talke Krauskopf Director, Marketing Conventional and Community

Ryan Shantz Manager, Brand Marketing (Community & Thrifty Foods)

Trinh Tham VP, Integrated Marketing

Caren Cruz Manager, Brand Marketing

Victoria Mulvale Manager, Integrated Brand Marketing

GRAVITY PARTNERS LTD.*

Leigh Himel Strategic Lead / Co-CEO

Jordan Herald Co-CEO

Mark Holden Executive Creative Director

Sophie Lander VP Group Account Director

Mark FItzgerald Chief Connections Office

I’VE CHANGEDFollowing Montréal’s busy 375th birthday celebrations in 2017, it seemed 2018 would be a letdown when it came to matching year-over-year hotel reservations. Tourisme Montréal decided to target a more local audience - Québec City residents - for 2018. There was just one small problem: many people from Québec City don’t really like Montréal. To combat that attitude, the team developed a geo-targeted campaign meant to seduce the people of Québec City. The campaign gave Montréal the form of a person claiming, “I’ve changed,” as they endeavoured to win back the heart of their lover. The campaign resonated with the target audience, and resulted in a 5.4% increase in hotel reservations versus Q1 2017, which was no small feat given the investment made in advertising the year before.

Travel & Tourism

Tourisme Montréal

Bronze

TOURISME MONTRÉAL

LG2*

Marc Fortin VP, Creation

Marilou Aubin Creative Director

Jean-Christophe Laniel Art Director

Pierre-Luc Loranger Copywriter

Nicolas Labbé Copywriter

Sabrina Côté Strategic Planner

Stéphanie Pellicer Account Director

Évelyne Harnois Lebeau Account Manager

Nancy McDonald Agency Producer

Jean-Philippe Granger Editor

1ONE

BLVD

TOUCHE!

Bronze

Specialty Categories


BREAK BREAD SMASH STIGMAPeople with HIV face stigma fed by irrational fears and common misconceptions. Despite there being no risk of transmission, half of Canadians wouldn’t knowingly eat a meal prepared by an HIV-positive chef. Wanting to generate meaningful conversation to smash the stigma of HIV, Casey House created June’s HIV Positive Eatery, the first-ever restaurant run entirely by HIV positive chefs. June’s sparked a controversial global debate and built a new generation of advocates for Casey House and HIV. With over 2 million social impressions and another 900+ million media impressions, the pop-up restaurant spawned a documentary and cemented Casey House as a leader in the fight to end the stigma of HIV.

Brand Experience – Live

June’s HIV Positive Eatery

Silver

CASEY HOUSE

BENSIMON BYRNE / NARRATIVE / ONEMETHOD*

Joseph Bonnici Creative Director / Partner

Dan Strasser Creative Director

Gints Bruveris ACD / Art Director

David Mueller ACD / Copywriter

Carly Ouellette Art Director

Aurora Stewart de Peña Strategist

NARRATIVE

Laura Serra Creative Director

Meredith Klapowich Creative Director

ONEMETHOD

Daniella Perruccio Director of Social Media

Courtney Dionne Social Strategist


Branded Utility

Sugar-Crisp

Silver

POST FOODS CANADA




OGILVY & MATHER*








SPARK FOUNDRY


THE PARALYMPIC NETWORKAfter years of struggling to get the coverage they deserved in traditional media channels, The Canadian Paralympic Committee turned a tight-knit community of passionate fans into a network of broadcasters. One of the biggest hurdles to watching the Paralympic Games is that much of the Games aren’t broadcasted via traditional television. To rectify this, the Paralympic Committee launched the, “Become a Broadcaster”, social sharing tool. The tool offered fans the opportunity they needed to watch the Games, enabling supporters to sign-up to livestream events to their social network. The tool, a first-of-its-kind offering, made the 2018 Winter Paralympics the most watched Paralympic Games in Canadian history.

Branded Utility

Canadian Paralympic Committee

Finalist

CANADIAN PARALYMPIC COMMITTEE

Martin Richard Executive Director, Communication & Brand

Emily Gentes Manager, Content & Digital Media

BBDO CANADA*

Denise Rossetto SVP, Chief Creative Officer

Todd Mackie SVP, Chief Creative Officer

Matt Hubbard Associate Creative Director

Mike Schonberger Associate Creative Director

Beatrice Bodogh VP, Head of Broadcast, Agency Producer

Rebecca Flaman VP, Group Account Director

Tania Montemarano Group Account Director

Tom Kenny VP, Planning

ACART COMMUNICATIONS INC.

ASYMETRIC

MARRIED TO GIANTS

GRAYSON MATTHEWS

OH HENRY! 4:25With cannabis legalization approaching, the Oh Henry! team at Hershey knew more Canadians would soon be experiencing the munchies. While the millennial target audience already had access to established snack brands to satisfy their post-4:20 munchies, there was no tailor-made product for this particular type of hunger on the shelves. Capitalizing on this white space, the team at Hershey created Oh Henry! 4:25, a new bar for the hunger that hits 5 minutes after a 4:20 indulgence. The effectiveness of Oh Henry! 4:25 is evident in the results: a 0.2 point increase in household penetration among Canadian millennials, significant increases in brand health, and critical cultural impact, exemplified by a #1 spot on Reddit and 400+ fan Instagram posts.

Carpe Diem – Products & Services

Oh Henry! 4:25

Silver

THE HERSHEY COMPANY CANADA

Mathieu Gamache Senior Marketing Manager

Sara Abe Marketing Manager

Azim Akhtar Associate Marketing Manager

Rebecca Paddock Associate Marketing Manager

ANOMALY*



Jamie Marcovitch Creative Director

Marko Pandza Copywriter

Jason Kerr Art Director

UM

MINT

UNREASONABLE STUDIOS


Carpe Diem – Products & Services

Sugar-Crisp

Bronze

REACTINE POLLEN ALERTSFacing a growing number of increasingly aggressive competitors, Reactine developed a powerful competitive advantage that better met the needs of allergy sufferers. Knowing that when allergies strike, sufferers just want relief and want it fast, Reactine launched its multi-platform, data-driven Pollen Alerts Program. The Program anticipated sufferers’ needs and delivered real-time customized pollen alerts when the need for allergy information and relief was greatest. The Program was very well received, driving increased brand interest and resulting in market share growth of 4.1 points.

Data-Driven

Reactine

Bronze

JOHNSON & JOHNSON INC.

Sarah Shalhoub Associate Brand Manager

Adam Walker Senior Brand Manager

Andrew Kalmuk Market Unit Director

UM CANADA*

Michelle Arksey Supervisor, Connections Planning

Emily Strongitharm Director, Connections Planning

Claire Megahey Senior Buyer

John Ross Manager, Investments

Kate Mateer VP, Client Business Partner

POST FOODS CANADA




OGILVY & MATHER*








SPARK FOUNDRY


BEAUTIFULLY REAL MOMSIn an effort to increase their share of the baby care market, which was dominated by a key competitor, and leveraging the equity built by the Real Beauty campaign, Dove launched their Beautifully Real Moms campaign. The campaign was rooted in the insight around the pressures felt by moms to always be perfect. To promote their new baby care line, Baby Dove commissioned Pulitzer prize-winning photojournalists to document the lives of new moms and their babies through a series of photo essays. The result was a 4-point increase in market share and an 85% sales lift over its old line, in spite of premium pricing. Most importantly, those moms exposed to the campaign felt less pressure to be perfect.

David vs. Goliath

Baby Dove

Finalist

#HAULERSThe grocery industry is a battleground - there’s very little annual growth and, for discount banners, there’s little differentiation and sometimes a stigma around discount stores. No Frills looked to change that thinking around discount shopping. Capitalizing on their “no BS” personality and a cultural shift to deal-bragging, No Frills decided to “rebrand” their customers, not their store. At No Frills, Haulers Haul. Celebrating customers’ frugality, the campaign borrowed from cultural references that would appeal to a generation of younger grocery shoppers with stylish merch, tongue in-cheek music videos, and over-the-top stunts. Campaign goals were surpassed on all measures: sales increased 1.9% year-over-year, top-of-mind awareness grew 6%, and, critical to any retail organization, franchise engagement went through the roof.

Engaged Community

No Frills

Silver

FAMILY TREESickKids Foundation knew that people with a personal connection to SickKids are more likely to become donors. The challenge: how to show people who hadn’t had a sick child at the hospital that they also had a connection. Building on the idea that SickKids is more than a hospital - it’s a family - the Foundation’s Family Tree was born. An online hub that visualizes the way people are connected to SickKids, Family Tree gives SickKids advocates a platform to declare and share their personal connections to the hospital. Launched on Family Day weekend, a time when people are focused on those closest to them, Family Tree quickly made an impact. In a short period, Sick Kids acquired a staggering 13,974 net new leads, 550% above their goal at a cost per lead that was 81% below industry norms.

Engaged Community

SickKids Foundation

Silver

SICKKIDS FOUNDATION

COSSETTE*





Noah Feferman Associate Creative Director

Elijah Di Gangi Senior Copywriter

Andy Ng Senior Art Director

Anton Mwewa Art Director


Tishan Canagasaby VP, Client Lead

THINKINGBOX

OMD

BREAK BREAD SMASH STIGMAPeople with HIV face stigma fed by irrational fears and common misconceptions. Despite there being no risk of transmission, half of Canadians wouldn’t knowingly eat a meal prepared by an HIV-positive chef. Wanting to generate meaningful conversation to smash the stigma of HIV, Casey House created June’s HIV Positive Eatery, the first-ever restaurant run entirely by HIV positive chefs. June’s sparked a controversial global debate and built a new generation of advocates for Casey House and people living with HIV. With over 2 million social impressions and another 900+ million media impressions, the pop-up spawned a documentary and cemented Casey House as a leader in the fight to end the stigma of HIV.

Engaged Community


Bronze



Mary MacIsaac Vice President, Marketing

Shelley Tangney Brand Marketing Director

David Becker Senior Brand Manager

JOHN ST.*

Stephanie Hurst President

Megan Towers Executive Director of Strategy


Jennifer Munoz Strategist

DENTSU MEDIA

Moira Gilderson Media Lead

Prashanth Kanagalingam Media Planner

CASEY HOUSE








NARRATIVE



ONEMETHOD



UNILEVER

Leslie Golts Marketing Manager

Carolyn Kim Associate Brand Manager

Danika Johansen Senior Marketing Director

Daniel Alter Marketing Director

OGILVY & MATHER*




Crystal Sales Strategist



MINDSHARE

HARBINGER

GEOMETRY GLOBAL


SICKKIDS VS - ALL INThe fight against childhood illness isn’t limited to patients and their families, but is something that involves the whole community. SickKids Foundation used this sentiment to rally the entire city of Toronto behind one goal: build a new SickKids. Using the momentum of their SickKids VS platform, they moved from the hospital to the streets, creating local neighbourhood versions of key content that tapped into the existing competitive spirit between Toronto’s neighborhoods. As a result of the campaign, SickKids Foundation generated $186 million in donations and exceeded a core goal – donor acquisition – by 30% when they added 6,479 monthly donors. They also proved that, while it may take a village to raise a child, it takes a whole city of villages to raise a children’s hospital.

Engaged Community

SickKids Foundation

Finalist

THE PARALYMPIC NETWORKAfter years of struggling to get the coverage they deserved in traditional media channels, The Canadian Paralympic Committee turned a tight-knit community of passionate fans into a network of broadcasters. One of the biggest hurdles to watching the Paralympic Games is that much of the Games aren’t broadcasted via traditional television To rectify this, the Paralympic Committee launched the, “Become a Broadcaster”, social sharing tool. The tool offered fans the opportunity they needed to watch the Games, enabling supporters to sign-up to livestream events to their social network. The tool, a first-of-its-kind offering, made the 2018 Winter Paralympics the most watched Paralympic Games in Canadian history.


Engaged Community Bronze

THE REAL #GOATJuicy Fruit had an existing partnership with the NBA and the Toronto Raptors, but the sponsorship wasn’t being used to its full potential. Juicy Fruit had minimal presence on social media and was not a familiar brand with their young target audience. Wanting to join the NBA fan community’s online conversation, Juicy Fruit created #GOAT. While the term GOAT refers to, “Greatest of All-Time” athletes in online discussions, a goat is also an animal who happens to chew, all the time, non-stop. They introduced Juicy the Goat - a literal play on a cultural term - hijacking the biggest online conversation in the NBA, creating a cultural icon for Juicy Fruit, making a connection with NBA fans, and increasing sales by 16% in a declining category.

Engaged Community

Juicy Fruit

Finalist

MARS WRIGLEY CONFECTIONERY (CANADA)

Alison Williams Brand Manager

MOMENTUM WORLDWIDE (CANADA)*

Matt Lewis President

Kim Tarlo Creative Director

Jon Szpirglas Group Account Director

Ian Kapasi Account Director

Philip Dos Santos Community Manager

MCCANN CANADA

Dustin Rideout Chief Strategy Officer

Bill Schafer Senior Copywriter

Dan Bennett Senior Art Director

Ally Dwyer-Joyce Strategist

HARBINGER

A&W BEYOND MEAT BURGER LAUNCH WITH INFLUENCERSWith 60% of millennials reducing their meat consumption, A&W wanted to be the first QSR to create demand for a veggie burger. After years of low interest, the veggie burger remained amongst the lowest selling products within burger QSRs. A&W wanted to cultivate relationships with critical but skeptical Influencers and have them announce Beyond Meat’s arrival to A&W. The brand hosted an exclusive event to launch the product and capture influencer reactions during taste testing. Their surprised reactions to the taste of the product provided the content for the influencer news and the broader campaign. The campaign resulted in a 65% increase in awareness for the new product and an incredible 13% increase in same-store-sales – the best overall sales quarter in A&W’s 50-year history.

Influencers

A&W

Silver

A&W




RETHINK*

Aliz Tennant Amplification Strategist




Dan Culic Account Services

Sarah Vingoe Broadcast Producer

Pam Rounis Art Director

VIZEUM CANADA




BBDO CANADA*






Rebecca Flaman Vice President, Group Account Director




ASYMETRIC

MARRIED TO GIANTS

GRAYSON MATTHEWS

SICKKIDS FOUNDATION

COSSETTE*



Craig McIntosh Creative Director

Jaimes Zentil Creative Director



Dena Thompson Agency Producer


Melissa Levenburg Group Account Director

Michelle Perez VP, Brand Director

SKIN + BONES

A52

MUSIC RIGHTS CLEARANCE

JKREPS


BREAK BREAD SMASH STIGMAPeople with HIV face stigma fed by irrational fears and common misconceptions. Despite there being no risk of transmission, half of Canadians wouldn’t knowingly eat a meal prepared by an HIV-positive chef. Wanting to generate meaningful conversation to smash the stigma of HIV, Casey House created June’s HIV Positive Eatery, the first-ever restaurant run entirely by HIV positive chefs. June’s sparked a controversial global debate and built a new generation of advocates for Casey House and HIV. With over 2 million social impressions and another 900+ million media impressions, the pop-up restaurant spawned a documentary and cemented Casey House as a leader in the fight to end the stigma of HIV.

Influencers


Finalist

THE PARALYMPIC NETWORKAfter years of struggling to get the coverage they deserved in traditional media channels, The Canadian Paralympic Committee turned a tight-knit community of passionate fans into a network of broadcasters. One of the biggest hurdles to watching the Paralympic Games is that much of the Games aren’t broadcasted via traditional television To rectify this, the Paralympic Committee launched the, “Become a Broadcaster”, social sharing tool. The tool offered fans the opportunity they needed to watch the Games, enabling supporters to sign-up to livestream events to their social network. The tool, a first-of-its-kind offering, made the 2018 Winter Paralympics the most watched Paralympic Games in Canadian history.


Influencers Bronze

THE CANADIAN DREAMCanadians saw Chevrolet as an outdated American brand projecting values that didn’t align with their own. To combat this and overcome deep consumer apathy, the team reintroduced the brand through the made-in-Canada creative platform, The Canadian Dream. The approach demonstrated the shared values between Canadians and Chevrolet, as well as how Canadians and Chevrolet have succeeded together, and the brand began to be seen as one inspired by collective progress. Chevrolet invited inspiring Canadians to share their dreams and explain how their Chevrolet vehicles are instrumental in their journey. Since launch, brand opinion is up 3 points, brand consideration has increased 4 points, and Chevrolet’s sales have grown an incredible 14%.

Local Market Success

Chevrolet Canada

Finalist

CHEVROLET CANADA

Laura Pacey Brand Director

COMMONWEALTH//MCCANN*

Calvin Daniels SVP, Managing DirectorMark Dicks VP, Business Lead

MCCANN CANADA

Darren Clarke Chief Creative OfficerDustin Rideout Chief Strategy OfficerJosh Stein Executive Creative DirectorRob Trickey Creative DirectorChris Duffett Creative DirectorJoseph Elkouby Strategy Director

Iris Savage Agency Producer

MOMENTUM WORLDWIDE (CANADA)

MRM // MCCANN

CARAT CANADA

ABUSE EXPOSEDDomestic abuse is closer than you think. That’s the message the Assaulted Women’s Helpline (AWHL) wants people to take away on the issue of abuse, a topic Canadians quietly keep behind closed doors. The campaign illustrated that, despite what you may think, domestic abuse isn’t an issue isolated to a disadvantaged few. It can affect any woman, anytime, anywhere. The provocative campaign began in Toronto’s affluent Yorkville neighbourhood and then leveraged social channels, all with the goal of sparking awareness and conversation about domestic violence. The result: the AWHL website had a 300% increase in traffic and calls into the helpline went up 25%.

Positive Change – Social – Non-Profit

Assaulted Women’s Helpline (AWHL)

Finalist

ASSAULTED WOMEN’S HELPLINE

GIANTS & GENTLEMEN*

Alanna Nathanson Co-Founder & Executive Creative Director

Gino Canatalini Co-Founder & Chief Strategy Officer

Steve Waugh Vice President, Head of Client Services

Catherine Wong Senior Art Director

Steve Kim Senior Art Director

Brandon Tralman-Baker Senior Writer

Julie Wierzbicki Account Director

Lauren Morrison Account Director

BRAVE PRODUCTIONS




BBDO CANADA*










ASYMETRIC

MARRIED TO GIANTS

GRAYSON MATTHEWS

CASEY HOUSE








NARRATIVE



ONEMETHOD




WHY DON’T WE EAT TOGETHER?As Canada’s leading food brand, President’s Choice feels a welcome responsibility to demonstrate the power of food to literally improve lives. Research shows that loneliness can be as detrimental to your lifespan as smoking and is something that affects as many as 40% of Canadian adults. By bringing people together over food, the PC team connected with a way for people to feel less lonely and fulfill their mandate to help Canadians live better lives. Rather than just talking about the benefits, PC wanted to create a movement to get people to Eat Together using a multi-faceted effort that culminated on June 22nd - National Eat Together Day. The result: Over 250,000 Canadians participated in Eat Together and brand trust and equity scores increased significantly.

Positive Change – Social – Brands

President’s Choice

Finalist



Cheryl Grishkewich VP, Control Brand Marketing

Charlie Clark Senior Director, Control Brand Marketing

Kevin Andrews Director, Control Brand Marketing

Sabrina LaRosa Director, Media

JOHN ST.*

Megan Towers Executive Director, Strategy

Caitlin Elliot Account Director


Natasha Shadman Strategist

Mooren Bofill Executive Director, Design

DENTSU MEDIA

BEHOLD THE SOUPER YOUIt has been more than a decade since the heyday of Chunky Soup, those days of national fork vs. spoon debates and pro-athlete spokespeople. Since then, the brand - and the category - has faced decline. Chunky needed an epic turn-around for this iconic brand. Knowing their target consumers’ desire to achieve, Chunky launched their, “Behold the Souper You” campaign, a multi-channel effort that playfully leveraged established superhero conventions to engage with their target. The result was an astounding 8% increase over the campaign period and 4.2% increase overall in a category that is declining more than 7% annually.

Renaissance

Campbell’s Chunky Soup

Finalist

MADE FOR DOERSTo kick-start flat sales and gain valuable market share, Kleenex looked to shift perceptions about their product from simple tissue to a superior tool that helps Canadians get things done every day, especially in winter when getting things done is a source of Canadian pride. Using TV and online advertising and videos, Kleenex showed it was made for Canadians, helping them overcome whatever adversity winter brings. The campaign resulted in the turnaround of a brand that had been sliding in sales and market share since 2012, with an 8% increase in sales and a 2% increase in market share, marking the first positive growth in 4 years.

Seasonal Marketing

Kleenex

Bronze

FAMILY TREESickKids Foundation knew that people with a personal connection to SickKids are more likely to become donors. The challenge: how to show people who hadn’t had a sick child at the hospital that they also had a connection. Building on the idea that SickKids is more than a hospital - it’s a family - the Foundation’s Family Tree was born. An online hub that visualizes the way people are connected to SickKids, Family Tree gives SickKids advocates a platform to declare and share their personal connections to the hospital. Launched on Family Day weekend, a time when people are focused on those closest to them, Family Tree quickly made an impact. In a short period, Sick Kids acquired a staggering 13,974 net new leads, 550% above their goal at a cost per lead that was 81% below industry norms.

Seasonal Marketing

SickKids Foundation

Bronze

CAMPBELL COMPANY OF CANADA

Melissa Mendoza Marketing DirectorMieka Burns Senior Brand Manager Alexandra Burns Assistant Brand ManagerKaren Lee Director of Integrated CommunicationsMariah Weir Digital Commerce & Marketing AnalystSimon Truyens Insights Manager

Micheline Morrison Shopper Marketing Manager

CROWDIATE INC.*

Aaron Nemoy Founder & CEO

OMD

Daniel Boem Group Account Director

TRACYLOCKE CANADA

Ashley Main Account Supervisor

ISOBAR

ANTENNA MARKETING


Therese Brisson Director of Marketing & Sales Strategy

Tom Houde Brand Manager


OGILVY*



Samantha Weisbarth Account Supervisor



David Weaver Copywriter

MINDSHARE

Alexia Gonsalves Manager, Planning

SICKKIDS FOUNDATION

COSSETTE*





Noah Feferman Associate Creative Director

Elijah Di Gangi Senior Copywriter

Andy Ng Senior Art Director

Anton Mwewa Art Director


Tishan Canagasaby VP, Client Lead

THINKINGBOX

OMD


I JUST BOUGHT A BOATMercy Ships Canada is an international humanitarian organization committed to providing free quality health care for those who cannot afford it. Virtually unknown in Canada, they wanted to reach Canadians and have them engage with and donate to a charity they knew nothing about. To capture attention, their campaign focused on a key feature: the hospital is housed on a ship. Since 43% of Canadians are passionate about boats, Mercy Ships invited them to “virtually” buy a boat in exchange for a donation. With a small budget ($51,350), Mercy Ships achieved more than 73 million overall impressions and turned the Canadian passion for boating into a 93% increase in donations.

Small Budgets – Services

Mercy Ships Canada

Bronze

MERCY SHIPS CANADA

GEOMETRY*

Nuala Byles Managing Director, ECD Annie Rowe Head of PlanningSabiha Chaudry CopywriterGreg Muhlbock Art DirectorKarie Whetter Account Supervisor

COHN & WOLF CANADA

Melissa Lee Counsellor

NEO@OGILVY CANADA

Kyle Sergeant Media PlanningLukas Levert Media Coordinator

OGILVY

Crystal Sales Digital Strategy

WONDERMAKR

Dylan Welsh Sr Producer

NO BABY UNHUGGEDTo turn around their newborn business, which had been declining for almost ten years, Huggies® leveraged the proven medical benefits of skin-to-skin contact for newborn babies to target new and expectant parents. The “No Baby Unhugged” campaign shone a light on the good hugs can do by developing hospital hugging programs (and inspiring moms to join), helping parents understand the power of hugs and, most importantly, helping all babies get the hugs they need. The campaign resulted in a reversal in historical declines in the business, and delivering a 16% increase in newborn diaper sales despite a flat birth rate.

Sustained Success – Products

Huggies

Gold

BUD GOLD - LET IT SHINEBudweiser wanted to stand out to NHL fans - they wanted to “own” game-time goals. Thinking like a fan, Budweiser created their Goal-Synced Goal Light campaign and turned the now iconic Red Goal Light into gold. Through a mix of brand integration and sports partnership initiatives, Budweiser connected with fans by partnering with some of the most iconic goal scorers in the country, helping to carry the message. They worked with their existing broadcast partners, integrating their product onto every sports commentator’s desk during game time. The results were clear: earning over 78 million impressions, Budweiser sold over $700,000 worth of lights and firmly integrated itself into the cultural hockey conversation.


Budweiser

Silver

ABINBEV

Kyle Norrington Budweiser VP of Marketing, Global Brand

Todd Allen VP of Marketing, Labatt

Andrew Oosterhuis Budweiser Marketing Director

ANOMALY*



Neil Blewett Creative Director

Dion Aralihalli Managing Director

Candace Borland Managing Director

Matt Holton Account Director

Alexandra Espinosa Account Supervisor

VERITAS COMMUNICATIONS

VIZEUM CANADA

UM

MOSAIC CANADA

THE PARALYMPIC NETWORKAfter years of struggling to get the coverage they deserved in traditional media channels, The Canadian Paralympic Committee turned a tight-knit community of passionate fans into a network of broadcasters. One of the biggest hurdles to watching the Paralympic Games is that much of the Games aren’t broadcasted via traditional television. To rectify this, the Paralympic Committee launched the, “Become a Broadcaster”, social sharing tool. The tool offered fans the opportunity they needed to watch the Games, enabling supporters to sign-up to livestream events to their social network. The tool, a first-of-its-kind offering, made the 2018 Winter Paralympics the most watched Paralympic Games in Canadian history.

Seasonal Marketing


Finalist




BBDO CANADA*










ASYMETRIC

MARRIED TO GIANTS

GRAYSON MATTHEWS


Michael Hurt Director of Marketing & Sales Strategy

Nadia Malowany Senior Brand Manager

Alicia Cameron Brand Manager

OGILVY*

Aviva Groll Director, Account Management


Robyn Hutman Digital Strategist




MINDSHARE

Michaela Ryan Senior Manager, Digital Investment

VERITAS COMMUNICATIONS

BARROWS


TESTED FOR LIFE IN CANADAThe Canadian retail landscape was facing an onslaught from US retailers. While Canadian Tire is a Canadian icon, trust and confidence in the brand was waning. Knowing that they were still considered “Canada’s Store,” the team developed “Tested” - a communications platform that highlighted how Canadian Tire meets the needs of life in Canada by having Canadians test their products. Complete with the “Tested” badge, the brand created an ongoing and consistent series of product stories told across multiple channels. The campaign has broken through the clutter, demonstrating quality, restoring trust, and reinforcing Canadian Tire’s unique place in retail. Now a core brand asset, it has delivered six years of improved brand health and sustained sales growth.


Canadian Tire

Silver

LOTTO 6/49 - INTEGRATED YEAR 3The perception that lotteries are a losing battle is difficult to shake, but Lotto 6/49 has been doing just that. Over the past three years, Lotto 6/49 has turned their losing game into acts of celebration for everyday victories in life. While millennials had stopped buying lottery tickets, the 6/49 team knew they are also an optimistic group. By turning those everyday moments of luck into the perfect occasion to buy a ticket, this long running campaign (executed over multiple channels and platforms), reverted decades of declining sales among 18 to 35-year-olds. Today, the tagline, “You should play 6/49” is used daily by Québecers, a saying that ensures this lottery remains relevant and tickets will be purchased for years to come.

Sustained Success – Services

Lotto 6/49

Gold

LOTO-QUÉBEC

Marie-Claudel Lalonde Director, Strategy & Marketing Communications

Janie Thériault Director, Communication & Marketing

Zoé Doucet Project Manager

SID LEE*

Alex Bernier Executive Creative DirectorChristopher Jones Creative DirectorAlexandre Pellerin Art DirectorQuentin Fachon WriterNoémie Martin Account ServicesFrance Wong VP, Account Services

Saskia Von Lignau Producer

SID LEE MÉDIA

GORDITOS

BLVD

QUÉBECOR

BETTER INGREDIENTSWith same store sales stalled and quality perceptions declining at a time when quality was becoming more important to consumers, A&W repositioned their brand, moving away from nostalgia to focus on being the first fast food restaurant where people feel good eating. Knowing that when people feel better about the quality of the food they eat, they also find it tastes better, A&W wanted to be the first and only national burger chain with a brand built upon a foundation of quality ingredients. That decision ignited the most phenomenal phase of growth in the company’s history, driven by a consistent commitment to a brand strategy and communication platform that helped change perceptions and drive five years of same-store sales growth, with the most recent being the most successful in A&W’s history.

Sustained Success – Services

A&W

Silver

COBALT CARD LAUNCH: YOU DO YOUIn 2017, American Express launched the Cobalt Card to connect with millennials, an audience that dismissed Amex as their Grandad’s card. Positioning the Cobalt Card as the card that lets, “You do you,” the multifaceted campaign culminated in a launch event that included a pop-up restaurant promoted by multi-Michelin star chef, Gordon Ramsay. The campaign was one of the most successful launches in Amex’s recent history, with 84% more applicants in its first month than Amex’s two largest card launches in the last 10 years. It delivered card spend that was 14% higher than comparable Amex cards and improved brand equity and acquisition amongst a customer base that was almost 10 years younger than Amex’s average cardmember.

Youth Marketing

American Express

Gold

CANADIAN TIRE RETAIL

Eva Salem VP, Strategic Marketing

Jonathan Anderson Manager, Innovation Brand Marketing

Andree Dillon Associate Marketing Manager, Innovation Brand Marketing

Megan Wilson Marketing Specialist, Innovation Brand Marketing

Karen Richardson Associate Marketing Manager, Innovation Brand Marketing

TAXI*

Frank Macera Creative Director

Michael Mehrasa Copywriter

Will Cuthbert Art Director

Amy Badun Strategy Director

Natalie Street Account Director

TOUCHE!

A&W




RETHINK*


Leia Rogers Creative Director

Vic Bath Art Director


Laura Rioux Broadcast Producer


VIZEUM CANADA

Ruth Murray Media

AMERICAN EXPRESSDavid Barnes Vice President, Public Affairs and Brand AdvertisingTina Santoro Director, Brand Advertising and Entertainment Lifestyle MarketingLauren Dineen-Duarte Director, Public Affairs and CommunicationStephanie Cisneros Senior Manager, Brand AdvertisingAmanda Betti Senior Manager, Public Affairs and Communications OGILVY*Brian Murray Chief Creative OfficerChristian Horsfall Group Creative DirectorSteve Muzzin Senior CopywriterMichelle Lee Planning DirectorJo Palmiero Senior Partner MINDSHARE

NORTH STRATEGIC

B/TA

NOTCH VIDEO

Robyn Adelson EVP, Strategy and Creative Weber Shandwick

Tahir AhmadSVP, Head of StrategyLeo Burnett

Hope Bagozzi Marketing OfficerMcDonald’s

Lori DavisonVP, Brand Strategy & Comms. SickKids Foundation

Angela HarveyHead of Strategic PlanningTraffik

Robin Heisey ProfessorHumber College

Alyssa Huggins VP, MarketingPizza Pizza

Susan Kim-KirklandGlobal Chief Marketing OfficerWunderman Thompson Canada

Lance KoenigCSOForsman & Bodenfors

Vanessa Lester Director, Marketing OLG

Rob LevyPresidentBrandfire

Jean-François MalletteEVP, Managing Director DDB

Christian MathieuPartner Open

Margaret McKellerVP, Innovation LeaderKantar

Sheri MetcalfeSVP, Co-Managing DirectorJungle Media

Heather NobesHead of Consumer Credit MarketingVisa Canada

Jill Nykoliation CEOJuniper Park\TBWA

Vito PiazzaPresident Sid Lee

Mylène SavoiePresidentMcCann Montréal

Axel SchwanGlobal CMO Tim Hortons

Matt Shoom-KirschCOO Taxi

Megan TowersCSO john st.

Rob WoyzbunPartner, COOVector Media

CHAIR

COMMITTEE

Mélanie DunnGlobal CEOCossette

2019 Effie Steering Committee


BIG MAC X BACON COLLABORATIONWith the Big Mac Bacon returning in 2018 for a limited time, McDonald’s wanted to ignite retail sales. Targeting young trendsetters, a challenging and elusive audience for the brand, the team focused on the idea that this target audience experiences food the same way they experience music and art - as a “mash-up” of different elements coming together. They positioned the limited offer launch of BMxB as a collaborative project between Big Mac and Bacon, designing a unique campaign that looked like an exclusive album drop. The campaign resonated with young Canadians; the result was a 13% increase in overall Big Mac sales and a significant increase in brand perception metrics among their younger target, making the brand more youthful and relevant.

Youth Marketing

McDonald’s

Bronze


Youth Marketing

Sugar-Crisp

Bronze

MCDONALD’S RESTAURANTS OF CANADA LIMITED

COSSETTE*



Troy McGuinness Creative Director

Patrick Michaud Creative Director

Jordan Hamer Associate Creative Director/Copywriter

Spencer Dingle Associate Creative Director/Art Director

Jon Crowley Strategy Director

Serene Gaspar VP, Group Account Director

Lindsay Mertiri Account Director

Asmait Hailu Account Supervisor

OMD

WEBER SHANDWICK

POST FOODS CANADA




OGILVY & MATHER*








SPARK FOUNDRY

Dom CarusoPresident & CEOBBDO

Brent NelsenChief Strategy OfficerLeo Burnett

Kevin JohnsonCEOMediaCom

Matt HassellNational CCOForsman & Bodenfors

Andrew SaundersChief Revenue OfficerThe Globe and Mail

Alison LeungVice President, MarketingWW Canada

Melanie HollingsworthDirector, Consumer Insights & AnalyticsCanopy Growth

Matt Shoom-KirschCOOTAXI

2019 Effie Jury

Robyn Adelson EVP, Strategy & Creative Weber Shandwick

Cédric Audet Associate Creative Director john st.

Paloma Azulay Global Creative Head Tim Hortons

Hope Bagozzi Marketing Officer McDonald’s

Matt Ball VP, Strategy Wunderman Thompson

Scott Beffort General Manager TAXI

Sasha Bricel Director of Brand Marketing tentree

Emma Brooks Head of Marketing Wattpad

Monique Brosseau SVP, Business Director Mediacom

Danielle Brown Chief Marketing Officer Knix

François Canuel Vice-President, General Manager & Client Leader Tam-Tam\TBWA

Jason Chaney Principal Ad.Vice Inc.

Anne-Claude Chenier VP, Creative Advertising Cossette

Simon Creet Chief Creative Officer The Hive

Flavia D’Orazio SVP, Customer Service Media Experts

Lori Davison VP, Brand Strategy & Communications SickKids Foundation

Jack Dayan Head of Strategy Full Punch

Jeffrey Da Silva Executive Creative Director Sid Lee

Ari Ekoulby VP and Creative Director Wunderman Thompson

Veronica Engelberts President Vector Media

Jacqui Faclier Managing Director DDB

Colin Flint Professor - Creative Advertising Humber College

Samuel Fontaine VP, Strategic Planning Publicis

Elana Gorbatyuk Chief Strategy Officer Sid Lee

Karen Gray Director, Corporate Marketing & Engagement BCLC

Liam Greenlaw Creative Director Wasserman + Partners

Kobi Gulersen Vice President of B2B, Partner & Product Marketing Mastercard

Rick Hart Senior Director, Brand and Marketing UBC

Angela Harvey Head of Strategic Planning Traffik

Robin Heisey Professor, Advertising & Marketing Humber College

Sarah Henderson EVP, Head of Planning BBDO

Alyssa Huggins VP, Marketing Pizza Pizza

Andrea Hunt Vice President, General Manager NA Weston Bakeries

Stephanie Hurst President john st.

Stephen Jurisic Dean Miami Ad School

Mario Laberge Creative Director Publicis

Graham Lang Chief Creative Officer Juniper Park\TBWA

Michelle Lee Director of Strategic Planning Ogilvy

JURY CHAIR JURY MEMBERS

JURY MEMBERS

2019 Grand Effie Jury

David AllardCMOSamsung

Chris SanigaMulti-Vertical LeadFacebook


Rob Levy President Brandfire

Janis Lindenbergs SVP, Client Service Director Cossette

Christian Mathieu Partner, Strategy Open. A Creative Company

Kelly McGregor VP, Marketing & Communications Diva International

Margaret McKeller VP, Innovation Leader Kantar

Christine McNab President Rain

Sheri Metcalfe SVP, Co-Managing Director Jungle Media

Rena Nickerson General Manager Soda Stream

Jill Nykoliation CEO Juniper Park\TBWA

Meghann O’Hara Director, Group Business MLSE

Laura Pacey Brand Director - Chevrolet General Motors

Julie Patrick Strategy Director Cossette

Dominique Pépin Associate Marketing Manager PPG

Jack Perone Chief Strategy Officer Mass Minority

David Pullara Chief Marketing Officer Hill Street Breweries

Dustin Rideout Chief Strategy Officer McCann Toronto

Leslie Root SVP, Marketing TJX

Denise Rossetto Chief Creative Officer BBDO

Eva Salem VP, Marketing Canadian Tire

Valérie Sapin Director of Marketing, Energir Client Experience & Energy Efficiency

Mylène Savoie President McCann Montréal

Jill Schoolenberg VP & Country Manager GoDaddy

Daniel Shearer EVP, General Manager Cossette

Matt Shoom-Kirsch Chief Operating Officer TAXI

Sheng Sinn Business Director Wunderman Thompson

Jeff Spriet President/CEO Ironhead Originals

Phil Sylver VP, Creative Director Diamond

Ben Tarr President Leo Burnett

Sarah Thompson Chief Strategy Officer Mindshare

Mark Tomblin Chief Strategy Officer Juniper Park\TBWA

Allan Topol Creative Director/Writer DDB

Megan Towers Chief Strategy Officer john st.

Max Valiquette Chief Strategy Officer Diamond

Karrie Van Belle SVP, Marketing & Communications AGF

Steve Vanagas Vice-President, Customer Translink Communications, Marketing and Public Affairs

Nileen Ventura Director, Channel Insights & Discovery Horizon Media

Elizabeth Walford Head of Brand & Sponsorship Great West Life

Mike Wiles VP, Marketing Lobo Genetics

David Williams Director, Strategy Central Station

Karen Zuccala VP, Global Marketing Roots

Acknowledgements

Scott Knox President & CEO Darrell Hurst Director of Effie CanadaLeah Power EVP, Agency OperationsGrace Consul Member Activations ManagerGardenia Flores Director, Brand and DigitalJo-Ann McQuillan Director, Research and IncitePatrick McCaully PR ConsultantIan Darby Content ConsultantAndy Krupski ICA Board of Directors Chair

Traci Alford President & CEOErica Stoppenbach SVP, Products, Programs & ComplianceJill Whalen SVP, International DevelopmentHope Spithaler Consultant, Effie WWAna Cecilia Ferreira Smolka Sr Manager, International DevelopmentGinna Zhang Manager, International DevelopmentSteph Jones Director, Products, Programs & ComplianceCaitlin Sequira Coordinator, Products, Programs & ComplianceKatherine Madrid Coordinator, Products, Programs & ComplianceStephanie Pulner VP, CommunicationsEmma Langston Communications CoordinatorHarris Smith Program & Publishing Coordinator

Audio Branding audiobranding.caFacebook facebook.comGlobe Media Group globelink.caImagine It 3D imagineit-3d.comJudging Sessions Cossette Vancouver Cossette Montreal Cossette TorontoM&H mh.caYouGov yougov.co.uk

The 194 Group the194group.com

Blackletter Inc. bklr.com

Acclaim acclaimworks.comD.E. Systems desystems.com

ICA

EFFIE WORLDWIDE

SPECIAL THANKS

GALA DESIGN & PRODUCTION ELEMENTS

GRAPHIC CONSULTANTS

TECHNOLOGY VENDORS

2019 Effie Jury


NORTH AMERICA

UNITED STATESEffie Worldwide, Inc.NYC, United StatesSteph Jones

EUROPE

EUROPEEuropean Association of Communication Agencies (EACA)Brussels, BelgiumKasia Gluszak

AUSTRIAIAA - Austrian ChapterVienna, AustriaRaphaela Vallon-Sattler

BELGIUMASBL/VZW Effie Award BelgiumZellik, BelgiumBirgit Heymans

BULGARIABulgarian Association of Communications AgenciesSofia, BulgariaMariana Brashnarova

CROATIAHURAZagreb, CroatiaDunja Ivana Togonal

CZECH REPUBLICAssociation of Communication Agencies (AKA)Prague, Czech RepublicMichal Charvat or Ludvík Jubánek

FINLANDFinnish Association of Marketing Communications Agencies (MTL)Helsinki, FinlandTarja Virmala

FRANCEl’Association pour l’Efficacité de la Communication (AEC)Paris, FranceMarie-Pierre Bordet or Isabelle Guillotin

GERMANYGesamtverband Kommunikationsagenturen (GWA)Frankfurt am Main, GermanyNadine Ludwig

GREECE (HELLAS)Hellenic Association of Communications Agencies (EDEE/HACA)Athens, GreeceMaria Bacoula-Kantza or Alexandros Karmas

HUNGARYIAA Hungary and MAKSZBudapest, HungaryBori Bende or Adrienne Kaminszky

ISRAELIsrael Management Center (IMC)Tel-Aviv, IsraelSharon Moshe

ITALYUNA & UPAMilan, ItalyStefano del Frate

NETHERLANDSDutch Association of Communication Agencies (VEA)Amsterdam, NetherlandsTalmon Kochheim

POLANDMarketing Communication Association SKM SARWarsaw, PolandPawel Tyszkiewicz or Anna Zimecka

ROMANIAIAA Romania and UAPRBucharest, RomaniaVictor Dobre or Radu Florescu

RUSSIAN FEDERATIONBusiness Awards LLCMoscow , Russian FederationKatya Son

SERBIAIAA SerbiaBelgrade, SerbiaJelena Ivanović

SLOVAK REPUBLICKlub reklamnychagentur Slovenska (KRAS)Bratislava, SlovakiaRóbert Slovák or Ria Achberger

SLOVENIASlovenian Advertising Chamber (SOZ)Ljubljana, SloveniaMojca Briščik or Petra Prelog

SWITZERLANDbsw leading swiss agenciesZurich, SwitzerlandPeter Leutenegger

TURKEYTurkish Association of Advertising Agencies (TAAA)Istanbul, TurkeyAysegul Molu

UKRAINEAll-Ukrainian Advertising CoalitionKyiv, UkraineMaxim Lazebnik orArthur Dadashov

UNITED KINGDOMEffie UKLondon, United KingdomMateja Simic

ASIA PACIFIC

APACConfederation of Asian Advertising Agency Associations (C4As) & TenasiaSingapore, SingaporeBeeHong Chua

AUSTRALIAThe Communications CouncilSydney, AustraliaJo Libline

GREATER CHINAEffie Greater China, Effie WorldwideBeijing, ChinaAlex Haoyu Xu

HONG KONGThe Association of Accredited Advertising Agents HK (HK4As)North Point, Hong KongAngela Ng

INDIAThe Advertising ClubMumbai, IndiaBipin Pandit

KOREAAd StarsBusan, South KoreaZanny Lee

MALAYSIAAssociation of Accredited Advertising Agents Malaysia (AAAA Malaysia)Petaling Jaya , MalaysiaJ. Matthews

NEW ZEALANDCommercial Communications CouncilAuckland, New ZealandNatasha Stichbury

PAKISTANPakistan Advertisers SocietyKarachi, PakistanQamar Abbas

SINGAPOREInstitute of Advertising Singapore (IAS)Singapore, SingaporeMay Loong

SRI LANKASri Lanka Institute of Marketing (SLIM)Colombo, Sri LankaSanath Senanayake

MIDDLE EAST/NORTH AFRICA

MENAMediaquest CorporationDubai, United Arab EmiratesSahar Rafique or Alexandre Hawari

LATIN AMERICA

LATIN AMERICAAdlatinaBuenos Aires, ArgentinaJorge MartínezRosario Galeano,Belen Martinez Cima

ARGENTINACONEP ArgentinaBuenos Aires, ArgentinaJorge Martínez or Rosario Galeano

BRAZILMeio & MensagemSao Paulo, BrazilMaria Laura Nicotero

CHILECONEP S.A.Santiago, ChileHéctor Hermosilla or Claudio Ascuí

COLOMBIAAsociacion Nacional De Anunciantes (ANDA)Bogota, ColombiaOlga Britto

COSTA RICAAsociacion Comunidad de Empresas de Comunicacion (Comunidad)San José, Costa RicaVictor Esquivel

DOMINICAN REPUBLICAsociación Dominicana de Empresas de Comunicación ComercialSanto Domingo, Dominican RepublicClaudia Montas

ECUADORCONEP EcuadorGuayaquil, EcuadorIván Correa

GUATEMALAGuatemala Marketing & AsociadosCiudad de Guatemala, GuatemalaMichele Wurmser or Gloria Wurmser

MEXICOAsociacion Mexicana de Agencias de Publicidad (AMAP)Delegacion Miguel Hidalgo, MexicoSergio A. Lopez Zepeda or Leticia Melero Ortíz

PANAMAGrupo Valora PanamaPanama City, PanamaIvan Correa

PERUCONEP PeruLima, PeruAlfredo Torres or Flavia Maggi

URUGUAYAsociacion Uruguaya de Agencias de Publicidad (AUDAP)Montevideo, UruguaySilvana Saavedra

WorldwideEffie Programs

WorldwideEffie Programs


Congratulations to the2019 Effie Award Canada winners!

Real people.Real results.

Really great work.

Letter From Effie Worldwide

Congratulations to everyone involved in the inaugural Effie Awards Canada competition.

The Effies exist to lead, inspire and champion both the practice and you, the practitioners, of marketing effectiveness. Our industry is experiencing a period of rapid change that impacts the way we conduct business. It is critical that we embrace the challenges we face and learn how to navigate the evolving landscape and what effectiveness looks like as a result.

As our environment changes, one thing that consistently remains true is that the most effective campaigns have delivered exceptional outcomes across all four pillars of Effie’s method of assessment. Recognizing that effectiveness is situational, Effie celebrates all forms of marketing effectiveness as defined by the needs of the business, whether it be sales growth, increased awareness or brand affinity. This year’s winners have demonstrated that when real insights lead to big ideas and are executed strategically, brands are well-positioned to achieve significant, measurable success.

Thank you to the organizers of Effie Canada, the Institute of Communication Agencies (ICA) - led by Scott Knox, and thank you to all of this year’s entrants, judges, sponsors, committee members, and program supporters for your contribution to the Effies and to the evolution of marketing effectiveness in Canada.

For 50 years, the Effies have celebrated ideas that work. We are a forum for the industry and come together to recognize the marketers who are delivering meaningful business growth for their brands and clients around the world.

Looking through these pages, you will find that success is earned through agency, brand, media, and partner collaboration - perhaps the most critical ingredient for success and one that is definitely worth celebrating.

Congratulations, again, to all of this year’s Effie Canada winners on your achievement. In these changing times, we will continue to look to you to be brave, grow our businesses and move our industry forward. There is much to be learned from your success.

Welcome to the Effie Worldwide family & have a great celebration.

– Traci Alford

Traci AlfordPresident & CEOEffie Worldwide

42 2019 EFFIE AWARDS CANADA / Awarding Ideas That Work

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