Get a demo Do I subscribe? News sign-up
Print

Molson wins CASSIES Grand Prix

News, 20 February 2015

TORONTO: A campaign featuring a beer fridge that could only be opened using a Canadian passport, developed by the Rethink agency for Molson Coors, has taken top honours at the 2015 CASSIES.

The annual CASSIES are Canada's only advertising industry awards to recognise business effectiveness based on rigorous published cases. All the winning case studies can be read by Warc subscribers.

In addition to the Grand Prix, nine Golds were awarded, alongside 19 Silvers and 24 Bronzes. The winners included 25 brands and 26 agencies.

The Grand Prix-winning campaign for premium beer Molson Canadian was built on the insight that Canadian pride expresses itself most vocally when Canadians are away from home, competing in international competitions and on Canada Day.

The key creative element was a series of online videos involving a beer fridge which was sent on a journey around Europe but which could only be opened by people with a Canadian passport. Back home it was modified to only open to the sound of the national anthem being sung correctly.

The Beer Fridge campaign gained share in a declining segment and category while generating over $6m in incremental revenue.

Among the Gold award winners was American Express, the financial service provider, which boosted monthly applications with its 'Cloud 10' platform. This sought to restore the brand's association with premium travel experiences by identifying and alleviating the pain points that visitors experienced at Toronto Pearson International Airport.

Quick service restaurant Boston Pizza broke away from the category norms to target dads. Its 'Here to Make You happy' campaign ran for 11 quarters and generated annual growth at twice the targeted rate.

Canadian Tire addressed a neglected winter driving issue, showing that one of its car batteries could not only last a severe winter but could even power a vehicle made entirely of ice that was also fully driveable. Sales of the particular battery subsequently rose 70%.

Other brands winning Golds included mayonnaise brand Hellmann's, furniture retailer IKEA, cleaning brand Mr Clean, airline Westjet and video game developer Ubisoft. An anti-gun campaign also won a Gold.

The most successful agency in terms of the number of awards received was TAXI Canada. It took six for campaigns for Boston Pizza, Canadian Tire, Koodo Mobile and Kraft Dinner.

Data sourced from CASSIES; additional content by Warc staff