The CASSIES

Celebrating the effect advertising has on driving advertisers' business

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Case Study

Desjardins, the North American association of credit unions, improved its brand reputation among young Quebecers by showing it can help them reach autonomy.

Case Study

Boréale, the Quebec microbrewery, reinvigorated its brand by focusing on its authenticity and rejection of the superficial.

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Embracing failure in its marketing helped the Canadian Ministry of Health and Long-Term Care change attitudes towards quitting smoking.

Case Study

Newfoundland Power, the Canadian utility company, increased participation in its programmable thermostat program by vilifying the dial thermostat.

Case Study

Stonemill Bakehouse, a Canadian bakery, understood and connected with consumer values to better sell its bread in Ontario.

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The Ontario Tourism Marketing Partnership Corporation (OTMPC) increased domestic tourism in the region by showing Canadians how exotic Ontario could be.

Case Study

HP, the American technology company, raised awareness of print security as a category and increased B2B sales in Canada through an educational documentary.

Case Study

Aric Guité, the Canadian photographer, used imitation and Instagram to capture the attention of Toronto-based art directors.

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The Hospital for Sick Children in Toronto (SickKids) shifted the tone of its advertising to one of strength in order to increase donations.

Case Study

Manulife Bank, the Canadian bank, increased mortgage sales through a program designed to drive consumers through the purchase journey, starting with a movie-like trailer.

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Kraft Heinz, the American food company, increased sales of its Classico pasta sauces brand by positioning it as second only to home cooking.

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Children’s Wish Foundation of Canada, the charity dedicated to granting wishes of children with life-threatening diseases, reversed its decline through publicising one wish.

Case Study

Mac’s Convenience Stores, the Canadian store chain, developed branded Snapchat filters to engage young Canadians with its Mac’s Froster ice cold drink product.

Case Study

Educational online videos allowed the Canadian Down Syndrome Society to help pregnant mothers understand what life was like for those with the condition.

Case Study

Innocence Canada, a non-profit organisation to help exonerate the wrongly incarcerated, built a large public installation to increase donations and funding.

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Nissan, the automobile manufacturer, emphasised the off-road capabilities of its Rogue crossover utility vehicle (CUV) to increase sales in Canada.

Case Study

Budweiser, the American beer brand, associated itself with the most intense moments of hockey through an innovative marketing product in Canada.

Case Study

Koodo, the Canadian telecommunications company, increased its number of customers by showing sympathy with millennials’ fears of high bills.

Case Study

Sobeys, the Canadian food retailer, reversed a trend of declining performance by emphasising the strong associations between Christmas, family and its brand.

Case Study

Red Barrels, the Canadian video game developer, produced a comic diaper product to advertise its new horror game, Outlast 2, which was launching globally.

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Leon’s, the Canadian furniture retail company, repositioned its furniture as being part of the family to drive sales.

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The Ontario Ministry of Transportation used the insight that people feared disability more than death to encourage safer driving in the Canadian province.

Case Study

OIKOS, the greek yoghurt brand, positioned itself as the dream snack to increase sales and awareness in Canada, France and the UK.

Case Study

Arterra Wines Canada, the wine producer, launched its new Bù wine product by partnering with a renowned sommelier.

Case Study

Making its advertising all natural just like its product helped Greenfield Natural Meat Co., the Canadian sustainable meat brand, increase sales and distribution.