Case Study
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Institute of Communication Agencies, Bronze, CASSIES, 2018
Newfoundland Power, the Canadian utility company, increased participation in its programmable thermostat program by vilifying the dial thermostat.
Case Study
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Institute of Communication Agencies, Silver, CASSIES, 2018
Stonemill Bakehouse, a Canadian bakery, understood and connected with consumer values to better sell its bread in Ontario.
Case Study
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Institute of Communication Agencies, Gold, CASSIES, 2018
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
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Institute of Communication Agencies, Grand Prix, CASSIES, 2018
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
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Institute of Communication Agencies, Bronze, CASSIES, 2018
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.
Case Study
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Institute of Communication Agencies, Silver, CASSIES, 2018
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
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Institute of Communication Agencies, Bronze, CASSIES, 2018
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
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Institute of Communication Agencies, Gold, CASSIES, 2018
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
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Institute of Communication Agencies, Silver, CASSIES, 2018
Nissan, the automobile manufacturer, emphasised the off-road capabilities of its Rogue crossover utility vehicle (CUV) to increase sales in Canada.
Case Study
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Institute of Communication Agencies, Gold, CASSIES, 2018
Budweiser, the American beer brand, associated itself with the most intense moments of hockey through an innovative marketing product in Canada.
Case Study
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Institute of Communication Agencies, Bronze, CASSIES, 2018
Red Barrels, the Canadian video game developer, produced a comic diaper product to advertise its new horror game, Outlast 2, which was launching globally.
Case Study
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Institute of Communication Agencies, Bronze, CASSIES, 2018
Leon’s, the Canadian furniture retail company, repositioned its furniture as being part of the family to drive sales.
Case Study
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Institute of Communication Agencies, Silver, CASSIES, 2018
La grande guignolée des medias (Media’s Big Food Drive), the Quebec media charity food drive, increased donations by demonstrating that poverty can hit unexpectedly at any moment.
Case Study
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Institute of Communication Agencies, Bronze, CASSIES, 2018
Telling consumers to ‘Suck it up’ helped Fisherman’s Friend, the lozenge brand, to increase sales in the Canadian market.
Case Study
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Institute of Communication Agencies, Gold, CASSIES, 2018
Imitating a perfume brand helped Gain, the US detergent brand, communicate the scent value of its Gain Flings product and increase sales in the US.
Case Study
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Institute of Communication Agencies, Bronze, CASSIES, 2018
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
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Institute of Communication Agencies, Silver, CASSIES, 2018
Boréale, the Quebec microbrewery, reinvigorated its brand by focusing on its authenticity and rejection of the superficial.
Case Study
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Institute of Communication Agencies, Gold, CASSIES, 2018
Embracing failure in its marketing helped the Canadian Ministry of Health and Long-Term Care change attitudes towards quitting smoking.
Case Study
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Institute of Communication Agencies, Bronze, CASSIES, 2018
The Ontario Tourism Marketing Partnership Corporation (OTMPC) increased domestic tourism in the region by showing Canadians how exotic Ontario could be.
Case Study
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Institute of Communication Agencies, Silver, CASSIES, 2018
Aric Guité, the Canadian photographer, used imitation and Instagram to capture the attention of Toronto-based art directors.
Case Study
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Institute of Communication Agencies, Bronze, CASSIES, 2018
Kraft Heinz, the American food company, increased sales of its Classico pasta sauces brand by positioning it as second only to home cooking.
Case Study
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Institute of Communication Agencies, Bronze, CASSIES, 2018
Innocence Canada, a non-profit organisation to help exonerate the wrongly incarcerated, built a large public installation to increase donations and funding.
Case Study
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Institute of Communication Agencies, Bronze, CASSIES, 2018
Koodo, the Canadian telecommunications company, increased its number of customers by showing sympathy with millennials’ fears of high bills.
Case Study
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Institute of Communication Agencies, Silver, CASSIES, 2018
Sobeys, the Canadian food retailer, reversed a trend of declining performance by emphasising the strong associations between Christmas, family and its brand.
Case Study
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Institute of Communication Agencies, Bronze, CASSIES, 2018
The Ontario Ministry of Transportation used the insight that people feared disability more than death to encourage safer driving in the Canadian province.
