The CASSIES Awards

Celebrating the effect advertising has on driving advertisers' business

Browse latest case studies

About the Awards

The CASSIES is Canada's premier advertising awards scheme and the only awards focused on the effect advertising has on driving advertisers' business. They are presented by the Institute of Communication Agencies (ICA), Association des agencies de communication creative (A2C) and Association des professionnels de la communication et du marketing (APCM).

The most recent Awards were announced in February 2018 and the winning papers are available to read here on WARC.

Find out more about the CASSIES, ICA, A2C and APCM

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Grand Prix


SickKids VS

Brand SickKids Foundation
Agency Cossette
Category Strategic Thinking

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

SickKids’ launched the campaign with online videos, extensive OOH and a rebranded website that allowed donors to specify what they were fighting for.

The campaign raised $57.9m and online revenue rose by 695%.



Budweiser Red Light

Brand Budweiser
Agency Anomaly
Category Long Term Success

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

Ministry of Health

Be a Failure

Brand Ministry of Health and Long-Term Care
Agency BBDO Canada
Category Pivotal Insight

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

HP Canada

In the Head of a Hacker

Brand HP Canada
Agency Edelman
Category Brand Content

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

Canadian Down Syndrome Society

Down Syndrome Answers

Brand Canadian Down Syndrome Society
Agency FCB Canada
Category Cause

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

Procter & Gamble

Gain by Gain

Brand Gain (Procter & Gamble)
Agency Leo Burnett
Category Canadian Success on the Global Stage

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.

Canadian Tire


Brand Canadian Tire
Agency TAXI Canada LTD
Category Building Brand Equity

Canadian Tire used a new product designation to see off competition from newer market retailers in Canada.


Budweiser Light Up The Nation

Brand Budweiser
Agency Anomaly
Category Building Brand Equity

Amplify: Business

Brand ATB Financial
Agency ATB Financial
Category Services

Bù wines (Launch)

Brand Arterra Canada
Agency DentsuBos Montreal
Category Launch of New Product/Service

Star of Christmas

Brand Sobeys Inc
Agency Gravity Partners Ltd.
Category Seasonal


Brand Aric Guité
Agency Havas Canada
Category Targeting

Conquer All Conditions

Brand Nissan Canada
Agency Juniper Park\TBWA
Category Long Term Success

Boréale - Brand Relaunch

Brand Les Brasseurs du Nord
Agency lg2
Category Underdog

Slow Crafted Enjoyment

Brand Stonemill Bakehouse
Agency Mass Minority
Category Brand Reawakening

Do The Livi

Brand Children's Wish Foundation
Agency Mosaic Sales Solutions
Category Limited Resources

La Grande Guignolée des medias

Brand La Grande Guignolée
Agency Tam-Tam\TBWA
Category Sustained Success

OIKOS Dream Campaign

Brand DanoneWave Canada
Agency Publicité TAXI Montréal Inc.
Category Sustained Success


Shock-Free Data

Brand Koodo
Agency Camp Jefferson
Category Launch of New Product/Service

Where Am I?

Brand Ontario Tourism Marketing Partnership Corporation
Agency FCB Canada
Category Services

Frosterize Your Face on Snapchat

Brand Mac's Convenience Stores Inc.
Agency Giants & Gentlemen
Category Matching Message to Medium

Suck It Up

Brand Fisherman's Friend
Agency Giants & Gentlemen
Category Brand Reawakening

Greenfield Natural Meat Co.

Brand Maple Leaf Foods
Agency Havas Canada
Category Launch of New Product/Service

It Happens Fast

Brand Ontario Ministry of Transportation
Agency john st
Category Cause

Innocence Canada

Brand Innocence Canada
Agency kbs
Category Cause


Brand Desjardins
Agency lg2
Category Pivotal Insight

NtakeCHARGE Thermostat

Brand Newfoundland Power
Agency m5 marketing communication
Category Sustained Success

Uncover The Mortgage Truth

Brand Manulife Canada
Agency Mindshare Canada
Category Underdog

The Underscares – The Outlast 2 companion diaper Kickstarter project

Brand Red Barrels
Agency Sid Lee
Category Targeting

Second Best

Brand Kraft Heinz
Agency TAXI Canada LTD
Category Packaged Goods

Part of the Family

Brand Leon's
Agency TAXI Canada LTD
Category Building Brand Equity