Milk Carton 2.0 takes top award at Cassies

The 2014 Cassies were handed out at a gala in Toronto Wednesday night, with Grey Canada and the Missing Children Society of Canada taking home the Grand Prix for their “Milk Carton 2.0” campaign. “Milk Carton 2.0” is a range of social networking tools designed to bring missing children home faster. For example, Canadians can […]

The 2014 Cassies were handed out at a gala in Toronto Wednesday night, with Grey Canada and the Missing Children Society of Canada taking home the Grand Prix for their “Milk Carton 2.0” campaign.

“Milk Carton 2.0” is a range of social networking tools designed to bring missing children home faster. For example, Canadians can “donate” their social networks to the Missing Children Society, and when a child goes missing, an alert is automatically sent to that person’s news feed, reaching everyone in their network. On Pinterest, special pinboards link to alerts, allowing authorities to share more visual triggers like clothing or an abductor’s vehicle.

The innovative digital program, which also won two golds in the “Off to a Good Start” and “Best Media” categories, was applauded by the jury for its effectiveness in bringing home seven missing children across Canada.

“Milk Carton 2.0 is exactly the kind of fresh thinking that embodies the spirit of the Cassies—it pushes boundaries with demonstrable impact,” said Jani Yates, president of the Institute of Communication Agencies (ICA) and the Cassies’ chair, in a release.

Now in their 21st year, the Cassies are presented by the ICA, the Association des agences de Publicité du Québec (AAPQ) and Association des professionnels de la communication et du marketing (APCM).

The awards are based on the review of case studies that show the business effectiveness of advertising and marketing. This year, judges awarded 43 Cassies, including 14 golds, nine silvers, 19 bronzes, plus the Grand Prix across 12 categories.

MULTIPLE GOLD WINNERS

Three agencies each won two golds.

Tribal Worldwide, a division of DDB, and McDonald’s Canada brought home golds for the “Our Food. Your Questions” campaign in the “Off to a Good Start” and “Best-Integrated Program” categories. Consumers were invited to submit any question about McDonald’s food through a dedicated website, and the company answered with open and honest responses.

Taxi Canada and Kraft Canada won two golds for the launch of Mio, a liquid water enhancer, in the “Best Launch” and “Packaged Goods – Beverages” categories. The campaign used humour to target male millennials.

(Taxi also won a Gold with client Koodo Mobile for “Selling A Belief System,” which won in the “Sustained Success” category.)

Grip Limited won two golds in the “Best-Integrated Program” and “Packaged Goods – Beverages” categories for its full-length feature film, The Movie Out Here, promoting Labatt’s Kokanee brand.

An impressive five golds were awarded in the Events, Seasonal & Short Term category:

• Anomaly Inc. and Labatt Breweries of Canada for “Budweiser Red Lights”
• Leo Burnett and Earls Restaurants for “Earls Lobster Event”
• DentsuBos and Aliments Ultima for” Iögo”
• Saatchi & Saatchi Canada and Tourette Syndrome Foundation of Canada for “Surrender Your Say – Twitter Campaign For Tourette Syndrome”
• Sid Lee and Videotron for “Pranked Technicians”

All of this year’s winning case studies will be added to the comprehensive Cassies case library at Cassies.ca.

Advertising Articles

A&W now serving chicken raised without the use of antibiotics

Fast-food chain continues its commitment to simple, great-tasting ingredients

Digital Day: What inspires Canada’s digital leaders?

Three leading digital creatives share the work they find inspiring

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

6 things we learned at Digital Day 2014

Insights on privacy, programmatic, mobile, millenials and Marketing magazine

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Twist Image hires Jon Finkelstein as ECD

Finkelstein hire part of agency's “new energy” and “new direction”

How 88 Creative used Buzzfeed to find a new coordinator

Looking for a culture fit, the agency eschewed traditional recruitment

Cossette names Michaela Charette senior strategist

Longtime beer marketer moves to the agency side of the business

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications