Milk Carton 2.0 takes top award at Cassies

February 19, 2014  |  Rebecca Harris  |  Comments

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.


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

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