Become a Member
Proudly Sponsored By
articles / advertising know-how and fearless opinions
IHAVEANIDEA.ORG > articles >  The 2007 Cassies… And Bob Garfield Too


The 2007 Cassies… And Bob Garfield Too

Posted on November 8, 2007 and read 1,590 times

The 2007 Cassies… And Bob Garfield Too thumbnail

Measurable results.

Those two words are enough to make clients giddy with excitement, as well as have some creatives cowering in their beds, with visions of starbursts dancing in their heads. After all, results only get in the way of your ‘world changing’ Lion-bound idea, right?

In the real world, however, results matter quite a bit, and it’s a magical moment when better than expected results stem from great work. The CASSIES are a Canadian award show that celebrates that magic. Much like the Effies in the US, the CASSIES were designed with business success in mind. Gone are the dogwalkers and joy pops, the ads that leave people asking “when did that ever run?” the racy TV spot that ran only once at 4 AM on an obscure cable channel. In its place are excellent campaigns that had positive ‘measurable results’ for clients and their agencies.

The Cassies were held at the Liberty Grand on a blustery November evening, a change from the afternoon timeslot of years past. I’m sure the later hour did wonders for attendance, as the reception area was quickly filled with both advertisers and agencies. I was pleasantly surprised to find, amongst dark suited clients and agency account people, a significant number of creatives in attendance. When asked, the general consensus seemed to be that while doing cool, creative work is always a pleasure, it’s doubly exciting when their work ends up being successful in the marketplace. “One of the things I’m most interested in each day at work is how a client’s sales are doing,” says David Rosenberg, Partner and Creative Director of Bensimon Byrne. “Without a doubt, results are the number one priority.”

After a significant period of schmoozing and boozing, everybody was directed into the rather elongated ballroom for dinner and the awards themselves (beef AND non-rubbery chicken? On one plate? At an award show? Wow!) The evening was emceed by the illustrious CASSIES editor David Rutherford, and began with a number of addresses from the show’s principal’s including co-chairs Arthur Fleischmann, President & CEO of john st. and judging chair Bill Durnan, EVP, Chief Convergent Creative Officer of Cossette. There was also a heartfelt presentation by Aldo Cundari, Chairman, CEO & Founder of Cundari. Aldo also serves as the chair of NABS Canada, and demonstrated exactly why this organization is crucial to our business.

Before the awards presentation proper, we were treated to the musings of the evening’s guest speaker, the always opinionated author, pundit, critic and Advertising Age columnist Bob Garfield. Bob’s message was not one of happy times and good cheer, but a dire warning to clients and agencies to listen to consumers and evolve or die, pretty strong medicine for a room full of people fairly certain they’re doing things the right way. Was Bob being harsh? You be the judge, as we at ihaveanidea filmed his entire presentation for your observation. (donations now being accepted for the Brett Needs To Upgrade From Filming Things On His Cellphone Foundation).

To enter the CASSIES, you not only submit your work, but case studies detailing your success as well. As such, not only were we seeing some impressive campaigns with each award handed out, but hearing equally impressive numbers to accompany them. A 36% drop in road deaths in Quebec. Nearly doubling volume share in a competitive soft drink industry. Taking an unknown bank to #1 in top of mind awareness. Record setting donation levels for an internationally renowned hospital. This truly was an evening where clients and creatives could be equally pleased.

By the end of the evening, 39 CASSIES were handed out from a record 121 entries (yes, even the CASSIES themselves could write a case study on their success.) But there can only be one Grand Prix, and to everyone’s non-surprise, the juggernaut that has been Ogilvy Toronto/Unilever’s ‘Dove: Campaign for Real Beauty” kept on rolling. The campaign has resulted in double-digit dollar franchise growth year after year in Canada, and the acclaimed ‘Evolution’ viral received an estimated $150M in media value in the US alone, from a media expenditure of zero dollars. Those numbers are as phenomenal as the campaign creative has been.

All in all, the CASSIES have proven once again that great creative and great results aren’t only expected, but also achievable. (Photos after results)

2007 Cassies Results

Events, Seasonal and Short-term
Gold
Phase 1 de l’année de la sécurité routière du Québec
Amalgame/ La Société de l’assurance automobile du Québec

Silver
SickKids. Believe.
Ethos JWT / SickKids Foundation

Bronze
Chocolate Milk Nutrition Education Promotion
Cossette West / Prairie Milk Marketing Partnership

Off To A Good Start
Gold
Reversa
TAXI Canada inc./ Dermtek Pharmaceutiques
Note : Also won Silver in Best Integrated

Silver
Gay Lea Spreadable Butter
john st. / Gay Lea Foods

SpongeTowels Paper Towels
john st. / Kruger Products Limited

Essuie-tout SpongeTowels
PALM Arnold Communication / Kruger Products

Auto Trader: ‘Come meet your match’
john st. / Trader Corporation

Bronze
La Parisienne
Allard Johnson Communications / Lavo Inc.

Lexus LS460 – Moments
Dentsu Canada Inc. / Toyota Canada Inc.- Lexus Division

Not-for-profit
Silver

Properly Positioning WWF-Canada
DraftFCB / WWF-Canada

Services Financial
Silver

RBC AVION 2004-2006
BBDO Canada Corp. / RBC Financial Group

Services General
Bronze

WestJet
TAXI / WestJet

Packaged Goods – Other
Gold

Cashmere Bathroom Tissue
john st. / Kruger Products

Brita
DDB Canada / Clorox Company of Canada
Note: Also won Gold in Best Insight

Packaged Goods – Beverage
Silver

Never Stop. Milk.
Cossette West / Prairie Milk Marketing Partnership
Note: Also won Bronze in Sustained Success

Packaged Goods – Food
Bronze

Activia, three years of tasty success!
Saint-Jacques Vallée Young & Rubicam / Danone Canada
Note: Also won Bronze in Sustained Success

Wonder Plus
Round Table Advertising / Weston Bakeries Limited
Note: Also won Bronze in Best Launch

Best Insight
Gold

Brita
DDB Canada / Clorox Company of Canada
Note: Also won Gold in Packaged Goods – Other

Silver
Benylin – Take a Benylin Day
JWT / Johnson & Johnson Inc.

Bronze
Lexus Brand – Moments
Dentsu Canada Inc. / Toyota Canada inc. – Lexus Division

Canadian Success Outside Canada
Silver

We’re Gifferent
Target Marketing & Communications Inc. / Capital G Bank (Bermuda)

Government & Advocacy
Bronze

Newfoundland & Labrador Tourism “Find Yourself”
Target Marketing & Communications Inc. / Newfoundland & Labrador Dept. of Tourism

Best Integrated Program
Gold

Boisson Énergie
Astral Media Radio / Alimentation Couche-Tard
Note : Also won Silver in Best Launch

Silver
Reversa
TAXI Canada inc. / Dermtek Pharmaceutiques
Note : Also won Gold in Off to a Good Start

Bronze
Fromages d’ici
Cossette Communication Marketing / Fédération des producteurs de lait du Québec

Best Launch
Silver

Boisson Énergie
Astral Media Radio / Alimentation Couche-Tard
Note: Also won Gold in Best Integrated

Bronze
Wonder Plus
Round Table Advertising / Weston Bakeries Limited
Note: Also won Bronze in Packaged Goods – Food

Sustained Success
Gold

Telus True Brand Loyalty: A Decade of TELUS
TAXI / TELUS

Diet Pepsi 2002-2007
BBDO Canada Corp. / Pepsi-QTG Canada

Silver
Coors Light
DraftFCB / Molson Coors

Association des concessionnaires Honda du Québec
Bos / Association des concessionnaires Honda du Québec
Note : Also won Bronze in Automotive and Do-it-Yourself

Bronze
TD Canada Trust
DraftFCB / TD Canada Trust

Activia, three years of tasty success!
Saint-Jacques Vallée Young & Rubicam / Danone Canada
Note: Also won Bronze in Packaged Goods – Food

Never Stop. Milk.
Cossette West / Prairie Milk Marketing Partnership
Note: Also won Silver in Packaged Goods – Beverage

VEX
GJP Advertising / Vincor – A Constellation Company

Automotive and Do-it-Yourself
Bronze

Association des concessionnaires Honda du Québec
Bos / Association des concessionnaires Honda du Québec Canada
Note: Also won Silver in Sustained Success


Canadian Contribution to a Global Campaign
Gold

Dove – Making it Fly
Ogilvy / Unilever Canada
Note: Also won Grand Prix

Grand Prix
Dove – Making it Fly
Ogilvy / Unilever Canada
Note: Also won Gold in Canadian Contribution to a Global Campaign


Brett McKenzie
Chief Writer/SBN2
ihaveanidea






RELATED ARTICLES


LATEST JOBS

ALSO IN THE NEWS

Moving Millennials thumbnail Moving Millennials
Thoughts from a Cannes Creative Effectiveness 2013 Jury member thumbnail Thoughts from a Cannes Creative Effectiveness 2013 Jury member

MORE ARTICLES

Agency Profile: Advico Y&R thumbnail Agency Profile: Advico Y&R

IHAVEANIDEA ARCHIVE

Copyright © 2001-2014 IHAVEANIDEA inc. All rights reserved. No material contained in this site may be republished or reposted.
IHAVEANIDEA™ is a trademark of IHAVEANIDEA inc. Terms and Conditions | Privacy Policy

Copyright © 2009 ihaveanidea inc. All rights reserved.

No material contained in this site may be republished or reposted. Terms and Conditions | Privacy Policy