Dentsu and Canadian Scooter Corp. were the big winners in the Media category at last night’s CASSIES. They took home Media Gold for the Vespa S ‘Scooterheads’ campaign, which centred around images of hip 20-somethings with scooter handlebars and lights as heads. Media for the campaign included print ads, online, larger-than-life wall decals in trendy urban neighbourhoods and a 40-foot video projected onto walls in club districts in Montreal, Ottawa, Toronto, Calgary and Vancouver.
Juniper Park and Frito-Lay North America were the big overall winners of the night, snagging the Grand Prix as well as two Golds for the SunChips ‘Building a Pre-Eminent Green Brand’ campaign, focused on educating consumers about SunChips’ solar-powered factory and compostable bag. Executions included newspaper ads readable when held up to the sun and a viral video of a disintegrating bag.
The agency and its potato chip-producing client took home two more Golds for work on its women’s portfolio of products – including SmartFood, Flat Earth Baked! Lay’s and 100-Calorie Packs – and for the ‘Happiness is Simple’ effort for the Lay’s brand in the Canadian Success Outside Canada category.
This year, the CASSIES received 177 entries, up 34% from last year, which David Leonard, president/COO of DDB and CASSIES chair attributes to the fact that ‘agencies and marketing-driven clients are being asked to prove their worth like never before’ in this economy.
Other Gold winners included Leo Burnett and clients James Ready and P&G; BBDO/Proximity and Frito Lay Canada; Narrative/Bensimon Byrne and Trillium Gift of Life Network; DDB and clients Bayer and Subaru; Target and Newfoundland and Labrador Tourism; and Taxi and clients Koodo, Harlequin and Mini Canada.
Updated Friday January 29
