Dove’s ‘Evolution’ spot and the campaign for the Dove Self Esteem Fund won top honours at the Cassies in Toronto and Montreal, taking home the Grand Prix and a gold for Canadian Contribution to a Global Campaign. The awards for Dove – Making it fly were two of 39 handed out at events in Toronto and Montreal. Winners were chosen from a record number of case submissions this year (121 submissions, nearly double that of last year).
It’s fitting that the Cassies (Cassies.ca), which celebrate results, singled out Dove’s efforts. Unilever Canada and Ogilvy Toronto’s mixture of social media and social strategy has been effective in both brand building and elevating Canada’s role in global marketing, taking home two Grand Prix from Cannes this past summer for ‘Evolution.’
Presented by the Institute of Communication Agencies (ICA), the Association des agencies de Publicité du Québec and the Association Marketing de Montréal/Le Publicité Club de Montréal, the Cassies are about recognizing the importance of client-agency relationships that drive long-term brand and business building results.
‘Evolution’ alone has brought in an estimated $190 million in PR to date, while Dove’s market share grew 10% in 2006; and for 2007, share has grown versus last year and continues to outpace market growth.
The viral film’s cost-effective global consumer success also solidified Unilever Canada’s role as a leading voice on the direction of the global brand. ‘I think there is an expectation that the work coming out of Canada will be very creative, it’ll be excellent and it’ll push some boundaries,’ said Geoff Craig, VP and general manager, brand-building at Toronto-based Unilever Canada, speaking to strategy for an upcoming article on the global impact of the Canadian team’s work.
‘Ultimately, it has to translate into business results,’ he added, ‘and the business results we have in this country are pretty much superior, in terms of share, to any other country in the world.’
Craig sees that as an opportunity for both Unilever Canada and Canadian packaged goods marketers in general. ‘I would like to see us – as an industry – be on the radar more than we currently are, because of successes. I think Canada has a unique ability, as the world of marketing is changing, to be nimble, faster, quicker.’
Cassies kudos for more high-performance campaigns from Canadian marketing teams go to:
SUSTAINED SUCCESS (New)
Gold: Telus True Brand Loyalty: A Decade of TELUSTAXI / 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
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 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
Bronze: Lexus Brand – Moments, Dentsu Canada Inc. / Toyota Canada Lexus Division
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; Lexus LS460 – Moments, Dentsu Canada / Toyota Canada Lexus Division
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)
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)
SERVICES FINANCIAL
Silver: RBC AVION 2004-2006, BBDO Canada Corp. / RBC Financial Group
SERVICES GENERAL
Bronze: WestJet, TAXI / WestJet
CANADIAN SUCCESS OUTSIDE CANADA
Silver: We’re Gifferent, Target Marketing & Communications / Capital G Bank (Bermuda)
EVENTS, SEASONAL & 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
NOT-FOR-PROFIT
Silver: Properly Positioning WWF-Canada, DraftFCB / WWF-Canada
GOVERNMENT & ADVOCACY
Bronze: Newfoundland & Labrador Tourism ‘Find Yourself’, Target Marketing & Communications / Newfoundland & Labrador Dept. of Tourism
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)
