Touche! lands three campaigns on WARC 100

Vizeum Toronto also finds itself on this year's ranking of the 100 most-awarded media-led campaigns.
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WARC has released its rankings for 2021, and four Canadian-made campaigns have found themselves on this year’s Media 100 list.

Through its own methodology, WARC compiles its scores based on performance in top international and regional awards programs. These rankings cover award shows from 2021, many of which had two-year eligibility periods due to cancellations in 2020.

Touche! had three of the four Canadian campaigns on the Media 100 list, including its “We Do New” campaign for Canadian Tire in fourth.

The campaign focused on the new and innovative products Canadian Tire carried, operating on the insight that they drove new store visits and brand affinity. To back up these claims, Touche! organized an integration with Dragon’s Den that featured company president Greg Hicks on the show’s set watching entrepreneurs make their pitch, where he had the option of giving them nationwide distribution through Canadian Tire stores.

Touche! also had the 18th spot on the list for its work with another Canadian Tire banner, the “Leveraging the Love And The Hate” campaign for Sport Chek. It also earned the 44th spot for BRP’s “Escape Mountain” campaign.

Vizeum Toronto was the other Canadian agency included in the rankings, with its “For The Game” campaign for Budweiser, which brought the brand’s support for women’s hockey and the PWHPA to a national audience. The campaign was 80th on the list.

Topping the Media 100 was the “Rabbi Bot” campaign by Mediacom Connect in Tel Aviv for client Always. The Mindshare, Mediacom and IPG Mediabrands agency networks earned the most points in the rankings, in that order, with WPP, Omnicom and IPG the most-awarded holding companies. On the client side, campaigns for McDonald’s, Nike and Always earned the most points, while Unilever, P&G and Disney were the top advertisers.