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  • CIBC Aventura — The Traveler's Travel Card

    Effie Awards   June 6, 2019  

    This case shows how Aventura used a powerful insight-led advertising campaign to become The Traveler's Travel Card and for the first time — the category’s top choice.

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  • Tina's Uterus

    Effie Awards   June 6, 2019  

    When it comes to health care, efficacy reigns supreme. Motrin emotionally connected with young women by proving that the brand truly understood their pain and could effectively help manage it.

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  • Family Tree

    Effie Awards   June 6, 2019  

    People with a personal connection to SickKids are more likely to become donors. By giving our advocates a platform to declare and share their personal connections to SickKids, we generated new leads at a lower cost than the industry average.

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  • Made for Doers

    Effie Awards   June 6, 2019  

    In order to increase Kleenex’s share of the facial tissue category, the brand shifted perceptions of Kleenex from being a sick box to a superior tool that helps Canadians get things done everyday — especially in winter when getting things done is a source of national pride.

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  • Lotto 6/49 — Integrated Year Three

    Effie Awards   June 6, 2019  

    By shifting the reason why people should play Lotto 6/49 and turning everyday moments of luck into purchase occasions, the campaign reversed decades of declining sales among millennials in the industry.

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  • I've Changed

    Effie Awards   June 6, 2019  

    In this geotargeted marketing campaign, Tourisme Montréal won over Québec City by turning the Montréal/Québec City rivalry into a love story.

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  • Beautifully Real Moms

    Effie Awards   June 6, 2019  

    In order to increase its share of the baby care market, Dove launched a campaign to promote its new baby care line. Key to the campaign's success was leaning into Dove’s Real Beauty heritage and giving moms permission to be real instead of perfect.

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  • Oh Henry! 4:25

    Effie Awards   June 6, 2019  

    In 2017, millennial Canadians were only driving 7.7% of all Oh Henry! sales. To improve share among millennials, the brand created a new, limited edition variant to relieve a specific hunger popular among the target — the munchies (cannabis induced hunger).

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  • Break Bread Smash Stigma

    Effie Awards   June 6, 2019  

    HIV isn’t the death sentence it once was, but HIV stigma lives on. Myths persist about how the disease is spread. As a world-leader in HIV/AIDS care, Casey House wanted to challenge this ignorance with truth and compassion.

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  • SickKids VS — All In

    Effie Awards   June 6, 2019  

    When SickKids was built 70 years ago, it was the world’s largest pediatrics hospital, but the facility was showing serious signs of age. Tasked with launching the largest fundraising campaign in Canadian health care history we needed to rally the entire city of Toronto behind this construction.

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  • The Canadian Dream

    Effie Awards   June 6, 2019  

    By hijacking the biggest online conversation in the NBA community, Juicy Fruit found itself a new place in youth culture and increased sales in a declining category.

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  • Koodo Shock-Free Data

    Effie Awards   June 6, 2019  

    With budgets flat, Koodo created and launched Shock-Free Data, a consumer benefit that increased the brand’s subscriber base. By eliminating millennials' fear of exceeding their data limit, Koodo challenged the assumption that telco providers want to gouge their customers.

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  • Why Don't We Eat Together?

    Effie Awards   June 6, 2019  

    Loneliness affects 40% of Canadian adults, and eating together is an easy way for people to feel less lonely. President's Choice fulfilled its brand purpose to help Canadians live better lives by bringing people together over food.

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  • Bring Back Wildhood

    Effie Awards   June 6, 2019  

    In the face of declines across all our KPIs and a softening RV sales market, Go RVing Canada expanded the target audience and refocused the insight to address people's desire for authentic experiences with family and friends.

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  • Better Ingredients Brand Platform

    Effie Awards   June 6, 2019  

    This case describes how A&W repositioned a brand built around a nostalgic connection with baby boomers, to the first fast food restaurant people feel good about eating at.

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  • Big Mac x Bacon Collaboration

    Effie Awards   June 6, 2019  

    We used the return of the Big Mac Bacon as an opportunity to make McDonald’s a more attractive brand to one of their most allusive audiences — Young Canadians.

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  • DUCEPPE Repositioning

    Effie Awards   June 6, 2019  

    The DUCEPPE Theatre has seen a consistent drop in revenue for over 15 years, but thanks to strategic repositioning, DUCEPPE is back on the path to profitability. Beyond curbing the decline, it has seen an increase in memberships as well as an increase in ticket sales.

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  • Bud Gold Campaign — Let It Shine

    Effie Awards   June 6, 2019  

    People with a personal connection to SickKids are more likely to become donors. By giving our advocates a platform to declare and share their personal connections to SickKids, we generated new leads at a lower cost than the industry average.

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  • Reactine Pollen Alerts Integrated Campaign

    Effie Awards   June 6, 2019  

    To fend off rivals and drive advantage, Reactine launched a multi-platform, data-driven Pollen Alerts Program that anticipated sufferers' needs and delivered real-time, dynamic, customized allergy messaging in high-receptivity environments.

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  • TESTED for Life in Canada

    Effie Awards   June 6, 2019  

    To stake its claim in the Canadian retail landscape, Canadian Tire developed a platform that has broken-through the clutter, helped demonstrate quality, restored trust, and reinforced the brand's unique and ownable place in retail.

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