Newfoundland and Labrador Tourism and its agency partner Target Marketing and Communications were the big winners at the 2012 Cassies, which was celebrated last night during a gala event in Toronto.
Grand Prix honours went to the tourism board’s “Find Yourself” campaign that debuted in 2006 and highlights distinctive aspects of the province’s natural landscape and culture.
For instance, a television commercial launched last year called “500 Years,” captures the city of St. John’s with images of historical buildings, more modern facilities and natural landscape.
The “Find Yourself” campaign has won numerous industry awards and helped spur consistent growth in the Newfoundland and Labrador Tourism industry, including a 7.2% increase in visitors in 2010.
The “Find Yourself” campaign also won gold in the Sustained Success category.
DDB Canada earned its fair share of hardware last night for Subaru Canada, taking home three gold trophies in the Sustained Success, Automotive and DIY and Best Launch categories. The agency also took home five bronze awards for Subaru, and one bronze for Canadian Tourism.
Multiple gold-winners included John St., which won two for Kruger Products’s Sponge Towels in both the Packaged Goods – Food/Other and Sustained Success categories, and Taxi with two for McCain Foods “It’s All Good” campaign in the Packaged Goods – Food/Other and Best Launch categories.
The other golds went to:
• Due North Communications for OLG’s “OLG Poker Lotto” campaign in Off To A Good Start
• Leo Burnett for James Ready Brewery Company’s “Help Us, Help You” campaign in Best Use of Media
• JWT for Nestlé Canada’s “Smarties Blue Cat” in Events, Seasonal and Short Term
•The Hive for Kraft Canada’s “Cadbury Caramilk” campaign in Events, Seasonal and Short Term
There were 43 Cassies awarded in all: 12 Golds, 13 silvers and 18 bronzes as well as the Grand Prix.
“I love the Cassies because it’s the only awards show requiring demonstrable proof of advertising’s impact on the business, backed by a rigorous business case,” said Arthur Fleischmann, president of Toronto agency John St. and chair of the Cassies.
For the fourth year in a row, the Cassies were included as part of the Institute of Communication Agencies‘ Advertising Week programming, which continues throughout the week.
