Ogilvy tops Effie Canada shortlist

Ogilvy leads all agencies with six shortlisted entries for the Institute of Communication Agencies’ (ICA) inaugural Effie Canada awards honouring advertising effectiveness.

The Ogilvy nominations span a range of clients, including three for its work with Kimberley-Clark Canada (Huggies’ “No Baby Unhugged,” Kleenex’s “Made for Doers” and “It’s Not Me, It’s my Period” for U by Kotex) as well as Post Foods Canada (“Sugar Crisp Spout”), Unilever (“Beautifully Real Moms”) and American Express (“You do You” for the launch of its Cobalt card).

A total of 32 campaigns involving 24 agencies are shortlisted for the inaugural Effies gala, which takes place June 6 at Toronto’s Liberty Grand.

“All of the shortlisted agencies are truly deserving of recognition for their exceptional work and have been chosen as having one of the most effective marketing campaigns of the year,” said Effie Canada director Darrell Hurst. “They have made it to the shortlist after two rigorous rounds of judging by our Grand Effie Jury.”

Cossette scored three nominations, including a pair for its work with SickKids Foundation (“SickKids VS—All In” and “SickKids Family Tree”) and one for McDonald’s Canada (“Big Mac x Bacon Collaboration”).

Other agencies with multiple shortlisted entries include Rethink, which garnered two nods for its work with QSR chain A&W Canada (the”Better Ingredients” brand platform and the launch campaign for its Beyond Meat burger) and Sid Lee, which was shortlisted for its work with Van Houtte (“Van Houtte, the Van who brings coffee to life”) and ongoing work with Lotto 6/49 for Loto-Quebec.

The ICA partnered with the global Effie Awards network to launch Effie Canada as its 50th national program last year, merging the CASSIES Awards—which had been honouring Canadian advertising effectiveness since 1993. The program is being run by the ICA with support from the Association of Creative Communications Agencies (A2C) in Quebec. A complete list of finalists and winners will be posted on the Effie website.


Chris Powell