One week ahead of the Canadian Creative Effectiveness Summit, the ICA has revealed Gold winners in this year’s Effie Canada Awards.
This year’s list features 13 golds, up from just five in 2020 and 2021, with Ogilvy, Rethink and TBWA\Juniper Park all winning three apiece, Cossette winning two, and Zerotrillion and John St. winning one apiece.
ICA president and CEO Scott Knox said this year’s show attracted a record number of entries, more than the two previous Effie Awards and the Cassie Awards program that preceded it.
“I think the pandemic and the subsequent slowdown in the economy has put a razor focus on ensuring that marketing spend is as productive as possible,” said Effie Awards co-chair Arthur Fleischmann about the increase in gold-winning work.
“I noted, in some of the work, an emphasis on branding with purpose. We’ve seen countless amounts of research—including from Kantar and Deloitte—that brands with clear and authentic purpose grow 2.5 times faster than those without. Putting the two together, it goes to reason that work will be more effective.”
All 13 gold winners will be presented by both the agency and client during the Creative Effectiveness Summit being broadcast live from the Globe & Mail Centre in Toronto next week, followed by the announcement of the 2021 Grand Prix as well as Marketer, Agency, Independent Agency, Media Agency, and Holding Company of the Year.
Peter Field, one of the industry’s most respected experts on advertising effectiveness, will also deliver a keynote address and launch the ICA’s first ever “Canadian Effectiveness Rules Book” (click here for more information or to register).
The Golds
•TBWA\Juniper Park and Canadian Women’s Foundation for “Signal For Help” in Crisis Response / Critical Pivot; Non-Profit; and Social Media.
•Ogilvy and Dove for “Courage is Beautiful” in Carpe Diem–Products and Services; Crisis Response / Critical Pivot and Personal Care.
•Rethink and Science World for “The World Needs More Nerds” in Influencer Marketing; and Local Market Success.
•Rethink and Kraft Dinner for “You Do You” in Food.
•Cossette and SickKids Foundation for “This is Why” in Healthcare–DTC, and for “SickKids VS Conventional Fundraising” (five annual campaigns on the VS platform) in Sustained Success.
•Zerotrillion and Flowr BC Pink Kush for “Art & Science” in Small Budgets–Products.
•John St. and Loblaw’s No Name for “case study” in Food.
