North America

Sickkids Foundation: Sickkids Vs – All In

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

SickKids Foundation, a children's health research organisation, launched an integrated campaign that targeted neighbourhoods in Toronto to generate donations to build a new hospital.

WestJet taps power of 'PR stunts'

News • 10 June 2019

WestJet, the air carrier, has enhanced a variety of important metrics through creating viral content that is based around a diverse range of “PR stunts”.

Canada’s WestJet video storytelling travels all over the world with “PR stunts”

Article • Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, May 2019

WestJet, the air carrier, has used “PR stunts” as an effective means of driving several core brand metrics, from consumer engagement to ticket sales.

The Hershey Company: The Oh Henry! 4:25 Bar Launch

Case Study • SABRE Awards, North America, Canadian Campaign, Gold, 2019

Oh Henry!, a chocolate bar brand, leveraged the legalization of cannabis in Canada to increase its share by 8%.

Proof Inc.: Fraud=Fraud

Case Study • SABRE Awards, North America, Associations, Gold, 2019

Canadian Life and Health Insurance Association (CLHIA), a nonprofit organization for insurance companies, made more Canadians aware of the repercussions of benefit fraud to deter them from committing any fraud.

The Terry Fox Run: Millions of Followers

Case Study • Daisy Qin, WARC Awards, Silver, Effective Content Strategy, 2019

Charitable run brand the Terry Fox Run used a no-budget campaign to boost awareness and increase donations in Canada.

Whiskas K.I.T.: How cat content grew up to drive digital growth

Case Study • Diana Lopes, Emily Brydon, WARC Awards, Gold and Long-Term Idea Award, Effective Content Strategy, 2019

Cat-food brand Whiskas used online to evolve its Kitten Kollege UK pilot to a global platform that drove sales and customer engagement.

Harley-Davidson: Common Ground

Case Study • Maxine Thomas, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.

The moneyball moment for marketing in Canada

Article • Josef Hrebik and Brent Chaters, WARC Webinars, April 2019

Provides results from a first-of-its-kind study conducted by Accenture and thinktv, which measures the effectiveness of media channel spending on driving sales in the Canadian market.

Tim Hortons: The Away Game

Case Study • Tim Hopkins, Maxine Thomas, Spencer MacEachern, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Tim Hortons, the Canadian quick-service restaurant chain, launched a social media campaign that successfully improved brand perceptions and defended its market share in Canada.

Interac: Earning Curve

Case Study • Maxine Thomas, Mike Sutton, Erin McManus, WARC Awards, Entrant, Effective Innovation, 2019

Interac, the Canadian interbank network, boosted brand affinity among the small business community in Canada.

RBCxMusic: Driving awareness in the youth segment using cognitive media targeting

Case Study • Esther Vlessing, Shane Skillen, Jonathan La Greca, WARC Awards, Entrant, Effective Innovation, 2019

Canada's leading bank, the Royal Bank of Canada (RBC), launched a music platform to raise brand awareness among Canadian youth and create an emotional connection with consumers.

DesignThinkers: Speak the Truth

Case Study • AME Awards, AME Awards, Bronze, 2019

RGD DesignThinkers Conference, the annual Canadian conference for visual communicators, used the theme ‘Speak the Truth’ to improve attendance and website traffic.

Tim Hortons: The Away Game

Case Study • AME Awards, AME Awards, Silver, 2019

Tim Hortons, the Canadian quick service restaurant, invited a Kenyan ice hockey team to Canada for a game to increase engagement with Canadians.

CAMH: Mental Health is Health

Case Study • AME Awards, AME Awards, Silver, 2019

The Centre for Addiction and Mental Health (CAMH), a Canadian psychiatric teaching hospital, challenged people’s dismissive attitude toward mental health with provocative OOH.

VIVO Cannabis: How do you research a market that doesn’t exist?

Article • Sam Peña-Taylor, Event Reports, MRS Impact, March 2019

VIVO Cannabis, formerly ABcann, needed to transition its marketing out of a medical-prescription market and into a legal over-the-counter, wellness, and recreational offer – it needed to understand the Canadian cannabis market and launch brands to compete in it before it became legal.

Uber Canada: Uber Moms

Case Study • AME Awards, AME Awards, Silver, 2019

Uber, the international transportation network company, partnered with Mothers Against Drunk Driving (MADD) to raise funds to combat drunk driving in Canada.

Apple: news considers its pact with big tech

News • 04 April 2019

Following the announcement of Apple News Plus subscription service, media firms are once again weighing the promises of tech platforms’ high-reach albeit mediated relationships with readers against direct traffic.

Québec Milk Producers: The App That Made Milk Cartons Sing!

Rankings • WARC Media 100, 2019

Québec Milk Producers, the dairy company, increased milk consumption in Canada by creating an AR mobile app that leveraged milk cartons as its communication vehicle.

Audi: A Sedan Re-Imagined

Rankings • WARC Media 100, 2019

Audi, the car company, used an AR experience to promote its new A5 model in Canada.

VIA Rail: Data vs. Car

Rankings • WARC Media 100, 2019

VIA Rail, Canada’s national rail passenger service, increased its share of the transportation market through a data-driven integrated campaign.

Behind the Media 100 Rankings: A simple message underpinned by complex data helped Via Rail to woo Canadian motorists

Rankings • Karine Courtemanche, Rankings Articles, March 2019

Via Rail’s campaign, ranked second in the Media 100 rankings, used real-time data to persuade motorists to ditch their vehicles in favour of trains.

SickKids Foundation: SickKids VS

Rankings • WARC Effective 100, 2019

SickKids Foundation, a Canadian children's health research organisation, repositioned its brand as a fighting ally against disease in a campaign that successfully increased donations and engagement.

Casey House: Break Bread, Smash Stigma

Rankings • WARC Creative 100, 2019

Casey House, a hospital specialising in HIV/AIDS, shifted perceptions about HIV in Canada by setting up a restaurant led by HIV-positive chefs and launching a powerful social media campaign.

McDonald's: Follow the Arches

Rankings • WARC Creative 100, 2019

McDonald’s, the quick-service restaurant chain, led drivers to its nearest restaurant by transforming its own golden arches into a series of way-finder billboards in Canada.