Case Study
•
Design Business Association, Design Effectiveness Awards, Bronze, 2020
BEARFACE, a Canadian whisky brand, promoted its products in Canada with a bold personality and a crafted aesthetic to appeal to a young, modern audience.
Case Study
•
SABRE Awards, Gold, North America, 2020
Subway, a restaurant chain, launched its Beyond Meatball sub in Canada and targeted a female, millennial audience with a video campaign highlighting the care that goes into producing the plant-based product.
Case Study
•
AME Awards, Silver, 2020
Coalition for Gun Control, a non-profit gun control advocacy, contextualised gun violence to show Canadians how close to home the issue is by launching an online experience that shows how close they are to these incidents.
Case Study
•
AME Awards, Silver, 2020
Antiseptic brand Betadine launched a new product in Canada, stealing market share from competitors and driving behaviour change.
Case Study
•
AME Awards, Silver, 2020
Subaru Canada, an automotive brand, launched a humorous campaign in Canada that compared the Outback car to a Canadian mountain goat to prove that the car is the true greatest of all time (GOAT).
Case Study
•
AME Awards, Bronze, 2020
Interac Corp, the payments company, connected with a small business audience in Canada by partnering with Gimlet Media to create the Earning Curve podcast.
Case Study
•
AME Awards, Gold, 2020
KitchenAid, a brand of kitchen appliances, increased attention and awareness in Canada by creating a dynamic billboard that mimicked the ever-changing colours of the CN Tower and matched them to one of KitchenAid's colours.
Case Study
•
AME Awards, Gold, 2020
Peace Collective, a Canadian clothing brand, increased engagement and positive sentiment in Canada by unravelling a Make America Great Again hat and turning it into a Welcome to Canada toque.
Case Study
•
AME Awards, Gold, 2020
The Royal Canadian Legion, a Canadian organisation that supports military veterans, got top video game streamers worldwide to #PauseToRemember the country's veterans with a moment of silence on Remembrance Day.
Case Study
•
AME Awards, Gold, 2020
SingleCut Beersmiths, a brewery, launched its IPA in Japan by creating packaging made of QR codes that acted as musical puzzles for consumers to solve before revealing the new brand of beer they were drinking.
News
•
01/05/2020
Advertising avoidance may be lower on radio than is often assumed, according to a study focused on Canada that was published in the Journal of Advertising Research (JAR).
Case Study
•
Maxine Thomas, WARC Awards, Entrant, Effective Innovation, 2020
Antiseptic brand Betadine launched a new product in Canada, stealing market share from competitors and driving behaviour change.
News
•
21/04/2020
OrganiGram, a player in Canada’s fledgling cannabis industry, is optimistic that demand will stay robust during COVID-19, partly because consumers could be looking for affordable types of enjoyment and entertainment at home.
Article
•
Stephen Whiteside, WARC COVID-19 Series, April 2020
OrganiGram, a provider of recreational and medical cannabis in Canada, is seeking to navigate through the complications that COVID-19 presents to a nascent industry.
Research Paper
•
Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, and Johan Bruwer, Journal of Advertising Research, Digital First, March 2020
Radio remains popular, delivering an audience reach of over 90 percent, but radio ratings may overestimate real advertising exposure.
News
•
19/03/2020
Toys “R” Us Canada, the toy retailer, offers several valuable lessons about how brands can respond to a time of crisis in effective ways.
Article
•
Geoffrey Precourt, WARC Exclusive, March 2020
Toys “R” Us Canada faced the challenge of re-engaging consumers after separating from its previous parent company, which had entered into bankruptcy.
Rankings
•
WARC Effective 100, 2020
Lotto 6/49, a Canadian Lottery game, increased sales among millennials in a long-term campaign that showed the lucky moments of life.
Rankings
•
WARC Media 100, 2020
Candy bar Oh Henry! connected to the younger generation by creating a new bar to celebrate the legalisation of cannabis in Canada.
Rankings
•
WARC Media 100, 2020
Quick-service restaurant chain Pizza Pizza increased sales in Canada by appealing to cannabis users.
Rankings
•
WARC Media 100, 2020
Dove, a skincare brand, encouraged new fathers to take their paternity leave in Canada and spend time with their child by documenting five new dads for five weeks.
Rankings
•
WARC Media 100, 2020
Sport Chek and Canadian Tire, the Canadian retailers, drove sales on Black Friday by choosing its featured products by what was left in online baskets.
Rankings
•
WARC Media 100, 2020
Hellmann’s Mayonnaise, a food brand, used video, social, out of home and on-ground activations to raise awareness about food waste and redefine its corporate responsibility in Canada.
Rankings
•
WARC Media 100, 2020
MINI, an automotive brand, used a mobile-first search strategy to communicate the car’s fuel-efficient credentials and increase test-drive uptake among car buyers in Canada.
Rankings
•
WARC Media 100, 2020
Hydro-Québec, a utility company, used a content strategy in Canada to build a sense of pride among millennials and increase engagement among its employees.
