News & Events

Kimberley-Clark’s Huggies “No Baby Unhugged” by Ogilvy & Mather Wins CASSIES Grand Prix

February 23, 2017

BBDO Toronto ranks top on the Effectiveness Index

Toronto, ON — February 23, 2017 — Last night in Toronto, Canada’s top 34 business-building com-munications campaigns were recognized with 44 awards by the advertising industry’s most prized competition, the CASSIES awards, Canada’s only industry awards program recognizing business ef-fectiveness based on rigorous published cases.

Kimberley-Clark’s Huggies campaign “No Baby Unhugged” created by Ogilvy & Mather won the Grand Prix. Also, for the first time, the CASSIES unveiled the Effectiveness Index which ranks agen-cies based on the overall strength of all their CASSIES case submissions each year. BBDO Toronto ranks top on the Effectiveness Index.

“The No Baby Unhugged campaign was an exceptionally strong case deserving the Grand Prix win-ner”, declared Christine Kalvenes, CMO at PepsiCo Foods Canada and jury co-Chair. “The campaign clearly moved opinions in the target market and the sales increase was substantial”, she added.

The campaign was based on the insight backed by medical evidence that, for a newborn baby, being held is a powerful and necessary development stimulus. The execution helps all Moms understand the power of hugs, and helps all babies get the hugs they need, even if Moms can’t be there to give them. The business results attributed a 19-point swing in the ratings and a 19.2% increase in sales. The campaign was also awarded a Gold in the Packaged Goods category and Silver for Building Brand Equity.

Other gold winning campaigns from the competition included:

  • BBDO Doritos Ketchup Roses for PepsiCo Foods Canada in the Seasonal category.
  • BBDO Skittles Holiday Pawn Shop campaign for Wrigley Canada in the Seasonal category.
  • Bensimon Byrne Justin Trudeau 2015 Election Campaign - Hazel for the Liberal Party of Canada in the category Capitalizing on Curveballs.
  • Cossette Life Unpaused campaign for SickKids Foundation in the Cause category.
  • Grey Canada Ladyballs campaign for Ovarian Cancer Canada in the Underdog category.
  • Juniper Park\TBWA Conquer All Conditions for Nissan Canada in the Sustained Success cate-gory.

Scott Knox, President and CEO at the Institute of Communication Agencies (ICA) expressed deep satisfaction with industry participation. “We had 12% more agencies submit 40% more cases into 74% more category entries than last year! This shows how much the agencies value a CASSIES win, as does the fact that our judges demand the highest standards of proof that advertising paid back for its clients, and our winning cases are all excellent examples demonstrating the value-generating power of great advertising”.

The panel of distinguished judges awarded a total of 44 CASSIES, including seven gold, 19 silver, 17 bronze and one Grand Prix to 34 of Canada’s top business-building communications campaigns span-ning 19 categories.

Celebrating its 24th anniversary, the CASSIES awards show was held on Wednesday, February 22, 2017 at the Arcadian Court in Toronto. Winning case studies will be added to the comprehensive CASSIES case library at and will appear in the February/March issue of strategy magazine.


The CASSIES, currently in its 24th year, is the only contest in Canada to recognize the effective-ness of marketing communications campaigns based on rigorous case studies. The Awards show is held by the Institute of Communications and Advertising (ICA), the Association of Creative Commu-nications Agencies (A2C) and Réseau APCM, and is produced by Strategy magazine. The 2017 sponsors are: Globe Media Group (Exclusive is the Platinum Sponsor), Kantar Millward Brown Can-ada, (Exclusive Judging Sponsor), Advertiise (Post Cocktail Sponsor), thinktv (Winners Lounge Sponsor) and School Editing (Video Partner). Since its creation in 1993, the CASSIES have recog-nized the business achievements of more than 500 campaigns from the best advertising and com-munications agencies in Canada. The winning case studies can be found in the library section of the CASSIES website at

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For more information, or to request an interview, please contact:

Yanik Deschenes | YPR Canada
438-390-8244 |