News & Events

SickKids and Cossette win CASSIES Grand Prix for “VS” campaign

February 22, 2018

Toronto, ON — February 22, 2018 — Celebrating its 25th anniversary, the CASSIES awards show was held last night at the Arcadian Court in Toronto, where it recognized advertising and communications agencies and brands for their business-effectiveness achievements.

The CASSIES are presented by the Institute of Communication Agencies (ICA), the Association of Creative Communications Agencies (A2C) and produced by strategy magazine.

Cossette and the SickKids Foundation continued their industry-wide winning streak with the 2018 CASSIES Grand Prix and three Golds (in Cause, New Brand Positioning, and the newly introduced Strategic Thinking category). The “SickKids VS” campaign also picked up the Globe and Mail Creative Effectiveness award that recognizes work which demonstrates both exceptional creativity and outstanding business results.

  • FCB Canada and Canadian Down Syndrome Society for “Down Syndrome Answers” in theCause, Pivotal Insight, and Targeting categories.
  • TAXI Canada and Canadian Tire for "Tested" in the Building Brand Equity category.
  • Anomaly and Labatt Brewing Company for "Budweiser Red Light" for the Long-Term Success category.
  • BBDO and Ontario Ministry of Health and Long-Term Care for “Be a Failure” in the Pivotal Insight category.
  • Leo Burnett and Procter & Gamble for “Gain by Gain” in the Canadian Success on the Global Stage category.
  • Edelman and HP Canada for “In the Head of a Hacker” in the Brand Content category

A complete list of this year’s winners (including Silver and Bronze) can be found at and Winning case studies will be added to the comprehensive CASSIES case library online and will appear in the March issue of strategy magazine.

The CASSIES also unveiled the top ranked companies and individuals in strategy magazine’s 2018 Creative Report Card, which tracks and tallies the regional, national and international awards taken home by agencies, advertisers, creatives and planners in a given year.

SickKids Foundation and Cossette’s collection of hardware for the “VS” campaign helped them top the CRC’s Brand and Agency lists. Cossette’s global CCOs Carlos Moreno and Peter Ignazi were tied for the #1 Creative Director spot, while the agency’s Jaimes Zentil and Craig McIntosh topped the Art Director and Copywriter lists (respectively). Koho’s Jason Chaney, who also worked on the “VS” platform while at Cossette, was given the top Planner title. A full list of the 2018 CRC winners can be found at

Also, for the second year, the CASSIES determined the winning agencies’ effectiveness in the 2018 Effectiveness Index, an annual ranking that is based on the overall strength of the CASSIES case submissions each year. TAXI Canada came out on top this year. A complete Effectiveness Index ranking can be found at


The CASSIES is Canada’s only industry awards program that recognizes communications and advertising effectiveness based on extensive, publicly available case studies.

This year, more than 230 cases were submitted in 24 categories, including the new “Strategic Thinking” category. The jury, co-chaired by OMD Canada’s CEO, Cathy Collier, and BRP’s SVP, Global Brands & Communications, Anne-Marie LaBerge, represented clients, agencies, creative, strategic planning, research, and other disciplines from across the communications industry.

Celebrating its 25th anniversary, the CASSIES are presented by the Institute of Communication Agencies (ICA), the Association of Creative Communications Agencies (A2C) and produced by strategy magazine.

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For more information, please contact:

Natalya Chernova
Marketing Coordinator | Strategy
416-408-2300 x 297 |