Seasonal Marketing

This category will honor those efforts that effectively capitalized on a season, holiday or cultural event to drive results for their business. 

2019 SILVER

What It Takes To Protect

Lysol had been sidelined. Considered too harsh for everyday use, it was losing relevance with moms – even during Cold & Flu season. But by showing moms that Lysol’s strength was matched only by their own, we increased sales, significantly outpacing the category, and became Cold & Flu season heroes once again.

Brand: Lysol
Client: Reckitt Benckiser
Agency: McCann New York
Language: English

2019 BRONZE

Family Tree

People with a personal connection to SickKids are more likely to become donors. So, even if you haven’t had a child at the hospital, how do we help people realize they may have a personal connection to the SickKids family? The SickKids Family Tree was born. An online hub that connects everyone SickKids has ever impacted. By giving our advocates a platform to declare and share their personal connections to SickKids, we generated 13,974 (550% above target) new leads, at $8.5 per lead 81% less industry average ($43).

Brand: SickKids Foundation
Client: SickKids Foundation
Agency: Cossette
Language: English

2019 BRONZE

Made for Doers

In order to increase Kleenex’s share of the facial tissue category, we shifted perceptions of Kleenex from being a sick box to a superior tool that helps Canadians get things done everyday - especially in winter when getting things done is a source of national pride. This resulted in the complete turnaround of a brand that had been sliding in sales and market share since 2012. Key to our success, was positioning Kleenex as made for Canadians. 

Brand: Kleenex
Client: Kimberly-Clark Canada
Agency: Ogilvy
Language: English

FINALISTS

Tourism Australia The Off Season

Doritos Bold Love

QuintoAndar Mosquito vs Mosquito