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Cassies Awards take place in Toronto

The annual Cassies Awards took place in Toronto on Feb. 19. The competition recognizes marketing programs based on business effectiveness. The Grand Prix award for 2014 went to Molson Coors and Rethink for their "Molson Canadian Beer Fridge" campaign, which involved a red branded refrigerator of beer that could only be opened with a Canadian passport.

"This campaign had a deep cultural impact on Canadians, not only here at home, but also around the world, including the Canadian Embassy in Paris and our ambassador in Washington, both of whom requested the beer fridge for their offices," said Jani Yates, chair of the Cassies Awards. "Most importantly, the social currency generated from this campaign directly led to increased beer sales, and that is why it was given top honours."

In addition, Leo Burnett won three awards for its work with Ikea Canada and Procter & Gamble. Ogilvy & Mather won three awards for its work with American Express and Unilever. Other winners include Publicis Montreal and Ubisoft, Taxi with Canadian Tire and Boston Pizza, and Grey with Moms Demand Action for Gun Sense in America.

The Cassies are presented by the Institute of Communication Agencies, the Association des agences de publicité du Québec and the Association des professionnels de la communication et du marketing.

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