Target took home the best-of-show Grand Prix at the 2012 CASSIES for the Find Yourself Newfoundland and Labrador Tourism campaign.
On top of the night's biggest win, Target and Newfoundland and Labrador Tourism also won the Gold award for Sustained Success. Not only is Target the only ad shop East of Quebec to ever win CASSIES Gold but now the only East Cost agency to ever win the Grand Prix.
The CASSIES is one the country's toughest advertising competitions. It's Canada's only results-driven award show based on advertising effectiveness. To win, in addition to stand out creative, advertisers must prove there was a direct correlation between the advertising and the measurable business results.
"Our mantra since day one has been that creativity is a powerful business tool," says Noel O'Dea, Target's President and Director of Strategic and Creative Planning. "And last night's win and the campaign's ongoing success helps prove this mantra. It just doesn't get bigger than the CASSIES."
The Find Yourself campaign has been recognized as Canada's most successful brand positioning and creative advertising campaigns. Since 2006, Find Yourself has earned over 130 awards. And, in 2010, the province welcomed 518,500 non-resident visitors to Newfoundland and Labrador - the very first time that the number of visitors surpassed the province's population. Last night, however, was the ultimate testament to its success. Competing against huge budgets and multi-national agencies and clients, the campaign came out on top.
"Of course, we do have an advantage living in Newfoundland and Labrador, which is the most creative and inspiring place on the planet," says O'Dea.