The Salvation Army's television ads for the 2013 Christmas kettle campaign recently received three awards for excellence.

Developed by The Salvation Army and Grey Canada, the three 15-second TV commercials feature a soup kitchen, thrift store and shelter, with each commercial telling a story of transformation that is triggered by a coin dropping into a Salvation Army Christmas kettle.

“At the Best of Screen Advertising in Canada (known as the Bessies), we won two Golds, one for the best Public Service Announcement/Cause Campaign, and another for Best Animation,” says John McAlister, national director for marketing and communications. “It's great to see our advertising assets recognized for excellence by leaders in the industry.”

The Army was also the sole winner in the Cause/Action category at the Cassies, which are Canada's premier advertising awards. “The Cassies are the only awards that focus on the direct impact advertising has on the public,” says McAlister. “While the awards are encouraging, our focus remains on creating effective advertising that creates a strong case for support so that the Army can continue its important work of serving vulnerable people.”