BRANDED CONTENT / DIGITAL / SOCIAL / UGC
Beers and gaming don’t mix, so we decided to own the moments after gameplay. We created GAME OVER with Bud Light, a live show that takes a twist on the traditional sports highlight reel. Instead of focusing on the winning plays, Bud Light leaned into the moments of defeat. Each week, gamers were invited to submit their own UGC and celebrate the best game-ending deaths from across the globe, finally giving them a reason to put down the controller and pick up a cold one.
Tims wanted to introduce their first new coffee in 50 years. A Dark Roast. The coffee tasted great, so we were confident it could hold up to the ultimate taste test.
The Dark Store was a breakthrough in an extremely competitive coffee market. It is one of the most successful product launches in Canadian history as it destroyed all sales projections with over 56 million cups sold and 51% trial across the country in only the first four months.
Whether it's kids soccer practice, taking out the garbage or making sure Gary, the family dog, eats his food, we all have responsibilities waiting at home. That's why when work needs you to travel and stay in a hotel, that can sometimes feel like a vacation in itself.
DIGITAL / NON-TRADITIONAL
Turned sideways, a Panormous Pizza Box makes a great card. The kind any guy would love to get. So on Valentine's Day, we helped Bro's send love to their significant other pal. Bromance was in the air, one pizza at a time.
There are so many more burger options today than there use to be. In Canada, the Whopper went from being the King of burgers to not even being on many teens' burger radar. So, we offered true Whopper fans, a Whopper, in exchange for control over their social media. We commanded people to post whatever we asked, and quickly turned fans into an army of advertisers.
PRINT / OOH / DIGITAL
Checking items off a bucket list is a life’s journey. This fun and interactive campaign motivates that adventurous spirit inside all of us, to go and explore all the awesome places and things to see in this world.
DIGITAL / SOCIAL
Alan Thicke (AKA Jason Seaver) doesn't just get into bed with anyone, in this case it's to raise money and awareness for Habitat for Humanity's Restore chain. His bed was auctioned off online to the highest bidder and then was tracked from his home in sunny California, all the way across America, over the Canada/US border and into a Toronto ReStore location. It had a blast.
PRINT / POP / RADIO
Like any client, the Dairy Farmers of Canada would like to show off their products as much as possible. So we created an event where Canadians consume cheese, talk about cheese and even chase cheese down a mountain - The Canadian Cheese Rolling Festival. We even shot all the print with 100% real Canadian cheese. It was a crazy compositing job but in the end we all agreed the end result was, well, delicious.
People get really excited about Pizza Hut. But there's one thing that gets even more excited than people. Mouths. That lead to this weird-WTF-am-I-looking-at campaign, where different characters, we're calling them "SPOKESMOUTHS", talk about the thing love most: THE HUT.
Not many things can persuade people to change the way they use their credit card. We tried a 350lb robotic manatee and Morgan Freeman's voice saying "when you use your Visa card with rewards, everyday purchases can add up to big dreams." Hook, line and sinker on my aunt Theresa.
Acura technicians take precision to a whole new level. Here's two different campaigns we did, over two years, that really gave Acura a voice in the competitive auto service market. Both campaigns performed so well they were picked up in the U.S.
This campaign for Johnson & Johnson New York is centred around a simple truth - it's the "little things" moms do that have the biggest impact. So, we got 7 kids from across America to travel to NYC and surprise their mom with a story about them. We may have gotten Kelly Ripa to be part of it all too. Shhhhhhhhhhh.
Everything drove to MyUnstoppableMom.com where we encouraged mom's and their kid's to build their own storybook cover. This simple app allowed users to customize the style of illustration, book title and upload a photo that seamlessly blends into 1/150 possible book cover outcomes. Below are some examples that have been created so far.
Lots of fun with wardrobe and art department on this one as Tim Hortons takes Canadians on a 50 year long coffee run to celebrate their 50th anniversary.
Out on the West Coast, JMB Post is the place to go to edit TV commercials. But what most people don't know is that they can do much more than just edit, like crazy unthinkable things like propel midgets into outer space with their highly skilled Motion Graphics wizards. If it weren't for the magic of a good post-production house, like JMB, a lot of commercials wouldn't be possible. To communicate this, we created these spots and sent them to Creative Directors, Creatives and agency Producers around town.
To promote a $39,000,000 Lotto 649 jackpot, we had everyday people walk around in Canada's major metropolitan areas holding giant vanity check's. Each check was addressed to 'could be you' to demonstrate that anyone could win, provided they bought a ticket.
Phones - they're making people anit-social, scared to be alone with their thoughts and are giving billions chronic neck and shoulder pain. But one benefit they do have, is technology that tells you the fastest way to get somewhere. With that in mind, we wanted to communicate the urgency of the sale, because with the best deals of the year, cars aren't going to be there very long. Beep. Beep.
FILM / PRINT
19 Crimes is a wine that pays homage to Australia's checkered past. To promote it in Canada, we delivered lifestyle advice from the lens of a character all guys tend to admire - the bad guy.
The campaign was so well received, it was picked up in the U.S. and Australia. Bang. Bang.
Ski-Doo is one of the few brands where its name is the category. They not only created the sport but the name is synonymous with going “snowmobiling”.
We had the pleasure of giving them their first global brand campaign. The big challenge was that it needed to translate in multiple languages and markets. Our solution, strip it all back and let the machines do the talking.
Pitching new business and projects like this are the reason why I love this business so much. There was no brief, no money and honestly, not much hope, yet there was still an opportunity to do something breakthrough. Funny how these projects often turn out to be the most rewarding.
This idea/video cost our agency $150. We were trying to win a financial institution client during the rough economic crisis of 2009. We were able to hunt down a bear suit, a strobe light, a stripper studio, and, even a girl who would dance in a bear suit for free. In heels. Oddly enough, it all turned out surprisingly nice. And, we weren't the only ones who were impressed with the bear's dancing, we received a couple of calls from clients in the first week and landed the second biggest credit union in the city.
Here's a collection of print work I've done on various clients that still stands up in today's digitally-focussed, technological-crazy and Twittispherrical world.