Stimulate trial by providing Torontonians with free rides during periods of bad weather. Shining a high power laser light in the sky on select evenings when the deal is on will spread awareness in a creative way, and make the campaign viral. (#hailoTOtherescue)
Hailo
Media Plan
Hailo sponsored Nuit Blanche - Toronto's dusk-till-dawn art festival - to boast its competitive advantages and gain trial through contextually relevant, social and competitive media opportunities. Hailo's very own glow cab art pieces garnering attention throughout the night, while a discount code promotion encourage web hits, downloads and usage with first time users. Paid, owned and earned media amplified Hailo's messaging leading up to and during the event.
Hailo
Media Plan
Hail-O establishes itself in the GTA. The brand gains credibility, trial and loyalty while developing its own unique brand image.
Hailo
Media Plan
CONCEPT This fun and creative national OOH campaign would include several location relevant billboards featuring contextual 3D Jell-O shapes such as: • A Jellyfish near Ripley's Aquarium • A Sailboat near a Vancouver Waterfront • A Sword & Shield near Medieval Times • A Cowboy Hat near The Calgary Stampede • A Racecar at The Honda Indy EXECUTION The Jell-O shapes would be constructed out of transparent HD vinyl over a metal frame. This would allow the shapes to 'jiggle' in the wind.
Jell-O
Campaign-able big idea brought to life via Out of Home executions
Add a little jiggle to your day. People don't just eat JELL-O for the taste; they eat it because it's fun. To communicate fun, we let passersby play with digital JELL-O cubes on interactive bus shelter screens. 1. User goes to jigglethejello.com on his smartphone (location detected) 2. User chooses a colour and object 3. Cube starts jiggling and transforms into desired object (thousands of possibilities pre-programmed) Not only are people playing with the brand outside the home, but they're also reminded of why they should buy JELL-O: the endless creative possibilities for fun.
Jell-O
Campaign-able big idea brought to life via Out of Home executions
We often think of JELL-O in its final state, but the real moment of possibility is while it's still liquid. You can use your own creativity and pour JELL-O into anything. Imagination is about seeing familiar things with new eyes. This campaign includes billboards, posters, TSAs and site-specific installations. We continue to encourage the idea by suggesting that, with a little imagination, big stuff could be filled with JELL-O too. We create site-specific installations where we'd find Mom and her kids. For example, a chalk drawing by the skate park bowl.
Jell-O
Campaign-able big idea brought to life via Out of Home executions
The Make FUN of Anything campaign reinvigorates the JELLO brand with innovative and singular tact. The initial O.O.H. execution visually renders everyday chores, tasks, or dry and boring information in JELLO, making the mundane amazing. This is also a call to action to check out a local JELLO Shake-Up-Shop. Here visitors can Make FUN of Anything with personalized JELLO molds created using 3D rendering and 3D printing. This is a modern twist on FUN that no other brand has and JELLO can differentiate itself from all other snack brands by delivering the most innovative fun in the world.
Jell-O
Campaign-able big idea brought to life via Out of Home executions
To highlight the fact that EnviroCare products are made of 100% recycled print materials we sealed tissues into the back cover of this magazine, literally turning it into a box of EnviroCare Scotties tissues.
EnviroCare
Create a print advertisment suitable for magazines.
Demonstrates that 100% recycled paper can also be super-absorbent.
EnviroCare
Create a print advertisment suitable for magazines.
All EnviroCare products are made from 100% recycled fiber. That's great for the planet, but less so for those featured in the Sunday paper.
EnviroCare
Create a print advertisment suitable for magazines.
EnviroCare products are made with 100% recycled paper, which helps save 1.8 million trees annually. To illustrate this fact, we used an EnviroCare product to represent the life rings of a tree that, thanks to our products, will get to live at least another year longer.
EnviroCare
Create a print advertisment suitable for magazines.
Strong, stylish and soft-themed magazines and calendars transform into paper towel, tissue paper and toilet paper respectively to demonstrate the premium quality of our 100% recycled tissue products.
EnviroCare
Create a print advertisment suitable for magazines.
In order to demonstrate how recycled paper wastes less paper, we created a print ad that literally uses less paper. Instead of a full page ad, our print piece is only 0.75" inches long.
EnviroCare
Create a print advertisment suitable for magazines.
"Thirst", "Calories", and "Same Old Same Old" meet their end with a colourful serving of Crystal Light.
Crystal Light
Ready-to-go, full-colour print advertising that can be adapted for other media like digital, direct email, mobile, magazine, etc. It could also be tied into a greater campaign that includes TV and sampling.
With major flavor and less calories than air, women can sip their hearts out on Crystal Light - totally guilt-free. So in the spirit of a sip in the right direction, we turned the full-page newspaper ad into an object synonymous with sipping to a straw.
Crystal Light
Ready-to-go, full-colour print advertising that can be adapted for other media like digital, direct email, mobile, magazine, etc. It could also be tied into a greater campaign that includes TV and sampling.
Bullseye wants to make sure you never get stuck eating bland, flavourless meat again. Thats why we created the Bullseye Emergency Flavour Case: a convenient, mobile(literally) way to get a hit of bold flavor when you need it.
Bulls-eye
Mobile idea (with potential to scale into broader campaign)
To alleviate men from having to clean their hands between bites of barbeque and changing TV channels, we created a voice-activated TV remote app. Now men can get really messy with their food without having to worry about getting their phones or remotes dirty.
Bulls-eye
Mobile idea (with potential to scale into broader campaign)
Problem: You can't use your phone when your fingers are covered in the sticky goodness of Bull's-Eye BBQ sauce. Solution: Meat Mode.
Bulls-eye
Mobile idea (with potential to scale into broader campaign)
Bull's-Eye's flavour isn't the only thing that's bold. With the Meat Messages app, people can submit personalized messages to create real, custom mini-grills that they receive by mail. When placed on their barbeques at home, these mini-grills brand people's meat with the messages. This lets people be just as bold as Bull's-Eye BBQ Sauce, while adding a little flavour of their own to their meat.
Bulls-eye
Mobile idea (with potential to scale into broader campaign)
Not enough guys outside of Western Canada know that Bull's-Eye sticks to meat better than any other BBQ sauce. So we're going to use our existing partnership with the Calgary Stampede and create a mobile game that integrates with the national CBC broadcasts of the bull-riding event. Guys can pick a cowboy through a web app and then tune in to the live event on CBC. The longer your cowboy "sticks" to his bull, the more Bull's-Eye BBQ Sauce you win. A fun, engaging way to highlight Bull's-Eye benefit of "sticking to meat".
Bulls-eye
Mobile idea (with potential to scale into broader campaign)
ID BBQ THAT is a mobile camera app that puts grill marks and sauce-tone on anything you photograph. 1. Open the app and point your camera at anything 2. Using your finger, trace an outline around the object on screen 3. The branded loading screen message ADDING SOME BULLS-EYE FLAVOUR appears 4. Seconds later, the photo is ready to be shared on social media, tagged #idBBQthat As an added bonus - One photo will be picked each week as the theme for a fun how to video recipe, featuring a real Pitmaster.
Bulls-eye
Mobile idea (with potential to scale into broader campaign)
To make the opening of ELTE Market worth waiting for, we gave people the opportunity to line up and wait for a truly amazing deal. The longer you waited, the more you saved. OOH not only included a big bold storefront display, but executions placed in areas people were stuck waiting, like transit shelters and highways.
Elte Market
Teaser campaign applicable to OOH and Magazine for upcoming Elte Market store
Canadians often dispose of pieces of furniture by leaving them on the sidewalk for others to take. Let's take advantage of this behavior by placing guerrilla signs on discarded furniture to generate excitement for the Elte Market opening. The same concept was adapted for print.
Elte Market
Teaser campaign applicable to OOH and Magazine for upcoming Elte Market store
To get customers excited about Elte Market, our campaign focuses on their ability to walk into our showroom, find their dream high-end piece and take it home with them right then and there.
Elte Market
Teaser campaign applicable to OOH and Magazine for upcoming Elte Market store
Pledge FloorCare Wood Squirt and Mop gets your floors seriously clean, so clean you can see yourself. To demonstrate this, we will make Pledge a part of the selfie trend using #floorselfie. People will take pictures of themselves in a Pledge reflection at home or even on the basketball court.
Pledge
A “big idea” digital campaign that can extend across multiple social media touch points.
Restaurant by Pledge Serves Food Off the Floor. How do we get moms to care that Pledge FloorCare Wood Squirt & Mop cleans their dusty hardwood floors to sparkly perfection? We open a pop-up restaurant branded 'Floore' and offer a free tasting menu from one of Toronto's top chefs. The catch? When people get there, they'll find out that they must eat the delicious food off the floor. NO PLATES ALLOWED. This idea is inherently social, and will spread on and offline. Floored will be amplified through a social video, capturing people's reactions.
Pledge
A “big idea” digital campaign that can extend across multiple social media touch points.
People, like hardwood floors, each have their own character. So to show how Pledge FloorCare Wood Squirt & Mop brings out the character of hardwood floors, we're going to bring out the character of people's social platforms. revealyourcharacter.ca Our website scans user's social platforms, finds recurrent themes about them based on likes, shares, and status updates, to find the user's social character. The site then reveals this character on a digital plaque. The first 3000 users to share the plaque on their social channel will receive the laser-etched plaque in real life.
Pledge
A “big idea” digital campaign that can extend across multiple social media touch points.
We take the iconic Sharpe Centre for Design building, shrink it down and put it on 18 wheels. Inside, we'll feature a makeshift classroom with a large screen, where instructors can remotely teach classes. We'll tour this mini OCAD all across the country, setting up shop in communities for a whole day, offering indructory courses from esteemed proffesors. Through this, we hope to familiarize prospective students with our school, our faculty and hopefully show them that a fullflling career in art and design is through that big white, black-checkered box.
OCADU
Build a low budget advertising campaign for the Indigenous Visual Culture program that can be mobilized across multiple visual platforms: print, TV, and web.
Indigenous youth respect the opinion of their elders more than anyone. By creating a campaign that persuades the elders of the Indigenous community to explore OCAD's Indigenous program, we will in turn persuade the youth. Today, elders are typically the only remaining community members who are fluent in the native languages, something that has elders worried for their culture's future. By creating ads in native languages that only the elders can understand, we're highlighting the need for culture preservation - something that the Indigenous program can help provide through creative and financially viable career opportunities.
OCADU
Build a low budget advertising campaign for the Indigenous Visual Culture program that can be mobilized across multiple visual platforms: print, TV, and web.
Let's show prospective Aboriginal students that they can have a viable career in the arts. We'll invite Aboriginal professional artists who are OCAD ALUMNI to create art. The caveat? Their canvas must incorporate any kind of paper bill (credit card, hydro, phone) that they've paid off using their income as artists. The alumni will apply their own creative discipline to their bill. The bills will be displayed at the PASSION PAYS ART EXHIBIT, held on a Native Reserve. Prospective students will be invited to attend or explore the artwork and alumni’s stories in Google Open Gallery.
OCADU
Build a low budget advertising campaign for the Indigenous Visual Culture program that can be mobilized across multiple visual platforms: print, TV, and web.
To reach prospective young Indigenous students who might be interested in honing their art and design skills, we'd use an iconic Toronto landmark OCAD U itself. First we would reach out to Indigenous highschools across the country with a contest to design OCAD U's very own totem pole. The winning student would get a free one-year scholarship, and their design would be crafted and installed over one of the iconic OCAD U 'pencil pillars' by the school entrance. A permanent reminder not only of the new program, but of Canada's own art history.
OCADU
Build a low budget advertising campaign for the Indigenous Visual Culture program that can be mobilized across multiple visual platforms: print, TV, and web.
A print campaign that demonstrates just how much recognition our Canadian icons deserve.
Canada's Walk of Fame
Creative concepts for Print (Newspaper/Magazine)
To invoke pride around Canada's Walk of Fame, we used a timeline to show how one iconic Canadian can inspire generations of talent around the world. With a call for 2014 inductee nominations, we drive people to turn their pride into action.
Canada's Walk of Fame
Creative concepts for Print (Newspaper/Magazine)
Every Canadian has someone they admire. Now's the time to help them get the recognition they deserve.
Canada's Walk of Fame
Creative concepts for Print (Newspaper/Magazine)
The #feelthefame15 campaign offers Canadians the chance to feel what it's like to be honoured for fifteen minutes on the Canadian Walk of Fame. Canadians can nominate themselves, their friends or their whole family to be recognized for 15 minutes on a special digital Walk of Fame Star. After a submission, the user is directed to nominate a truly deserving Canadian. Each submission is provided a link that hosts a Google Maps API on which every star is displayed. They're also provided with an actual time when their own submission goes live on King Street in Toronto.
Canada's Walk of Fame
Creative concepts for Print (Newspaper/Magazine)
We wanted thirty-somethings to celebrate Canadian excellence by submitting a nomination to Canada's Walk of Fame and spreading the word about our campaign. So, we gave their nominations more impact by tapping into their love for sharing things online. Introducing: the first-ever ballot that starts as a traditional print ad and turns into an iconic image seen by thousands of followers.
Canada's Walk of Fame
Creative concepts for Print (Newspaper/Magazine)
RBConnect is designed to bring people together via social media. It gives the user a chance to look at other people, in similar life positions, and make informed choices on how they spend their money.
Royal Bank of Canada
Integrated campaign to promote chequing accounts to a younger target market.
People use others opinions to make decisions and RBC gives advice that you can bank on. By connecting the two ideas we can create a network that informs everybody on simple life advice that may help you out if your in a situation. RBC receives tweets with advice and places them in a location where it would be useful.
Royal Bank of Canada
Integrated campaign to promote chequing accounts to a younger target market.
In #friendyourmoney, we use mass media to target young people by inviting them to submit their financial goals via @RBCbff photo/tweets through Facebook, Instagram & Twitter. This campaign uses mass media to invite the consumer to friend their money; by using RBC apps, and sharing their financial goals via social media.
Royal Bank of Canada
Integrated campaign to promote chequing accounts to a younger target market.
