This packaging would be printed on a limited run to be sold in stores for October, Breast Cancer Awareness Month. We would film peoples' reaction to use as content for TV footage and then to extend into social media.
Kruger
Magazine ad printed on paper towel, with a perforation running through a paragraph. When a section is torn away, a gentler message remains.
Kruger
Our print ad is focused on maximizing engagement, connecting emotionally with our female audience, and adding utility. The resulting concept is interactive, memorable, and based in an authentic insight that every woman can relate to. Our piece looks like a typical print ad at first glance, but as the viewer becomes part of the experience, it is revealed to be an effective approach to bringing awareness to our cause, getting our product in the hands of women, and showcasing how Kruger has always supported breasts, in more ways than one.
Kruger
Thanks to companies like Scotties and their support of the Canadian Breast Cancer Foundation, more women are surviving breast cancer. To show this, we'll create a small pull-out book filled with individual stories of breast cancer survival. And because these emotional stories are likely to inspire tears, we'll print our book on Scotties tissue, letting people know that we're committed to more happy tears by supporting breast cancer research. We'll include this little book in magazines that our target is most likely to subscribe to.
Kruger
Using a double-page insert, one side will feature an ad for the CBCF, showing a family picture with the mother missing. On the other page there will be a coupon. When the coupon\'s torn, it will rip all the way across to the other page, revealing the mother in the picture and a message of hope.
Kruger
Bringing chicken, bacon, and onion together in a unique way has McDonald's new CBO sandwich set to be Canada's next legend. So we sent Canadians on a journey to assemble their own using Instagram.
McDonalds
1. Using phone pairing technology,the outdoor board sends a burger to your phone when you visit the website and are standing nearby. 2. Continually swiping up keeps it lifted on his back as you head toward a nearby McDonalds. 3. The closer you get, the faster you have to swipe to keep from dropping it, and the bigger the discount. 4. Make it all the way and your CBO is free!
McDonalds
To engage Canadians and turn the CBO into McDonald's next legend, we created an out of home campaign that drove to mobile and asked young Canadian adults to spell out the letters C,B & O, using three consecutive pictures on Instagram, including #CBOGramItGetIt. When they did, their Instagram feeds acted as social ads for CBO, and in return, they were instantly rewarded with a free CBO coupon via Instagram DM from @McDonaldsCanada.
McDonalds
There is no better combination than Pepsi & Lays, so why not sell them together? Stacked. The Snack Stack is the sensibly proportioned all-in-one party kit for any occasion. Not only will the product be created but the campaign will be expanded through stacked executions in print, DM, digital and OOH.
Pepsico
Our campaign is based on the fact that a Lays chip fits perfectly over the swash of the Pepsi logo. The Print/Out-of-Home executions display the combo-logo, reinforcing the perfect combo idea. At Point-of-Purchase, the consumer will find a peelable sticker on the Pepsi logo, offering a FREE bag of Lays that together, will ensure fun for the whole family. Vending machines in public places, like arenas and community centres, take the idea further. When a product is purchased from one machine, it will cause both machines to dispense their product, surprising the consumer with the perfect combo.
Pepsico
Together, Pepsi and Lay's are the ultimate family fun combo. To really bring this idea to life we'll create a multipack that includes Lay's, Pepsi (with bottle caps that are actual game pieces) and a carrying case that literally transforms into one of four classic board games. Giving families the opportunity to purchase everything they need for game night - all in one box.
Pepsico
To position Pepsi and Lay's as the perfect pop and chip combo, we wanted to create associations where you couldn't see one brand without thinking of the other. So we decided to let them do the talking. But for the first time, these two iconic brands didn't speak for themselves. They spoke for each other.
Pepsico
This concept brings to life this simple truth in an iconic, memorable way while maintaining high brand recognition. We show how Pepsi and Lays were meant to be together by replacing the white swoosh in the Pepsi logo with a Lays chip. This idea was easily pooled out to live in digital banners and OOH, where you see a falling Lays chip land on the white on the Pepsi logo and form one new icon. In store, on Pepsi packs, a Lays chip peels off the logo to reveal an offer to buy the other half of the perfect combo.
Pepsico
Millennials shop online to save big, but afterwards, they treat their discounts as disposable income rather than true savings. Our idea is to give online shoppers the option to deposit their discounts into a long-term savings account using a web plug-in.
TD Canada
INSIGHT - Millennials aren't spending their time thinking about the future, they're spending their time on their phones. IDEA - To make saving easier for millennials, we'll take advantage of a habitual behavior we know they're all doing – charging their phones every night. The TD mobile charger will be fully integrated with the TD mobile banking app. Every time a user charges their phone, they'll charge their savings through a pre-authorized transfer.
TD Canada
Playment is a savings plan that automatically contributes to your RSP every time you watch a video on YouTube.
TD Canada
Millenials crave instant gratification which makes saving for retirement a low priority. We wanted to make the long-term benefits of retirement savings instant, by creating a mobile game that converts all in-app purchases to RRSP deposits when connected to your online TD account. Effectively combining ‘saving' with the addictive impulse spending of a Free-To-Play mobile game.
TD Canada
Let's share the healing power of music with those who need it most. 1 in 5 Canadian teens suffers from anxiety and depression, but almost half go untreated. We'll invite teens to anonymously submit their journals to inspire the next big single. Youth find solace in songs by their favourite bands, so we'll ask five of Canada's top musicians to turn their feelings into music. This will make teens more comfortable with expressing their thoughts and show them that they don't suffer alone.
Yamaha
People already celebrate how music enhances their lives. Everyday they upload their music and covers to YouTube, SoundCloud and Bandcamp. We will create a website where musicians can digitally busk for a cause. They'll be able to play music live over webcam. When visitors to the site hear something they like, they can leave a tip/donation that will go toward buying instruments for schools. As a result, musicians will get free promotion of their music, listeners will get to find new music to listen to, and a new generation of musicians will be trained in schools.
Yamaha
Finding the perfect bandmate can be as tough as finding your soulmate. Bandr by Yamaha makes it easier by putting musicians looking to jam in the palm of your hand. Just swipe until you've found a match. Like Tinder, except instead of going on a date, you get to rock out.
Yamaha
To show that Avion gives experiences worth sharing we installed a unique photo booth all around the world at famous tourist destinations and gave every Avioner a chance to capture and share their favorite moments in an unusual but fun way using camera drones to take photos and videos which then get shared immediately on social media sites.
RBC
An app that helps you meet up with other Canadians while travelling abroad. These meet-ups help Avioners earn Avion points and discounts with vendors.
RBC
Our veterans sacrificed a lot for our freedom. To repay them, people will make the same sacrifice they once did, while donating to the Veteran's Centre at the same time. For one month, restaurants will offer a unique prix fixe menu similar to Canada's well-known Summerlicious/Winterlicious dining event - with a twist. Diners will experience an authentic wartime menu offering ration meals. A prix fixe meal costs $30. Five dollars goes to the cost of food, the rest is donated to Operation Raise A Flag.
Sunnybrook
During the months leading up to Remembrance Day, tickets to select events are sold at a premium with proceeds from each sale going to the Sunnybrook Veterans' Centre. At the events, Patriot Seating ticket holders will be given a red or white t-shirt according to where they sit, which they can wear to become a giant flag — and a giant ad for the campaign.
Sunnybrook
For the month of November we'll transform Uber into a symbol of support for our veterans. Every Uber car will be outfitted with a retractable flag and a decal explaining the cause. Within the first 30 seconds of your ride you will be prompted through the app to donate and raise the flag outside your window. Every donation will then become a badge of respect for the person in the car and each flag will add to a sea of cars supporting out veterans throughout the city.
Sunnybrook
At Nabob, we\'ve been dedicated to quality since 1896. So we're out to prove that our beans can win over coffee lovers loyal to other brands with a program that shows people drinking Nabob is its own reward.
Kraft Nabob
People already celebrate how music enhances their lives. Everyday they upload their music and covers to YouTube, SoundCloud and Bandcamp. We will create a website where musicians can digitally busk for a cause. They'll be able to play music live over webcam. When visitors to the site hear something they like, they can leave a tip/donation that will go toward buying instruments for schools. As a result, musicians will get free promotion of their music, listeners will get to find new music to listen to, and a new generation of musicians will be trained in schools.To change the way Canadians think about coffee we'll brew a brave, new blend - a beer. The Nabob Coffee Porter is all about substance over style, a break-through way to show respect for the bean. To drive trial, we'll include a bag of Nabob Breakfast Blend in every case - the perfect pick-me-up for the morning after. By putting Nabob on an entirely new shelf, the brew entices a target with discerning tastes. More than that, it brings a brand steeped in tradition fearlessly into 2015.
Kraft Nabob
Nabob fakes out consumers by turning their packaging inside out. Nabob temporarily turns packaging inside out and rebrands as Kelly, Douglas and Co., their original company name. Consumers open the coffee and as the pack empties it reveals the original Nabob packaging printed on the inside. A note buried in the coffee lets them in on the stunt asking them to reconsider drinking Nabob. After all, it's what's on the inside that counts.
Kraft Nabob
Recognizing the length of the competition as our advantage, we\'ll use media to re-frame the NAC, breaking down the mental barrier Ad Folk have around the time commitment involved. We\'ll motivate action by focusing on idea generation and by making it fun! Markers in turn will see the brainpower that goes into the NAC, helping them to see the competition as a business solution.
National Advertising Challenge
Marketing managers are currently in relationships with their AOR\'s and this media plan highlights the opportunity to work with new creative minds.
National Advertising Challenge
Award shows and competitions are not just for the creative folk, and neither is this media plan. By targeting all agency personnel through direct & personal channels, we will generate awareness and a higher number of entrants. With this media plan, we aim to break down some of the barriers to entry, to make this the easiest (and most delicious) advertising challenge you\'ve ever entered your original work into.
National Advertising Challenge
Becoming a top creative in the industry takes hard work, dedication and a lot of hours. Since the best and brightest creatives (our target) are usually the ones who consistently pull late nights at the office, we'll use the nightly cleaning crew as our media - as well as other unexpected objects around the office.
National Advertising Challenge
