We were challenged to prove that television is still an effective and powerful medium. We isolated the unique role that TV plays in our lives -- it's TV that tells the stories that connect us – and designed a campaign that illustrates just how seamlessly TV and digital can work together.
Tuned In App: We developed an app that gives users the chance to appear on national TV. The app unlocked with an interactive launch on TV. Prior to the app activation, we had thousands of consumers ready to participate in the launch.
30s TV Trailer: We ran a trailer in which a man travels through living rooms extolling the virtues of television. The spot ended with an invitation to download the Tuned In app for your chance to see yourself on TV, and an invitation to participate in the interactive launch.
Interactive TV Launch Event: A true dual-screen experience, the interactive launch event was an instructional two minute video that revealed exactly what the app is and how it works. Users could follow live or submit their responses after. The instructional video played on every major network across the country during the scheduled launch.
30s User Generated TV Ads: As promised, Canadians got their chance to be on TV. Responses were edited into 30s TV spots. We stitched user submissions together to form new surprising narratives, or “stories”, further demonstrating our shared connection through storytelling.
See how well you hear. (Digital)
We developed a hearing test app that utilizes a persons vision to demonstrate if they have a hearing impairment.
Stop The Chase.
TV spot for the Responsible Gambling Council. 2014
It's Whats Underneath
To regain the sense of cultural relevance they lost somewhere in the mid 90's, Joe Boxer needed a facelift — literally. Their iconic Smiley Face character now straddles a thin line between kitschy and creepy, but Joe Boxer is still the only underwear brand out there with an identifiable personality. So we harnessed that same playful, cheeky attitude that once made the brand a staple in underwear drawers across North America and put a contemporary spin on it. Since the new packaging hit stores a few short months ago, sales are up 40%, proving that, in the end, it's what's underneath that counts.
2014 Bronze Cassie Winner - Off to a Good Start
Bloor/Yonge station takeover for the the launch of the ASUS Zenbook Touch, Taichi and VivoBook.
There's a better way. (TV)
TV spots showcasing two families and their moms, and their unique ways of getting things done around the house.
Asian Inspired. Distinctly Canadian.
(Print, Digital Banners)
To celebrate its recent arrival to Canada along with its famous Asian inspired luxury, we created a series of print and digital banners that fused the Asian and Canadian inspirations behind Shangri-La's Bosk restaurant.
Origami Canada Geese represent an Asian twist on a Canadian icon, while creating a timeless and elegant brand identity.
No one knows more about what kids like than kids themselves. This TV spot celebrates the notion that kids can be advocates for the one cheese slice they always love, Kraft Singles.
Stop The Chase. (OOH)
Vinyl decals were placed beside other ads to reinforce the idea that perseverance is a good trait to have in most situations, just not when it comes to gambling.
Stop The Chase
We created a homepage that prompts the user to "scroll down to get to the website". The user is then caught in an infinite loop of scrolling and is peppered with encouragement messages similar to the ones your brain tells you when you're chasing your losses while gambling. It's not until the user has had enough and quits scrolling that the real stopthechase.ca website appears on screen, further reinforcing our campaign idea that "perseverance doesn't always pay".
This is what it feels like to be hearing impaired.
With hearing impairment can come feelings of isolation and withdrawal. When you struggle to hear, you struggle to be a part of the conversation.
We developed a series of copy-based magazine ads and posters that visually illustrate what it feels like to be hearing impaired.
ADCC 2013 Gold - Michael O'Reilly Copywriting Award for "Misheard"
Company Of Adventurers. (POP)
We designed posters that invite consumers to experience what it feels like to be "north of where you are".
To promote Tyler Gray as the go-to photographer for advertising creatives, we sent them premium bags of coffee, photographed by Tyler Gray. Each bag was tailored to the individual that would receive it. The messaging was clear-cut—this was a gift from a photographer who truly understands the advertising creatives’ daily grind.
Tyler Gray Photography "2013 Applied Arts Design Award - Package Design"
Company of Adventurers
Company of Adventurers is an outdoor apparel company. A logo identity set was created for the Company of Adventurers to represent their strong Canadian heritage as well as their brand attitude and mindset of going to a tougher/higher place. The respective logos were made into patches and sewn onto the sleeves of their apparel. The variation of logos differentiate the various clothing lines that the brand offer.
The Company of Adventurers Branding "2012 Applied Arts Design Award - Logo/Identity"