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Vancouver, September 5, 2013 – DDB Canada is pleased to announce that the British Columbia Automobile Association (BCAA), after an extensive search, has selected the Vancouver office as its agency of record (AOR), responsible for the BCAA brand and its lines of products and services. As its new agency partner, DDB Canada will help BCAA drive new membership, introduce new products and further strengthen the organization’s relationships with its 800,000+ members across British Columbia.

“BCAA started in the area of roadside assistance, but has evolved into a multifaceted brand that places its members and customers at the heart of every service it provides,” says Lance Saunders, executive vice president managing director, DDB Canada, Vancouver. “When you truly look after your members and customers, like the way BCAA does, they can become strong brand advocates, harnessing the power of word of mouth, digital and social tools to spread positive messages. For an agency, this is a dream foundation to build from.”

Effective September 2013, DDB Canada/Vancouver will provide strategy, creative, media buying and planning services, in partnership with OMD Vancouver.

“We are excited to partner with DDB Canada,” says Heidi Worthington, senior vice president and chief marketing officer, BCAA. “At BCAA, we consider our agency as a strategic partner. DDB combines award-winning creative with insight-rich strategy, which will help to further strengthen the BCAA brand. Our trust and reputation with our members and customers is the foundation for our growth. It is from this solid base that BCAA will continue to provide an outstanding experience with our insurance, roadside assistance services, and further expand our product offerings and member savings partners worldwide.”

About BCAA

BCAA is one of the most trusted organizations in British Columbia, serving one in four B.C. households. With over 800,000 Members, BCAA provides an array of home, auto and travel insurance products, roadside assistance and Member savings at over 150,000 partner locations worldwide. J.D. Power has ranked BCAA “Highest In Customer Satisfaction among Home Insurance Providers in Western Canada” two years in a row (2012 and 2013) – details at jdpower.com. Now in its 107th year, BCAA has over $400 million in annual sales, 27 locations and over 900 employees. To learn more about the benefits of BCAA Membership, visit bcaa.com and for more information on the BCAA Road Safety Foundation visit bcaaroadsafety.com

About DDB Canada

Named Strategy’s 2012 Agency of the Year and Digital Agency of the Year, DDB Canada is the most creatively acclaimed, internationally recognized marketing communications agency in Canada. Known for advertising that generates significant results for clients, DDB Canada is a “total communications company” whose fundamental belief is that creativity is the most powerful force in business. DDB Canada has offices in Vancouver, Edmonton, Toronto and Montreal. The agency’s integrated groups include: DDB Kid Think (youth marketing), DDB Public Relations, Tribal Worldwide (digital and social), Karacters Design Group, RAPP Canada (direct) DDB Hodes Recruitment Communications (recruitment marketing) and Shopper DDB (shopper marketing).

How do you make healthy eating and active living fun for kids? By challenging them to try exciting activities such as turning their urine into bug repellent, holding an armpit smelling contest and inviting them to eat as many carrots as they can in hopes of achieving laser vision.
The Government of Alberta’s province-wide program, titled the Healthy U 5&1 Experiment , helps families adopt wholesome habits by adding at least five servings of fruit and vegetables, and an hour of activity into each day. In an age where children are familiar with apps, gaming and earning badges, the Healthy U program makes use of this concept to present healthy eating and active living in a fun and engaging way that kids and their whole family can enjoy.
“The creative plot boils down to getting kids to take part in 42 off-the-wall, wacky and weird scientific experiments that can make even the pickiest child eat broccoli,” says Eva Polis, creative director, DDB Canada’s Edmonton office. “It is much easier to convince kids to do something when you create an environment where they come to that conclusion on their own.”
Developed by DDB Canada’s Edmonton office, the Healthy U 5&1 Experiment presents a 21-day challenge that invites kids and their parents to complete 42 novel experiments. Hosted on www.healthyalberta.com and free mobile app (for Apple and Android users), the provincial program features two daily experiments, one focusing on trying nutritious foods and the other encouraging physical activity. Children can earn awards and track their progress, furthering the incentive to turn these daily experiments into a lifestyle-changing habit. The program’s content targets children between the ages of six and 12, but kids are encouraged to sign up with their parents so they can begin this new healthy lifestyle as a family.
The initiative kicked off earlier in May with a week-long tour of schools in Alberta that saw Healthy U host school rallies for more than 2,000 students. Associate Minister of Wellness Dave Rodney and popular YTV personality Andy Chapman co-hosted the rallies, together with the Healthy U Crew, an energetic street team. Continuing this grassroots engagement, the Healthy U Crew will extend this campaign by travelling across Alberta in a can’t-be-missed van, visiting 27 more schools in May and June, connecting with an estimated 7,500 students. The crew will also visit 40 communities in Alberta this summer, attending events including the Calgary Stampede, Edmonton’s K-Days, the St. Albert International Children’s Festival, and the Medicine Hat Spectrum Festival, inviting kids to ‘experiment’ with healthy living in all sorts of crazy fun ways. The crew will also hand out sample kits featuring 10 experiments to try.
Online, radio and transit advertising as well as in-store point of purchase at Sobeys round out this integrated campaign by driving families to the Healthy U website. The sponsorship secured with Sobeys creates an added motivation to this program as families who have signed up are given grocery coupons to reduce the costs associated with their weekly experiments. Furthermore, a partnership with YTV supports this initiative via a web series featuring two of the station’s animated superstars – Dr. Frantic and Kerblooey.
About DDB Canada Named Strategy’s 2012 Agency of the Year and Digital Agency of the Year , DDB Canada is the most creatively acclaimed, internationally recognized marketing communications agency in Canada. Known for advertising that generates significant results for clients, DDB Canada is a “total communications company” whose fundamental belief is that creativity is the most powerful force in business. DDB Canada has offices in Vancouver, Edmonton, Toronto and Montreal. The agency’s integrated groups include: DDB Kid Think (youth marketing), DDB Public Relations, Tribal Canada (digital & social), Karacters Design Group, RAPP Canada (direct), DDB Hodes Recruitment Communications (recruitment marketing) and Shopper DDB (shopper marketing).

Integrated campaign brings GE Monogram to Canadian travelers
via enRoute and Air Canada Maple Leaf Lounges

Press: Toronto – March 4, 2014 – GE Monogram is proud to announce their partnership with EnRoute, Air Canada’s inflight travel magazine, for a new integrated content series highlighting notable chefs and food personalities in Canada. This is part of a broad initiative with Spafax – an international leader in content marketing and custom publishing. The upcoming campaign titled ‘GE Monogram Presents The Chef Series,’ will run across several platforms with the goal of providing rich content to consumers in transit.

The integrated campaign will include a print component in the spring and fall issues of enRoute, featuring a series of seven full page editorials known as “The Chef Series,” which will present a distinct interview with a chef or food personality. The campaign’s video element will involve award winning chef interviews shot in a GE Monogram kitchen space. The video series will air on Air Canada’s inflight video systems during the fall, but is also scheduled to air on the Food and Documentary channels. Both the print and video series will live online at enroute.aircanada.com for the duration of the campaign, where users can experience content as it’s published.

To complement the campaign, GE Monogram will hold a contest in August for Air Canada Maple Leaf Lounge guests in Toronto, Montreal and Vancouver airports, whereby GE Monogram displays will be set up, inviting lounge guests to enter for a chance to win two tickets to enRoute’s 2014 “Canada’s Best New Restaurant” event held in Toronto in November 2014, including return flight and accommodations.

To get women to make heart healthy choices and reduce their risk of heart disease and stroke, Becel and The Heart and Stroke Foundation invited moms to what they thought was a regular school play. Instead, each kid read their mom a personal, heartfelt letter explaining how well she takes care of them. Moms were then asked to take care of themselves too. Developed by DDB Canada's Toronto office, the integrated campaign encourages women to take better care of their health. Full press below.

Toronto, January 24, 2013 — Heart disease and stroke is a leading cause of death for women in Canada1, yet 80 per cent of the risks can be reduced through lifestyle changes. To encourage women to prioritize their own well-being, Becel® recently launched a heartwarming integrated advertising campaign encouraging moms to take action and take better care of their health.

Becel® is the founding sponsor of the Heart and Stroke Foundation’s The Heart Truth™ campaign, which calls on women to put their own health first by assessing their risk for heart disease and stroke, talking to their doctor, and making heart healthy lifestyle choices in order to enjoy a long and healthy life with their loved ones.

“Heart disease and stroke take one in three Canadian women before their time2, resulting in too many children losing their mothers,” says Margaret McKellar, senior marketing manager – Spreads Canada. “Becel wants to drive home the relevance of heart disease and stroke with women and provide them with the tools necessary to make positive changes in their lives.”

With moms more likely to listen to their children than a marketing message, Becel® enlisted the help of elementary school students of an Ottawa public school to surprise their moms by reading aloud heartfelt letters explaining, in their own words, how well their mothers take care of them. The emotional live event created in partnership with the Heart and Stroke Foundation, was filmed for the campaign.

“Women put too much pressure on themselves and sometimes are so focused on the health and happiness of their family that their own health is sacrificed,” says Denise Rossetto, mother of twins and creative director at DDB Canada. “If a woman doesn’t look after herself, she may not be around for her family.”

Developed by DDB Canada’s Toronto office, the national integrated campaign, includes English and French versions of the spot “Love Letters,” an online video, entitled “It’s OK Mom” that people can personalize to encourage a mom and share with their social networks, and digital advertising, which is being supported with public relations and a blogger outreach program. To learn heart healthy tips, get a behind-the-scenes look of the commercial and read the children’s love letters, consumers can visit the campaign site: Becel.ca/EncourageAMom.

The campaign is the result of collaboration between Becel’s agency partners, with DDB Canada’s Toronto office responsible for the strategy, mass, digital and social executions, working closely with DDB Canada Montreal (French adaptation), Edelman (public relations and social media), Mindshare (media), Integrated (shopper marketing) and Ariad Communications (eblast), in partnership with Sapient who is responsible for Becel.ca.

The “Love Letters” TV spot launched on January 21, 2013, followed by cinema and digital campaign elements in market the first week in February for Heart Month.

DDB Canada has partnered with Unilever Canada as Becel’s agency of record since 2009.

Tennis Canada launch a national public service ad campaign promoting tennis participation for children across the country and the “Let’s Make Tennis Matter for Kids” fundraising initiative. The campaign includes three ads that highlight the fact that maybe, just maybe not every kid in Canada wants to play hockey and to give tennis a shot. Above, "Goaltending" and below "Penalty Box".

“We know that hockey in Canada is like a religion,” said Michael S. Downey, president and CEO, Tennis Canada. “But the truth of the matter is that not all kids are interested in lacing up their skates and hitting the ice for the first time. We want to ensure our sport is an option for those kids and their parents by increasing awareness and accessibility to Kids Tennis. This campaign and the resulting money raised will help us in achieving our mission of growing the sport of tennis across Canada.”

The campaign is the work of Toronto based Bensimon Byrne, Canada's largest independent agency. That sounds so good considering the recent mega Publicis/Omnicom merger.

Credits:
Creative Advertising Agency: Bensimon Byrne, Toronto, Canada
Creative Director: Joseph Bonnici
Associate Creative Director / Art Director: Dan Strasser
Associate Creative Director/ Copywriter: David Mueller
Account Director: Mark Hewitt
Producers: Christine Pacheco, Michelle Pilling
French Producer: Claudia Theriault
Film Production: OPC
Director: Chris Woods
Executive Producer: Harland Weiss
Editing: Married to Giants
Editor: Graham Chisolm
Audio: Pirate
Director: Vanya Drakul
Transfer: Alter Ego
Online: Alter Edo
Online Editor: Darren Archim

Via: The Toronto Egotist

Buckle up and hold on tight! To demonstrate that the all-new 2014 Subaru Forester puts the sport back in SUV, creative ad agency DDB Toronto created the Forester Family Rally. In a nutshell, they put families in a Forester on a rally course.
Press:

Toronto, April 10, 2013 — Subaru Forester Campaign Puts Real Families in the Driver’s Seat
Subaru Canada is inspiring families to experience the adventure and adrenaline of rally racing with the launch of its new 2014 Forester campaign, “Forester Family Rally.” Developed by the integrated groups of DDB Canada’s Toronto office, the comprehensive national campaign kicks off with the 30-second television spot, “Family Rally.”
Playing host to an organized rally event, the agency challenged six families to “hit the road” on a closed track, in the performance-driven Forester. The TV spot follows one of the six families conquering the mountainous terrain. It captures natural bursts of excitement as the family of four cheers on their mother with every twist and turn. The ad highlights some of the Forester’s new features like the X-MODE™, which sees the mother safely navigating the vehicle through challenging terrain with a swift push of a button. The spot drives viewers to visit www.familyrally.ca for a closer look at the new 2014 Forester, highlights from the other participating families’ rally runs and to enter a contest for the chance to compete in Subaru’s next family rally.
“With the new Forester launch, we wanted to pay tribute to Subaru's rich history and renowned reputation in rally racing” says Todd Mackie, creative director, DDB Canada. “By capturing the driving experience of real families on a rally track, we were able to depict the fun and adventurous spirit of the Forester, while demonstrating its high performance and handling.”
Via the “Forester Family Rally” hub, developed by Tribal DDB Toronto, users can watch each family’s rally run, switching camera angles for a closer look at the action, monitor each family member’s heart rates as their Forester goes through each turn of the track, view post-race interviews and check-out the results. For the truly adventurous, users can either book a test drive or register for a chance to compete in the next Forester Family Rally event via the microsite.
In August 2013, Subaru Canada will fly five qualifying families to Tremblant, Quebec for an action-packed, rally-themed competition. “ Developed by DDB Public Relations, the Forester Family Rally experience will kick off with adventure-themed competitions, including: rock climbing, go-karting and paddle boat racing, followed by a climatic performance family rally event on a closed course. Families will collect points over two days, with the winning family taking home a brand new 2014 Forester.
“The new 2014 Forester really puts the ‘sport’ back in SUV,” says Geoff Craig, director of marketing, Subaru Canada. “The campaign cleverly proves how everyday drivers can tackle a variety of terrains with confidence, reinforcing how the Forester is different from other compact SUVs, with its all-wheel-drive and superior road handling capabilities.”
Pre-roll, print, digital, social, public relations, radio, direct mail and in-dealership marketing round out this integrated campaign by driving traffic to the Forester Family Rally hub. Each program element contributes to create excitement and conversation surrounding the 2014 Subaru Forester, while encouraging families across Canada to qualify for the next Forester Family Rally event, taking place in August 2013.

Credits:
Client: Subaru Canada Inc.
Agency: DDB Canada, Toronto
Creative Director: Todd Mackie, Denise Rossetto Al
Associate Creative Director:
Copywriter: Allan Topol, Mark Biernacki
Art Director: Pete Ross
Agency Producer: Andrew Schulze
Account Team: Michael Davidson, SVP, Business Unit Director; Peter Brough, Account Director; Julia Morris,
Senior Account Executive; Lindy Scott, Account Coordinator
French Partners: Groupe Rinaldi: Jean-Charles Bullot, Creative; Maurice Rinaldi, President;
Tanya Fouleman, Account Executive
Strategy: Tony Johnstone, SVP Director of Strategic Planning; Sandra Moretti, Senior Strategist;
Kevin McHugh, Strategist
Social Media Strategy: Melissa Smich, Senior Cultivator; Ed Lee, Director, Social Media
Media: OMD: Michelle Jairam, Client Communication Director; Jennifer Thompson, Group Director of Strategy
Event Management: Vehicle Dynamics Group
Production Company: OPC & Family Style
Director: Chris Woods & GoodDearGood
Director of Photography: James Gardner
Line Producer: Oliver van Beek
Post-Production Company: Posterboy Edit
Editor: Mark Paiva & Danica Pardo (Pre Roll)
Online Editor: Axyz – Joel Saunders
Colourist: Alter Ego – Wade Odlum
Audio House: Grayson Matthews
Casting Agency: Jigsaw Casting – Shasta Lutz

Norman, a house cat is the new Eco-Warrior for WWF (World Wildlife Foundation) Canada in this new web film created by the Toronto based agency John St.

Meet Norman. He's not your everyday house cat. Little by little he's helping to save our oceans.

There is an urgent need and opportunity for Canada to meet the increasing national and international demand for sustainable seafood products, while changing the way we fish. It’s time for a new sustainable vision on how to steward and protect our oceans, and the wildlife that inhabit them.
Learn more about him and his mission at http://www.wwf.ca/seafood

Credits:Ad Agency: John St. Toronto, Canada
Co-Creative Director & Partner: Stephen Jurisic & Angus Tucker
Art Director: Denver Eastman
Copywriter: Jacob Greer
Account Team: Melissa Tobenstein & Amelia MacGregor
Producer: Shawna McPeek
Production Partners: Aircastle Films, Will Beauchamp & Jamie Cussen
Sound Company: The Dark Studio, Grant Edmonds and Gabe Knox
Press:

Some Canadians might not know how
important it is to choose sustainable seafood. But WWF-Canada has found
someone who does: Norman the Eco-warrior cat.
Norman and WWF-Canada have teamed up to promote Loblaw Companies
Limited’s commitment to sustainably source 100% of seafood sold in its retail
locations by the end of 2013.
Why use a cat?
“The idea that even the fish in cat food will be sustainable is a great way to
communicate the scope of the commitment,” said Stephen Jurisic, Co-
Creative Director at john st. “And who cares more about fish than a cat?”
“Canadians want sustainable seafood options, and we’re proud that Loblaw, a longtime
WWF partner, is making it easily available across the country,” said Hadley
Archer, Vice-President of Strategic Partnerships, WWF-Canada. “We hope that
Norman will encourage Canadian consumers to choose sustainably-sourced seafood
at their local grocery store, thanks to Loblaw’s world-leading commitment.”
The campaign’s centerpiece is a short online documentary that chronicles Norman’s
commitment to living a more sustainable life – one that includes upcycling, energy
and water conservation and in-home garbage sorting programs.
The film will be promoted through social media channels and leveraging WWF’s
passionate fans and followers. You can watch it on WWF-Canada’s facebook page:
http://www.facebook.com/WWFCanada “The internet is pretty big on cats, “ says
Jurisic, “if this gets half the love Ninja Kitty got, we’d be very very happy.”
john st. Team

The highly anticipated 2013 Subaru BRZ rear-wheel-drive sports coupe makes its debut in Canada with the launch of a new campaign ‘Scorched,’ and car aficionados and passionate drivers will agree, car porn has never looked so good.

Developed by DDB Canada’s Toronto office, the national campaign features a 60-second online film, ‘Scorched,’ shot with Phantom camera technology, creating extreme slow-motion shots. The suspenseful story unfolds inside a garage where an unknown source of heat melts everything in its path. Amplified by a dubstep track, “Execute” by Excision, the final shot reveals the heat source to be the Subaru BRZ emerging out of a drift, demonstrating that the BRZ handles as incredibly as it looks.

“The Subaru BRZ is a hot car, with a great deal of excitement already surrounding its release,” says Todd Mackie, creative director, DDB Canada. “We wanted to create a visual story to mirror that anticipation while captivating both existing fans and reaching new ones.”

Print, online, ambient, social media, public relations and targeted blogger outreach round out the campaign; each highlighting the sizzling sports coupe. Selectmedia and bloggers also got the opportunity to feed their gear head inside by attending the ‘Scorched’ shoot, to get a rare, behind-the-scenes peek at the Subaru BRZ in action.

“This is Subaru’s first rear-wheel drive sports coupe and with limited quantities available in Canada this year, it’s the most highly anticipated launch in the category,” says Geoff Craig, director of marketing, Subaru Canada. “We challenged DDB to accelerate the buzz and launch the BRZ with creative that’s just as hot as the car.”

A hologram lenticular in The Grid and attention-grabbing creative in national newspapers and magazines reveals the BRZ burning through the pages. Similarly, online advertising burns up computer screens and tablets to unveil the hot new sports car.

The Subaru BRZ turned heads at the 2012 Montreal Grand Prix (June 8-10), with an ambient street-art installation produced by DDB Public Relations. The BRZ was showcased as part of an eye-popping, movie-style set featuring a burnt mailbox, singed bike rack, melted street lamp and a massive 32’ heat-blasted brick wall. The result was a surreal replica of a Montreal street corner that appeared to have been utterly “scorched” by the hot new sports car.

To enhance the installation DDB Public Relations engagedCanadian NFC tech firm, TAPmeTAGS Inc. to provide NFC enabled tags as part of a test-pilot program to encourage consumer interaction onsite. Singed wild postings surrounding the installation encouraged passersby to “tap or snap” using their NFC phones. This directed consumers to a dedicated BRZ landing page where they could learn more about the vehicle, view images and book a test drive.

The Montreal ambient installation is the first of a series, with more coming to major cities across Canada this summer.

Credits:
Advertising Agency: DDB, Toronto, Canada
Creative Directors: Denise Rossetto, Todd Mackie
Associate Creative Directors: Paul Riss, Adam Bailey
Copywriter: Adam Bailey
Art Director: Paul Riss
Agency Producer: Ken Rodger
Account Team: Michael Davidson, Peter Brough, Julia Morris
Media Company: OMD
Production Company: Radke
Director: Common Good
Common Good Creative Directors: Eric Makila, Jamie Webster, Jordan Clarke
Executive Producers Common Good: Marie-Pierre Touré, Stefanie Kouverianos
Executive Producer Radke: Miriana DiQuinzio
Line Producer:Dwight Phipps
Director of Photography:Chris Mably
Editorial: Ross Birchall, Bijou Editorial
VFX: Common Good
VFX Supervisor: Alex Avram
Post-Production: Alter Ego
Colourist: Erin Whipp / Alter Ego
Online Editor: Darren Achim
Music: “Execute” by Excision

According to the Canadian airline Air Canada, "Canadians need to get away more", and that's why they are introducing the new leisure airline "rouge". The affordable new rouge, according to the airline will allow you to travel in style for less. "Edinburgh to Cuba, Athens to Costa Rica, Venice to Jamaica, we're making it possible for you to see more of the world more often".

Introducing Air Canada’s new leisure airline with stylishly affordable service to holiday spots in Europe and the Caribbean. Benefit from Air Canada’s extensive network for smooth connections to flights departing daily from Toronto and Montreal. Service begins July 1, 2013. It’s time to go more. Where will your next holiday take you?

The "Rouge" commercial not only introduces Canada to the new airline, but reminds us how much we all need to get away....Thanks! Let's just hope that rouge does not end up like Air Canada's previous attempts at a low cost airline, whatever happened to Tango and Zip?

Watch Hyundai Canada's official 2013 Big Game Day Commercial, titled "GASPOCALYPSE" starring the Sonata Hybrid, four 'weekend warriors', and a very generous Hyundai driver.

Last year, the Super Bowl was watched by over 111 million people worldwide with over 16 million Canadians viewing some or all of it. And, every year, the commercials generate almost as much interest as the game itself. Unlike the their American counterparts, very few Canadian companies create original ads to take advantage of these huge numbers.

Hyundai Auto Canada Corp (HACC) has done just that for a second year a row with a 60-second epic called “Gaspocalypse”. The commercial tips its hat to the post-apocalyptic film genre and punctuates the fuel efficiency of the Sonata Hybrid.

“We wanted to create a spot that truly measured up on the Super Bowl stage,” said Gary Westgate, Senior VP and ECD at Innocean Canada. “And the production company pulled out all the stops to make sure it felt like you’re watching a blockbuster movie.”

Adds John Vernile, Vice President Marketing, Hyundai Auto Canada Corp, “We are thrilled to be one of the few Canadian companies committed to creating a unique commercial for the 2013 Super Bowl. People across North America tune-in to the game as much for the commercials as for the action on the field, so there is no bigger stage than the Super Bowl to make a statement about our hybrid’s world class performance.”

Credits:
Creative Agency: Innocean Worldwide Canada
Executive Creative Director: Gary Westgate
Creative Directors: Gary Westgate, Nelson Quintal
Art Director: Simon Duffy
Writer: Gary Watson
Agency Producer: Alina Prussky
VP, Group Account Director: Daniel Buckley
Account Director: Shannon Beaver
Agency Planner: Paul Kron
Production Company: Steam Films/Tool of North America
Director: Benjamin Weinstein
Line Producer: Jason Manz
Executive Producers: Krista Marshall, Jennifer Syces
Director of Photography: Amira Mokri
Editor: Brian Wells
Editorial Company: School Editing
Colorist/Transfer: Sean Coleman, CO3
Music and Sound Design: RMW
Music Producer/Sound Design: Steven MacKinnon, Ted Rosnick
via: Glossy

Welcome to Candanavia where Scandinavian luxury meets the Canadian thirst for adventure. Candanavia is born out of the similarities between Canada & Scandanavia and Arnold Canada is the agency to tell us One could say that cars designed in Sweden are also perfectly designed for Canadians due to a range of shared similarities and sensibilities.

Candanavia builds off of Volvo's larger philosophy "Designed Around You" as it's tailored for the Canadian consumer, providing for more interesting, relevant & engaging communications.

Credits:
Client: Volvo Cars of Canada
Agency: Arnold Canada
Production: Various Production Companies
Country: Canada
Executive Creative Director: jon freir
Senior Art Director: Jeremy Lenz
Senior Copywriter: Bill Schaefer
Account Director: Justin Xavier
Group Account Director: Ian Bryce-Buchanan
Agency Producer: Magda Czyz

Sporting New Eyewear Supports The Police
DDB Canada launches arresting campaign for the Vancouver Police Foundation

Vancouver, August 6, 2013 — Recently, the Vancouver Police Foundation launched its first communications campaign aimed to increase awareness and garner support for the charitable organization. The Vancouver Police Foundation provides funding for emerging technology and innovative ideas as well as a wide range of community policing and youth-at-risk outreach programs not included in the police department’s annual operating budget.

Developed by DDB Canada’s Vancouver office, the goal of the integrated campaign is to raise awareness for the Vancouver Police Foundation and better connect the public to the police via a line of iconic, mirrored aviator sunglasses. These sunglasses not only serve as a visual symbol of support that Vancouverites can wear proudly, but they also play a central role to all of the creative aspects within this campaign.

“The iconic sunglasses pay homage to a signature look inherently tied to police and act as a badge of support that buyers can wear,” says Cosmo Campbell, executive creative director, DDB Canada. “This becomes an opportunity and conversation piece for Vancouverites to demonstrate their support for the police and look good doing it.”

The sunglasses play a primary role in two 30-second television spots, titled “Hoodslide” and “Deflated,” which kicks off the campaign and aims to drive sales of the sunglasses. Taking a humourous twist to popular TV police dramas, both spots drive viewers to buy the sunglasses in support of the Vancouver Police Foundation and visit the website to find out more about the organization and how proceeds benefit the community.

“In the short term, the goal of the campaign is simply to raise awareness for the Vancouver Police Foundation and show support for the VPD by wearing the sunglasses,” says Martina Meckova, executive director, Vancouver Police Foundation. “Our long term objective is to increase the membership of the Foundation and broaden the support base, so that more people in Vancouver can benefit from the work that we do in the community.”

A social media contest coincides with the campaign launch and invites people to submit photos of themselves wearing the sunglasses, along with the hashtag #VPDPartners for a chance to win a unique Ride-Along police experience. Symbolizing the solidarity between the people of the city and the Vancouver Police Department, the photos from the contest will be aggregated on the Department’s website as a visual tribute to the police officers.

“Initially, we asked DDB to assist us with some print ads to promote the Vancouver Police Foundation in a local paper,” says Peter Brown, chair, Vancouver Police Foundation. “The agency returned with an impactful campaign strategy that lends itself successfully across various mediums, allowing us to build a stronger relationship with the public.”

Print, OOH, television, social, digital, public relations and an on-air partnership with Global TV BC round out this integrated PSA campaign. The campaign was created pro bono by DDB Canada with generous support from the following production partners: Clinton Hussey for Photography, OPC // Family Style’s Director Jeff Low for the TV work, Post Pro Media for post-production services, Sean Milliken for talent casting, Wave Productions for audio services and Coastal Contacts for facilitating the production of the sunglasses.

The campaign also received help from DDB Canada’s media agency partner, OMD, who offered free services by arranging a combination of donated and discounted PSA buys with BC Business, Bell Media, CBS Outdoor, and Global TV, Postmedia, TV Week and Western Media Group.

The iconic, mirrored aviator sunglasses will be distributed by the police at community events, including Vancouver’s Fresh Air Outdoor Cinema, and are available for purchase starting August 1 from the Vancouver Police Foundation website for $20 each.

“The partnership between the community and police is fundamental to crime prevention and reduction efforts,” Brown adds. “It is through the Foundation that the citizens of Vancouver can support essential policing programs that may be beyond the immediate city budget capability, raise awareness of the outstanding contributions the VPD makes 24/7, and become partners in policing so together we can build stronger communities and make Vancouver the safest major city in Canada.”

The Strategic Milk Alliance, a new joint venture created by proud dairy farmers across Canada, is pouring out a new communications campaign, titled ‘Milk Every Moment” that reconnects teens and adults to drinking milk. The evocative and heart-warming creative is an ode to childhood that highlights some of the fun yet nonsensical activities people seem to have outgrown, while revealing milk as a timeless pleasure that can be enjoyed at any age.

“Not everything we did when we were kids made sense, but one thing that did make sense was pairing milk with foods such as cookies and grilled cheese sandwiches,” says Dean Lee, executive creative director, DDB Canada. “This campaign is designed to remind people that drinking milk with their favourite foods was great during their childhood and it still tastes just as good now.”

Developed by the integrated groups of DDB Canada’s Vancouver office, the comprehensive national campaign kicks off with a 60-second cinema spot, “Fun” that portrays all the amusing and occasionally illogical activities children would do purely for enjoyment’s sake. The cinema spot depicts familiar moments from childhood when cardboard boxes became hideouts and frosted posts tempted tongues, all by way of reminding viewers of the time when ‘fun’ governed their decision-making. From the ad’s nostalgic illustration of a young girl wearing rubber gloves for shoes to young boys throwing wet paper balls to the ceiling, the ad’s evocative voice-over helps narrate each scene.

All of the young actors are filmed in scenes to portray eras of the 70s, 80s and 90s, which targets and prompts people of all ages to recall their own history of playful antics. Ending the spot is a universal yet calming reassurance: “While not everything we did when we were kids made sense, drinking milk did, and still does.”

“People, as they move into adulthood, are likely to replace milk with other beverages,” says Katherine Loughlin, Manager, Market Development with Alberta Milk. “With the goal of increasing adult and teen milk consumption across Canada, the new campaign reminds people how great milk pairs with certain foods – something they would have known as kids and may have forgotten over the years.”

Three 30-second TV spots, “Fun,” “Heart” and “Curiosity” help to underpin the message, reinforcing the idea that milk used to and can still be the perfect sidekick. Each spot ends with a call to visit www.MilkEveryMoment.ca, where people are encouraged to share content such as favourite milk pairings, recipes, photos and videos.

The website further ignites users’ passion and excitement for milk through contests and community engagement. The first social contest to launch on June 17 will invite Canadians to post and share content of themselves or their children engaging in memorable childhood moments, such as the ones portrayed in the broadcast spots. The content can be shared directly on the website or via Facebook, Twitter, Google+ and Pinterest. Through a series of public voting and editorial considerations, the six-week contest will determine four winners in total: three of them will take home a Polaroid digital camera and one grand prize winner will receive a DSLR digital camera.

Digital, social, print, outdoor, public relations, experiential and shopper marketing round out this integrated campaign by driving traffic to MilkEveryMoment.ca. Each program element creates conversation and interest surrounding milk. This campaign is the first for the Strategic Milk Alliance since forming and signing DDB Canada as its agency of record in July 2012.

Milk Every Moment was launched earlier this week and will run throughout the year with OMD Canada responsible for the media plan.

Work It Kitty, a great multi-phase campaign for the Temptations cat treat full press and credits below:
TEMPTATIONS TREATS LAUNCHES THE PURRFECT CAT WORKOUT: WORK IT KITTY

The cat’s out of the bag! The makers of TEMPTATIONS® treats, the irresistible snack cats love, is shaking up the feline fitness world in order to encourage Canadians to get more active with their cats. The leading Canadian cat treat brand quietly soft-launched its WORK IT KITTY™ campaign with the release of a cat workout/music video and www.workitkitty.com microsite.
The WORK IT KITTY™ video is the exclusive meowzercise workout for cats and features fictional characters Kate and George— cat hotel owners and premier cat workout professionals. Reminiscent of a 1980s workout, sweatbands included, cathletes Banjo, Fritz, Harley, Pumpkin and Tom, demonstrate the hottest feline fitness moves, including ‘paw rotations’; ‘jumping box squats’; and ‘paw extensions’.
“The TEMPTATIONS® All Natural treats brand wants to encourage Canadians to find simple ways to keep their cats active in a fun way,” says Brittany Compton, Senior Brand Manager, TEMPTATIONS®, Mars Canada Inc. “The WORK IT KITTY™ campaign video and microsite have generated great consumer response, and we’re thrilled that the campaign is gaining so much organic attention.
The WORK IT KITTY™ campaign, created by the TEMPTATIONS® treats’ creative agency DDB Chicago, officially supports the TEMPTATIONS® All Natural treats product portfolio.

Created in partnership with Ultra Music and produced by Biscuit Filmworks, the WORK IT KITTY™ video features the song I Don’t Wanna Dance by Alex Gaudino ft. Taboo. The video was seeded out to consumers through Ultra Music’s YouTube channel and encourages viewers to visit www.workitkitty.com. The video and microsite are currently supported with public and media relations by Fleishman-Hillard Toronto, and Proximity Canada is communicating the campaign through the TEMPTATIONS® treats Canada Facebook page.
The WORK IT KITTY™ campaign officially launches mid-July 2013 and targets Canadian cat owners and lovers, ages 18-49 years old. It will feature the video repurposed into a national, English and French 15 second ad by DDB Chicago that will run on a national television and pre-roll media buy co-ordinated by MediaCom. Match Ignite developed and will execute an in-store UPC collection and redemption promotion and in-store display tools as well as mass direct-to-target consumer sampling.
Agency Credits:
Title: WORK IT KITTY™
Client: Mars Canada Inc. TEMPTATIONS® All Natural Treats
Creative Ad Agency: DDB, Chicago
Production Company: Biscuit Filmworks
Director: Andreas Nilsson
Managing Director: Shawn Lacy
Music Video Seeding: Ultra Music
Public Relations: Fleishman-Hillard Toronto
Media Buy: MediaCom
In-Store Marketing / Direct-to-Consumer Sampling: MatchIgnite
Facebook: Proximity, Canada

THE 2012 VOLKSWAGEN BEETLE OFFERS THE SAME SMILE WITH SHARPER TEETH

The Volkswagen Beetle has been many things over the years. But whether playing the role of the friendly, utilitarian car of the people, or a smile-on-wheels with a flower vase by the steering wheel, it’s also always been a single-minded exercise in progressive, iconic design. The latest incarnation of the Beetle is no exception. Although lurking beneath a shell that harkens back to the original is a machine that’s dedicated to performance and driving enjoyment.

While a focus on performance is definitely a new direction for the Beetle, innovation has always been a hallmark of the car’s personality, so Volkswagen Canada and Toronto advertising agency, Red Urban, agreed that innovation must also inform the marketing effort to launch the Beetle in Canada. To this end, much of the Beetle out of home advertising in Toronto and Vancouver offers an enhanced experience, using augmented reality (AR), a technology that allows people to use mobile devices like iPhones and iPads to see animations on the advertising that are triggered by markers embedded in the ads themselves.

The AR animations can be seen on gigantic billboards in Toronto’s Dundas Square, as well as on transit shelters throughout Vancouver and Toronto. The animations themselves show the Beetle launching itself through billboards, jumping off of a massive ramp that appears to emerge from the side of a building, and smashing through transit shelters after racing through a long tunnel that appears to be built behind the shelter itself. All the animations serve to demonstrate that this is a much more aggressive, performance-oriented Beetle than any of its predecessors.

“Previous Beetles have been kind of cute and friendly, but this one has a lot more attitude, so we thought the advertising better live up to that,” notes Bruce Rosen, Director, Marketing and Communications of Volkswagen Canada. Steve Carli, President of Red Urban adds, “The car is a nod to the past and the future at the same time, so using the AR overlay on a very traditional out-of-home media buy really seemed like a solid conceptual fit.”

The out-of-home campaign runs from September 26 to October 30 in Vancouver, Toronto and Montreal. In addition, an online digital campaign will run from October 26-November 26. The free app can be downloaded at vwjuicedup.ca, and people can experience the AR at home through the “Volkswagen Beetle. Juiced Up.” video on the Volkswagen Canada YouTube channel.

Credits:
Agency: Red Urban Canada
Creative Director: Christina Yu
Writers: Matt Syberg-Olsen, Jon Taylor
Art Directors: Damian Simev, Liam Johnstone
Producers: Andrea Hull, Sam Benson
Account Director: Nicole Milette
Tech Consultant: Joe Dee
Production: Pixel Pusher
Animation/Design: Bully! Entertainment
Video Director/Editor: Tyler Williams
Billboards (Atrium at Bay and 10 Dundas St. West, Toronto): Clear Channel

Justice, New Lands official music video debut by Production company Canada. No not the entire country of Canada, the Barcelona based production company Canada. There is a Red Bull connection to Justice but who cares this video rocks even if the start of the song sounds a lot like the AC/DC song For Those About To Rock.

Credits:
Client: Justice
Directed, Edited and Written by: Canada's trio of directors; Luis Cerveró, Nicolás Méndez & Lope Serrano. Production Company: Partizan.

This year marks the 30th birthday of Toys”R”Us Canada. As the company matures into adulthood, what better time for the brand to pledge a promise to its supporters to remain forever young.

Toronto-based creative agency Open created a film dedicated to the young at heart, be they young, old, or somewhere in between. The message is a playful reminder to never grow up and a shout-out to those who stay playful by doing the things they love. A corresponding Facebook app, called “Never Grow Up”, was created to allow users to take the Toys“R”Us oath online. After submitting their own oaths of what they will always do to stay young, a map then shows their location, along with others, to create a cross Canada portrait of the young at heart.

“The film is also a nod to the brands’ roots and the nostalgia associated with the jingle we all know,” adds Christian Mathieu, Partner, Strategy, Open.

Creative Credits:
Campaign Title: I Will Always
Client: Toys”R”Us Canada

Creative Agency: Open
Partner, Creative: Martin Beauvais
Partner, Strategy: Christian Mathieu
Copywriters: Kate Thorneloe / Laurent Prud’homme / LauraBeth Cooper
Art Directors: Jessica Carter / Jessica Rogers / Tyler McKissick
Agency Producer: Brie Gowans
Project Lead: Anne Ngo
Project Manager: Nicolas Rouleau

Production Credits - FIlm
Production Company: Descendants
Executive Producer: Tasha Litt
Director: Lloyd Lee Choi
DOP: Oliver Millar
Line Producer: Michelle Woodward
Offline Editorial: Saints
Executive Producer: Michelle Rich
Editor: Robin Haman
Online: AXYZ
Flame Artist: James Andrews
Producer: Kara Mallard
Colour: Alter Ego
Music & Sound Design: Apollo Studios
Director: Yan Dal Santo
Producer: Tom Hutch

Production Credits – Facebook App
App Development: A Nerd’s World

via: Shannon @ GlossyInc.

Pointe-à-Callière, Montréal Museum of Archaeology and History Complex, and the Canadian Museum of History are pleased to announce that they will be welcoming a world-premiere exhibition to Canada later this year: The Greeks – Agamemnon to Alexander the Great. To be presented in Montréal from December 12, 2014 to April 26, 2015 and in Gatineau from June 5 to October 12, 2015, the exhibition covers more than 5,000 years of Greek culture, from the Neolithic Period to the Age of Alexander the Great.

The Greeks – Agamemnon to Alexander the Great is the most vast and comprehensive exhibition on Ancient Greece ever presented in North America. It brings together more than 500 artifacts from 22 Greek museums, including many pieces never before displayed outside Greece. Among other treasures, visitors will be able to see a number of priceless objects, the result of some unparalleled archaeological discoveries.

“We are delighted that Pointe-à-Callière is participating in the consortium formed for the exhibition’s North American tour,” says Mark O’Neill, President and CEO of the Canadian Museum of History. “The consortium, which our Museum is proud to lead, includes several prestigious museological institutions and we are all honoured that the Hellenic Ministry of Culture and Sports has agreed to lend us artifacts of such great historical value for the benefit of Canadian and American audiences.”

To facilitate the production of an exhibition of this breadth, a consortium of North American museums was created. In addition to the Canadian Museum of History and Pointe-à-Callière, the consortium includes The Field Museum in Chicago and the National Geographic Museum in Washington, DC. The Museum of History will oversee direction of the consortium, as well as work on production of the exhibition in association with the Directorate General of Antiquities and Cultural Heritage of the Hellenic Ministry of Culture and Sports.

“I am especially proud to see this unique project take shape as a showcase for Greece, our heritage, and our treasures, illustrating an important part of our history. The fact that 22 Greek museums have come together to produce this exhibition—the largest ever to be held outside of Greece—demonstrates both the scope and the value of this project, as a number of major objects will be travelling to America for the very first time,” stated Eleftherios Anghelopoulos, Greek Ambassador to Canada.

About the Exhibition

The Greeks – Agamemnon to Alexander the Great invites visitors on a breathtaking and illuminating journey through 5,000 years of Greek history and culture. It is the most comprehensive exhibition about Ancient Greece to tour North America in a generation and features some of the finest artifacts of the classical world. Many of the objects have never before travelled outside of the country. The exhibition includes priceless treasures, the fruit of fascinating archaeological discoveries, along with items recounting the epic adventures of heroes of Ancient Greece, from the siege of Troy by Agamemnon to the triumphs of Alexander the Great.

The journey begins around 6000 BCE, revealing the deep roots of Greek culture. It ends in the days of Alexander the Great (356 to 323 BCE), whose military conquests created one of the largest empires in ancient history. Along the way, visitors will meet the legendary King Agamemnon, leader of the united Greek forces in the Trojan War (12th century BCE) and one of the great heroes of Greek mythology. They will also learn about numerous milestones in Greek and human history: the birth of democracy, philosophy, theatre and the arts, science and medicine. They will see how the first democracy functioned and discover the tools that made it possible.

Visitors will also be able to admire over 500 exquisite treasures drawn from the collections of 22 Greek museums, including the renowned National Archaeological Museum and the new Acropolis Museum in Athens. Among the many exceptional pieces are the iconic portrait of Alexander the Great, found near Pella, the impressive kouroi statues of young men and women dating from the 6th century BCE, and a dazzling array of golden jewellery from royal tombs. All these items come from Greek museums, co-ordinated by the Hellenic Ministry of Culture and Sports –Directorate General of Antiquities and Cultural Heritage, in collaboration with a consortium of museums led by the Canadian Museum of History. All in all, hundreds of golden objects will be presented, including two magnificent death masks from Mycenae (16th century BCE); superb warrior’s helmets; the beautiful myrtle wreath of Queen Meda from the antechamber of the tomb of Philip II of Macedonia (about 336 BCE); and a marble bas-relief representing a young man crowning himself.

As they tour the exhibition, visitors of all ages will be captivated by the stories of historical figures like Aristotle, Plato, Philip II of Macedonia and the Spartan King Leonidas, and the epic heroes and gods of Greek mythology, including Achilles, Aphrodite, Athena, Zeus and Poseidon.

They will also enjoy captivating interactives, fascinating hands-on objects, and a stunning design treatment.It all adds up to a once-in-a-lifetime exhibition and a truly memorable visitor experience.

Source: Pointe-à-Callière, Montréal Museum of Archaeology and History [March 26, 2014]

“Emily’s Story” is the true story of a child’s life threatening illness and the joy Children’s Wish Foundation brought to her and her family’s life. Beautifully animated by Crush, "Emily's Story" is one film in a campaign for the Children’s Wish Foundation via KBS+P Toronto and sponsored by Gravol.

The creative team at KBS+P Toronto, copywriter Cristina Simonetto and art director John Roberton, developed a wonderful, gentle script before looking for an animation company to bring it to life. The team at Crush team jumped at the opportunity to contribute to such poignant story, and were excited to participate in a project that not only bought a children’s story to life, but also raised awareness for such an amazing cause.

Crush’s Julia Deakin designed Emily and all the characters, and worked with Crush’s Yoho Yue and Jullian Ablaza to bring Emily’s world to life. Jullian worked with talented illustrators, Ashley Barron and Flavia Lopez to create the world using a mix of paper and other media.

Yoho Yue and Joel Tellier rigged and animated the characters, with subtlety and sensitivity to Emily’s story. The team at Apollo Music took the pictures and added a beautiful, haunting score.

Everyone who touched the project was profoundly moved by Emily’s story and are so proud of the final piece.

Every child should enjoy a life full of laughter, shared joy, and memories with the people they love. Since 1984, The Children’s Wish Foundation of Canada has granted over 17,000 wishes to children with life-threatening illnesses. Children’s Wish is proud of its tradition of never refusing a wish to an eligible child. The maker of Gravol has been proudly supporting Children’s Wish since 2008, helping kids like Emily.

Donations to the Children’s Wish Foundation of Canada can be made on Gravol’s site: http://gravol.ca/en/highlights/the-children’s-wish-foundation-of-canada/

Credits:
Agency: KBS+P, Toronto
Creative Director: Dan Pawych
Senior Art Director: John Roberton
Copywriter: 
Cristina Simonetto
Broadcast Producer: 
Clare Cashman
Account Supervisor
: Adam McClare
Account Executive: Paige Heathcote
Animation and Visual Effects: Crush
Creative Director: Gary Thomas
Senior Designer & Animator
: 
Yoho Yue
Senior Designer & Animator
: 
Julia Deakin
Designer & Animator
: Jullian Ablaza
Animator: Joel Tellier
Illustrator & Assistant Animator: 
Ashley Barron
Illustrator & Assistant Animator: Flavia Lopez
Assistant Animator: Kyle Steffler
Assistant Animator: Errol Colautti
Senior Producer
: Janice Rebelo
Executive Producer: Jo-ann Cook
Music & Sound Design: Apollo
Creative Director: Yan Dal Santo
Sound Design: Harry Knazan
Music Composers: Daenen Bramberger and Mike Wise
via: GlossyInc.

A 300m super tanker longer than the Empire State building has inevitably crashed into the shoreline of the Great Bear Region of coastal BC sending thousands of barrels of toxic diluted bitumen directly into the heart of the Great Bear Sea.

WWF, Canada (World Wildlife Foundation) launches a new public awareness ad campaign to garner support and action to stop the proposed construction of the Northern Gateway Pipeline through British Columbia’s ecologically sensitive Great Bear region. The campaign centers on "The Inevitable News", a news channel that covers the news "before it happens". A series of 4 segments will roll out on WWF-Canada’s Facebook page over the next two weeks – capturing the "breaking news" of an "inevitable" oil spill in the Great Bear region and highlighting some of the fallout in the region as a result of the disaster.

Credits:
Advertising Agency: John st., Canada
Creative Directors: Angus Tucker, Stephen Jurisic
Ass. Creative Director / Art Director: Nellie Kim
Ass. Creative Director / Copywriter: Chris Hirsch
Producers: Christine Stephens, Shawna McPeek
Digital Producer: Cas Binnington, Ryan O'Hagan
Account Team Lead: Melissa Tobenstein
Account Executive: Amelia MacGregor
Director: Christopher Hutsul
Production Company: Soft Citizen
Editor: Ross Birchall / Bijou Editorial
Visual FX: Track & Field
Music / Audio: Vapor Music
Colour: Redlab Digital
2nd Unit: Nicole Dorsey
Photography: Todd Duym