Winkreative and Guru Studio take you UP to Toronto with "Travel Happy," a playful and colourful animated journey through Toronto for the Union Pearson Express.
Coming to Toronto in 2015, the Union Person Express, or UP as it’s been lovingly coined, is a new high-speed train that will connect the city’s downtown core to the international airport. As Toronto is the 4th largest city in North America, this service is long overdue and a welcomed addition to the world class city.
Working with Winkreative and illustrator Lotta Nieminen, Toronto-based Guru Studio set about to weave a colourful populated visual narrative out of the imagined “Union to Pearson” trip from the script. As Winkreative and Lotta Nieminen are London and New York-based, Guru Studio’s immediate goal was to educate and inspire the team with local knowledge about what makes the city of Toronto unique, so it would look great on screen. Guru Studio also brought on board Toronto-based director Larissa Ulisko, to further strengthen their vision and bring the culture of Toronto to life.
“We worked with Winkreative to balance the script with the visuals so we could allow some space to breathe life into the spot,” said Frank Falcone, Creative Director, Guru Studio. “We felt that we needed to keep the graphics and animation style very clear and simple so we wouldn’t overwhelm the viewer.”
“Travel Happy” is a stylish and informative trip through Toronto, and although the express train isn’t coming to Toronto until 2015, promotions for the service have already begun via the UP website where the webfilm lives.
Credits: Union Pearson Express "Travel Happy" Client: Metrolinx — Union Pearson Express http://upexpress.com Agency: Winkreative CEO & Chairman: Tyler Brûlé Creative Director: Maurus Fraser Design Director: Corinna Drossel Account Director: Ariane Elfen Art Buyer: Petek Sketcher Strategy Director: Steve Teruggi Production Company: Guru Studio Director: Larissa Ulisko Creative Director: Frank Falcone Producer: Amy Robson Creative Supervisor: Yurie Rocha Compositor: Boris Perenchensky Animator: Chris Fourney Illustrator: Lotta Nieminen/Agent Pekka Producer: Petra Koivisto/Agent Pekka Music: Eggplant Collective via: GlossyInc.
Whether you look to the 80-foot-long mosaic at the Jack Layton Ferry Terminal, the giant white wording ‘You’ve Changed’ on the side of a building near Queen Street West and Ossington Avenue or the Greenwood Village Mural in the Beach, Lilie Zendel said the first year of StreetARToronto (StART) accomplished exactly what the program set out to do.
“(StART) was created last year as part of the graffiti management program to support and celebrate permitted graffiti and street art,” said Zendel, manager of the City of Toronto program.
StART is administered by the Public Realm Section of the Transportation Services Division at the City of Toronto and aims to develop, support, promote and increase awareness of street art and its role in adding beauty and character to neighbourhoods across Toronto.
StART hosted a meeting at MOCCA in West Queen West on Jan. 21 to wrap up their inaugural year and share details of this year’s program. In 2012 StART partnered with 20 Toronto organizations to create 48 murals across the city, on walls, fences, underpasses, benches and pavement, particularly in areas that are targeted by graffiti.
The creation of these murals assisted in cleaning up 1,300 pieces of ‘tagging’. More than 60 artists were involved in the projects.
The challenges that program participants faced in the first year, Zendel said, was finding the funds to match StART grants, which is a criteria of the program, finding walls to use in the city, and managing complaints from building owners, artists, non-profits and Business Improvement Areas.
The other big issue is maintaining the murals and preventing vandalism. “We certainly want to expand as much as we can in a geographic sense,” Zendel said. In 2013 StART will continue with its Partnership Program and its Diversion Program, which involves at-risk youth. Although StART aims to support artists it does not fund artists directly, but funds projects through organizations. Applications for murals to be painted this year are due by April 15 and they can be made through the StART website at http://www.toronto.ca/streetart/ Applications have to be made by incorporated non-profit or charitable organizations and must operate in Toronto.
“I personally would like to see some really large-scale projects this year,” Zendel said, adding the maximum funding for the partnership program has been increased to $30,000.
The StART contribution cannot exceed 70 per cent of the cost of the mural and of that remaining 30 per cent the partner organization must raise at least 15 per cent in cash.
By the spring of 2013 Zendel said they hope to launch a user-friendly map, which gives the details of the 585 murals and street art pieces found in Toronto. The map would include information about the artists and their inspiration for the work.
Story by Erin Hatfield via: York Guardian To learn more about the City of Toronto program that aims to beautify communities across the city through street art and wall murals visit http://www.facebook.com/StreetARToronto
In an era where digital and electronic inventions are consuming hours of our lives, its toys and devices are also making an impact on the way children play. Remember when fun was governed by games and activities like Red Rover, I Spy, Couch Forts and Hopscotch?
Kol Kid is helping parents and their children put down their devices with the launch of a cool new web app (Play Engine) that generates endless, simple play ideas like finger puppets, Simon Says or how to make a homemade printing press, for example. Kol Kid is a Toronto-based children’s store, making a stand to celebrate the value of simple play and illuminate the insight that tech toys can’t always fulfill the tactile joy of simple toys. Kol Kid has also released three online spots to springboard this communications campaign and help reinforce the store’s purchasing philosophy, which is to sell toys that fosters children’s imagination and play habits.
PRESS: Kol Kid’s new campaign by Tribal Worldwide — Toronto helps parents rediscover the value of simple play
In an era where so many digital and electronic toys task kids with a touch of a screen or hit of a button, Kol Kid, a Toronto-based children’s store is launching a new communications campaign that celebrates the value of simple play.
“After shopping at Kol Kid a few times I noticed they didn’t carry a single electronic toy,” says Sanya Grujicic, senior copywriter, Tribal Worldwide — Toronto. “After chatting with Lisa, the owner, our team soon realized there was a philosophy to her store that was much bigger than just toys. Technology is fundamentally changing the way children play.”
Developed by Tribal Worldwide – Toronto, the campaign launches with three 30-second web videos, directed by Tom Feiler of Code Film, that cleverly communicate how tech toys can’t always fulfil the tactile joy of simple toys.
“I’ve always been particularly tuned into childhood development,” says Kol Kid owner Lisa Miyasaki. “I’ve never been interested in toys that do the playing for you. We’ve always carried toys that are tactile and open-ended. Toys that foster a child’s imagination and allow them to create their own play scenarios.”
Putting the spotlight back on simple play activities that many parents grew up with, Kol Kid and Tribal have also launched Play Engine. A web app that generates endless, simple play ideas like finding shapes in the clouds, Simon Says or how to make a homemade printing press, for example. The playful app harnesses the utility of technology to help parents discover hours of imaginative, play ideas. Ultimately, helping kids and parents put down their devices.
In addition to the videos and the Play Engine, Tribal Worldwide — Toronto also refreshed the design of Kol Kid’s website adding new content and in-store photography by Tom Feiler, that helps bring the store's philosophy to the forefront. Print advertising and in-store signage are being developed as well, to further round out the campaign and drive traffic to the store.
Credits: Creative Advertising Agency: Tribal Worldwide, Toronto, Canada Managing Director: Andrew McCartney Creative Directors: Louis-Philippe Tremblay, Denise Rossetto Copywriters: Sanya Grujicic, Tiffany Chung Art Director: Andrew Bernardi Agency Producer: Andrew Schultze Strategy: Lisa Hart, Dino Demopoulos Production Company: Code Film Director: Tom Feiler Director of Photography: Alan Lukatela Cameraman: Andrew Easson, Michael Tung Sound: Shawn Kirkby Line Producer: Magda Czyz Post-Production Company: School Editing Editor: Kyle McNair Online Editor: Paul Binney Colourist: Jason Zukowski Audio House: Pirate Toronto Audio House Director: Stephanie Pigott Audio House Engineer: Jared Kuemper Casting Agency: Andrew Hayes, Powerhouse Casting
New creative work from creative ad agency DDB Canada's Toronto office is unveiled for Toronto Crime Stoppers in an effort to raise awareness and drive attendance to the event with Police Chief Bill Blair and as the tagline reads, every cop in the city will be there. The event which was formerly known as the "Chief of Police Gala Dinner" was re-branded by DDB to help guests better understand the benefit of the event.
The online video and print ad to promote this year’s event plays on the notion that with many of the city’s crime fighting elite attending the event, it would be ‘The Perfect Night To Commit A Crime.”
Now in it's 17th year, the Toronto Crime Stoppers Ball takes place on May 8, 2013 at the Liberty Grand Complex.
Video Credits: Client: Toronto Crime Stoppers Title: Triangle Agency: DDB Canada, Toronto Executive Creative Director: Todd Mackie, Denise Rossetto Creative Director: Paul Riss, Rob Sturch, Paul Wallace Copywriter: Arjang Esfandiyari Art Director: Jorgen Stovne Agency Producer: Andrew Schulze Account Supervisors: Rico Tudico, Carly Sutherland, Strategist: Lisa Hart Production Company: Partners Films Executive Producer: Aerin Barnes Director: Michael Downing Director of Photography: John Houtman Line Producer: Shannon Barnes Post-Production Company: PosterBoy Edit Post-Production Executive Producer: Michelle Rich Editor: Stephen Sora Assistant Editor: James Arthurs Online Exec: Amanda Lariviere Online Editor: Andres Kirejew Colour: Alter Ego Colourist: Tricia Hagoriles Audio House: Grayson Matthews
Prints Credits: Title: Bank Executive Creative Director: Todd Mackie, Denise Rossetto Creative Director: Paul Wallace, David Ross Copywriter: Arjang Esfandiyari Art Director: Jorgen Stovne Account Supervisors: Rico Tudico, Carly Sutherland Strategist: Lisa Hart Photographer: Philip Rostron/Instil Productions Illustrator: Steve Pinter Imaging/Retoucher: Instil productions
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
An emotional and uplifting new TV ad for Toronto's Hospital For Children's (Sick Kids) fall brand campaign. The commercial is wrapped around their signature line "Together We Will," and helps to capture the strength, compassion and determination that make SickKids the incredible place that it is. This spot feature real SickKids patients, families and staff singing along to Roy Orbison's "You Got It" and highlights unconditional love among families and the lengths to which they go, together with SickKids staff, to help make sick children better.
Learn more about the campaign please visit www.sickkidsfoundation.com/together. Full Press Release below.
SickKids campaign rallies community to come together to support children’s health“Together We Will” emphasizes strength in unity Picture this: A four year old leukemia patient braving the MRI table for his next scan. A newborn in an isolet hooked up to oxygen. A child being rushed to the emergency department by ambulance. A dad cradling his baby in a rocking chair in the baby’s hospital room. A teenage cancer patient in her bedroom putting on her wig. A mom and her son doing crafts in a hospital playroom in between his treatments.
These are just some of the scenes portrayed in a new marketing campaign for The Hospital for Sick Children (SickKids) set to launch November 12 for six weeks through to December 31, leading up to the busiest giving season of the year. The campaign is centred on the tagline “Together We Will” and emphasizes the strength of a community coming together to help improve children’s health. SickKids staff, patients and families featured in the ads help capture the strength, compassion and determination that makes the hospital an incredible place to the thousands of families who rely on it each year.
The creative concept is brought to life with a focus on the breadth of people it takes to help a sick child, both at home and at SickKids. Set to the emotional lyrics of Roy Orbison’s You Got It, the television spots feature children, youth and their parents together with SickKids staff in real hospital settings singing along to “…anything you want… you got it… baby.” The spot closes with the caption: We’ll do anything for them. But we can’t do it alone. Together We Will.
Twelve patient ambassadors aged 17 months to 17 years old from throughout Ontario, with conditions ranging from brittle bone disease to organ transplants and various childhood cancers, are featured in the campaign. Although many of them are in active treatment, these young patients muster all of their energy to sing along and lend their help to inspire people to support the hospital through donations.
“These scenes capture some of the most poignant moments between a child and their parents or their medical team, reflecting the family-centred care approach at SickKids,” says Ted Garrard, President and CEO, SickKids Foundation. “This campaign truly illustrates the lengths to which staff and families will go, together, to help improve and save children’s lives. Families know they can count on the multidisciplinary medical teams at the hospital when their children need them. This holiday season we need the community’s support to help SickKids continue to be there for anything our patients need, now and in the future.”
In keeping with the spirit of a community joining forces to help children who need life-saving medical care, a mural featuring leukemia patient Hunter Kemp, 5, and a sampling of 19 representatives from his SickKids circle of care will be installed at Dundas subway station. In the mural, Hunter is joined by his family and his extended SickKids family who have been there for him throughout his cancer treatment, including everyone from his nurse and oncologist to his Child Life Specialist and psychologist. Hospital President and CEO Mary Jo Haddad is also featured. The mural symbolizes the group of people who come together when a child is seriously ill and bears the caption: Together We Will. No Matter How Many of us it Takes. The mural is the focal point of a subway station domination which also includes branded wrapped pillars, stairs and turnstiles.
The ‘Together We Will’ theme is also integrated with the print campaign which features patients photographed with either a parent or someone from their SickKids medical team with aspirational claims of what can be achieved together with community support. Together We Will Make a Hospital Feel Nothing Like a Hospital and Together We Will Search for Answers are examples of how the print campaign aims to inspire people to help SickKids achieve its vision to advance children’s health in Toronto and around the world.
Elements of the campaign include mass marketing with television, print and out-of-home advertising including a branded domination at Dundas subway station and at 10 Dundas St. E., elevator wraps in 35 buildings and presence on 110 elevator screens throughout buildings in downtown Toronto. A: 60 second television spot is the focus of the campaign, with supporting 15-second spots, print ads and digital banner ads. The 60-second spot will run before every movie in six Cineplex theatres in the Greater Toronto Area.
There is also a digital component called SickKids Free Movie Day. People can help fill a virtual theatre online at www.sickkidsfoundation.com/together to send SickKids kids on an exclusive movie experience this holiday season. Cineplex will provide a complimentary movie screening for young patients who are healthy enough to attend the theatre in the new year.
The campaign website will go live on November 9 at www.sickkidsfoundation.com/together and will feature the 60-second television commercial and patient stories. People who wish to support SickKids can donate by visiting the Together We Will campaign website.
The Together We Will concept, creative and digital development was handled by JWT and media planning and buying was handled by Maxus. Partners Film produced the television spots, directed by Kathi Prosser, and photography for the print campaign was done by award winning photographer and filmmaker Mark Zibert.
Credits: Client: Sick Kids Foundation Agency: JWT, Toronto VP/Managing Director: Neil MacLellan Copywriter: Jed Churcher Art Director: Andy Brokenshire Agency Producer: Raquel Rose Account Director: Michelle Ching Production Company: Partners Film Director: Kathi Prosser Executive Producer: Aerin Barnes Line Producer: Amalie Bruun Director of Photography: Tico Poulakakis Editing Company: Panic and Bob Editor: David Baxter Music: Eggplant Producer & Music Director: Adam Damelin Producer: Nicola Treadgold
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
Toronto advertising agency Cossette uses Instagram to simulate a classic film effect in innovative Silent Film Festival promotion. There are three trailers on Toronto Silent Film Festival’s Instagram accounts — @tsff_1, @tsff_2, and @tsff_3. You can get an idea of the experience in the case study video above, but you should really check them out on Instagram.
Developed by Cossette in Toronto, the Instagram account uses the slideshow view mode within the popular mobile app to simulate a classic film effect, giving filmgoers a handheld example of a classic silent film. In fact, the logic of the slideshow is the same basic premise that was used in the discovery of the film medium in its infancy.
"Everyone knows that showing clips of a film can drum up interest." says Cossette Co-Chief Creative Officer Matt Litzinger. "We wanted to create a sort of “trailer” of our own, and thought this new and unique use of Instagram could bring the films to life and draw attention to the festival. It feels appropriate to be using a technology like Instagram to promote the silent film technique, which in its day was every bit as ground-breaking and innovative as digital platforms are today." The Toronto Silent Film Festival runs from April 4th to 9th.
Credits: Project: Instagram Trailers Client: Toronto Silent Film Festival Advertising Agency: Cossette Co-Chief Creative Officers: Matthew Litzinger, David Daga Creative Director: Matthew Litzinger, David Daga Copywriter: Sebastian Lyman Art Director: Pepe Bratanov Account Team: Jason Melhuish via: Glossy
Toronto-based creative shop Open has launched their first campaign for Bier Markt, Toronto’s premier European-inspired bier and food experience, with the tagline Bier is Beautiful.
The campaign is for the Bier Markt’s Abbey Bier Fest, on from January 30th and running until March 17th, and features out of home, billboards, transit ads and in-restaurant communications. All the campaign elements promote the perfect beers for winter months that are being featured during the festival.
“Targeting the avid bar and restaurant goer, this campaign is really a celebration of beer and about elevating the experience surrounding it”, said Christian Mathieu, Partner, Open. “Bier and food pairing is finding its place next to wine. People want their beer to do more than just quench their thirst”.
Open Partner Martin Beauvais adds, “We've been fortunate to have worked in beer accounts for most of our career. We like beer and we couldn't be more pleased that we got to this tagline, ‘Bier is Beautiful’. It's refreshing that we can claim such a grand thing — and Bier is a beautiful experience at Bier Markt, from the way they serve it to the way they pair it with food."
Open was awarded the Bier Markt account in October 2012 after in a RFP process with several advertising agencies.
“We are excited about this campaign and the new positioning,” said Grant Cobb, Senior Vice President, Brand Management Prime Restaurants. “ ‘Bier is Beautiful’ is a great platform for everything we do and will be used for all future promotions, including one planned for the spring and Oktoberfest.”
Credits: Client: Bier Markt Creative Agency: Open Creative Co., Toronto Partner, Creative: Martin Beauvais Partner, Strategy: Christian Mathieu Copywriter: Layton Wu Art Director: Tyler McKissick Project Lead: Anne Ngo Photography: Vince Noguchi & Rob Fiocca Retoucher: Dwain Jones via: Glossy
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.
My Food My Way gets interactive with Foodagram, a new web app invites users to play with puppets in the name of healthy eating. Toronto Education Workers and the Toronto District School Board recently launched the My Food My Way campaign, the initiative strives to engage students on the subject of nutrition.
Now, as a way of reaching out to those kids aged 13-17, the campaign has developed an interactive web application called Foodagram that allows users to record and share puppet video messages.
"One of the ways that My Food My Way differs from other student nutritional campaigns is its philosophy of engage first, educate second," says John Weatherup, President of the Toronto Education Workers.
The app works like this: you choose a food puppet, record your voice through your computer's microphone, and then presto: the puppet says whatever you want in a video clip. The resulting messages can be sent via email or shared on Facebook and Twitter.
The cast of puppet characters includes a slice of pizza named Papa Roni, a milkshake named Molly Moo, and a hamburger named Pattie.
"Foodagram as an experience is one we think will resonate loudly with students; inviting them to learn about nutrition in a non-traditional way," says Ahmad Ktaech, the managing director of the marketing firm behind the campaign.
Marvin Greenberg, the campaign's chair, stresses the importance of this engagement: "By using fun and innovative technology, we can develop the relationship with students so that a discussion on healthy eating can begin".
To try Foodagram for yourself, visit: www.foodagram.ca.
BC Children's Hospital Foundation and DARE Vancouver have launched a compelling new campaign to urgently raise funds for the construction of a new children's hospital. The strategic challenge was to acquire major gift fundraising, while also getting to the bottom of 'why' a new facility is needed, and why it's needed now.
The resulting campaign created by DARE Vancouver’s Associate Creative Directors, Addie Gillespie and Mia Thomsett, landed on the stark truth that BC Children’s Hospital simply did not have enough space to perform the level of care required on an ongoing basis. A growing population, bigger operating teams, greater use of technology and cramped patient rooms are just some of the reasons why a new and larger building is required. The foundation is raising $150 million to support construction of the new hospital.
To illustrate the issue, the DARE campaign uses optical illusions to visually bring the space shortage to life for potential donors. Gillespie and Thomsett said, "It wasn’t until we toured the hospital that we really understood the problem. We needed to come up with a simple way to demonstrate the hospital’s dire lack of space.”
Stephen Forgacs, Director of Communications for BC Children's Hospital Foundation says, "We were in the middle of our capital campaign and needed a message that would resonate with potential donors at all levels, opening the door to conversations regarding the need for a new hospital. Dare seized on a simple truth about our hospital, that we’ve run out of space, and leveraged that to design some very compelling creative." Visit www.GiveSpace.ca to help.
Credits: Agency: Dare, Vancouver Executive Creative Directors: Rob Sweetman, Bryan Collins Associate Creative Directors: Addie Gillespie, Mia Thomsett Art Directors: Addie Gillespie, Mia Thomsett Copywriters: Addie Gillespie, Mia Thomsett Agency Producer: Mike Hasinoff Account Lead: Natalie Wu, Marcel Da Silva Planner: Catherine Piercy TV – ‘Hospital Ward,’ ‘Operating Room’ Director: Miles Jay Production Company: OPC FamilyStyle, Toronto Executive Producer: Harland Weiss. Donovan Boden Producer: Tony Di Marco Director of Photography: Andre Pienaar Post Production: PosterBoy Edit, Toronto Editor: Mark Paiva Telecine: Alter Ego, Toronto Colorist: Eric Whipp, Wade Odlum Online: Crush, Toronto Sound Design: Adelphoi Music, London Voice-over Casting and Record: GGRP, Vancouver Sound Mix: Koko Productions, Vancouver
Smoother skin prevailed last week as Fuzz Wax Bar brought ‘Street Waxing’ to Toronto. And the project, developed by Fuzz’ partner agency Lowe Roche, is fast becoming one of the most talked about stunts of the summer.
The Fuzz Wax Bar team wanted to show weekend festivalgoers that waxing is worth it. Onlookers were invited to tear a wax-strip off a male model, covered entirely in wax-coated strips. As more and more people pulled wax-strips from his body, he was left hairless – and completely ‘exposed’ – in the Toronto streets.
Jessica Frampton and Florence Gavin, co-owners of Fuzz Wax Bar have found the response so far to be nothing short of extraordinary.
“The crowd reaction on the day, and the attention we’ve received since it happened have been amazing,” said Frampton. “As Toronto’s original wax bar, we’re always looking for new ways to generate awareness, and so we were thrilled with this innovative idea which we knew from the outset would literally stop traffic.”
Hundreds took part on the day, as thousands of others looked on.
Of course, the ultimate objective for the stunt was to drive traffic to Fuzz, and to do so, the wax-strips were designed to be the incentive: acting as removable discount coupons for participants to use for their next wax at Fuzz – and also as a hairy reminder of the weekend festivities. The wax-strips themselves served as another messaging touch-point for the stunt – they were each inscribed with funny phrases, like “We’ll take the monkey off your back” and “You’ll walk a little differently, along with the tagline “So good, it hurts”.
“We knew we needed something revolutionary to get our name out beyond our already loyal customers, and our partners at Lowe Roche certainly helped us deliver that,” said Gaven.
Credits: Project: Street Waxing Client: Fuzz Wax Bar Agency: Lowe Roche Executive Creative Director: Sean Ohlenkamp Copywriter: Jeremy Richard, Eli Joseph Art director: Ryan Speziale, Kunaal Jagtianey Producer: Shannon Farrell Make-up: Alyssa McCarthy Account Director: Frederic Morin Director: Dean Vargas Post Production: Motion Pantry
“This year’s campaign takes a tongue-in-cheek approach to communicate that Jewish people have a long-standing reputation for making great films in Hollywood and beyond,” says Helen Zukerman, executive director, TJFF. “TJFF is an authentic cultural experience that celebrates Jewish culture by screening outstanding films, documentaries and shorts from around the world, and showcases quality films that aren’t shown anywhere else.”
“TJFF is largely perceived to be a religious festival – featuring movies heavy on Jewish content and light on action, drama, suspense and laughs,” says David Ross, creative director, DDB Canada. “To expand our reach to include a younger Jewish and non-Jewish demographic, we set out to demonstrate that people are already fans of movies that feature Jewish contribution, they just might not be aware of it.”
Cue the new online tool "J-Dar" and now we can have some fun testing just how Jewish some of favorite films are. Test you're J-DAR HERE and for more about the 21st Toronto Jewish Film Festival HERE.
Credits: Brief: The Toronto Jewish Film Festival needed to broaden its reach and increase ticket sales. Our challenge was that TJFF was largely perceived to be a religious film festival, featuring movies heavy on Jewish content and light on action, drama, suspense and laughs — a belief that couldn't be further from the truth. We set out to correct this perception by proving to people that while they may not know it, they’re already fans of Jewish movies.
Description: We created a fun online tool called J-DAR. It calculates how Jewish your favourite Hollywood movies are. All J-DAR results are accompanied by contextualized TJFF film recommendations and a link to purchase festival tickets.
Creative Ad Agency: DDB Canada/Tribal, Toronto Executive Creative Director: Denise Rossetto, Todd Mackie Creative Director: David Ross, David Horovitch, Paul Wallace Writer: David Ross, David Horovitch Art Director: Jake Bundock, Paul Wallace Designers: Jake Bundock, Devon Williamson Developers: Gar Liu, Brendyn Zachary Director of Technology: Joe Dee Information Architects: Dale McRae, Daniel Wiseman Digital Production Managers: Chris Webden, Cathy Kim Account Team (names & titles): Melanie Johnston (SVP, Managing Director), Leigh Farlow (Sr. Account Executive) Strategy: Parker Mason, Sandra Moretti Online Analyst: Kevin McHugh Audio House: Keen Music
CBCNews has confirmed that the HERO Certified Burgers was awarded the primo City Hall location and Toronto Mayor Rob Ford savours the burger chain win.
Toronto Mayor Rob Ford was claiming victory on Wednesday night after an emotional, at times angry debate at City Hall.
Despite a packed meeting agenda, city councillors spent nearly three hours arguing over whether to allow a Hero Burger to open outside city hall.
"Are we really spending hours talking about burgers in the square?," Ward 15 Coun. Josh Colle tweeted.
The motion eventually passed after councillors voted 22-16 in favour of the move.
“It will be good,” the mayor said.
The restaurant had a previous bid thrown out by city council, who then wanted a restaurant offering a more diverse menu.
It all makes perfect sense now doesn't it Toronto? Let's just hope our Mayor decides to go for a few Hero Thin Burgers instead of his norm.
www.projectwintersurvival.com is dedicated to providing Toronto's homeless and less fortunate with Survival Kits which in turn provide warmth and essential supplies needed for survival on the streets during the winter season.
Credits: Agency: Blammo, Toronto Brand: Project Winter Survival Chief Creative Officer: Andrew Simon Copywriters: Michael Murray, Andrew Simon Art Director: Grant Cleland Account Executive: Amy de Merlis Agency Producer: Gord Cathmoir Production Company: Untitled Films Executive Producer: Chilo Fletcher Producer: Jenn Walker Director: Hubert Davis DOP: Chris Mably Production Manager: Brian Fletcher Edit: Rooster Post Editor: Dave de Carlo Online: Track & Field Flame Artist: Ernie Mordak Sound Design: Pirate Toronto Directors: Chris Tait, Stephanie Pigott
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.
“GE Monogram is inspired by the love and respect of food and supports causes that bring food to the forefront,” says Philippe Meyersohn, GM Marketing and Training, GE Appliances Canada. “We want to focus on Canada’s growing love of food and show our appreciation for Canadian chefs. Aligning with EnRoute and their various properties allows us to share our love of food with Canadians across the country.”
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.
Original story via Jeff Green, Toronto Star reporter.
Toronto’s terrible commuters, you’ve been warned: move your bags or get ready for some public shaming. A lifelong TTC rider has turned to social media, taking aim at seat hogs on the TTC. He’s created a new blog, posting photos of riders who steal an extra seat for their lunch bags, purses, backpacks and even dogs. “I hope your bag is comfortable, a--hole” is a Tumblr blog self-described as “a passive-aggressive reminder that people are the worst.” “All I’m doing is saying what you’re saying in your head, out loud,” said the blog’s creator, Michael Takasaki, 42, with a laugh. He admits the language he uses to criticize people’s subway etiquette can be a bit foul, but says he’s just saying what everyone is thinking.
“Why not just call it what it is?” he asks.
Created in March, the blog has more than 40 photos of riders with everything from their lunches to purses, grocery bags, a hockey helmet, a mop bucket and a dog taking up an extra seat on buses, streetcars or the subway. Photos aren’t just taken by Takasaki himself; he’s also receiving and publishing online submissions from other, similarly disgruntled riders. Takasaki, who works as a senior copywriter, said there’s been a bit of backlash to the public shaming, but for the most part the response has been positive — even from TTC’s head office. “Public transit requires public contributions that go beyond fares/taxes. Thank you for your contribution,” tweeted TTC spokesman Brad Ross. “The public does have a say, and they’re not shy in letting us know,” Ross said Thursday. Takasaki said he’s not the confrontational type, and that he’s doesn’t want to lecture people on how to ride the rocket, though he tries to be a good example. “I could be the only person on the subway and my bag is on my lap,” Takasaki said. “This isn’t an anti-bag-on-seat thing for me, it’s an anti-a--hole thing.” Takasaki said he’ll keep the blog going until he’s bored of it. While he’s aware people have called him a whiner and advised him to pull up his “big boy pants,” he doesn’t seem to mind. “Don’t take it too seriously,” said Takasagi. “I certainly don’t.”
The TTC Rider shame site — http://ihopeyourbagiscomfortableasshole.tumblr.com/ Michael is a Sr. Copywriter at Union, see some of the great work he has done for clients like Nabob, Audi and Pro-Line here at www.mikeandglen.com
Toronto's Rev Bikes launches at fun print ad campaign aimed at raising our environmental awareness into the benefits of owning an electric bike (an eBike) with a Booty Call, a hankering for a vegan wrap, an environmentally way to stalk your ex, and a way to get off the hook if global warming bursts our world into flames.
Credits: Advertising Agency: kbp+, Toronto, Canada Creative Director: Dan Pawych Art Director: Nicole Ellerton Copywriter: Mark Lewis
