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It’s not easy being green. And for Scotts, the challenge was to market an environmentally responsible line of fertilizers to a skeptical market that had a difficult time believing something this environmentally responsible could actually work. To defy that reasoning, we had to show how well it worked to a skeptical audience that only believed in the unresponsible old stuff. The campaign was able to pique interest and generate excellent introductory sales for a growing market.
Frank Zulu is the fictional founder of the agency and a character created for Zulu's parody website which pokes fun at the absurdities of all agency websites and even Zulu itself.
After winning Ad Age Small Agency of the year in 2016, it was only fitting that Frank and Toronto-based Zulu Alpha Kilo go after the U.S. market with a tongue in cheek political satire.
Greenpeace isn’t an organization just made up of hippies who willingly block whaling ships on the open water.
In fact, Greenpeace is made up of many people from all walks of life. And the only thing they can be accused of doing is trying to better the world in which we live. In this print campaign, we shift this stereotype by showcasing the changing face of Greenpeace members and showcase the acts they’ve committed for the sake of environment conservation since 1971.
Sales come and go, but an IKEA sale only happen twice a year. And when it happens, a low sale price might even seem like a mistake. Since 2005, this 30 second tv spot continues to air in Canada and has been adapted for at least 12 different countries and re-shot for other parts of the world like France and Turkey. The phrase “Start the Car!” has triggered millions of people around the world to go to IKEA for over 10 years.
In this 60 second tv and cinema spot, Audi Canada pays homage to the beauty of Canada's vast and varying landscape. With dramatic prose and epic film, we entice old and new Audi owners alike to explore this land with quattro all-wheel drive and enjoy the drive.
Year after year, the Land of quattro campaign propelled Audi sales to new heights. Since it’s introduction, it has been honoured at many award shows, including a gold win at the Canadian Marketing Association, automotive category for the best partnership between client and agency.
Since 1892, Dare Foods made cookies and candies from Kitchener, Ontario. Over the years, the company has expanded and grown. And today it has seven factories in Canada and the U.S., distributing products to at least 25 countries around the world. Despite it’s growth, Dare hasn’t forgotten it’s goals. In this 60 second stop motion animation tv spot, we celebrate Dare’s long held vision to make feel good food.
The Collingwood Elvis Festival is the world’s largest Elvis celebration of its kind; attracting nearly 30,000 attendees. To attract even more fans to the four-day event, Collingwood launched a campaign to prove that anyone can feel like Elvis. A series of out-of-home posters feature a cop, handyman and doctor in Elvis Presley-inspired bedazzled jumpsuits similar to what Elvis would wear for his own shows. Additional work included ambient stunts, radio, a social media contest, and even an Elvis voice-activated garbage can that thanked passers-by for keeping the Elvis festival clean.
When you see it, the car does look small. But when you actually park it in a confined spot, the smart seems downright tiny, giving passersby even more reason to consider how perfect this car is for big, cramped cities.
No European children were harmed or disappointed in any way during the making of this spot.
Packaged in a small silver can, Molson Cold Shots is a 6.0% beer that is remarkably strong.
This naturally led us to create a poster and online campaign with a midget wrestler in a silver suit emblazoned with a red maple leaf to really link the brand with the character. What’s stronger than a midget in a silver Luchador mask and matching skintight jumpsuit? Nothing. Can you imagine our meeting with the client?
When it was approved, the campaign ultimately ran as posters across the country, and the results were big. Molson couldn’t brew this fast enough.
Packaged in a small silver can, Molson Cold Shots is a 6.0% beer that is remarkably strong.
Located above a boxing gym called Florida Jack’s, the Canadian Boxing Hall of Fame was an intimate museum that housed some of the most interesting boxing artifacts in Canada. From antique posters to boxing speed bags and gloves used by Muhammad Ali and George Chuvalo, the museum offered a unique glimpse into Canadian boxing. Following the owner’s passing in 2006, the gym and museum closed. A number of period piece posters were created to honour different boxing eras.
Located above a boxing gym called Florida Jack’s, the Canadian Boxing Hall of Fame was an intimate museum that housed some of the most interesting boxing artifacts in Canada. From antique posters to boxing speed bags and gloves used by Muhammad Ali and George Chuvalo, the museum offered a unique glimpse into Canadian boxing. Following the owner’s death in 2006, the gym and museum closed. A number of period piece posters were created to honour different boxing eras.
A lot of people have put together a piece of IKEA furniture using the trusty IKEA instruction booklet as a guide. Admittedly, some instructions are simpler than others, but none are simpler than this. Drawing inspiration from the iconic manual, we created a way to show how simple it is to install an IKEA Kitchen. Step 1: Buy it. Step 2: Do whatever you want while IKEA puts the kitchen together for you.
In 2012, Forbes ranked IKEA as the number 2 retail company to work for. In Canada, IKEA has the same draw – even for talented managers and executives. To bring attention to these coveted positions, a print ad was created, complete with a finely crafted letter of resignation to make the transition that much more efficient. There was no shortage of talented applicants.
Interac wanted Canadians to do away with cash and cheques, in favour of Interac e-Transfer. So we created a fictitious character, Dr. Trapasso, Doctor of Money Transferology, to make this point. Users were invited to enter Trapasso’s study at makecashandchequeshistory.com. It’s here where our good doctor, presented his hilariously twisted version of history and the many perils of out-dated money exchange.
Users could browse through three long form mockumentary videos and a collection of ridiculous relics, each proving e-Transfer to be the simpler and safer way to transfer money. Video pre-rolls, standard and rich media banner ads, along with paid and organic social media support teased audiences with absurdity of these stories.
Using a fork or a spoon has been the long held debate when deciding to eat Chunky Soup. But to reach a younger male demographic in the formative years of high school, we decided to take a more expressive approach to articulate the product’s chunky attribute, in a way they would appreciate - graphic and just on the verge of being a little gross. In truth I still chuckle when I look at it. One note. The chunks in the photograph are all from the can without retouching or modification. Those bits are all actual size.
In Canada, Interac works with all financial institutions to give people across the country the ability to digitally use their own money - quickly and securely.
This new brand platform, 'Be in the Black' highlights the benefits of using your own money for everyday purchases instead of paying with credit cards. This 60 second pyrotechnic tv spot glorified the confidence people felt while making debit transactions. We also saturated cities with persuasive OOH creative featuring headlines like “Reduce stress by 19.7% a month.”
‘Be in the Black’ became a call to action for all Canadians to take back control of their money and their financial destiny. It worked. In the initial launch, Interac recorded 5.2% transaction volume growth within the first three months and a 24% increase in growth compared to the same period the previous year.
Once the bastion of education for well-heeled young lads, Toronto’s Upper Canada College (UCC) faced a two-pronged challenge: a decline in alumni participation and a lack of diversity in applicants. The task was to make an old-school brand relevant in today’s world.
Research revealed that each of UCC’s two critical audiences – prospective parents and alumni – had its own tension to be resolved. Parents didn’t perceive UCC as an innovative or nurturing school. For alumni, it was the sense that their connection to UCC made them seem self-interested and stodgy.
The common element was that both groups had an interest in the promise of the future: UCC students. For parents, their child is a ‘treasure chest waiting to be unlocked’ while for alumni, ‘supporting the school is supporting an ingredient for the future,’ according to qualitative research. That led Zig to develop ‘Tomorrow Thinking,’ which made the brand promise clear: UCC believes in equipping boys for a changing future.
With the foundation in place, it was key for the brand to dramatize that promise in a way that differentiated it from the ubiquitous imagery of the category. The chalkboard – manned by real UCC students – provided the raw, exploratory and fluid canvas to do just that. Campaign elements included print, collateral material and guerrilla tactics.
Alumni involvement has risen again, with especially encouraging participation from younger alums. Fundraising goals have been met across the board, and interest in UCC’s boarding program is attracting a more diverse cross-section of applicants.
When introduced, Interac Flash was the only contactless debit payment option in Canada. As an enhancement of Interac Debit, Interac Flash has all of the same benefits, just faster. People could briefly hold their debit card over a payment terminal and use their own money to pay for everyday smaller purchases quickly and securely.
In today’s ‘need it right now’ society, being able to get what you need instantaneously is more than just a convenience, it’s a necessity. The work clearly demonstrates this benefit.
In this campaign of 15 second spots, we feature people in humorously urgent situations and demonstrate how the speed of an Interac Flash transaction can get them out of their predicament. The campaign is also supported through online banners, social media, and in-store media at all participating movie theatres across the country.