You wouldn’t use a spritz of water to clean mud or dirt off the floor, why would you on your car? Bottom line is, if you don’t scrub it away you don’t get a complete clean. So why pay for almost clean with touchless?
We wanted to show people how touchless just doesn’t work in comparison to Petro-Canada’s friction based Soft Touch car wash, which is gentle on your car while giving it a complete clean.
We also anticipated people may have questions as to what exactly Soft Touch is and what makes it better. So instead of waiting for them to ask us about it, we went ahead and created some Soft Touch Q&As. As you’ll see below, we repurposed our car wash footage from the main spots and got our VO guy to have at it reading our answers.
Director: Brett Blackwell with Nimble
The Run has been going strong for the last 25+ years, but has seen a steady decline in fundraising in recent years. We needed to remind people that breast cancer hasn’t gone away and those who are going through the journey still need support.
We wanted to give the viewer a glimpse into the world of those who have been touched by this disease. To be moved by their strength and be empowered to make a promise to help change the future of breast cancer.
Read more about it here: CIBC Run for the Cure wants pinky promises
Along with this, we created a symbol that untied all who made their promise to run. Naturally, the pinky was perfect for this, which is why you see it throughout the creative as a way to gain traction for this initiative. As you’ll see below, the response on Run day was great with people proudly showing off their painted pinkies in support. To top it off, we also exceeded the client’s fundraising goal by one million dollars!
Photographer: Nikki Ormerod with Westside Studio
Director: David Masters with Skin and Bones
Just ok is not ok — AT&T’s brand platform revolves around the notion that if you’re not with America’s Best Network, you’re just getting ok service.
My contributions to this brand include digital work that adapts the core platform idea into concepts that thrive in a sound-off environment. This includes anything from short digital videos to interactive banners to Facebook/Instagram stories and Snapchat lenses/games. The tone of the brand is rooted in humour, which happens to be my favourite tone to write in — yay!
Scroll to the bottom and you’ll find a reel showcasing digital platform work for AT&T TV.
AD: Matt Schwartz
Nintendo came to us looking to create some excitement for LABO. People kinda knew what it was but got hung up on the fact it’s just cardboard.
We wanted people to get past that to see the potential in what a simple piece of cardboard can be. Armed with the do-it-yourself coding of Switch and a child’s imagination, even a plain old piece of cardboard can become anything.
Every year, PC introduces their new summer Must Try product lineup. This year, they wanted to do so in a fun, shareable way that really puts the must in Must Try.
Using slight of hand tricks we created some fun Instagram videos that are a feast for the eyes.
Most women have experimented with their hair and have run their strands through some torture tests all for the sake of beauty.
We wanted to inspire women to embrace their hair’s natural beauty, to be proud of the strands they were born with and rock what they got. I helped develop a new edgier tone for the brand, bringing it to life with an online video and revamped content for their social feed.
Read more about it here: OGX Inspires You to #RockWhatYouGot in New Campaign from Juniper Park\TBWA
Credits: Copywriters: Sabrina Christo & Emily Ferraro // Art Directors: Lianna Petridis & Neil Domingues
With their new lineup of teas that come in a unique drawstring bag, Tetley makes it even easier for you squeeze out more of that delicious tea flavour.
We wanted to emphasize this idea of "squeezing out more", so we squeezed out little details from typical tea drinking moments and spun in the playful tea names to create these charming scenarios.
Toronto had the pleasure of hosting the 2015 Pan Am Games. President’s Choice had the pleasure of feeding the athletes.
These pieces were made for in and around Athletes’ Village, letting them and their fans know that nutritious meals were proudly being prepared by President’s Choice throughout the games.
We all know the drill when it comes to Christmas shopping - run around from store to store in a dash to get everything on our lists. What we may not know is Shoppers Drug Mart offers an array of gifts all in one convenient location.
With the help of a little Christmas magic, we brought the 'Jolly' back to the holidays.
Read more about it here: Shoppers Drug Mart’s ‘Jollydays’
Credits: Creative: Sabrina Christo & Neil Domingues // Production: George Lin & Alexandra Manahan
Staples is top of mind when it comes to back to school shopping for kids. They wanted to resonate with the adult equivalent of that, which takes place right after Christmas holidays. For every adult, January is back to work season.
We didn’t want back to work to feel like work. We wanted employees and small business owners to feel pumped and ready to go back, so we took a fun approach that got them geared up to Business Like a Boss.
Yoga, meditation, watching a movie…There are many forms of stress relief people turn to. For some, it was as simple as jumping in the car and going for a drive. Covid-19 put a hold on that for a period of time. In that period, we missed the simple pleasures and benefits that came along with the ride.
Drive Therapy reinterprets what Infiniti’s “Lived in Luxury” means at a time where people aren’t able to drive. We’ve taken the familiar sounds of the drive we’ve missed and mentally put people back in the driver’s seat for a moment of road relaxation.
Getting the best of Live TV and On Demand all in one place isn’t just a big deal, it’s an epically big deal.
We teamed up two icons - Serena Williams and Wonder Woman - to bring those two streaming worlds together to launch the new DirecTV Stream. A commercial introduced the story, which we continued with a DC comic starring Serena and Wonder Woman. Issues were released digitally each week and for diehard fans, physical copies were made available for the low low price of free. You can’t beat that price, even in the 80s.
ADCC Gold, 2022 - Interactive/Integrated Digital Campaign
