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Parking Lot Prostate Exam Project

Thursday, September 22, 2016

September is Prostate Cancer Awareness Month and this project aims to get a serious message across through a fun campaign.

The Parking Lot Prostate Exam Project,” #TalkProstate, has turned 200 parking in Toronto meters into prostate checks to show men how easy it is to get checked.

The clever campaign was created by FCB Canada in partnership with Prostate Cancer Canada, the leading national foundation dedicated to the elimination of the most common cancer in men through research, advocacy, education, support and awareness.

The campaign is intended to trigger a discussion about prostate cancer, the most common cancer in men, and to encourage men to talk to their doctor about their personal risk and an early detection strategy that’s right for them, including when to get a baseline PSA test. When detected early, the survival rate can be over 90%.

There’s also a campaign video (below), hosted by Canadian Football League Hall of Fame Quarterback Damon Allen, who helped to raise awareness for this initiative by interviewing men getting their parking pass from Green P machines. A little regional insight – the parking passes do not drop out of these machine, you do need to put your fingers in them to get your parking pass.

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Days Inn Basks in the Sun

Monday, September 19, 2016


 

 
Days Inn “Basks in the Sun” with newest global campaign created by Toronto-based Giants & Gentlemen.

Vampires beware. Big things happen when you “Bask in the Sun.” That’s the tagline behind the new, fully integrated global campaign that Toronto independent creative and strategy agency Giants & Gentlemen (G&G) is launching for leading global hotel brand Days Inn on September 19th, 2016.

Created for one of the world’s largest and most iconic hotel brands, the campaign marks a historic departure for Days Inn as it moves away from it’s “Best Value Under the Sun” tagline for the first time in over a decade and embraces a new brand voice and a more humorous tone.

Centering around the power of the sun, the campaign positions the hotel brand’s iconic sun logo as the hero in three new TV spots, among other creative. Each visually-driven comedic TV spot begins by bringing the viewer into three very different scenarios – an African safari, a vampire’s castle and a tranquil farm. The comedic twist in each takes place when the shining light from the sun of the Days Inn sign is revealed and completes the narrative.

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Luck is Earned

Friday, September 16, 2016


 

 
Tequila Herradura today announced the launch of its new global marketing campaign, “Luck Is Earned.” Featuring raw and undeniably real stories of people who parallel the ambition, passion and soul of Tequila Herradura, the campaign illustrates that there are no shortcuts to greatness. Whether it’s making tequila, music or art, turning one’s all-consuming passion into perfection requires dedication to craft and determination for excellence – the way Tequila Herradura has been doing it for over 145 years.

The “Luck Is Earned” campaign was created by GREY Canada. The spots are directed by Scott Pommier of Untitled Films.

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Giants & Gentlemen Team Up With INARIA

Thursday, September 8, 2016


After conducting an agency search, INARIA, a Canadian designer and manufacturer of soccer equipment and a full-line of team apparel, has chosen strategy and creative shop Giants & Gentlemen (G&G) as their new agency partner.

G&G is tasked with developing strategic brand positioning that will lead to a creative platform for the brand.“INARIA is the type of assignment we love,” says G&G Co-founder and Chief Strategy Officer, Gino Cantalini. “It’s a brand ready for greatness. It’s an authentic story and a superior quality product. We’re looking forward to helping INARIA take its rightful place in football history.”

INARIA (which means “inside the 18 yard box” in Italian) first started in Toronto in 1999 and as part of its North American expansion has formed extensive partnerships with professional players and clubs, including Toronto F.C.’s Sebastian Giovinco, who won the 2015 Landon Donovan MLS MVP Award, as well as several other elite amateur programs. INARIA incorporates leading technologies into its apparel to help maximize the athlete’s performance and comfort, including 37.5® technology. Fabrics designed with 37.5® technology dry up to five times faster than similar materials.

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Hockey Dreams

Thursday, September 1, 2016


For Scotiabank’s sponsorship of the World Cup of Hockey, Toronto-based Bensimon Byrne has perfectly recreated some of the sport’s most celebrated goals—from Bobby Orr, Lanny McDonald, Mario Lemieux and Paul Henderson — except, using kids.

The 60-second spot, called “Hockey Dreams,” is directed by Gary Freedman (Glue Society) via Toronto-based OPC.

The spot is part of Scotiabank’s “The 5th Season” campaign, now in its third year. The concept of the campaign is simple: Mother Nature gives us four seasons, but in Canada, where hockey is a national tradition, there’s one more. The 5th Season is the hockey season, and there’s no other time of year like it. It’s why Scotiabank supports over 8,000 community teams across Canada.

So Bensimon Byrne tapped into a hockey truth: the 5th Season is when kids dream big. They dream about donning a red and white Team Canada jersey; dream about the thunder of 18,000 roaring fans; dream about the greatest hockey moments just waiting to happen. Whether they played on a rink or driveway, farmer’s field or dock, every Canadian has at one time dreamed of reenacting their hockey hero’s biggest goal.

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meet send+receive

Monday, August 22, 2016


This new Toronto agency is investing in creativity. Literally.
send+receive puts 10% of its revenue toward creative projects.

When it comes to being champions of creativity, lots of agencies talk a good game. But freshly minted Toronto shop send+receive, comprised of creative partners JP Gravina, Simon Craig and partner/strategist Andrew Carty, puts talk into action.

The idea for the shop was to offer a modern model designed to meet the needs of today’s client, in an industry that they realized was increasingly about project work.

“It was clear to us that we had to change our output, and to do so we really had to change the way we operate–the way we work, the way we bill, our whole structure, really,” says Carty. “Part of the solution became a full-service, project-based agency with working partners and billing based on output, instead of retainer hours.”

The new structure lead to even bigger thinking about how to support the creative community in an ongoing, mutually beneficial way. They decided to put 10% of the agency’s earnings toward supporting various creative projects; from Kickstarter initiatives, to tech start ups, to short films.

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Sound of Smoothness

Wednesday, August 10, 2016



Tequila Herradura Ultra is thrilled to announce a new global creative campaign, “Sound of Smoothness”. Featuring mesmerizing visuals paired with upbeat audio, the campaign literally illustrates Ultra’s smooth quality. The campaign’s cymatic approach balances science and art, depicting sound frequencies reverberating through the crystal clear tequila, suspended above a speaker.
“We’re excited to launch a campaign that brings Ultra’s ‘beyond smoothness’ character to life,” said Liz Edwards, Senior Brand Manager, Tequila Herradura. “The new ‘Sound of Smoothness’ campaign reinforces how Ultra is perfect for high-energy and celebratory occasions.”

“Sound of Smoothness,” will roll out across global markets throughout 2016. Launching today, the U.S. “Sound of Smoothness” campaign comes to life through a number of elements including:

  • Video and music steaming services including Hulu and Spotify
  • Mobile search services such as Foursquare
  • Behind-the-Scenes Video
  • Social Media Engagement through Facebook

Tequila Herradura Ultra relied on the creative minds from Agency of Record GREY Canada to develop and produce the campaign. MassiveMusic, a global company that produces and composes custom music, collaborated with Tequila Herradura Ultra to create the custom track, “Sound of Smoothness”.

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Tommy Zee Joins BoomBox

Wednesday, August 10, 2016


Toronto-based music and sound design company BoomBox has signed respected music director, producer and composer mr/tommy zee to its roster for Canadian representation.

Based in Amsterdam, but now available to the Canadian market through BoomBox, mr/tommy zee is the founder of music collective HLGRM and previously worked as a creative director for MassiveMusic. His credits include award-winning work for global brands such as Nike, Audi, Google, BMW, Heineken, as well as the recent national Team Canada spot, “Ice In Our Veins,” posted above.

The deal gives BoomBox’s clients exclusive access to mr/tommy zee’s roster of world class singers, songwriters and composers that he has built up in a decade of delivering remarkable music on two different continents. It marks the first time the former Torontonian is available for commercial work on his home turf in six years.

mr/tommy zee is the latest high-profile signing for BoomBox. Earlier this year, Cannes Lion-winning music producer and voice director Stephanie Pigott joined the roster from Pirate.

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A Giant-er Space

Monday, August 8, 2016


Following four years of steady growth, Toronto strategy and creative shop Giants & Gentlemen (G&G) has moved out of its cozy office on Queen St. East and settled into more generous digs just a few blocks away. The Gents now occupy a 5,400 sq. ft. space on the top floor of the historic Gendron Building at 411 Richmond St. East.

With more people filling its ranks, G&G wanted to make sure to use its new space to the fullest, so the agency tapped Architects Luc Bouliane, the firm behind the recent Relmar Houses project in posh Forest Hill, to make the most of it. “The Gendron was built in 1895 by Walter Massey,” Mr. Bouliane explained. “It’s a fine example of brick and beam design, so we wanted to retain as much of the original decor as possible and create a modern workspace around it with mid-century modern furniture and industrial accents.”

For G&G, it was important that its new space be informal and make a statement all while also being inviting. It was also important that the G&G brand be reflected throughout, both in the colour scheme (red, white, grey) and the overall environment (classic and contemporary). Architects Luc Bouliane accomplished it all, creating a look for the space that’s akin to a contemporary take on a gentlemen’s club. G&G’s new digs now offers its growing staff a work environment that’s not only bright and welcoming, but also inspires creativity.

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Squeak E Clean’s New Management Team

Thursday, August 4, 2016


Squeak E Clean Productions is pleased to announce some exciting new changes to its management team that have made it bigger and bolder than ever before.

Amy Crilly, formerly Senior Producer, has been elevated to Executive Producer. She will be responsible for driving future growth for Squeak E Clean by expanding opportunities for the company and recruiting both creative and production talent. Crilly, a music industry veteran, brings close to a decade of production experience to the role. She’s overseen music on a number of award-winning campaigns, including “Swagger Wagon” for Toyota, “Hum” for Prius and “Gas Powered Everything” for Nissan. Her credits also include work for major brands, such as Apple, Samsung, Lexus, Lincoln, McDonald’s and Target.

Rob Barbato, formerly Associate Creative Director, has been promoted to the role of West Coast Creative Director. He will help Squeak E Clean galvanize the way it works with its clients by positioning the studio as more of a partner in creative collaborations right from the start of a project, while also making more authentic, original music with bands and artists to have on reserve. Barbato is a celebrated award-winning composer, producer and musician. Barbato garnered an Emmy and Silver Lion at Cannes for his work arranging “Beautiful Dreamer” for Canon’s “Inspired” spot via Grey New York, and has a commercial portfolio that also includes original compositions for brands such as Facebook, Honda, Target and Under Armour.

Crilly and Barbato’s appointments are the latest exciting developments in what’s proving to be another banner year for Sqeak E Clean. The studio is coming off a very successful performance at the Cannes Lions where it was awarded three Lions for its original compositor for Adidas called “Your Future Is Not Mine,” which was composed by Squeak E Clean Creative Director and veteran composer Justin Hori. The score won two Golds, one for Best Use of Original Music, and another for Best Music/Brand Partnership in conjunction with Johannes Leonardo. It also won a Bronze for for Music Video – Brand and/or Product Integration (Entertainment for Music). View it below.

View a reel of Squeak E Clean’s latest and greatest work. Read more.

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