Posted May 5, 2016
Many people have never beheld the majesty of a starry sky, one of the most breathtaking sights in nature. An estimated 85% have only ever seen but a few of the brightest stars because of brightly lit urban areas. Subaru Canada intends to change that with a new social and digital campaign for the Subaru Outback that’s giving people billions of reasons to get out at night and look up.
Developed in partnership with the Royal Astronomical Society of Canada, #SubaruDarkSky is an initiative that seeks to inspire Canadians’ inner stargazer by sparking their desire and curiosity to see what’s ‘up there’ — the billions of bright little lights that illuminate the vast expanse of sky above. #SubaruDarkSky will kick off this spring with a digital video depicting a family that heads out in their Subaru Outback to a remote location outside the city so they can gaze upon the grandeur of starry sky uninhibited by artificial light. The video, which will also appear in cinemas, will serve as launchpad for an ongoing, multichannel effort encouraging Canadians to head out out under starry skies across the country.
Following the launch of the video, #SubaruDarkSky will really kick into high gear on social media. The initiative will roll out across a number of social channels, including Subaru Canada’s Facebook and Instagram channels, and will include content that seeks to inspire and enable astronomical curiosity.
#SubaruDarkSky also features a dedicated website at SubaruDarkSky.ca, which presents aspiring stargazers with information about the initiative, a brief history of constellations, the locations of Dark-Sky Preserves, stargazing tips and info on viewing meteor showers. The initiative will also be promoted by digital display ads, print ads in outdoor and lifestyle magazines, and a closed captioning sponsorship on television.
Posted June 17, 2015
Volvo’s new XC60 was released with 60 new car feature innovations. The target audience for the vehicle were young professionals and families who were very active online, particularly on YouTube.
Instead of one standard pre-roll ad, Grey Canada set out to hyperlink all the features to “6 billion hours”; the total amount of YouTube content that is typically viewed over the course of a month. That way, the pre-roll ad you were forced to watch would feel more customized to the YouTube video you were waiting to watch…and catch your attention.
They hyperlinked specific YouTube themes and subject matter to specific car features. Team members from Creative, Media and Analytics all worked together 24hrs/day, creating hundreds of XC60 pre-roll videos that delivered trending & topical messages in real time. In addition to ‘standard’ YouTube themes and tags.
Posted May 27, 2015
Subaru Canada, Inc. (SCI) is pleased to name Red Urban as its advertising agency of record. After an extensive six-month creative account review and search, a decision was reached: Red Urban won the account and was selected from a competition that included 14 of the very best agencies from across Canada. Red Urban will handle national brand advertising across all channels and dealer marketing content development for Ontario as well as the Western and Atlantic regions.
“After an intensive RFP (request for proposal) process, we selected Red Urban because it is a unique creative agency with a depth of current and relevant category experience unmatched in the industry,” said Ted Lalka, vice president of marketing and product planning. “Our decision to select Red Urban was based on their fit with our Subaru brand as well as the work they’ve already delivered for us nationally on the brand and on the retail sales level.”
Red Urban first began working with Subaru Canada in January 2015, and has developed multiple original, national campaigns to date. A spot from the agency’s recent campaign for the BRZ is posted above.
Posted April 30, 2015
The 1% live in chateaus, they date supermodels and they collect supercars. It might be next to impossible to live like the 1%, but it’s easy to drive like them, thanks to the Subaru BRZ. It’s the attainable supercar.
Targeting confident, independent male car enthusiasts between the ages of 30 and 35, Subaru has released two 20-second web films, created by Toronto-based advertising agency Red Urban, that show how easily people can mistake the BRZ for a supercool supercar, and its drivers for elite members of the 1%. What becomes clear is that the BRZ is a seriously affordable supercar for serious drivers and, at $27,395, its pure fun-to-drive quotient rivals that of cars ten times its price.
Posted March 17, 2014
Porsche Cars Canada, Ltd. announced today that following an extensive five-month review involving more than 20 agencies, Red Urban, based in Toronto, has been selected as its new Agency of Record.
Pictured above: Laurance Yap, Director of Marketing, Porsche Cars Canada (left) and Steve Carli, President, Red Urban President (right).
Red Urban, which will officially start in June of this year, will be responsible for adaptation of global campaigns as well as Canadian-specific creative for new vehicles and aftersales initiatives across all media. French market communications will be handled by CART1ER, based in Montreal.
Posted February 12, 2014
Volkswagen Canada, Red Urban and Untitled Films director Hubert Davis have brought the story of this car to live. Initially through a documentary film, that began airing on Bravo and Discovery earlier this year. It’s a story for anyone who’s ever loved a car. The film was edited by Paul Jutras at Rooster Post, and features a beautiful soundtrack by Imprint Music.
The newly launched interactive site OnceMore.ca uses the film as a backbone to an immersive exploration of the Beetle’s 58 year (and counting) history. The unique interface of the site combines the film with a map of the Beetle’s day-to-day travels, enabling viewers to explore Paul Loofs’ (the man who took it around the world) journal entries, photographs, and other artifacts as they correlate to the story. Alternatively, the site can be explored organically, using the map to access specific locations on the Beetle’s journey. Together, the documentary and the website provide a unique interactive experience, allowing viewers to fully immerse themselves in the story of ‘Once More’.
The full documentary is posted above, but you should check out the extras on OnceMore.ca.
Posted January 6, 2014
Everyone has loved a car once, no? I loved VW Cabriolet that I named Joey. He sacrificed himself to save my life on an icy road. I’ll never name a car again.
Once More. The Story of VIN 903847 premiered last night on both Bravo and Discovery. And it’s a great story about a man and a car that took him around the world 3 times. The car has been exhibited the World Trade Fair and its story was featured in an ad that was awarded at the ADC.
The trailer is posted above and if you missed it last night, you can watch it again on the days and times below (eastern time). I watched it. It’s great. I may have cried. Rooster Post edited the film and music is by Imprint.
Friday January 10th at 4:30AM and 11:30PM
Saturday January 11th at 12:30PM
Sunday January 19th at 12PM
Sunday February 9th at 6:30PM
Saturday February 22nd at 1PM
Saturday January 25th at 6:30PM
Sunday February 16th at 8:30AM
Sunday February 23rd at 6:30AM
Posted September 4, 2013
Red Urban sees their global role – and a few bellies – expand with new work for Volkswagen Germany.
How does one introduce a brand new car with powerful acceleration? Well, by showing the hilarious physical consequences of said acceleration, of course. Which is exactly what Toronto advertising agency Red Urban has done in their new Golf GTD spots, the latest example of their increasing role producing global creative work for Volkswagen.
As part of an integrated campaign overseen by DDB Team Blue, the five 15-second spots were filmed on location in Toronto over the course of two days. The spots were directed by Untitled Films‘ Curtis Wehrfritz and edited by Rooster Post’s Jesse Unruh and Chris Parkins.
Posted August 26, 2013
As part of MINI’s “NOT NORMAL” campaign and MINI’s undisputed go-kart handling, MINI Canada and their AOR Anomaly took directly to the streets and created the MINI Roller Coaster. Through vigorous planning and with the help of Toronto-based production company Asymetric, three MINI Cooper S models were completely retrofitted to create a MINI Roller Coaster.
Posted January 24, 2013
This spot for the Volkswagen Jetta started airing earlier this month in Canada. In it they suspend two Jettas, about 3,000 lbs each, inside a historic stable at Toronto’s Casa Loma.
For more info, and full credits, read the press release.