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Canada

Lowe Roche is Moving

Posted June 8, 2015


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Lowe Roche announced today that it will relocate to Toronto’s Liberty Village in the summer of 2015. After the better part of a decade at the corner of Queen Street and Beverly in Toronto’s Fashion District, Lowe Roche is working in a temporary location in Liberty Village before permanently moving the agency to a newly constructed office space at 219 Dufferin Street.

Occupying space inside a former 1870s GE manufacturing plant, the unique office will maintain the warehouse’s architectural integrity with open ceilings, visible supporting beams and a 30-foot clerestory. Working with Toronto-based architecture firm Bartlett & Associates, Lowe Roche will boast a one-of-a-kind, park-like environment, complete with trees, plants, natural wood floors and an abundance of outside light.

The relocation comes on the heels of recent notable projects, including a one-of-a-kind stunt for Warner Bros. Canada’s theater release of Mad Max: Fury Road (posted above).

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Three Thumbs Up

Posted June 8, 2015


Okanagan Spring Brewery is launching its new Hefeweizen Pack today. This handy 12-bottle pack contains three delicious flavours: Okanagan Spring Sonder Hefe, Okanagan Spring Ginger Hefe and Okanagan Spring Lime Hefe. To support the launch of the brand new pack, Toronto-based creative shop Open and Okanagan Spring have set in motion a multimedia campaign comprising of out-of-home, radio and digital components.

Open was involved from the very beginning of this project. The agency began by developing names for the new beers – Sonder being a play on the German word besondere, meaning “special”. Next, they looked at pack design and finally, the rollout of a fun multimedia campaign featuring a three-handed man. The overarching thought, that with the Hefeweizen Pack containing three flavours, you’ll wish you had three hands.

“These are three delicious new beers for Okanagan Spring, and you can’t pick one over the other…who else than a three- handed man to get the point across?” says Open’s Martin Beauvais. “It was a fun campaign to develop, elements like our three-handed cursor that appears when users roll over one of our Hefeweizen Pack banners, really highlight the versatility of this idea.”

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Red Urban Drives Off With Subaru

Posted May 27, 2015


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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.
 
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Johnsonville Connects with Canadians

Posted May 27, 2015


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Canadians know that making food delicious is all in the details. That’s why Johnsonville, the biggest sausage brand in the world, is deepening its connection with Canadians through a new campaign that’s celebrating its rich history as an experienced, successful and the most authentic purveyor of quality sausages.

Created in partnership with Cramer-Krasselt, Toronto-based Matchstick and Braque, which adapted the campaign for French Canada, Johnsonville’s campaign aims to surprise and delight Canadian consumers through a number of touchpoints.

The campaign also includes a significant social media component, which was developed by Toronto-based Matchstick, that’s being brought to life on platforms, including Facebook, Twitter, Pinterest and Johnsonville’s mobile-optimized website, which will launch at the end of June. It’s sharing content that, while telling the Johnsonville story, uses four other key storytelling themes — the unique flavour of Johnsonville, the backyard experience, the big game at home and a multicultural feast — to promote things like recipe inspirations and barbecue tips.
 
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Get Your Ping Pong On

Posted May 26, 2015

Toronto design consultancy Sovereign State is hosting an advertising ping pong tournament at SPiN on Thursday, June 18th. On top of it being a tournament, Sovereign State’s sister company State Goods will also be launching its VERSUS Pan Am Games prints, in collaboration with Toronto based artists and illustrators. Their will also be battling DJs, to set the tone for the night’s competition and SPiN bartenders will create duelling cocktails, in search of a crowd favourite. All proceeds from the night will go to The Remix Project.

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Choose Happy

Posted May 6, 2015


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Ah, happiness. Who doesn’t like being happy?! Koodo Mobile has launched its new brand platform and integrated campaign, “Choose Happy,” created by Toronto-based Camp Jefferson. It’s vibrant, fun and bursting with happiness. There’s so much to make you smile. In fact, I’ve watched the popsicle vid (above) about 5 times today. It puts big smile on my face.

The Canadian telco’s new direction stems from a key insight at the heart of the brand’s business: Koodo customers are happy. The new platform is currently being brought to life, colourfully and exuberantly, across a ton of touch points. Koodo worked with a diverse network of illustrators, animators, designers, artists and directors to create a massive convergence of eclectic, creative, inspirational content, akin to the creativity of the Internet, and geared towards making people happy. The content includes things like an animated loop of a robot slipping on a banana peel, images of smiling popsicles, and dogs that turn into bunnies. It’s often accompanied by cheerful observations, like “happiness is no hidden fees,” and “happiness is perfect parallel parking when everyone’s watching.”

Read more and see more happiness.

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Camp Jefferson Launches in Toronto

Posted April 30, 2015


Meet Toronto’s newest shop – Camp Jefferson.

The international communication network Vision7 announces the launch of its newest agency Camp Jefferson. The new full-service creative agency is purpose-built for today’s evolving and demanding communication environment.

The name is a reference to the shop’s Jefferson Ave. offices in Toronto’s Liberty Village.

“The launch of Camp Jefferson is very exciting. Our mandate with clients has evolved and our growth over the recent months has resulted in the addition of new staff and capabilities. The marketing community will get its first tour of Camp Jefferson when they see the work that hits the market this Spring and Summer,” says Peter Bolt, SVP, Managing Partner of the new agency.

Camp Jefferson builds upon the staff and clients of DARE Toronto, including Coca-Cola, NHL, Great West Life Co., KAO Brands, Penguin Books, and Side Launch Brewery. The addition of Koodo Mobile will fill out the starting roster for the new agency.

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Best of the Bessies

Posted March 27, 2015

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Last night The Bessies were held in Toronto – celebrating the best of Canadian broadcast advertising.FCB, Leo Burnett and DDB took home the top honours – each with a Best in Show.

Leo Burnett’s “#LikeAGirl” for Always won the top prize in digital film (above), while DDB Canada’s “Pep Talk” for Netflix won in television (below). FCB Toronto’s “Invade” for Ontario Tourism and the upcoming Panam/Parapanam Games won in the craft category (below).

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Creating the Face of a Nation

Posted March 16, 2015


TFO creates first-ever national portrait by combining the faces of thousands of Canadians.

Samuel de Champlain helped shaped the face of Canada, and now Canadians have the chance to do the same for him in this new project created by Lowe Roche.

While Samuel de Champlain was a significant figure in Canadian history — hailed as the ‘first modern cartographer of Canada’ and an expert mariner who crossed the Atlantic 27 times amongst many other amazing feats — an interesting fact about him is that nobody really knows what he looked like. The pointy-moustachioed visage people have become familiar with is, in fact, merely the product of an artist’s imagination. So, to generate buzz around the release of TFO’s “Rêve de Champlain,” a six-part miniseries providing a portrait of the explorer and celebrating 400 years of a Francophone presence in Ontario, the French-language public broadcaster has created “Champlain: Portrait of a Nation,” a microsite where Canadians can lend their faces to create a composite image of one of Canada’s most notable, but mysterious historical figures.

At revedechamplain.com/portrait Canadians can upload their picture, along with the faces of other Canadians, to give a face to Champlain and celebrate the spirit of the man by creating a unified face of our nation in the process. Champlain’s face, like the face of our nation, will change over time as more people add their portraits to the mix, and visitors to the microsite will be able to see the individual portraits of all those who decide to donate their face to Champlain.

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Transcend3 Goes Farm to Fork

Posted March 2, 2015



One Earth Farms has named Transcend3 as their national advertising agency of record and strategic partner for all of their brands under the One Earth Farms umbrella in Canada, including Beretta Farms and Sweetpea Organic Baby Food. One Earth Farms is a leading fully integrated ‘farm to fork’ Canadian company with a diverse portfolio of premium healthy organic, all-natural and grass-fed foods.

“We were very impressed with their creative credentials, deep experience in the food category and their track record for results,” said Cynthia Beretta, Marketing Director, One Earth Farms. “They also stood out for their unique and seamless bilingual creative approach that is developed by one team. Their creative concepts combined with their experience and ability to take our brands to Europe made Transcend3 the right choice.”

Transcend3 will be responsible for positioning each brand, as well as national creative including print, packaging, POS, social media, broadcast and special design initiatives.

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