Posted November 19, 2015
Toronto-based creative agency The Garden would like to introduce you to the all-new IZ – a company dedicated to the creation of sophisticated and functional clothing for people using wheelchairs, founded by renowned designer Izzy Camilleri. The company enlisted The Garden to help reframe and rebrand its business.
Headlining IZ’s brand relaunch is a new social media campaign called “Fashion IZ Freedom,” that utilizes the power of fashion to get the message out about the importance of making the world a more accessible place.
The campaign calls on people to order a special “Fashion IZ Freedom” t-shirt to raise awareness around accessibility issues. Once they receive the shirt, people are prompted with a card to “take a seat” for accessibility issues across North America by taking a seated selfie while wearing the shirt. They are then encouraged to share their pics with their social networks tagging @IZadaptive and #FashionIZFreedom. One hundred per cent of the proceeds from the t-shirt sales will go towards building ramps in communities across North America.
Posted September 22, 2015
Matchstick is pleased to announce that it has been named Crayola Canada’s social media agency of record. The Toronto-based social media marketing agency will be responsible for helping Crayola establish a Canadian presence in social media. Matchstick will support Crayola’s Canadian social initiatives to connect the brand with Canadian consumers and educators.
Matchstick will help Crayola Canada to create a sense of community and cultivate strong relationships by developing authenticity, while highlighting Crayola’s family of products and its brand in a relevant way. Matchstick will also help Crayola celebrate the many colourful aspects that make Canadians and Canada unique.
To-date, Matchstick has been helping Crayola develop its Canadian voice on Facebook by mining the deep well of brand stories that have made Crayola the number one crayon company in the world since 1903. Matchstick creates original content and adapts existing content to engage Canadian parents and teachers. The Crayola Canada Facebook page has several areas of focus, including themes such as “Colours of Canada” and “Colour with a ‘U’. It has included content targeted towards parents, such as stories celebrating young artists, and Crayola nostalgia, and content designed to be a resource for teachers, including back-to-school lesson plans and go-to guides for art-infused learning.
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
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.
Posted March 23, 2015
Touchpoint Films is pleased to present Whatever, Linda, a compelling new type of original series that’s bringing network-level production quality to the web series, and changing the way people consume and interact with content online.
Whatever, Linda is a dark and funny dramedy. It’s 1978 and young Linda Thoroughbred is down and out in New York City. The series starts with Linda winning a sweet entry-level gig as a secretary at a high-flying Wall Street financial firm where she recruits her colleagues to stick it to the man through a diabolically lucrative, Madoff-esque Ponzi scheme. The series even includes a few cameos by Graydon Sheppard (Shit Girls Say) as Linda’s neighbour.
The series was created by a team consisting of co-creators, writers, and producers Julian De Zotti and Hannah Cheesman, Toronto and Los Angeles-based interactive agency Secret Location, co-executive producer Mackenzie Donaldson, producer Kevin Saffer and Touchpoint Films, and director Matt Eastman.
View the series trailer above. Read more.
Posted February 4, 2015
Directed by Paul Johnston and Adam Beck, Content turns the camera around, as Matthew Frost plays Matthew Frost in this self-aware doc about filmmaking in a celebrity-saturated internet age. Peer into Matthew’s daily life and learn about a creative process that blends the efficiency of a commercial film with a sense of humor in a world that takes itself too seriously. Beyond all else, learn from a Creator who has made lightning strike again and again with a viral, modern-day genre all it’s own.
Posted January 19, 2015
I love this idea. Toronto-based editorial shop Panic & Bob is decorating its walls with instagram pics. There’s about 40 pics up already and as they have a lot of walls to fill, all you have to do to get in on the action is tag a pic with #panicandbob on Instagram.
Posted November 19, 2014
“The Creator Class” is a creativity lifestyle channel for those who share their passions for a living. Anchored on YouTube and Instagram, the slate of social programming shares the lives, ambitions, and craft of leading content creatives in Music, Style, Adventure, Arts, and Culture. True to the channel’s collaborative premise, all programming is produced by FREE’s community of leading social storytellers.
Posted May 6, 2014
Here’s a great German social campaign by Jung Von Matt/Elbe which targeted the Nazi presence in Germany (yes, sadly there still is one).
On International Holocaust Memorial Day, Laut Gegen Nazis, or Loud Against Nazis, encouraged a diverse group of Germans to like the NDP (the country’s neo-Nazi party) on Facebook and then swarm the page with positive, anti-racist messages. According to the case study above, more than 100,000 protesters participated in the “Like Attack,” and the ensuing coverage generated some 7 million media impressions. Nice work.
Found via AdWeek.
Posted April 11, 2014
Procrastinating? Here’s an awesome Friday time waster – Bolthouse Farms’ The Food Porn Index.
It seems people hashtag pics of unhealthy food more so than healthy food – no real surprise there. Bolthouse Farms says they created this index to track the health of food on the internet and hope that the site encourages people to post pics of more healthy food. Healthy or unhealthy, the site has some pretty fun elements, like the still from the Donut Zoom above. Take a few minutes and check it out.
Found via Communications Arts.