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Paint a Cat

Posted June 19, 2015


Last month I launched Koodo’s new brand platform, Choose Happy, created by Toronto-based Camp Jefferson. The campaign celebrates that Koodo’s customers are the happiest in Canada (according to JD Power’s ranking of Best in Customer Satisfaction). To showcase this, they created a campaign of small bits of happiness-infused, mobile optimized content built for sharing.

To date to following has been created – 8 spots, 7 Pre roll spots, 5 GIFs created for Happy Hub, 17 music tracks, 58 animations from Mike Perry, 4 installations, 1 Choose Happy Mural, additional 25 animations and 8 games on the Happy Hub.

The Cat Paint game on the happy hub seems to be a favourite (who doesn’t want to paint a cat?), and many people have shared their designs on Koodo’s Facebook page. I’ve shared a few of my favs above. See more here.

Koodo and Camp Jefferson will continue to build more happy for this campaign as it goes on.

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Mad Max Your Ride

Posted May 14, 2015


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The Mad Max: Fury Road Dusty Car Wash. Come in clean. Leave dusty.

To promote Mad Max: Fury Road a piece of downtown Toronto was transformed into a post-apocalyptic world – complete with scrap metal, pyrotechnics and of course, coloured smoke grenades. At the centre of all the chaos: The Dusty Car Wash.

People were invited to bring in their vehicles and have them covered with dust, which became canvases for artists. These artists would then re-create imagery from the movie on each vehicle, including: skulls, flames, gears, movie quotes, and even the title and release date. Once vehicles were covered with artwork, they drove away – creating mobile billboards all around the city.

This dust-filled, one-of-a-kind stunt was created by Toronto-based creative agency Lowe Roche with the support of Warner Brothers Pictures Canada, a team of Hollywood set dressers and professional artists.

Full credits and more images.

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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.

Read more.

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Lovely Bones

Posted March 4, 2015


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Here’s a stunt that was shot on Valentine’s Day in Santa Monica. It’s part of the “Love Has No Labels” campaign for Ad Council and it hopes to shake people up and help them realize that everyone holds biases, even if they aren’t aware of them.

It was created by R/GA, and directed by Danielle Leviitt of Persuade Content.

The year-long campaign, which extends online with stories and a quiz about bias, is designed to make people aware of their implicit biases—how we make snap judgments about others without even realizing it.

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Jesus – in a Marketing Meeting

Posted February 17, 2015


Water into wine, healing the blind…and now, see Jesus in a marketing meeting discussing his next great feat.

To showcase its unique production and post-production offerings, Montreal-based 1one created this promotional video, in partnership with integrated advertising agency lg2, that gives viewers a seat at an iconic brand planning session led by the most famous advertising client of all time, Jesus. The table talk fictitiously reveals how 1One helped the Messiah top his previous branded efforts — no small task when you’re trying to outdo giving sight to the blind or turning water into wine.

1one’s aim every time is to execute stunts that look like they defy the laws of nature. Its portfolio includes branded experiences for a number of renowned ad agency clients, including Ogilvy & Mather, lg2, DenstuBos, Cossette and Taxi, on behalf of some of the biggest brands in the world, including Dove, KLM, Telus, Air Transat, and Cirque du Soleil. Its most recent project, Dove’s “Love Your Curls,” via Ogilvy & Mather Paris, is the fastest spreading campaign in Dove’s history.

Read more.

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The Creator Class

Posted November 19, 2014


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For Creators, By Creators – Toronto-based FREE launches a Millennial-powered digital channel “The Creator Class” in progressive studio partnership with Canon Canada.

“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.

Read more.

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Corona Extends Summer

Posted September 9, 2014

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Being a brand long associated with sun and summer, Corona is providing Canadians with some extra sunshine at the end of this summer via their “Corona Sun Beam”.

Via Toronto-based creative shop Zulu Alpha Kilo, a Corona reflector screen has been mounted to a crane to divert some extra sunshine onto shady patios. Nice stunt.

Found via FastCo.Create.

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Harmonious Hockey Heckling

Posted November 22, 2013

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The long-standing rivalry between the Toronto Maple Leafs and Montreal Canadiens is the oldest hockey rivalry there is and one of the most storied and celebrated match-ups in all of sport. Recognizing that an historic hockey rivalry like this one requires some old school heckling, MaserCard and and MacLaren McCann delivers harmonious heckling for hockey season in the form of he barbershop quartet.

See more of the work and read more.

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Lexus Design Disrupted

Posted September 30, 2013

LEGS and Lexus Collaborate with MADE Fashion Week, MILK, Coco Rocha and Giles Deacon to Create Live Holographic Fashion Experience
during New York Fashion Week.

Called “Lexus Design Disrupted”, the spectacle kicked-off MADE Fashion Week and brought together the worlds of fashion, art and technology. With the creative vision of directing duo, Radical Friend, LEGS was able to bend space and time to execute the grand scale project.

The video above is a 6-minute cut-down of the 15-minute show. Read more and view the full-length version here.

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Lowe Roche’s Living Opera

Posted September 18, 2013

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Twelve notes. Twelve opera singers. One instrument.

In collaboration with the Festival d’Opéra de Québec, TFO, and their AOR Lowe Roche, brought opera to the people by inviting the public to engage with a new interactive and never-been-seen-before instrument.

The Living Opera Organ is a 12-note, giant keyboard that you play with your feet, featuring opera singers who elegantly belt out their corresponding notes as the different keys are played. The singers were connected to the notes via vibrating bracelets, so every time someone stepped on their note they would get “shocked” into singing.

Read more and full credits.

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