Posted September 30, 2016
Creative agency Open and Twitter Canada partnered to execute a real-time marketing campaign for the World Cup of Hockey (WCH).
Laura Pearce, Twitter Canada’s newly appointed Head of Consumer Marketing, was only two weeks on the job when she recognized that Twitter needed to be active during the WCH. “As the platform connecting people with what’s happening in the world, and in their community, the World Cup of Hockey presented an ideal opportunity and challenge, especially given the tight timelines and the live aspect of the games. said Pearce.
Open was tasked with developing a tactical digital campaign targeted at sports enthusiasts and hockey fans both on and off of Twitter. In order to reach the right audiences in real time, with the most relevant ad messaging, a programmatic buy proved the most efficient way to reach the target. Emulating the Twitter experience, Open developed 70+ executions that were preloaded and available to run based on different real time triggers such as team match ups, game play, player highlights, wins and losses. In combination with a significant on-platform presence from Twitter Canada’s @TwitterSports account and their World Cup of Hockey partners plus real time updates via Moments, a recent feature that collects the best content on Twitter, the off-platform digital ads behaved like Tweets. This provided focused real-time content and driving fans to Twitter to follow the action and Tweet their commentary and support.
Posted September 26, 2016
This Thanksgiving Give Thanks by Helping to Feed Toronto’s Homeless
Following the success of its 2014 fundraiser #HomelessTurkey, which was honoured by a Webby in social media, Toronto-based agency Blackjet Inc. has launched a new fundraising campaign for Good Shepherd called the #FastTurkey Challenge.
This new social media-driven fundraising initiative asks people to forgo just one lunch this Thanksgiving so Good Shepherd can continue to provide Toronto’s homeless with meals, clean clothes and a safe bed for the night.
Here’s how it works: On Friday, October 7th (the Friday of Thanksgiving weekend), people are asked to fast by skipping lunch and then to donate the money they would have spent on that meal to Good Shepherd to help the homeless. They’re then encouraged to challenge two friends to do the same while sharing their support for the challenge on social media. It’s that easy.
For more information on how to participate, raise awareness and generate funds to feed Toronto’s homeless, you can visit FastTurkey.ca.
Posted 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.
Posted 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.
Posted 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.
Posted 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.
Posted 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.
Posted 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.
Posted 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”.
Posted 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.