Homeowners have been conditioned to believe that all mortgages are the same. Manulife One is the vastly-superior exception, so why do so few Canadians know about it? It’s almost as if there’s a shadowy bank conspiracy to keep us in the dark. We awakened consumers by creating an underground resistance intent on bringing the mortgage truth to light. Decidedly un-banky.
This digital campaign drove 14 million views, grew business 30% year-over-year and generated tens of millions dollars for our client. Winner of gold and silver CMA awards; plus a Cassie for good measure.
WRITER: Rich Cooper
Plan Canada wanted to promote their annual Gifts of Hope children’s charity initiative, but they only had the budget for a few banner ads. We saw greater potential and used every penny (along with a lot of good will) to create something with more of a hook: The Fish of Hope. As the impassioned spokescritter for unwanted novelty gifts everywhere, he teaches how the ultimate gift is helping a child in need.
Viewers were moved by his fishy plea, making this Plan’s overall top revenue-generating video.
MEDIUM: Digital pre-roll
WRITER: Rich Cooper
Sapporo wanted to boost their image as a beer with sophisticated urban cred. We created a campaign that combined the mystique of traditional sumi-e brushwork with the edginess of nightlife in modern Japan. Consumers were stopped in their tracks by giant dragons snaking along city streets, and were surprised to step into interiors dominated to resemble Tokyo subway cars.
MEDIA: Transit, wild postings, digital pre-roll
WRITER: Siobhan Dempsey
PRODUCTION: Brad Pickard; Married to Giants
This was the emotionally-charged culmination of a year-long brand campaign. Our position: when you’re armed with a financial plan, you’ll have the courage to pursue the things that matter most. We brought this to life by following people from all walks of life as they stepped into important life-changing moments. Follow-up videos told the intimate story of each character and the role that Manulife played.
SCOPE: Brand strategy, TV, digital, OOH
WRITER: Julie Stolberg
PRODUCTION: Soft Citizen
How do you launch a revolutionary new life insurance? With a banana, obviously. Vitality is life insurance that rewards Canadians for being active and eating well. We expressed that with a vibrant veggie-coloured campaign that presented healthy foods and activities as the key to savings and rewards. It all lead up to a high-energy launch event hosted by the irrepressible Pinball Clemons.
MEDIA: Digital, print, OOH, experiential
WRITER: Rich Cooper
ENGAGEMENT PARTNER: Weber Shandwick
What to do with your recycling? Choose wisely or Karma’s gonna get you. Encorp wanted to remind kids and adults alike not to trash their recyclables. With this campaign we took it to the extreme, showing how one careless mistake can have unexpected (and sometimes squashy) consequences.
MEDIA: Digital, print, OOH
WRITER: Tim Dundon
ANIMATION: Paul Gill
Veggies are good for you?! Cats like stew?! Who knew? If it’s spoonable, sippable or—ahem—lickable, I can think of a million ways to make it tasty.
WRITERS: Jana Peck; Julie Stolberg
Miller Thomson approached us to envision a top-to-bottom rebrand reflecting their modernized values and roots in the Canadian market. We developed a bold identity and communications program that underscored a new positioning as Canada’s Law Firm. The logomark does triple-duty: depicting collaboration, the spark of inspiration and Canadian identity through an abstracted maple leaf. The new look was a resounding hit with our clients. No mean feat getting 550 lawyers to rule in your favour.
SCOPE: Positioning, brand identity, web design, print, OOH
The challenge: how do you make dumb old coral reef look interesting? Oh, who am I kidding; it’s a magical under the sea. This fun little campaign breaks through the glass and follows one miniature family on their aquatic adventures. The real challenge: getting a school of jellyfish to face the camera.
MEDIA: OOH, environmental graphics
PHOTOGRAPHY AND RETOUCHING: The Orange Apple
Canon wanted to elevate their L-Series lenses in the minds of those who seek out the best. And because experience is the new status symbol, it only made sense to put Canon’s lenses into the hands of some the world’s most adventurous photographers. A new positioning line, paired with a bold logomark told discerning photographers that Canon L’s red ring stands for adventure.
SCOPE: Positioning, logomark, OOH, print
PHOTOGRAPHY: Joey L.
This was a top-to bottom brand overhaul for BC’s public insurance provider. We moved them from being perceived as a staid government bureaucracy to a much more consumer-focused company powered by real humans. The two-year process involved a complete brand audit, consolidation of lines of business and a rethinking of all consumer touchpoints. A success internally and with customers alike.
What can you say about natural gas? Once you rule out any and all fart jokes, it gets a little dull. We wanted to let consumers know that not only was BC Gas changing it’s name, but they were also changing their whole way of doing business. Enter Julie: BC Gas’ fast-talking receptionist. She was anything but silent, and the business results were deadly.