«Heart & Stroke Foundation»

Awareness levels for the Heart and Stroke Foundation are up around 90%, but the challenge was relevance – most Canadians did not think that heart disease and stroke could affect them. So we created a new platform that struck a chilling chord with Canadians. We made it personal. Sticking to the facts that 1 in 3 Canadians die too soon from heart disease and stroke, and that it’s the #1 killer of women.

«Warner Bros. Contagion»

Challenge: When Warner Bros. asked us to promote the movie “Contagion,” on a $15,000 budget, we knew we needed to do something viral.

Insight: Strategically, we decided to focus on the fascination and fear of rapidly spreading microbes, like the ones featured in the film. We created giant petri dishes, inoculated them with fungi and bacteria, and mounted them in storefront windows. Over the course of several days, the microbes grew, spelling out the name of the film. A video of the growth was posted on YouTube.

Results: Within one week of the video’s release, it had registered millions of impressions, including over 210,000 views on YouTube, coverage by the CBC, The Today Show, the Wall Street Journal, The National Post, The Ottawa Citizen, and the Montreal Gazette among others. Contagion won its opening weekend, taking in three times its closest competitor at the box office.

The Toronto Zoo Penguins

Challenge: The Toronto Zoo is home to some 16,000 animals. Yet, despite this diversity, it’s not seen as having something new to offer visitors. So we needed a reason for people to come back to the zoo.

Insight: With the addition of 12 new endangered African penguins, we didn’t have just one reason – we had a dozen. From this insight, our campaign tagline was born: a dozen new reasons to visit the zoo. In TV, we gave each of the penguins a larger-than-life personality. In print, we highlighted the educational aspect of visiting the zoo. And we created a series of downloadable word games, a computer font, online banners, and a website where the penguins would help you send a message to a friend.

Results: The campaign was a huge success, resulting in mass participation, positive buzz, and even a marriage proposal.

«Audi quattro Event»

One of the great things about Audi’s quattro all-wheel drive technology is that it’s a benefit you can actually feel: better traction in all conditions. We created a campaign that, in every medium, gave people a physical demonstration of exactly why quattro is better. Tiny cars with super-strong magnets that made them incredibly difficult to pick up bore the message “Nothing sticks like quattro.” Newspaper ads showed how other cars react more slowly to changing conditions. And escalator handrails showed the kind of grip quattro gave you.

During the event, sales were 18% in September and 25% in October vs the previous year, smashing monthly sales records and leading to Audi’s best year ever.

«Bento Sushi»

Bento Sushi needed to completely overhaul their website in order to breathe new life into their online presence and expand the reach of their brand. To achieve this goal we developed a clean, bold design. We stripped the site down to the bare essentials, and then infused the visual elements with a minimalist beauty and the copy with a lighter, more personable tone. Upon launch, the new site was met with unanimous approval.

«Audi A3 TDI»

The Audi A3 TDI is an efficient, fun-to-drive diesel hatchback, and the Green Car Journal’s 2010 Green Car of the Year. With so many green credentials, we needed to make the A3 TDI stand out – and show that choosing a car that’s green doesn’t mean sacrifice.

We proved that efficiency, like the A3, can be both intelligent and fun.

«Purina Social Strategy»

To launch a new community website for Purina, we created a campaign that included everything from traditional print and online, to interactive text polls, and a charitable social media initiative.

«ALS»

Amyotrophic Lateral Sclerosis (ALS) is one of the most horrific diseases known to man, yet awareness of the disease is very low. So we gave Canadians an education. We showed how rapidly the disease progresses, and how physically and emotionally devastating it is. We illustrated how the disease works, and finally, showed them how they can help.

«Miele
Spring Campaign»

This campaign had two goals: 1) create excitement and generate store traffic for the Miele spring sales event, when buyers would get a free 10-year warranty and 2) continue building the Miele brand, reinforcing its reputation for designing exceptional appliances that redefine their respective categories. Tactical, retail-focused ads highlighted the beauty of both the appliances themselves and the warranty. An 8-page newspaper insert included featuring fashion, design and food ideas that, like Miele, bring a fresh and innovative approach.

«Purina
My Puppy School»

Challenge: Having a new puppy isn’t easy. That’s why new puppy owners, hungry for information, turn to family, friends, experts, and of course, go online for support. Purina was looking to boost visits to their online training site, and registration in their MyPuppy program.

Insight: Our strategy was to focus on the source frustration for new puppy owners: misbehaved and sometimes naughty puppies. Our campaign was called Puppies Gone Wild. it featured a viral video that showcased footage of real puppies behaving badly – from chewing on furniture to barking excessively to simply not following commands.

Results: New visits to our site spiked 30% above the monthly average. And registrations were 18 times higher than our monthly average. These new users were also using the tools on our site, including the Ask The Experts section, and watching our tutorial videos.