eos is most known for their cool sphere lip balm, but they make an awesome shave cream as well. As it turns out, people really like to talk about their shaves, how they shave, where they shave, when they don't bother shaving. We brought the insights to life in a film and banner campaign with some help from illustrator Mike Perry.
No Pants Season
When eos entered the market, there was nothing else like it; it's beautiful packaging sold itself. But a few years in, and a few impostors later, we needed to go beyond the pretty package and let people know that eos works as good as it looks. We helped bring the campaign from lightweight (though beautiful) work, to something more insightful - disrupting the work in a category that is mainly a sea of same.
eos visibly soft
New tagline. New look and feel. GoDaddy was launching in new markets around the world and wanted to break free from their reputation in North America as well. This campaign includes TV, Online, OOH, plus social, radio and every other touchpoint you can think of. Launching first in Brazil, India, Mexico, Australia, and England, before making it to the US market in a few months.
I worked on everything from the pitch through to this first campaign. (But in the end, this didn't run in it's current state in all countries.)
Visa 2012 Summer Olympics
True story: I was once a member of the Canadian National Gymnastics team. I had to quit due to a career ending knee injury at the age of 12. Olympic dreams, shattered.
Who knew that one day, my Olympic advertising dreams would come true.
This campaign was so exciting. We had to pick the athletes we thought would have the best chance of winning medals, so that their spots could run right after their wins with congratulatory messages and live footage from moments before. Not all of them ran. But 5 out of 7 did.
I wonder if I’d have the same luck at the track.
Recognition: Morgan Freeman told me my copy was clever. Great press.
Media: TV, Online, Social
*I’m simply using this for the thumbnail for this project. The print ad is not mine.
Paula alt first medal
This is showing the social component of the US campaign. I worked on the Canadian version of this - but wanted to show for application of where banners and additional footage lived.
Rethink Breast Cancer
4 years ago I took on this pro bono campaign for Rethink Breast Cancer as I had seen so many people I know affected by cancer and wanted to help. Everyone who worked on this project donated their time and effort. I’ve never laughed, and cried so hard on a job. Oh wait, there’s no crying in advertising, right?
I got to write a musical about boobs. And get my lyrics set to music, and turned into sheet music. I posed topless in front of my whole team for one of the posters (that version is not on my site). There was a site experience, wild postings, the musical, newspaper, and all the little pieces for the actual event. And there was the applause of a crowd of survivors on opening night.
Recognition: FWA site of the day, One Show Interactive
Media: Film, Print, Digital, Integrated
Breast Fest Case Study
Breast Cancer - The Musical
Breast Cancer The Musical - The Making Of
Nissan Agent 23
In a city where over-the-top is the norm, Nissan needed to find a way to stand out at the Dubai International Motor Show.
So we invited people to star in their own spy thriller, set in the streets and desert around Dubai. When filming was done, they received their own personalized trailer and poster within minutes.
The effects were immediate, with #IAmAgent23 winning #1 Share of Voice and dominating social conversation at the show.
2016 FWA Site of the Day
2016 Shorty Award
The Case Study
Alex Horton (Our Director) as Agent 23
Inside the studio
From the Outside
H&M Global Values
H&M has 150,000 employees all over the world who live and work by a shared set of 7 Values. We needed to refresh their internal values campaign, and reenergize current employees and teach new ones at the same time. In Sweden, a "Red Thread" is a common phrase, used to describe a theme that weaves through a story. For H&M, that theme is their values, so we used the Red Thread to help tell that story. We worked with an artist who hand embroidered our posters in red thread, and used real employees from all over the world to bring the idea to life.
Yellowtail Wine Orchestra
[yellow tail] was created to be the anti-wine, wine. The wine that’s fun to drink, without the old world rules and rituals.
So we invited people to have fun playing playing a few notes with their wine to be part of the [yellow tail] Wine Orchestra. The site also turned into a soundboard that allowed visitors to compose their own original tracks from the submissions and add them to the playlist and share. We took all of the video submissions and worked with composer Kutiman to create an original track that we released later in the year.
Recognition: 2013 Webby Award
Media: Online, In-Store, Print, OOH, Experiential
Wine Orchestra Case Study
The Final Video
Caramilk Key to the Secret
Caramilk is legendary amongst Canadian chocolate bars partly because of its iconic advertising built around the Caramilk Secret. Since the 1960s, over 20 different commercials had been created, all of which featured individuals trying their best to discover how they got the caramel in the Caramilk bar. After abandoning the campaign to tell a different story for a number of years, and sliding out of first place in the market, we decided it was time to bring the mystery back to the forefront.
We hid ten actual keys in the bars and randomly distributed them across the country. Each key was a chance to unlock the safe containing the Caramilk secret. Television and online introduced the concept and explained how the program worked. OOH, Print and Social were used to fuel the frenzy of the search by giving real time updates on when and where keys were found and profiling the key finders themselves. The entire country joined in on the excitement and the campaign was a massive success, running year after year since it's creation.
And the best part? I now know exactly how they get the caramel in the Caramilk bar.
Recognition: Gold Promo Awards, Gold Cassies (Canadian Effies), Applied Arts Annual, Advertising Design Club of Canada Annual
We put the safe containing the secret on display in store windows across Canada. When people got too close to the window, one of 5 random security measures kicked in, complete with audio.
Campaign Case Study
Caramilk Key TV
The first key finders make the local news.
Then a key is hung on the morning news to announce it and build the frenzy.
Local country stores got in on the frenzy.
The final ceremony.
Like a rose ceremony but different. It took place in the actual office of the first president in the Cadbury factory in Toronto.
Finlandia Global Site
In 2013, Finlandia launched a new global campaign that championed living a “life less ordinary”.
Most of the time, big cinematic sites are reserved for campaign microsites and not platforms for international content. In this case, we wanted to deliver the immersive, emotional feel of their new campaign, while still housing the nitty-gritty: the flavors, drink recipes, and info about their tastemaster and global mixologist.
Upon landing at the site, viewers are immersed in the life of the Finlandia characters. The poetic language tells their tale, and is carried throughout the site, even in the drink descriptions. And the extras? The site knows what time you’re visiting, and reflects that in the color of the sky. Move the cursor about, and see the falling snow follow along. For a global site, that needed to be translated and understood across 26 different countries it certainly was anything but ordinary.
Media: Global Site
Recognition: Awwwards Site of the Day, Communication Arts Web Pick of the Day, FWA shortlist
OB: Mighty Small
OB tampons have 56 percent less waste than the average tampon, which is far less gross when it comes to garbage day. When other brands were still touting that you could still wear white bathing suits and ride a horse, OB was reminding women that “small is mighty”. I loved working on this second year of the campaign, and was able to do a few TV spots, print, and a microsite.
Recognition: Winner of multiple Cassie awards (The Canadian equivalent to the Effies).
Media: Online, Print, TV
Jack Daniel's Tennessee Fire
This is actually my second time working with Jack Daniel's after working on a piece of the Studio 7 business at the Hive in Toronto.
Jack Daniel’s recently launched a new Cinnamon Whiskey to compete with the likes of Fireball. Don’t get excited yet (if you like this sort of thing). It’s only available in Pennsylvania, Oregon, and Tennessee right now. To target those markets specifically, we created some online videos for their shiny new Facebook feed. And instead of letting people know that the fire was spreading to their region, we warned them.
It was a mini budget. Every frame created by our art director and handed off to be put in motion. Voice talent directed by me. Shots done by all.
Media: Online Video, Social
AD: Jeremy Stein
CW: Mike Latshaw, Nick Francis
7UP TEN Resolutions
Sometimes a project you’re excited about doesn’t end up exactly how you envisioned it, no matter how good of a case you made for all of the things you needed to make the work better. To make it work better.
But sometimes you still want to put in on your site cause “hey, I shot 13 spots with Chelsea Handler” and the New York Times liked it. And it was a fully integrated digital production”.
The insight was simple: we all make resolutions we can’t keep. Why not try one you can. We were handed that insight, and Chelsea Handler, and told to make something work.
We created 10 unique microsites that appeared to be helpful advice sites that you could send to a friend, like “Hey Facebook Friend, I know you wanted to get to the gym more this year, here’s a deal I found”. Upon getting to the site, the gym page would fall away, and Chelsea would be there telling telling them not to bother.
There was no budget for a transfer or sound mix. And we weren’t allowed to attend the V/O record. So, we did our best with what we got. Just want you to know, that I know, what I would have changed.
So after that great sell, here are a couple of the videos I liked. There’s a dog wearing sunglasses in there, so that counts for something right?
Recognition: My mom got to see my work in the NY Times.
Media: Video, Site, Social
Back to School
"Here's a little site with some ideas for family activites."