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Canadian Athletes Now Fund (CAN Fund)
Canadian athletes recently made history in Vancouver and through their excellence, united an entire country from coast to coast. In order for the athletes to excel on the world stage and ensure their future success, the financial support that enables them to be their best must continue. The Canadian Athletes Now Fund (CAN Fund) in partnership with BBDO Toronto has produced a 30-second television spot encouraging Canadians to become involved in amateur athletics on an ongoing basis.
The Canadian Athletes Now Fund (CAN Fund) www.canadianathletesnow.ca is a not-for-profit organization devoted solely to raising funds and awareness of Canadian athletes. CAN Fund connects Canadians directly to the athlete’s journey and success. With each donation made, the individual name of the athlete that the funds are supporting is presented to the donor. CAN Fund provides Canadian athletes with the opportunity to focus on success instead of focusing on unnecessary financial hurdles. Donations raised for the Fund are given directly to Canadian athletes to support their training, coaching, nutrition, team fees, travel and basic living expenses.
The television campaign aims to raise awareness and funding for the CAN Fund cause and to educate Canadians about the importance of providing both emotional and financial support to the athletes. Canadian athletes face a funding shortfall and CAN Fund helps to provide the answer by putting the funding directly into the hands of the athletes so that they can compete on a level playing field.
BBDO Toronto, Bijou Editorial, Tattoo Music and Soft Citizen donated the time and creative resources to develop the campaign.
- TV - Job
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Vancouver 2010 Paralympic Winter Games
The Canadian Paralympic Committee in partnership with BBDO Toronto launched its first-ever advertising campaign promoting the Vancouver 2010 Paralympic Winter Games. Elevating the training and preparation rituals of Paralympic athletes Ray Grassi (Sledge Hockey) and Stephanie Dixon (Swimming), the ads bring to life the perseverance, passion, skill, determination and successes each athlete experiences as they prepare to compete in their sport. By establishing feelings of empowerment and confidence, the campaign also encourages future athletes to pursue their love and passion for sport and their support of the Canadian Paralympic Games.
- TV - Stephanie Dixon: Swimming
- TV - Ray Grassi: Sledge Hockey
- Print - Stephanie Dixon
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Swiss Chalet Rotisserie Channel
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Fedex "Tracking Campaign"
How do you tell consumers about FedEx’s new package tracking system? Put your message where the bar code is.
- Print - Did it Clear Customs?
- Print - Where Is It?
- Print - Awake
- Print - Cheers
- Print - No Worries
- Print - Golf
- Print - Hockey
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Fedex "International Shipping"
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Doritos Viralocity
In 2010, Doritos challenged Canadians to create the world’s most viral video. Our custom built algorithm tracked and awarded points for views, embeds, tweets, ratings, shares and blog posts. Doritos Viralocity became the #1 sponsored YouTube channel in the world; topped AdAge’s Viral Video Chart and generated over 7,000,000 views.
- TV - Doritos Viralocity Campaign Video
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Monistat "Storm Cloud" and "Cursing"
In the past, women’s hygiene commercials have focused on embarrassment. Others are condescending. We felt it was high time to break out of these category conventions.
It sucks to have a yeast infection and we're not going to tell you to make it happy. So we dramatized that sentiment in a fun and entertaining way - a way that women could identify with and also laugh at.
- TV - Storm Cloud
- TV - Cursing
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Snow Campaign
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Molson M "Pour"
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Astro BioBest "Stairs" and "Bad Dog"
As women get older and have more responsibilities, health can fall by the wayside. They might still look great on the outside but unfortunately don’t realize how physically out of shape they may be on the inside
So through two television spots we illustrated how Astro BioBest Yoghurt, made with probiotic cultures and Omega 3's, is a simple way for these women to achieve a healthier self from the inside out.
- TV - Bad Dog
- TV - Stairs
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Cheestrings
Parmalat Canada is helping kids to unlock their creativity with Black Diamond Cheestrings. Since they are so stringable, kids can form the Cheestrings into anything their imagination desires. In this spot, imagination takes the audience from boxes in a backyard, to buildings in a large city where the kids are the heroes. To save their city from the Cheese Monster, the kids string away the Cheese Monster’s layers to reveal their beloved Cheesy.
- TV - Cheese Monster
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Diet Pepsi "Forever Young" Campaign
The Diet Pepsi® Forever Young™ campaign rekindles memories of more youthful days. This flashback delivered the award-winning belly laughs the campaign has become renowned for during the Canadian broadcast of Super Bowl XLIII.
Both spots feature individuals who imagine what it would be like to infuse their current everyday lives with the youthful fun reminiscent of sleepovers and schoolyard recess. Their idyllic daydreams are shattered when memories of schoolyard bullies, wedgies and silly sleepover shenanigans creep into the storyline. In the end, the heroes and audience take comfort in the fact that they can still feel youthful by enjoying a Diet Pepsi.
- TV - Sleepover
- TV - Recess
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Diet 7UP "Elevator Small Talk Tony" and "Emoticon Susan"
Along with its sister spot, “Emoticon Susan,” this campaign helped revitalize the Diet 7Up brand by celebrating the lighter things in life. Crafted by creative veterans Peter Ignazi and Carlos Moreno, the TV spots were a hit with consumers and award show judges alike winning multiple golds and Best of Show awards at the Bessies and two Silver Lions at Cannes.
- TV - Emoticon Susan
- TV - Elevator Small Talk Tony
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Tropicana "Arctic Sun”
The Tropicana Pure Premium brand took a uniquely Canadian approach in the trend of expedition marketing through the “Brighter Mornings for Brighter Days” campaign. Tropicana invited Canadians on a journey to Inuvik, Northwest Territories, one of the country’s northernmost towns during the coldest and darkest days of the winter. To launch the brand idea of bringing people a brighter morning, we created a giant artificial sun that emitted 100,000 lumens of light literally bringing a brighter morning to the frigid, remote Arctic town where its 3,500 residents live without a sunrise for weeks each winter. A team of Canadian filmmakers captured the monumental raising of the sun in Inuvik for a series of documentary-style commercials, which are featured prominently in the new campaign.
- TV - Tropicana "Arctic Sun"
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Tropicana Tropics
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RBC "Create"
Launched during the last summer Olympics, the Arbie campaign uses a blue-suited, bowler-hatted animated banker to make RBC feel less conservative and stuffy. This fresh approach to bank advertising includes the animated story of the Muffin Man growing his business beyond his imagination by following Arbie’s advice.
- TV - Create TotalWork Campaign Video
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RBC Filmakers Competition
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RBC "See Something Original"
As the official bank of the Toronto International Film Festival, RBC is celebrating originality in film.
RBC’s TIFF association is a cornerstone property in the bank’s overarching sponsorship strategy.
“See something original,” was the theme carried throughout the 2010 campaign in TV, print, online, cinema trailers, program guides, newspaper, wall projections, and other various TIFF collateral materials.
- TV - RBC - Western
- TV - RBC - 50,000
- TV - RBC - Mirror
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RBC Torch Relay
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Contract Monster Campaign
Contracts are inflexible, restrictive and tough to live with. So Shaw doesn’t believe in them. With a series of award-winning ads, Shaw personified the contract as a difficult, unruly monster that had become an unwanted guest in your living room. The campaign achieved industry leading subscriber growth and retention.
- TV - Groceries
- TV - Couch
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Shaw "The Best"
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Shaw "Helping Hand"
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Shaw - Together Is Amazing
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Sirius Satellite Radio "Discover Again"
To rekindle the emotions and excitement found in a moment of discovery, SIRIUS Satellite Radio Canada launched its first multi-platform campaign in three years encouraging consumers to explore and re-discover the music they’ve forgotten, or never knew they loved. Created by BBDO Toronto and Proximity Canada, the campaign included television and online ads that rolled just in time for the holiday gift-giving season.
- TV - Discover Again
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smart fortwo - Giant Shoehorn & Bike Lock
In conjunction with the opening of the 2010 Canadian International Autoshow, smart Canada educated urban dwellers regarding one of the many benefits of driving a smart fortwo. A head-turning marketing initiative in downtown Toronto wedged a giant shoehorn and affixed a giant bike lock to the smart fortwo, visually illustrating that the less than 3 metre smart fortwo can park almost anywhere.
The display, parked in various high traffic downtown locations, also imparted the message: “Fits into tight places”, and prompted onlookers to visit “thesmart.ca." The idea aimed to demonstrate that just like your favourite pair of shoes, the smart fortwo can comfortably fit into any lifestyle.
The smart fortwo is the most fuel-efficient two-seater in Canada, and it boasts a spacious interior, a 5-star crash safety rating and great agility to dart through traffic while avoiding potholes and other urban hazards.
This unique and larger-than-life display playfully conveys that the intelligently designed smart fortwo is the ultimate tool to conquer the city. The ambient initiative continued throughout the duration of the 2010 Canadian International Autoshow which ran from February 12-21, 2010.- Print - Bike Lock
- Print - Giant Shoehorn
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smart Alleyways
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Touch Skittles on YouTube
Touch Skittles on YouTube invites you to interact with the ad by touching your computer screen. Then, all you have to do is sit back and watch while your finger plays a starring role in the video.
- Interactive - Cat
- Interactive - Cage Cop
- Interactive - War Finger
- Interactive - Hitchhiker
- Interactive - Skittles Girl
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