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Campbell's "Soup At Hand" Campaign
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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 two 30-second television spots 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.
The first spot: “Job” has been running since the beginning of the Games on donated media space from Shaw Cablesystems.
The second spot “Stacked Up” will begin airing April 1st and run into 2011, also running on donated media space from Shaw.
BBDO Toronto, Bijou Editorial, Tattoo Music and Soft Citizen donated the time and creative resources to develop the campaign.
- TV - Job
- TV - Stacked Up
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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 "Always Good for so Little"
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Harvey's "Allison Burger"
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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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- Print - Ruffles Ridges Grip Dip
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Doritos Collisions "Battle in a Bag"
This spot launched the new Collisions flavour (two distinct flavours in one bag of Doritos) on TV and in-cinema with an epic stand-off between Hot Wing-toting Texans and Blue Cheese-loving Frenchmen. The broadcast advertising was supported in the streets by an interactive billboard campaign where participants could control the combatants using mobile phone technology. The campaign sold many bags of Doritos and won both creative and media innovation awards.
- TV - Battle in a Bag
- TV - Battle in a Bag TotalWork Campaign Video
- Interactive - Battle In A Bag - Website and Facebook Page
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Become the Doritos Guru
Doritos invited consumers to take over the brand and name a mysterious new flavour and produce an ad. We used lo-fi production featuring man-lipped cats, the first 3-D YouTube ad, and never-done-before Facebook/YouTube integration. The results: 1.5M unique visitors, 2,100+ uploaded spots, and one winner receiving $25,000 and 1% of sales.
- TV - Talking Toys
- TV - Cat Mouth
- TV - Become the Doritos Guru TotalWork Campaign Video
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Jeep: Wrangler Campaign
Not many clients would allow you to depict your target audience as lunch; but Jeep did. Running in magazines like Vice and Maxim, this campaign highlighted the benefit of a Wrangler with more room – the benefit to the animal population that is.
- Print - Fat Lion
- Print - Fat Snake
- Print - Fat Bear
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Maps Campaign
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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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Genuine Parts Campaign
The best parts are genuine Mercedes parts.
- Print - GenuineParts - Shaving Mirror
- Print - GenuineParts - Stroller Wheel
- Print - GenuineParts - Door Knob
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Bluetech
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Forumla One
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smart fortwo - Giant Shoehorn
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 behind a 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.” Created by BBDO Toronto, 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 - Giant Shoehorn
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Mitsubishi "Robot Factory" and "Suspension"
Mitsubishi's new advertising campaign features a robot factory" that comes to life through intricate computer-generated (CG) graphics that underscore the company's focus on athleticism as a defining brand element. A first for Mitsubishi, the "Robot Factor" TV spot relies entirely on the latest computer graphics technology to promote the new Eclipse and Eclipse Spyder models.
In "Suspension," Mitsubishi Canada's sporty robots are back for the car maker’s latest television efforts featuring its best-selling model, the Outlander.
- TV - Suspension
- TV - Robot Factory
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Mitsubishi 2010 Outlander "Stand Out" Campaign
To introduce the newly redesigned athletic 2010 Mitsubishi Outlander to the Canadian marketplace, Mitsubishi Motor Sales of Canada Inc. (MMSCAN) has teamed up with agency partners BBDO Toronto and Proximity Canada to create its latest campaign. Entitled “Stand Out”, the recently launched multimedia campaign uses television, print (newspaper and magazine), direct mail, cinema and online advertising to flaunt the Outlander’s newest styling features. Unique to the category, Mitsubishi also focused the vehicle’s digital launch directly through its Facebook Fan Page instead of using a traditional micro-site.
- TV - Invisible
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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.
Some text about...- TV - Bad Dog
- TV - Stairs
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Diet Pepsi "Forever Young" Campaign
The Diet Pepsi® Forever Young™ campaign is entering its tenth year of rekindling memories of more youthful days. This year’s “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,” the 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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RBC "Create"
Launched during last summer’s 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 - Olympics - Shiny Happy Relay
- TV - Create TotalWork Campaign Video
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RBC "Crime Doesn't Pay"
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RBC Filmakers Competition
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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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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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Starbucks Canada "Flowering Ads"
On Earth Day, Starbucks and the Evergreen Foundation teamed up to plant trees at Vancouver's Jericho Beach. This pairing led to a truly innovative approach. Our advertising was printed on biodegradable seed paper – a world’s first. So this Earth Day we planted the campaign along with the trees.
- TV - Flowering Ads TotalWork Campaign Video
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Tropicana "Brighter Mornings for Brighter Days”
The Tropicana brand is taking a uniquely Canadian approach in the trend of expedition marketing through its new “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 - Arctic Sun
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UNHCR "Eviction" Campaign
How do you get Canadians to sit up and notice that millions of people are being evicted in war-torn, third world countries every year? Easy - evict a few Canadians. Director Tim Godsall, along with a group of actors posing as Government employees, an unmarked police car and a white econoline van packed with camera equipment captured the emotions and fear experienced by real Canadians faced with the prospect of losing their homes. Awareness for the UNHCR jumped significantly with this campaign. It also hit home with award show judges, winning at Cannes and a number of other award shows.
- TV - Adam
- TV - Eviction TotalWork Campaign Video
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Wrigley Excel
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