How serious is IKEA about sustainability? Serious enough to encourage people to keep stuff weighing us down out of landfills by giving old furniture a new life instead of buying new.
Part of a broader global campaign around IKEA’s sustainability initiatives, this ad has been featured on news outlets like CBC, CNN, FOX, HuffPost and Fast Company.
IKEA | Stuff Monster
The average business traveller is away from home 48 days a year. Naturally, the best part about a business trip is coming home, especially when you have kids who can’t wait to see you again. With this in mind, WestJet created the Flight Light - a night light that uses live flight data to project the parent’s flight path onto their child’s bedroom ceiling to get them even more excited about their parents coming home.
The Flight Light has been covered on Forbes, Bloomberg, Wired, CNN and business publications across the globe. Meanwhile, WestJet has seen a record uptick in Premium Cabin bookings, up 63% from the same time last year.
Centre For Child Protection
Online Sextortion is a serious crime and has recently grown 89% among teen boys. But teens don’t want to talk to their parents or teachers about sex, and scare tactics used in most online safety ads don’t always work.
So, to create an easy way into the conversation, we turned to humour. We encouraged teens to send a naked mole rat instead of nudes.
The campaign has been featured in over 1,000 news articles in 78 countries, including The New Yorker, Vice, Mashable, Fast Company, Washington Post and The Times.
Honey Nut Cheerios
Honey Nut Cheerios wanted to raise awareness of the alarming decline in bee populations and make bringing back the bees its purpose. After all, honey is the star ingredient in its product and a talking bee its mascot. So, we took the iconic bee off the box for the first time in the brand's history.
The campaign has been covered on Time, Huffington Post, CBC, Fox, NBC, ABC, Fast Company and Mashable, just to name a few, while helping Honey Nut Cheerios see a sustained 10% spike in sales.
Anyone who grew up in the 70s, 80s or 90s has made a mixtape. So, for 70s, 80s and 90s music radio station, Boom 97.3, we created MixtapeOfYou.com - a fun site designed to create a digital experience reminiscent of actually making a mixtape.
With cassette tape nostalgia at its peak in pop culture, the campaign blew past every engagement benchmark and generated over 6 million targeted impressions within the GTA.
Spearheaded by a video that went on to receive over 5 million unpaid views on YouTube and got featured at the TED Conference, this campaign was created for the launch of Sapporo beer in Canada. Also part of the campaign was an online game that let people explore the mythical brewery and win a trip to Japan, and the now iconic Katana tap handle that can be seen at bars across the world.
Star Wars wanted to fan the flames of fan passion in order to continue building interest in the new generation of Star Wars films and help drive sale of Star Wars merchandise, especially around father’s day.
So, we took one of the most iconic lines of dialogue in cinema history and created a touching homage to dads passing down their love of Star Wars to the next generation.
With over 10.7 million views over father's day weekend alone, this was Disney/Star Wars most successful video content post with social engagement levels on par with Star Wars trailers. And the love didn't stop at shares. Star Wars saw an 8% lift in merchandise sales during Father’s Day.
While the competition was talking about tech and specs, for Mother's Day Kobo wanted to give people a more heartfelt reason to gift an e-reader.
Originally launched in Canada, the ads were eventually running in 9 countries around the world, and the TV spot is on BuzzFeed's list of Best Mother's Day ads of all time. It's also one of those rare occasions when work makes it out to the world, just as it was presented in the new business pitch.
To launch Questrade’s robo-advisor platform, we identified one key truth - Canadians didn’t know much about the fees they were paying on their investments. And when they found out just how much those fees were eating into their returns, they wanted answers. So, we created ‘Ask Tough Questions’ - a simple ask to get Canadians asking their financial institutions tough questions about their money.
Since Campaign launch, Questrade has more than double its month on month growth and cemented its reputation as a disruptor in the financial services industry. It’s also gone from a brand with almost zero recognition to people quoting lines verbatim from their ads.
What happens when the kids who were told to “turn off that damn TV and go outside” grow up and have kids of their own with screens they never would have dreamed of? How do you address this when you’re a brand with the actual word “Nature” in your name?
To shed light on our changing relationship with nature, we grabbed 3 generations of the same families, and had them answer one simple question - What did you do for fun as a kid?
The resulting video has garnered over 25 million views at last check, $3.7 Million worth of earned media and is responsible for a 35% increase in sales.
Habitat for Humanity
Most Canadians think that Habitat builds homes in far away developing and disaster struck countries. We had to not only make them aware of the need here at home, but also get them to care.
So, we created a PSA that showed a family's journey of upheaval and the daughter's innocent efforts to build a home out of toy blocks. We then got people to donate and help bring that dream to life.
With a $0 media budget, the toy house helped Habitat receive over $300,000 in donated media and generate over 78 million social impressions.
Wiser's created a limited edition whiskey in a small batch and thankfully, albeit unimaginatively, named it Small Batch.
Maple Leaf Foods is Canada's largest food company with millions of people putting its food on their tables every single day. This first ad kicked off its new master brand campaign celebrating 'Doers' and defined what Maple Leaf stands for and the kind of food it makes. Not just for Canadians, but also for itself.
The following two commercials helped Maple Leaf orchestrate a turnaround to put Prime, a premium brand in a steady 4-year decline, back at the centre of dinner tables across Canada with double digit growth. It came from the simple truth that most normal people don't care about chicken. The cheapest one in the aisle gets in the grocery cart. So we moved the conversation from chicken to something a bit more meaningful.
Maple Leaf - Masterbrand
Prime - Dinnertime
Prime Sundown 30
The Cassies Awards is a Canadian show that awards campaigns with proven business results (If you want to call it the Canadian Effies, we’re cool with that). Clients, understandably, really care about how they and their ad agencies do there. But what about people outside of advertising?
To show Canadians how little savings add up to big things, we built a life sized car out of coffee cups.