STRATEGY AND CREATIVE DIRECTION/WRITING: NOKIA Go Allwhere
Jim Diorio and Inna Gertsberg, Agency. When the account person that you launched Hotmail and MSN in Canada with calls you twenty years later, to ask you to create Nokia's first global enterprise campaign over the summer, you puke after the call.
Jim Diorio and Inna Gertsberg, Agency. When the account person that you launched Hotmail and MSN in Canada with calls you twenty years later, to ask you to create Nokia's first global enterprise campaign over the summer, you puke after the call.
See the entire campaign here.
Hear what the client had to say here.
REBRANDING, CO-CD, WRITING: HEADWATERS TOURISM
Touchwood Design. Spent a few months eating, exploring and re-branding Headwaters, the collection of rural communities just north of Toronto, as "Where Ontario gets real." Our Guide (below) was named Best Publication, Print or Digital at the 2015 (and 2016 and 2017) Economic Developers Council of Ontario. From the client: https://www.behance.net/gallery/19978243/Testimonials-Kind-Words
I like filling longer print pieces like this Guide with subtle copy surprises, like the deliberately cornball horse quote and headline below. I like the idea of readers coming across them and getting an unexpected smile that shapes the brand's personality, or a tidbit of information that helps me make my case.
I presented the new brand in front of 200 guests, mayors and media, then proceeded to tumble out the back of that little booth (that's me in front of my client, Michele Harris.) Such a class act, always.
In addition to writing the Guide and interviewing farmers, horse people, restaurateurs and conservationists, I also co-created about 20 ads for local municipalities, attractions, shops and more, like this one for the town of Erin.
TV: Canadian Museum for Human Rights
Manifest Communications. Creative Direction/Writing. Art Direction: Inna Gertsberg.
Branding and promoting the world's most sadly necessary museum, in Winnipeg, Manitoba.
TV: IKEA
Roche Macaulay and Partners. Art Director: Marisa Maestenbroek. Hear from the legendary creative director, Geoff Roche: https://www.behance.net/gallery/19978243/Testimonials-Kind-Words
TV: IKEA, Swedish Solutions
Roche Macaulay & Partners. Writing. Art Direction: Jason Kinsella, Dave Federico. IKEA products solve many common problems. Like conspicuous mustard storage. More: https://www.behance.net/gallery/19182485/TV)
TV: National Reading Campaign: Too Good to be True
Manifest Communications. Creative Direction, Writing. Art Direction: Trevor Mann.
RADIO: Einstein Brothers Bagels, U.S.
Roche Macaulay & Partners. Writing.
RADIO: The Co-operators Insurance
Roche Macaulay & Partners. Writing. Featured on Terry O'Reilly's The Age of Persuasion.
RADIO: H&M U.S. Launch
Roche Macaulay & Partners. Writing. "We want something different, like us. Not a radio ad. But on the radio." Uh, okay.
Users could sign a cell of support, send it off into a dynamic floating universe, and "cell a friend".
NEWSPAPER */ PRINT: Williams Sonoma/Pottery Barn
Roche Macaulay & Partners. Writing. Art Direction: Dave Federico. Bravely commissioned for the first American Thanksgiving after 911.
NEWSPAPER / PRINT: Mercedes-Benz M-Class: Safety Campaign
Roche Macaulay & Partners. Writing. Art Direction: Dave Federico. A lease ad? With a price? As one of your best? Damn straight. During this multimedia campaign's run (see http://behance.net/gallery/19194667/Integrated-Campaigns-X-2), Canada was the only global market where the M-Class outsold its chief competitor (whose name I can't reveal, but it sounds like a certain large U.S. state filled with former Republican father-son presidents.Hope that helps.)
NEWSPAPER / PRINT: The Campaign to Control Cancer
Manifest Communications. Creative Direction, Writing. Art Direction: Shawn Murenbeeld. This deliberately austere, copy-driven campaign was acknowledged as playing a major role in influencing the federal government to fund the Canadian Partnership Against Cancer: $500 million.
ANNUAL CATALOGUE: The Body Shop
Communique. Creative Direction, Writing. Art Direction: Shawn Murenbeeld. A 40-page self-esteem mantra, masquerading as a catalogue.
OUTDOOR AND PRINT: Good Shepherd Centres
Manifest Communications. Creative Direction. Creative Team: Jeff Katz, Deborah Caprara. We see the person, not the problem. That's Faith in People.
OUTDOOR: ONTARIO CHIROPRACTIC ASSOCIATION
Manifest Communications. Creative Direction, Writing. Art Direction: Shawn Murenbeeld. The sore necks that people got from reading these paid for the campaign.
BRANDING AND DESIGN: Goodwill Ontario Retail Rebrand
Manifest Communications. Creative Direction, Writing. Art Direction: Shawn Murenbeeld. How many times has an agency proposed that a retailer go beyond communications, and leverage their single greatest asset to tell their unique story. And for once, one did.
EXPERIENTIAL: Ontario Non-Profit Housing Association:
Housing Opens Doors
Housing Opens Doors
Manifest Communications. Chief Idea Officer. Digital Director: Debra Sharp. Creative Team: Paul Bonsell, Matt Donne. This interactive installation travelled across Ontario, where it stopped, informed and enlisted Ontarians in ringing the bell (which tallied rings digitally) to open more doors to affordable housing.
*Newspapers were large, printed publications, often issued daily, that covered politics, crime, sports and entertainment, and featured advertising. Someone actually brought them to your house, really early in the morning. And you paid for them. No joke.
