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Drawing tourists via passions

How Destination Canada has been using “passion-based” content marketing to bring new faces to the country.

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The year in Canadian advertising

From funny airlines to smart chatbots, these are the stories our readers paid the most attention to in 2017.

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To Beau Lake we go

One year in, Beau Lake is looking to expand its product line beyond paddleboards.

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Busting myths about Gen Z

Axe, Glossier and General Mills focus on Gen Z truths to build their brands and campaigns.

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If brands were people…

We surveyed consumers about which brands are the best companions for certain social activities.

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The gin is in

Craft distilling is catching on, and brewers are getting in on the mix.

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Knixwear strikes a balance

The “period underwear” brand’s CEO on the tricky task of going after teens.

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Insurers retool offers and amp up goodwill

How the increasingly commoditized sector is shifting its marketing to go beyond pricing.

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Coors Light goes beyond parties and Frisbee golf

A colour-changing can is at the core of the beer brand’s plans for more inclusive summer marketing.

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Cara’s quest for relevance

Using in-house expertise and market insights to connect with diners and stay competitive in a cut-throat business.

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Designing a nation

Greg Durrell’s upcoming documentary records the overlooked history of Canadian design’s golden age.

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A new view on chatbots

Skyn, L’Oreal and Hendrick’s find inspired uses for their tech.

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Experience-based retail

Here are three clever executions from the physical world to keep shoppers coming to stores.

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Buying online, by the numbers

BrandSpark’s study breaks down the state of ecommerce in Canada.

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Reframing issues, changing minds

Some brands are taking on more than bottom lines in campaigns designed to change how we think about certain issues.