Editorial

CoverMar12

Editorial: Insta-interest

Through platforms like Instagram, social is going from macro to micro, writes strategy executive editor Mary Maddever.

Upfront

Birthday

Mint keeps currency current

The Royal Canadian Mint uses augmented reality and art by Gary Taxali to attract new coin collectors.

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Pirate donates ad bounty to archives

The audio production company has given more than 25 years of iconic campaign material to McMaster University.

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Nissan makes hearts race

An auto show installation created by Capital C used a pulse-reading machine to determine which car was right for attendees.

BMW

BMW’s new online dimension

Cundari and BMW launch the updated 3 Series with a parallax site that allows scrolling left and right and also gives the perception of depth.

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Leo Burnett shows off its design skills

The agency helps launch Toronto-based Smith restaurant and creates its own office furniture.

Forum

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Design for the human race

Capital C’s Bennett Klein reveals how user experience principles can be applied to mar-com.

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Welcome to the experience era

The one-way industrial brand era is over, says Idea Couture’s Will Novosedlik. Now it’s time for the heavy lifting.

Back Page

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Back Page: Gotham

Lg2 breaks down a famous font.

Features

Union Jack

A big decade for Mini

As the car co celebrates its 10th anniversary in Canada, strategy reflects on the brand building that got it here.

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Sky Spa elevates its look

Lg2boutique gives the Montreal spa a high-end rebrand, with revamped written materials, uniforms, bathrobes and towels, as well as a new campaign.

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TFO’s iconic update

Lowe Roche gives Télévision Française Ontario a modern makeover.

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Less is more with Instagram in your marketing mix

Newer micro-social networks, like photo-sharing platform Instagram and online pin-board Pinterest, are attracting more focused followings than broader-based elders Facebook and Twitter.

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How would you spark a trip to the park?

We asked a stable of advertising, marketing and consumer products licensing experts to tell us how they would revive the Parks Canada brand.

Roundtable

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Roundtable: The Shopper Marketing Revolution

Our experts weigh in on industry changes, and how retailers and manufacturers must adapt to keep up.

Design Report

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Designing an experience

From savvy social media to in-store display, our Design Report examines how brands are creating the new 360-degree experiences.

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La Vitrine beckons with tech

The Montreal ticket hub teams up with Moment Factory to woo new audiences with an interactive digital sculpture.

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Red commands audience engagement (literally)

Zulu Alpha Kilo and Canadian Stage use digital to cast potential audience members in a starring role.

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Lululemon inspires socially

The clothing co’s brand experience manager explains the rationale behind its robust social media presence.

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Pure dispenses calm to launch novel hybrid retail concept

Independent CD Marc Stoiber helps with the rebranding of a new kind of pharmacy, combining medicinal, homeopathic and naturopathic products.

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Colton’s taps exclusivity

Karacters helps launch the members-only B.C. clothing retailer, which offers “Personal Couture” in a Parisian-style penthouse.

The CASSIES

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CASSIES photo gallery

This year’s CASSIES were put on at the Ritz. Here’s who made the scene.

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