Outstanding new campaigns

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Purolator ships ‘out-of-the-ordinary’ campaign
Are your shipping needs a little odd? Not a problem with Purolator. From dinosaurs to lobsters to even invisible bikes, the courier’s new campaign illustrates that the company is flexible.
‘Carving out a relevant and distinct [position in the courier category] is a challenge,’ explains Publicis Toronto CD Duncan Bruce, adding that the campaign’s primary goal is to reinforce Mississauga, Ont.-based Purolator as a flexible business partner, rather than just a courier. ‘It’s really about solving any eventuality – there are larger challenges as businesses are demanding more.’
The campaign centres on a 30-second TV spot featuring a Purolator customer who needs to ship invisible bikes, illustrating the theme ‘out of the ordinary isn’t out of the question’ (which builds on the tagline ‘where business is going’).
Three print ads with a lobster, a dinosaur and a woman’s brain each demonstrate Purolator’s understanding of various shipping needs like time sensitivity and logistical complexity. The brain execution represents Purolator helping deliver
ideas and intellectual property.
French and English versions of the TV spot launched nationally in mid-September, airing during popular shows like The Apprentice and CSI.
Print ads will run in business and vertical trade mags throughout the fall.

client: Andrew Bryden, director of marketing, Purolator
CD: Duncan Bruce
ACD/copywriter: David Daga
ACD/AD: Matthew Litzinger
account supervisor: John Schofield
account director: David Lafond
agency producer: Steve Emmens
prodco: Spy Films
director: Eden Diebel
editor: Mick Griffin, Flashcut
special effects: Topix
music: Vapor

This way up
Good creative can often make or break pro-bono work: If you’re not paying for media space, your campaign had better be interesting or it just won’t get picked up.
Luckily for the United Way, Arnold Worldwide’s Toronto office has been doing them proud. The latest campaign visually demonstrates exactly what donations can do – from helping the homeless get off the streets to making sure the elderly aren’t isolated. Each print ad depicts a person in need sitting in the middle of a two-way arrow, illustrating where they can go with a little help.
‘It’s all about direction,’ explains CD Tim Kavander. ‘We were looking for a way to show consumers that they really can make a difference.’
Two 30-second TV spots use dramatic special effects to show where a person in need could end up without your help. For example, in one spot, a boy plays baseball. As he swings the bat, all of a sudden it’s dark out and he’s smashing a car window and running away. But, it cuts back to daylight, and he winds up running bases, thanks to the United Way reaching him before the bad guys do.
The campaign builds on the United Way’s classic ‘Without you there would be no way’ tagline. Last year’s strong creative effort by Arnold, ‘Helping hand,’ helped the United Way score more than 25% more donated media space versus the year before.
So far, the latest campaign has been picked up by Maclean’s, Chatelaine, the Globe and Mail, several TV stations and various Zoom and NewAd O-O-H locations.

client: Lynn Witham, VP marketing,
United Way
CD/copywriter: Tim Kavander
CD/AD: Bill Newbery
account manager: Chris McGrath
agency producer: Francesca DeRose
prodco: The Partners’ Film Company
director: David Hicks
post-prod effects: AXYZ
editor: Bruce Copeman, AXYZ
print photographer: Chris Gordaneer,
Westside Studios
music/sound design: Steve MacKinnon,
RMW Music

Budweiser flips out on the métro
It’s the Budweiser party train! Well, not quite. But, during September and October, Montreal’s Métro riders can check out a visual stunt crafted by Budweiser Quebec and BBDO Montreal featuring a guy rocking out with his guitar.
Using old-fashioned flipbook techniques, 36 images of a dude in progressive stages of a guitar solo were affixed to all nine cars of a train on Montreal’s Green Line. So, as the train whizzes into each station, riders waiting on the platform can see the full illusion of the ‘performance.’ The photography was done by Montreal-based Martin Girard.
‘I wanted to do something around music and create a stunt around back to school [time],’ explains Stéphane Boulay, marketing manager for La Brasserie Labatt’s Budweiser Family Brands in Quebec.
‘BBDO came back with the flipbook idea. For me, it was like ‘wow.”
While the stunt obviously reaches all Métro riders, the primary target is Legal Drinking Age-24, skewing male.
‘We want to project a youthful image of the brand,’ Boulay explains. ‘It’s important for us to do innovative things.’ They chose the Green Line because it passes several universities and colleges, including McGill and Concordia.

client: Stéphane Boulay, marketing manager, Budweiser Family Brands, Quebec
CD: Laurent Prud’homme
copywriter: Martin Rivard
AD: Nicolas Quintal
account executives: Zoe Beaudry, Nadia Pigeon, Sylvain Pereira
photographer: Martin Girard

Coke’s global village
Kids today are citizens of the world, thanks to increased travel and the Internet. Toronto-based Coca-Cola Canada recognized this, and, with Cossette Montreal, developed a new Quebec-exclusive campaign celebrating the global village.
The campaign’s theme is ‘It’s a small world,’ and centres on eight limited-edition international labels from exotic locales like Thailand and Russia. Supporting French TV and outdoor spots feature Coke’s ‘Colatoons’ characters (designed by Cossette Montreal about five years ago) picking up their Coke ‘souvenirs.’
CD Claude Ringuette says the campaign aims to remind the target of their own travels, and to evoke a positive emotional connection between travel memories and Coke products:
‘Today, youth are more open to the world than ever before.’

client: Ishita Saha, brand manager, Coke; Aaron Macanuel, group brand manager for Coke trademark Canada
CD: Claude Ringuette
copywriter: Pierre Nolin
account manager:
Mathieu Roy
account services:
Derev Antikacioglu
production: Julie Lapré
prodco: Pascal Blais
animation: Cordell Barker,
La Majeure
music: Apollo

More hot spots

Robin Hood’s kiddies urge mom into kitchen

Yes, kids this cute and well behaved are too good to be true. Markham, Ont.-based Robin Hood’s animated incarnates of the perfect children aim to remind moms just how rewarding baking with their own can be – instilling pleasant memories today’s busy working moms are so worried their kids are missing out on.

‘It’s the modern woman’s reality struggle,’ explains Toronto-based Ogilvy & Mather CD Janet Kestin. ‘The really hard challenge [for us] was: How do you encourage women to bake without saying ‘Hey mom, get in the kitchen.”

A 30-second TV spot features the animated sister discussing pleasant baking memories with her quiet little brother as they eat treats their mom baked for them.

The campaign includes TV, print and online elements, and it sounds like Kestin and her crew have more up their sleeve for the characters: ‘Real kids grow up. We want these kids to live for awhile.’

client: Mark Smucker, MD; Dave Lemmon, VP/GM; Leslie Gage, marketing director; John Grant, former marketing director; Angela Higgins, marketing manager; Chanel Hall, marketings services coordinator, Robin Hood Canada.

CDs: Janet Kestin, Nancy Vonk

senior copywriter: Miles Markovic

senior AD: Nick Burton

account executives: Jody Low-A-Chee, Branca DaCosta

agency producer: Shenny Jaffer

animation: Red Rover Studios

3D director: Richard Rosenman

3D creative director: Andy Knight

executive producer: Danielle Araiche

producer: Christina Helmer

compositor: Brad Husband

sound: Pirate Radio

You are cordially invited to submit your new, dead clever and previously unrevealed campaigns to: editorial director Mary Maddever at mmaddever@brunico.com and CD Stephen Stanley at sstanley@brunico.com, co-curators of strategy’s Creative space.