Outstanding new campaigns

'Eat something,' urges restaurant on behalf of non-profit

‘Eat something,’ urges restaurant on behalf of non-profit

If you want to get the fashion industry’s attention, you’d better be stylish.

This is the latest execution to raise awareness about eating disorders for nonprofit org ANEB (Anorexia Nervosa and Bulimia) Quebec. The strong, stylized image depicts forks as prisons, symbolizing the victims’ inner struggles with food.

Montreal-based Amen Epoxy CD Nicolas Massey, who has done pro bono work for ANEB for the past two years, decided to recruit a sponsor this time around to buy the org ad space in the fashion mag Urbania. He was able to get trendy Montreal restaurant Misto, which is a fashion industry hot spot, on board. Massey saw it as an ideal partner since the industry’s pressure to be thin can often lead to eating disorders.

‘A lot of people in fashion suffer from [anorexia and bulimia]. We’re talking to them,’ he says, adding that the campaign’s primary target is people who suffer from eating disorders, while the secondary target is friends and relatives of the afflicted.

The campaign’s next step, beginning this month, will raise money for ANEB by selling stylish pasta plates, designed by Amen Epoxy, at Misto.

The current execution is also running in washroom ad space across Montreal, in French and English.

client: Josée Champagne, executive director, ANEB Quebec; Pierre Bédard & Paul Soucie, co-owners, Misto

CD/copywriter: Nicolas Massey

AD: Carl Robichaud

account executives: Marie-Claude Fortin, Stéphanie Dubreuil

photographer: Alain Desjean,

Rhino Studio

What’s next? Ads in jail cells?

Tracking down illegal handguns in Toronto doesn’t have to be like finding the proverbial needle in a haystack.

That’s the message behind DDB Toronto’s latest pro bono work for Toronto Crime Stoppers, which launched last month and introduces a new $500 reward for fruitful tips. The tagline: ‘Your tips make them easier to find.’

‘We’re not selling toothpaste here. This is about saving lives,’ says CD Andrew Simon. ‘Obviously, it’s a really important message – we need some results from this thing.’

The provocative ads depict exaggerated guns poking from out of a dumpster, under a mattress, and a car trunk – all places guns are commonly retrieved from. ‘It came out of the insight that the public can actually help get more guns off the streets,’ says Simon.

The campaign includes print ads running in papers like the Toronto Sun and Eye Weekly, OOH on billboards and subway platforms and two radio spots. There’s even talk that the OOH ads may eventually appear in jail holding cells, says Simon: ‘Our goal is to get them in unusual places where criminals will see them.’

client: Lorne Simon, chair, Toronto Crime Stoppers

CD: Andrew Simon

copywriter: Chris Booth

ADs: Joel Pylypiw, Paul Wallace

account services: Scot Keith, Alicia Leung, Abby Yew

photographer: Frank Hoedl

agency producer: Andrew Schulze

prodco: Song & Patter (Ted Sutton, Daniel Ger)

engineer: Julian Rudd

sound house: Deschamps Recording Studio

production: Rose-Ella Morrison, Roger Artagnan, Jane Davies

Saatchi disrupts car category

He’s hip, he’s zany and he’s slightly disheveled. He’s Uncle Yaris, and he personifies the latest Toyota model, Yaris. That’s right, an offbeat human mascot, à la the Jolly Green Giant, is here to shake up the staid car category.

‘We wanted to do something to disrupt the market,’ explains Saatchi & Saatchi Toronto president/ECD Brett Channer. ‘We suspected people would think it’s a telco – anything but cars.’ He says the campaign was inspired in part by a presentation in Cannes by Russ Klein, Burger King’s global marketing officer, who spoke of the importance of pushing boundaries and defying category expectations.

‘What was key was bringing out the car name,’ says Channer. Market research indicated that uncles hit a positive nerve with the target, and thus Uncle Yaris was born. TV spots feature the uncle engaged in activities like biking and making beautiful music with his turntables in the front yard.

A Web site, yaris.ca, features an online journal with thoughts from Uncle Yaris and reveals various ‘facts’ about him. For example, he’s from Europe (just like the car), and he’s ambidextrous.

The campaign began in September as a teaser, and the big reveal launched in October. It also includes print and outdoor executions.

client: David Brimson, national manager, public relations & advertising; Kathryn Ruhland, advertising manager, Toyota Canada

president/ECD: Brett Channer

ACDs: Simon Creet, Simon Duffy

agency producer: Karen Peterman

prodco: Spy Films

director: Sean Michael Turrell

executive producer: Luc Frappier

DOP: Adam Marsden (live action) and Shin Sugino (car beauty shots)

post house: Topix

exec producer: Sylvain Tallon

editor: Chris Van Dyke, School Editing

music: Vapor Music

more hot spots

even cheesy décor won’t get him out

It’s every mother’s dream and nightmare rolled into one: The kids love her cooking. But, they won’t leave home. Ever.

The latest campaign from Montreal-based Dairy Farmers of Canada presents this amusing scenario as a result of cooking with cheese. In one of the two TV spots, desperate parents even give their middle-aged son’s bedroom a ghastly makeover in an effort to send him packing. But, alas, he just loves cheese too much to leave.

‘We wanted to find an original way to say that [cheese] tastes really good,’ explains Neil Frisby, copywriter at Cossette Montreal. ‘In this case, it’s too good.’

Speaking of good, a print execution features a faux advice column, with an ‘expert’ advising an anxious mother to stop cooking with cheese to get her children to move out. The ad caught popular Globe and Mail columnist Roy MacGregor’s attention, and he used it as a touchpoint for a column about children living at home longer than in the past. ‘I think we touched on a truth,’ says Frisby.

Also included in the campaign, which launched last month, are OOH and online elements. It’s running in English Canada.

client: Nathalie Noël, director of marketing, Dairy Farmers of Canada

CD: Patrick Beauduin

copywriter: Neil Frisby

AD: Katja Winterhalder

VP, account services director: Maryse Sauvé

account executive: Andrée Losier

media planning: Diane Cladios, Isabelle Ménard

agency producer: Elyse Bleau

prodco: Quatre Zéro Un

director: Steven Diller

producer: Philippe Lalande

music: Serge Essiambre, Olive Musique

sound: Philo, Studio Marko

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.