LG2 worked with Domino’s Pizza Canada on “Pizza Over Everything,” a creative platform that declares Domino’s commitment to delivering Canadians a hot pizza every time – even after an apocalypse.
LG2 has experienced remarkable growth over the past six years, doubling both its revenue and headcount in that time. The agency, which has offices in Montreal, Toronto and Quebec City, now has a staff of more than 500, serving 200-plus clients.
So given those numbers, can LG2 still be considered an indie? “Let our size be proof that entrepreneurship can scale,” says partner and CEO Claude Auchu. “We hope to pave the way for other indies that, like us, see independence not as an infancy phase, but as a platform for sustained and sustainable success.”
LG2 created and brought the Beneva brand to life in all channels, including its digital platforms.
The agency believes its growth will allow its business to be as comprehensive as possible. “We’re continuing to grow our capabilities in experience design, digital product development, ecommerce, employer brand and architecture,” says Auchu. “And we’re growing our national footprint to ensure our ability to tackle a single problem from various angles can be deployed in any market, coast to coast.”
To do that, the agency is prepared to break the mold. It surprised many this year by forming a new 13-member board of directors, almost half of whom come from outside the industry, from fields including media, tech, AI, human resources, retail and finance.
New Look turned to LG2 Architecture to design its new generation of stores and develop an eyewear shopping journey that integrates the latest technologies.
“Having that external point of view to challenge our thinking is fuelling our ability to achieve our ambitions,” offers Jeremy Gayton, LG2 partner and president of the Toronto office. “We’re already seeing the benefits. Just the questions they’re asking are fascinating. Inviting new perspective around the table not only helps us progress as an organization, but also tackle our client’s challenges with a fresh lens.”
New perspectives are what LG2 is seeking – and delivering. It offered up an eclectic mix of work over the past year, including “Car Crash Flavoured” potato chips for insurer SAAQ – part of a hard-hitting campaign to dissuade Quebecers from driving while high. (The chips tasted of blood, asphalt and metal.)
As part of their latest impaired driving campaign, LG2 and the SAAQ cooked up “Car Crash Flavored” chips – tasting of blood, asphalt and metal – to dissuade Quebecers from driving stoned.
It also created a tough national awareness campaign for Women’s Shelters Canada, led by a 60-second PSA that showed how women’s shelters also offer a wide range of services remotely and don’t require in-person visits to access them. It was backed by social, TV, radio and OOH with additional assets created for local shelters to use in their own campaigns.
LG2 has been just as busy on the design front – including new strategic brand positioning and visual identity for Catelli Pasta (“Made for the Modern Meal”) and for optical retailer New Look a fresh in-store experience with a complete redesign to better serve both customers and employees.
LG2’s “Made for the Modern Meal” brand work repositioned Catelli’s portfolio as an integral part of a complete meal. The products were given a bold, colourful new look to make them stand out and increase their taste appeal.
The agency also added a number of new accounts this year, including National Bank, Domino’s Pizza Canada, Keurig, Dr Pepper, the Quebec Health Ministry, and others.
Regardless of the ask, LG2 aims for breakthrough work. Gayton says clients come to LG2 looking to evolve, and to achieve those brand goals often means a deeper dive to see where change is needed. “For us to be able to do our best work, we need to be let in. We don’t do anything just on the surface. We believe our impact comes certainly over the short term, but more so over the long term. Creativity without consistency cannot lead to true progress for brands,“ he says.
To reflect The Bay’s transformation and help it connect with a new generation of Canadians, LG2 evolved the look and feel of the brand and embraced the new brand signature “Live a Colourful Life.”
Consider the agency’s newest work for Domino’s, which began as a limited tactical engagement but quickly grew to include much more. Historically, the brand’s Canadian efforts have been driven by US and international assets, but LG2 will soon be rolling out the brand’s first original Canadian work since the 80s. To really understand what the brand was all about meant LG2 staffers getting into a Domino’s kitchen to learn how to make pizzas and see how the businesses ran.
“You only get that info firsthand,” Gayton says, “so we look to clients to be comfortable inviting us into their world.” This super-indie refuses to stay still.
“More Than” is a campaign platform developed by LG2 for Women’s Shelters Canada to improve understanding of the support available through the shelter system and to increase traffic and engagement at Sheltersafe.ca.
“Our commitment to the future is about recognizing that we will never hit a point where we say, ‘Okay, we’re there,’” Gayton explains. “You’re either evolving or you’re regressing, and we refuse to regress. We’re committed to that constant pursuit of progress.”
CONTACT:
Jeremy Gayton
Partner, president, Toronto
jeremy.gayton@lg2.com
The 2023 Indie List:
Intro
Zulu Alpha Kilo: Borderless creativity
Agnostic: Meeting brand demand in health and food
123w: Creative-driven M.O. serves as brand accelerant
Push Media: Focus on audience and research serves changing brand needs
Ray Agency: Leading brands to unexpected places
Rain: Growing to reach new heights
G&G: Celebrating a decade of success
Fuse Create: Creative efficacy for the win
Round: A model for our (budget-conscious) times
Sister Merci: Homegrown cannabis brand building cred
A&C: Connecting for growth and the greater good
