Annette Bourdeau

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Articles by Annette Bourdeau

Cannes likes Canadian insights

It ain’t easy winning a Lion. So Canada should be proud of the hardware it took home from the Cannes ad festival: three Golds, two Silvers and three Bronzes.


Para goes glam

Does your paint match your shoes?


Le Lait sneaks into showrooms

Le Lait is testing out a new kind of product placement: stealthily slipping milk cartons into furniture showroom fridges.


We need to talk…

Ever feel like your partner just isn’t listening to you? Are they over-promising and under-delivering? Maybe it’s you….


Lighter than air

A new floating ad medium is being embraced by everyone from Disney to the president of Dominica.


Hockeyville gets more social

Kraft Hockeyville upped its participation rates by 265% this year (its third), thanks to new
content-sharing tools, the ability to create online communities, an easier entry process (submitting an essay with photos instead of a video) and increased prizing.The promotion, a partnership between Toronto-based Kraft Canada and the CBC, invites communities across Canada to compete for the Kraft Hockeyville title throughout the NHL season, meaning they’re the most spirited hockey-loving folks in the country (no easy feat in hockey country). This year, 1,138 communities competed, and over seven million Canadians voted. The winner? Village sur Glace de Roberval, Quebec, which received $100,000 to upgrade its home arena, a pre-season NHL game and a CBC Hockey Night in Canada special filmed there.
‘We wanted to make it easy for consumers to rally their communities,’ says Jim Kozak, senior manager, consumer promotions at Kraft, adding that they were happy about the online buzz the promo generated this year, including 60 unsolicited Facebook groups. ‘It was a grassroots initiative.’
Content-sharing tools include customizable newspaper, banner and email ads, which community ‘recruiters’ can use to beef up their teams.
Newfoundland premier Danny Williams even held a press conference to motivate his citizens to participate, and many NHLers tried to rev up their hometowns.
We asked Jen Evans, president of Toronto-based Sequentia Communications, and Matthew Milan, director of insight and planning at Critical Mass’s Toronto office, to weigh in on whether or not Hockeyville scored.


Insurance drones: Ripe for parody

It’s about time someone lampooned bureaucratic insurance companies.


Red Cross brings malaria up close

Mosquitoes are more than just a nuisance in many parts of the world, where they carry the deadly malaria virus. To raise awareness for World Malaria Day recently, the Canadian Red Cross took over Toronto’s busy Dundas Square with an installation featuring 28 oversized ‘mosquitoes’ being kept away from an image of a sleeping child who was protected by a net.


Phones: just like us

Well, not quite. But the latest brand campaign from Mississauga, Ont.-based Samsung Canada does a great job of bringing the cellies to life. And, since phones seem to be replacing dogs as man’s best friend, the super-pal treatment rings true.


Royal LePage & Hbc team to target movers

First dinner party. Quiet afternoon reading on the patio. Baby’s first steps.


Adidas records your every move

The new Adidas sports performance store in Toronto’s Dundas Square is not only the biggest of its kind in Canada (at over 10,000 square feet), but also the most high-tech. It includes the country’s first Adidas ‘tech terminal,’ which lets shoppers place RFID-equipped shoes from the display onto a platform to call up full sneaker info on a flat screen in front of them.


Henkel scores with hockey promo

Want attention in Canada? Play hockey.


Home Depot’s curb appeal

Toronto-based Home Depot Canada is helping get spring clean-up in the bag. Teams of associates driving branded Smart Cars are hand-delivering branded recyclable garden bags in southern Ontario communities.


Trashy Brand Engagement

To get kids excited about recycling (not to mention the launch of its third season), the PBS show Design Squad teamed up with Stamford, Conn.-based youth marketing agency BKFK (By Kids for Kids) for an Intel-sponsored contest to build useful items from garbage. The Trash to Treasure Competition offers a $10,000 college scholarship from the Intel Foundation, and a Dell laptop for the best invention made of post-consumer materials.


SunChips shines with Juniper Park

Thanks to a new 10-acre solar power collection field in Modesto, Calif., many SunChips in the States are now made in a solar-powered factory. The brand is leveraging its green attribute with a playful mass campaign featuring ‘solar-powered’ executions by new(ish) Toronto agency Juniper Park.