Carey Toane

Contact Carey by sending an email to ctoane@brunico.com

Articles by Carey Toane
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Entertain: The GumThief steals YouTube video glory

The scene is unmistakably a big-box office supply store. Employee Roger’s life story is illustrated by a series of ironic aisle signs for ‘Wife’s cancer diagnosis’ (Aisle 7) and ‘Canned from job at insurance firm’ (Aisle 4). Eerie animations composed entirely of staples and scrawled Post It notes introduce his teenage coworker, Bethany. Roger’s novel about a Burton/Taylor couple, Glove Pond, is told through vintage cigarette and booze magazine ads à la Virginia Slims. And then you think, ‘Hmm, that narrator’s voice sounds familiar.’

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Opportunity: Making fun wherever – and whenever – you can get it

Blame it on the writers’ strike. Over at Virgin Mobile Canada, which introduced its ‘You call the shots’ campaign this spring to push its new post-paid service, the marketing team was spending a lot of time chatting about Bill Clinton’s antics on the campaign trail.

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Opportunity: Catching the ball and rolling with it

It all started with a devastatingly cute polar bear cub at the Berlin Zoo. When Knut captured the public’s attention last spring, the Canadian Tourism Commission (CTC) moved fast, and before long the little furball was posing for photographers with a bright red CTC-branded ball.

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Tangible: 15 Below: Taxi takes up the cause

It gets cold in Canada – especially for those living on the streets. To mark its 15th anniversary, Taxi challenged its staff to come up with something to give back to the community. The winning idea: a jacket for the homeless. The 15 Below jacket is a lightweight, waterproof windbreaker with pockets that can be stuffed with newspaper to turn it into a winter parka.

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Tangible: Fairmont tailors an olfactory experience

To celebrate the 100th birthday of what is now the Fairmont Banff Springs Hotel in Alberta’s Rocky Mountains, Fairmont Hotels and Resorts teamed up with perfumer Lyn Harris of London, U.K.-based Miller Harris to create the bespoke scent Cologne 1888.

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Tangible: MTV spins ads into toys

For those who want their MTV so bad they can touch it, MTV Canada produced a set of three limited-edition figurines. Realized by toy designer Nathan Jurevicius of Scary Girl fame, the characters known as Fauna were originally conceived for a series of station IDs. The creepy-cute characters pulled in so many emails and calls that MTV ultimately tapped into the current trend of high-end, limited-edition toys, releasing 500 Fauna for sale. The toys, which are available from mtv.ca, are also sold in specialty stores in Canada, the U.S., the U.K. and Korea.

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DDB gets social

DDB Canada has joined forces with sustainability consultancy Junxion Strategy to form DDB Echology, which will work with clients to green their brands, take on causes, develop strategic messaging, engage and educate employees and bring about positive change.

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He said, she said, they said, we said

When the folks at Toronto-based Delvinia Data Collection were looking for a way to promote their Asking Canadians and Qu’en pensez-vous panels of 85,000 consumers to the market research community, they knew they’d have to go beyond the ordinary.

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Going beyond green

What a difference a year makes. Since we launched the cause + action awards last year, marketers have stepped up their CSR games in ways we never could have expected. And now, green has given way to blue as water becomes the salient issue on the minds of consumers and marketers alike. To get a sense of how the sharper focus on environmental issues is changing the game, we take a closer look at how some of Canada’s brands are navigating these new blue waters.

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Water, water everywhere

Blue is the new green. Wondering how brands might approach water conservation, we chose the hot-button issue as a test case to look at the strategies being adopted as brands embark on new CSR initiatives – or decide how to communicate existing efforts – knowing what they know now about greenwash backlash and eco-messaging clutter.

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City for the people

Vancity boasts an impressive history of social-change firsts in the financial category, from the first in Canada to offer mortgages to women in 1960 to the first socially responsible mutual fund in 1986 and the first loan for the purchase of a low-CO2 emission vehicle in 2003. So it’s hardly surprising that when the Vancouver-based credit union decided to overhaul its marketing last year, the end result included a few more firsts.

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Travelling globally, thinking locally

Toronto-based G.A.P Adventures has become one of the world’s largest adventure travel companies, offering group adventures with a focus on sustainable travel to over 60,000 passengers a year. As a way for the company and its travellers to give back to the people and places visited on its tours, G.A.P developed its own non-profit organization, Planeterra.

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Going to beautiful lengths

Knowing how devastating hair loss can be for women undergoing chemotherapy, Procter & Gamble Canada partnered with the Canadian Cancer Society to support these women during the fight of their lives. Building on the success of an American program, P&G used Pantene, the number-one hair care brand in Canada, to help cancer patients regain some of their dignity and self-esteem.

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Fairmont raises the bar

In 1990, Fairmont Hotels & Resorts pioneered the Green Partnership, a comprehensive commitment to minimizing the impact of its hotels on the planet. In another first, this January Fairmont partnered with the World Wildlife Fund’s Climate Savers program. The only hotel chain in the program, Fairmont is benchmarking its greenhouse gas emissions and aims to establish a target reduction by late June. In the interim, WWF and Fairmont will work closely to refine the brand’s climate change strategy, and raise awareness among policy makers, consumers and employees.

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Virgin brings triple threat

As Virgin’s only brand in Canada, Virgin Mobile is responsible for bringing its parent company’s Pro Social strategy to life here. Under the umbrella of the employee charity Virgin Unite and with a focus on the environment, youth in need and the ‘big three’ preventable worldwide diseases – HIV/AIDS, malaria and tuberculosis – Virgin Mobile’s Pro Social purpose is to drive its charitable movement in Canada and inspire grassroots change.