March 2012
Back Page
Back Page: Gotham
Lg2 breaks down a famous font.
Forum
Design for the human race
Capital C’s Bennett Klein reveals how user experience principles can be applied to mar-com.
Welcome to the experience era
The one-way industrial brand era is over, says Idea Couture’s Will Novosedlik. Now it’s time for the heavy lifting.
The CASSIES
CASSIES photo gallery
This year’s CASSIES were put on at the Ritz. Here’s who made the scene.
Roundtable
Roundtable: The Shopper Marketing Revolution
Our experts weigh in on industry changes, and how retailers and manufacturers must adapt to keep up.
Features
A big decade for Mini
As the car co celebrates its 10th anniversary in Canada, strategy reflects on the brand building that got it here.
Sky Spa elevates its look
Lg2boutique gives the Montreal spa a high-end rebrand, with revamped written materials, uniforms, bathrobes and towels, as well as a new campaign.
TFO’s iconic update
Lowe Roche gives Télévision Française Ontario a modern makeover.
Less is more with Instagram in your marketing mix
Newer micro-social networks, like photo-sharing platform Instagram and online pin-board Pinterest, are attracting more focused followings than broader-based elders Facebook and Twitter.
How would you spark a trip to the park?
We asked a stable of advertising, marketing and consumer products licensing experts to tell us how they would revive the Parks Canada brand.
Editorial
Editorial: Insta-interest
Through platforms like Instagram, social is going from macro to micro, writes strategy executive editor Mary Maddever.
Upfront
Mint keeps currency current
The Royal Canadian Mint uses augmented reality and art by Gary Taxali to attract new coin collectors.
Pirate donates ad bounty to archives
The audio production company has given more than 25 years of iconic campaign material to McMaster University.
Nissan makes hearts race
An auto show installation created by Capital C used a pulse-reading machine to determine which car was right for attendees.
BMW’s new online dimension
Cundari and BMW launch the updated 3 Series with a parallax site that allows scrolling left and right and also gives the perception of depth.
Leo Burnett shows off its design skills
The agency helps launch Toronto-based Smith restaurant and creates its own office furniture.
Design Report
Designing an experience
From savvy social media to in-store display, our Design Report examines how brands are creating the new 360-degree experiences.
La Vitrine beckons with tech
The Montreal ticket hub teams up with Moment Factory to woo new audiences with an interactive digital sculpture.
Red commands audience engagement (literally)
Zulu Alpha Kilo and Canadian Stage use digital to cast potential audience members in a starring role.
Lululemon inspires socially
The clothing co’s brand experience manager explains the rationale behind its robust social media presence.
Pure dispenses calm to launch novel hybrid retail concept
Independent CD Marc Stoiber helps with the rebranding of a new kind of pharmacy, combining medicinal, homeopathic and naturopathic products.
Colton’s taps exclusivity
Karacters helps launch the members-only B.C. clothing retailer, which offers “Personal Couture” in a Parisian-style penthouse.
