Articles Tagged ‘Sid Lee’


IGA makes a less-than-stellar meal the star of its holiday campaign

The grocer breaks from category norms by showing food doesn’t have to be tasty to be a beloved tradition.


Air Transat’s new campaign is part of a larger brand maturation

‘Travel Moves Us’ appeals to four customer segments, none of which are holiday travellers.


Air Transat repositions its brand to show why we travel

The leisure airline looks past the hassle of travel and to the life-changing experiences it connects people to.

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Derek Last and Kirstin Hammerberg want purpose to have meaning

The former Sid Lee strategic leaders have launched a consultancy to help organizations align their goals with the experience of employees.


Martin Gauthier named Sid Lee’s first CEO in Canada

The agency is bringing its teams in Toronto and Montreal under a single leader, who plans to double down on digital.


ACTRA begins targeting agencies over labour dispute

The actor’s union staged protests outside of agency offices in a bid to have them be part of negotiations for a new agreement.


How marketing is changing the way companies hire

Brands like Lowe’s, McDonald’s and Staples are using creative promotional tactics to recruit in today’s tight labour market.


Cannes 2022: Canadian agencies get 23 shortlist spots in Craft categories

Nine agencies and their production partners got nominations for their technical achievements in Design, Digital, Film and Industry Craft.


Guru sets its sights on going across Canada this summer

The energy drink is looking to better connect a national consumer base with its better-for-you positioning.

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Belairdirect wants to deliver pizza alongside savings

The insurance company’s branded boxes are providing an unobtrusive direct element to its traditional video campaign.


IGA builds a virtual world for its Tough Cookies

The latest fundraiser for the Fondation Charles-Bruneau includes a video game to bring kids’ ideas to life.


Cheekbone Beauty makes a toxic lipgloss to call out clean water crisis

To begin Indigenous History Month, the brand made an “unsellable” product to raise funds and pressure governments.


Rethink, OneMethod win big at The One Show

Juniper Park\TBWA, John St. and Sid Lee also picked up Gold Pencils.


Lowe’s gets funny about its product assortment

The retailer adopts a humorous tone for both its Lowe’s and Rona banners ahead of a busy spring reno season.

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Guru is looking to score with its organic push

The energy drink’s national campaign plays on its plant-based ingredients, a natural differentiator in the category.