Strategy - Agency of the Year

Chapters.ca The Chapters.ca brand has become the premier e-commerce site in Canada. But we still need to attract new users and increase the expenditures of existing users. Chapters.ca had expanded their product range to include such items as movies, DVDs and software. Three months later, however, 80% of sales still came from books. Clearly, we needed to reach people in a bolder, more dramatic way. Our media team created an opportunity that allowed us to dominate Toronto’s Union Station, through which many members of our target group pass each day. The print work was supported by our ongoing radio campaign.
Daimler Chrysler Jeep: Jeep’s target see themselves as "Masters of the Universe." They want a vehicle that suggests they’ve conquered the world. We needed to find a simple, emotional way to demonstrate Jeep’s leadership, off-road capability and gravitas. Our idea? Jeep is the original stop-at-nothing SUV. No words, only visuals. PT Cruiser: The PT Cruiser polarizes people along love/hate lines. It was built to capture the imagination of the many small-car buyers looking for more than an uninspired econobox. So the work openly embraced the polarizing effect of the car, with a view to reinforcing the enthusiasm of those who love it while earning the grudging respect of the haters for having had the courage to build something so different. Dodge Durango: Durango was designed to reach a different segment than Jeep. Its target is Young Indiana Jones - more masculine, adventurous and free-wheeling. We noted an emerging celebration of maleness in popular culture, and our Durango positioning acknowledged this, with a wink and a nod to the gap between men’s men and the rest of the male species. QuickTime 4 movie QuickTime 4 movie QuickTime 4 movie
Ontario Tourism How do you get Texans to visit a place they’ve never heard of? When you ask people why they travel somewhere, it emerges that the distinct identity of the place is the lure. And that is what we wanted to give Ontario. Most of what visitors do in Ontario takes place in, on or around water. The geography and history of Ontario are dominated by water. And water has strong emotional connotations. The creative idea grew directly out of this insight. It captured evocative experiences involving water. The theme of the campaign became "Ontario. Soak It Up." QuickTime 4 movie QuickTime 4 movie	QuickTime 4 movie
Pepsi Canada Pepsi: Pepsi is the archetypal challenger brand. In 2000, Pepsi heavily promoted its Taste Tour to improve preference, loyalty and popularity, and we created advertising to reinforce this promotional effort. Our teen target is independent and individualistic. So the creative celebrated their desire to challenge the norm and to feel good about their decisions. Diet Pepsi: Our aim in 2000 was to help Diet Pepsi become the preferred diet brand in Canada by preventing regular Pepsi consumers from migrating to Diet Coke. Diet cola switchers, because of their age (25-35), feel they should have left the immaturity of their late teen years behind. On the other hand, in a world of increasing responsibility, our target feels there is still room for moments of youthful release. The creative tapped into this desire to break free, if only for a moment. Mountain Dew: We wanted to raise this brand’s profile among a notoriously cynical target group - teen males. These guys admire extreme behaviour. They might never take big risks in reality, but they like to associate with people and brands that do. So the creative was directed to demonstrate that Mountain Dew is the bottled essence of life’s wildest rides.	QuickTime 4 movie QuickTime 4 movie
Polaroid The Polaroid I-Zone pocket camera and sticky film are creating a new kind of photography for teens. Our goal is to establish this product as a staple in their lives. Small, intimate and immediate, the pictures offer a new way for young people to make their personal mark. The campaign idea is simple: A series of interior transit boards depict famous images adorned with the photographic graffiti of teenagers, adding new twists to old stories.