7-Up

Along with penetration decline in the lemon-lime category, 7-Up had some serious image problems to counter. The brand was still seen as authentic, simple and refreshing, but also boring and old-fashioned. Our young adult target told us it craved surprise and unorthodoxy and sought spontaneous moments. The television executions were built on a classic fairy tale set in the modern day with a very unexpected twist, and were punctuated with the tagline "Now That’s Refreshing." One TV spot in particular, "Little Red Riding Hood," received some of the strongest responses we’d ever seen in qualitative research. In quantitative research, the overall ad concept, as executed in both outdoor and television, drove stellar scores on breakthrough and modernity.

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Le Lait

Although 83% of Quebecers say they drink milk, consumption is declining in Quebec, as in the rest of North America. Three print executions address milk’s key benefit for women: it’s a rich source of calcium. Le Lait’s rightful place is alongside a woman’s stock of other daily health and beauty products. The work is made powerfully effective by the unexpected juxtaposition of a carton of milk. Fresh, simple and telegraphic, this exquisitely art directed work is helping to slow the decline of milk consumption in Quebec.

The Building Box

Our challenge was formidable, our budget modest. We had to build a sustainable customer base in a market dominated by Home Depot. We needed a well-branded, engaging creative idea just to put the Building Box on the map. Our solution? The world’s stupidest mascot. Ridiculous and accident-prone, Hammer Head speaks to the brand’s self-deprecating nature and its refusal to take itself too seriously. His hammer-shaped, green foam costume quickly delivers the Building Box’s hammer motif logo. A tracking survey of 900 people showed that the Building Box now scores a full 10 points higher than Home Depot in unaided advertising awareness - even though Home Depot is estimated to outspend the Building Box three, perhaps four, to one.

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FedEx

FedEx Canada’s strength has been its ability to ship time-critical envelopes and packages overnight, but it needed to grab a bigger piece of the box business. We created a multi-media campaign advocating FedEx’s box delivery strengths. Two TV spots took a light-hearted look at the mad rush to do business online and the resulting need for box shipping of goods sold. Radio used humourous business scenarios to dramatize FedEx’s box credentials. In one spot, we even shipped a full-scale jet engine. Newspaper ads delivered specific tactical news - such as later pick-up times - under the umbrella of the bigger-box message.

Globe and Mail

In the throes of a fierce newspaper war, the Globe and Mail seized the high ground with a multi-media campaign called "Inform Your Opinions." The effort stressed the importance of being well-read as a defence against ignorance and intolerance - while positioning the multi-faceted Globe in relation to the upstart National Post. The work reflects what it means to be a Globe reader - an independent thinker who wants the true context and full flavour of issues. The hard-hitting campaign broke through, generated much debate and resulted in awareness scores that helped cement the Globe and Mail with Canada’s well-educated elite.