Canada is one of the most diverse and inclusive countries in the world. But our national sport? Not so much. 194 languages are spoken in Canada, but hockey is broadcast in just 2 of them: English and French. We thought it was time for that to change and invite all Canadians in to the sport.
Agency: Rethink Toronto
As a symbol of Nescafé’s complete commitment to sustainability we helped them launch a new creation - a coffee table…made out of coffee. Literally. Nearly 40lbs of reused Nescafé grounds to be exact.
Agency: Rethink Toronto
A peanut butter campaign that focusses on peanut allergies. Not something you see everyday. And why did we create a Kraft Peanut Butter brand campaign for people who can't even eat the product? Because a jar of KPB costs $5 and the life-saving Epipens Canadians are forced to buy to protect themselves against the nearly 500 peanuts inside that jar costs $120. We tackled access and affordability head on by refunding Canadians the cost of their epipens so they cost no more than a $5 jar of peanut butter.
Agency: Rethink
We’ve all seen those cliche wealth management ads, you know the ones… a middle aged, well groomed person looking contemplatively off into the distance as they sit in an uber-modern living room space with a headline that says something vague about trust. For this campaign we decided it was time to ditch the financial world cliches and simply say that when you collaborate with Scotia Wealth Management advisors, your great thinking combines with their great thinking and something even greater comes out of it. The big idea was “Think Bigger Together”. Then we collaborated with some world class illustrators to bring it to life.
Agency: Rethink Toronto
With no fans allowed in the stadiums due to Covid 19, the 2020 Tokyo Olympics were going to be unlike any in history. We needed to find a way to bring the support of a nation to athletes 8000kms away. So we invented Kraft Cheerbuds, custom fitted bluetooth earbuds that stream cheers right to Team Canada’s ears.
Agency: Rethink Toronto
The Challenge: Save the declining 3-wheel industry by launching Ryker - Can-Am’s revolutionary, thrilling, easy-to-ride new 3-wheel motorcycle.
The Problem: People look at 3 wheels like a regression - the perception is that trikes aren’t cool and that they’re for the old.
The Solution: Partner with rap superstars Migos. Problem solved.
CD: Jamie Marcovitch/Gary Westgate AD: Jonathan Crandell CW: Cam Garbutt ECD: Pete Breton/Dave Douglass Agency: Anomaly
Can-Am was set to launch the all-new, completely reimagined 2020 Spyder RT. We were tasked with capturing all the product video and stills needed for a year’s worth of content in every possible channel. But the RT is the ultimate touring vehicle, meant to be truly experienced. So instead of a traditional product shoot, we took 6 friends on the road trip of lifetime to Tadoussac, Quebec. This is their journey.
CD: Jamie Marcovitch AD: Leo Gonzalez CW: Charlie Likely ECD: Pete Breton/Dave Douglass Agency: Anomaly
Remember the days when you got briefed to create a classic 30 second spot that put the product front and centre? And you had the budget to find an existing track instead of doing a stock music search? Yep, me neither. Then suddenly Hershey’s briefed us to come up with a new brand positioning and launch it with a heartwarming TV campaign. Go figure.
CD/CW: Jamie Marcovitch CD/AD: Todd Cornelius ECD: Pete Breton/Dave Douglass Agency: Anomaly
Research showed that when people eat Reese it’s a very intense, sensory experience. The perfect way to bring that to life was through ASMR. But instead of a typical 30 second commercial that simply cashed in on the popularity of this new trend, we created an 82 minute feature length movie and cast Youtube’s most popular ASMRtists to star in it. I’m not kidding.
First up is the case study.
Below that is the full length film on Youtube. Grab some headphones and enjoy the movie critics are calling a movie they haven’t seen.
CD: Jamie Marcovitch AD: Jason Kerr CW: Marko Pandza ECD: Pete Breton/Dave Douglass Agency: Anomaly
Reese’s Pieces was set to launch its first product innovation in nearly 40 years: Reese’s Pieces Peanut. Our #1 fan needed to somehow find out about this monumental news, and sample some for himself. And hey, who are we to deny our #1 fan?
CD: Jamie Marcovitch AD: Jason Kerr CW: Marko Pandza ECD: Pete Breton/Dave Douglass Agency: Anomaly
The launch of munchies bar Oh Henry! 4:25 was a blazing success (pun intended). The limited edition release was a hit and almost impossible to find on store shelves. Sadly many stoners in need of some gut fill 5 minutes after 4:20 had to go empty-stomached. So when it came time to bring 4:25 back we needed to make sure Canadians with this very specific type of hunger got the fix they needed.
CD: Jamie Marcovitch AD: Jason Kerr CW: Marko Pandza ECD: Pete Breton/Dave Douglass Agency: Anomaly
In year 2 of Oh Henry 4:25 we had a bit of a problem on our hands. We are always very up front about the fact the bar is “edible”, and not “an edible”. But because many retailers were connecting the product to actual marijuana and THC, they were refusing to stock the product. We needed a way to get 4:25 into hungry Canadians’ hands. And if stores wouldn’t supply it, we needed to create our own network of dealers that would.
CD: Jamie Marcovitch AD: Jason Kerr CW: Marko Pandza ECD: Pete Breton/Dave Douglass Agency: Anomaly
“OH HENRY 4:25” - INTEGRATED
With the legalization of Marijuana in Canada, it seemed only fitting to launch a hunger bar specially formulated for the munchies. We launched the limited edition Oh Henry! 4:25 across Canada with a campaign of posters, OLVs and social, using traditional media to advertise a very untraditional new candy bar.
CD: Jamie Marcovitch AD: Jason Kerr CW: Marko Pandza ECD: Pete Breton/Dave Douglass Agency: Anomaly
“OH HENRY! INSTAGRAM LAUNCH” - SOCIAL
Launch an instagram page 7 years late with zero dollars? Sure no problem.
CD: Jamie Marcovitch AD: Jason Kerr CW: Marko Pandza ECD: Pete Breton/Dave Douglass Agency: Anomaly
“OH HENRY! PHOTOSHOP BATTLE” - SOCIAL
How do you get million dollar spokespeople to put an Oh Henry! in their hands? Throw a photoshop battle on your facebook page and get your fans to do it for you.
CD: Jamie Marcovitch/Todd Cornelius AD: Jason Kerr CW: Marko Pandza ECD: Pete Breton/Dave Douglass Agency: Anomaly
“#LIGHTUPTHENATION” - INTEGRATED
The King of Beers united Canada and turned the country into one giant goal light for the World Cup of Hockey.
CW/CD: Jamie Marcovitch AD/CD: Todd Cornelius ECD: Pete Breton/Dave Douglass Agency: Anomaly
“RED LIGHT GLASS” - NEW PRODUCT INNOVATION
Goal-synced technology in a beer glass. What a time to be alive!
CW/CD: Jamie Marcovitch AD/CD: Todd Cornelius ECD: Pete Breton/Dave Douglass Agency: Anomaly
“UPGRADEYOURSNACK.CA” - NHL PARTNERSHIP
To put Reese Popped Mix into the minds of chip-eating hockey watchers we knew we had to get a little crafty. So we bought our Reese Mix Spokesman a seat at select NHL games and gave him a pretty unmissable sign to share with fans watching the broadcast.
CD: Jamie Marcovitch AD: Jason Kerr CW: Marko Pandza ECD: Pete Breton/Dave Douglass Agency: Anomaly
“REESE MIX BREAKAWAY BOWL” - DIGITAL ACTIVATION
How do you unseat chips from the gametime snack throne? With a little technology and sweet and salty Reese Mix.
CD: Jamie Marcovitch AD: Jason Kerr CW: Marko Pandza ECD: Pete Breton/Dave Douglass Agency: Anomaly
“HOW COOKIES AND CREME BECAME COOKIES ‘N’ CREME” - SOCIAL
Every Cookies ‘n’ Creme bar is unique. But how did they get that way? We asked real Cookies ‘n’ Creme lovers to tell us and then we animated their theories word for word. Makes more sense when you watch the videos.
CD: Jamie Marcovitch AD: Jose Rivas CW: Max May ECD: Pete Breton/Dave Douglass Agency: Anomaly
“FARIDA THE FORTUNE TELLER” - INTEGRATED DIGITAL
If every Cookies ‘n’ Creme bar is unique like the palm of your hand, we thought hey, maybe you could use a bar to tell fortunes? Turns out you can.
CD: Jamie Marcovitch/Todd Cornelius AD: Jordan Dunlop CW: Ryan Chiasson ECD: Pete Breton/Dave Douglass Agency: Anomaly
“TWISTED SHOUTOUTS” - PACKAGE DESIGN
To turn a dusty brand into a millennial cool brand sometimes all it takes is a facelift.
CD: Jamie Marcovitch/Todd Cornelius AD: Iva Prkacin CW: Ronit Gellert ECD: Pete Breton/Dave Douglass Agency: Anomaly
“KISSMOJIS” - DIGITAL
People have been saying with a real milk chocolate Hershey’s Kiss for over a hundred years. But with the ways we communicate changing every day, we figured it was time to create a virtual one.
CD: Jamie Marcovitch/Todd Cornelius AD: Jordan Dunlop CW: Ryan Chiasson ECD: Pete Breton/Dave Douglass Agency: Anomaly
“DODGER: THE UNWINNABLE VIDEO GAME” - DIGITAL
We tried to open gamblers eyes to the losing cycle of gaming with of all things, a game. It was a fun way to tackle a serious message and also my first experience designing an actual video game from the ground up - from design to development.
CD/CW: Jamie Marcovitch CD/AD: Todd Cornelius DESIGNER: Oleg Portnoy DEV: Adam Brandejs ECD: Pete Breton/Dave Douglass Agency: Anomaly
“THE SIGNS OF STROKE EXPERIENCE” - DIGITAL
Once a stroke occurs, the blood flow to the brain stops, and brain cells begin dying. So, the quicker you act, the more of the brain you save. The problem is most people who experience the signs don’t seek help until it’s too late. We needed to teach Canadians the signs of stroke and the importance of acting quickly in a way they could understand, but more importantly, in a way they could never forget.
CD/CW: Jamie Marcovitch CD/AD: Todd Cornelius ECD: Ian MacKellar Agency: Ogilvy
“F.A.S.T. LOCKUP” - LOGO DESIGN
The best way to remember something as important as the signs of stroke is with a simple design that’s clear and unforgettable.
CD/CW: Jamie Marcovitch CD/AD: Todd Cornelius Designer: Todd Cornelius ECD: Ian MacKellar Agency: Ogilvy
“EMOJI FAMILY” - POSTERS
This poster campaign showed that with a simple text you could help bring families back together.
CD/CW: Jamie Marcovitch CD/AD: Todd Cornelius ECD: Ian MacKellar Agency: Ogilvy
“THE CONCUSSION PROOF HELMET” - NEW PRODUCT INNOVATION
We hoped to decrease concussions in junior hockey with an idea rather than technology. By putting a photo-real map of the players head on the outside of the helmet, our hope was that it would remind anyone on the ice that there’s actually a head inside the helmet.
CD/CW: Jamie Marcovitch CD/AD: Todd Cornelius ECD: Ian MacKellar Agency: Ogilvy
“BACON LOVE” - SOCIAL
In the early days of Tinder, before any commercialization of this dating social platform, we subversively got bacon fans to swipe right on their favourite salty meat. We also created a pretty unforgettable relationship with bacon lovers in the process.
CD: Jamie Marcovitch/Todd Cornelius AD: John Ricciardella CW: John Erseman ECD: Ian Mackellar Agency: Ogilvy
“RUN FOR RASHERS” - SOCIAL
A bacon sandwich after a long run? We couldn’t think of a better combination!
CD: Jamie Marcovitch/Todd Cornelius/Greg Shortall AD: Pedro Ramos/Brian Ross CW: Noah Feferman/Phil Coulter/Marc Levesque ECD: Ian Mackellar/Matt Hassel Agency: Ogilvy
“HALLOWEEN BACON” - GUERILLA STUNT
To introduce Rashers Bacon Sandwich Shop to the neighbourhood we created the ultimate sample, a tasty piece of double smoked bacon dressed as candy for Halloween.
CD: Jamie Marcovitch/Todd Cornelius AD: Glen D'Sousa CW: Michael Takasaki/Jamie Marcovitch ECD: Ian MacKellar Agency: Ogilvy
“BACON TAKE ONE” - OOH
These posters were put up all over the neighbourhood to help generate business for Rashers. We sold a lot of sandwiches and we just might have created the most delicious coupon ever made.
CD/CW: Jamie Marcovitch CD/AD: Todd Cornelius ECD: Ian MacKellar Agency: Ogilvy
“OPENING SOON” - OOH
Here’s just a little poster we put up in the window of Rashers to drum up some excitement in the weeks leading up to the grand opening. In one poster we made our menu and our attitude pretty clear.
CD: Jamie Marcovitch/Todd Cornelius AD: Glen D’Souza CW: Mike Takasaki ECD: Ian MacKellar Agency: Ogilvy
“BEER & BACON NIGHT” - POSTERS
It’s like two of the world’s superpowers coming together at last. Needless to say, it was a pretty magical evening.
CD/CW: Jamie Marcovitch CD/AD: Todd Cornelius CW: John Eresman ECD: Ian MacKellar Agency: Ogilvy
“SCRATCH CARD” - PROMO/NON-TRADITIONAL
Other body washes are rough on your skin. How rough? Scratch and find out.
CD/CW: Jamie Marcovitch CD/AD: Todd Cornelius ECD: Ian MacKellar Agency: Ogilvy
“FOLLOWERS” - OLV
There are better role models out there for young girls to look up to than the ones they follow on social media. This OLV was meant to open up parents’ eyes to that and start that conversation.
CD/CW: Jamie Marcovitch CD/AD: Todd Cornelius ECD: Ian MacKellar Animation: Tennant/Mackay Music: AntFood Agency: Ogilvy
“1964” - ACTIVATION
For Tim’s 50th anniversary we travelled back in time, all the way to 1964.
CD/CW: Jamie Marcovitch CD/AD: Todd Cornelius ECD: Ian MacKellar Production: Touchpoint Films Agency: Ogilvy
“THE WARMEST TOM HORTON’S IN CANADA” - ACTIVATION
We launched the #WarmWishes initiative for Tim’s by warming up one of the coldest cities in Canada in a way only Tim Horton’s could.
CD/CW: Jamie Marcovitch CD/AD: Todd Cornelius ECD: Ian MacKellar Director: Hubert Davis Agency: Ogilvy
“PINATA” - TV
To launch the Joyville campaign in Canada we created the world’s biggest pinata and filled it with a few metric tonnes of Cadbury bars. If that’s not joyful I don’t know what is.
CD/CW: Jamie Marcovitch CD/AD: Todd Cornelius ECD: Ian MacKellar Director: Greg Brunkella Agency: Ogilvy
“FLOATING BAR” - OOH/NON-TRADITIONAL
Can a chocolate bar float before your very eyes? When it’s filled with bubbles and comes from a place called Joyville it sure can!
CD/CW: Jamie Marcovitch CD/AD: Todd Cornelius ECD: Ian MacKellar Agency: Ogilvy
“HEALTH CARE OPTIONS: THE MUSICAL” - TV
The challenge: Create a spot to launch a new Government of Ontario website that tells people where to go for health care. The solution: 30 seconds of ridiculous musical theatre that highlights of all things, a horrendous case of pink eye.
CD/CW: Jamie Marcovitch CD/AD: Todd Cornelius ECD: Ian MacKellar Director: Michael Clowater Agency: Ogilvy
“STAIRS/SCHOOL BUS/BAD DOG” - TV
This is one of those campaigns that had a lot of people saying: “How the hell did you sell that???”. To be honest, I’m still not sure.
CW: Jamie Marcovitch AD: Todd Cornelius CD: Ian MacKellar ECD: Jack Neary Director: David Hicks Agency: BBDO
“GARDEN HOSE/FAUCET” - PRINT
Before there were electric cars, there was BlueTec - an engine that turns exhaust into water.
CW: Jamie Marcovitch AD: Todd Cornelius CD: Ian MacKellar Photographer: Todd Mclellan Agency: BBDO
“TAXI/LANDING/CHECK-IN” - TV
Tropicana wanted to introduce their knew Tropics line. We thought what better way then to send people on a quick 15 second trip down south.
CW: Jamie Marcovitch AD: Todd Cornelius CD: Ian MacKellar ECD: Jack Neary Director: David Hicks Agency: BBDO
“EXCEL WHITE” - PRINT
This one is pretty self explanatory.
CW: Jamie Marcovitch AD: Todd Cornelius CD: Ian MacKellar Photographer: Michael Graf Agency: BBDO
“ANTHEM/JURY/TRANSLATOR/SURGERY” - TV
The brief was to let people in Ontario know that Fallsview is the place you want to be. I think these spots do a pretty good job of bringing that to life.
CW: Jamie Marcovitch AD: Todd Cornelius CD: Ian MacKellar ECD: Jack Neary Director: James Rouse Agency: BBDO
“SCENT STRIP” - PRINT
To entice people to cook with Campbell’ Soup we created a very unique recipe ad. Like traditional scent perfume ads, all you had to do was lift the flap and smell some delicious Tomato & Herb Beef Stew.
CW: Jamie Marcovitch AD: Todd Cornelius CD: Ian MacKellar ECD: Jack Neary Photographer: Rob Fiocca Agency: BBDO
