RESULTS: #1 most recalled and enjoyed OLV in a stacked category with big spending brands like FanDuel and BetMGM; with strong work from heavy hitters like 72 and Sunny and Mischief.
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"YOU PLAY YOU" IS THE NAME OF THE GAME AT THIS ONLINE CASINO
The online casino category in Ontario is extremely oversaturated.
So, how did we help OLG.ca stand out in a market with 65+ competing brands that offer the exact same product? We developed a new creative platform that separated OLG.ca from the typically boisterous online casino advertising hype.
You Play You has ushered in a sense of chill authenticity for the brand by connecting with real people that just want to enjoy their “me time” on their own terms.
RESULTS: Reverse mortgage inquiries increased 100% immediately after launch***
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WHEN YOUR HOUSE IS RICH, YOU ARE TOO
We helped Equitable Bank connect with Canadians who are stressed about their future retirement outlook.
With our audience commonly being advertised to in an overly sterile and matter-of-fact way, we wanted to address their fears in a supportive and relatable yet humorous way, to help take the edge off such a serious topic.
Viewers fell in love with the talking house and Equitable Bank became known as the glue that keeps homeowners and their homes together.
We developed and sold through a whole platform around former pros and safe betting - connecting the unique skills of each player to responsible gambling. This was the first and last spot we got to do before the new NO CELEBS rule took effect.
Full brand book and tagline development.
More coming soon.
D&AD - Graphite Pencil - Writing for Radio Advertising - Silent Letters
Crystals - Gold - Agency Single - SIlent Letters
Crystals - Gold - Copywriting - Silent Letters
Radio Mercury Awards Finalist - Silent Letters
LIAA - Gold - Scriptwriting - Silent Letters
LIAA - Silver - Automotive - Silent Letters
LIAA - Bronze - Campaign - Silent Letters
Applied Arts Advertising Annual - Silent Letters
A continuation of the award winning Ford Parts & Service radio campaign demonstrating why you should only trust your Ford Store when it comes to important things like brakes and tires.
Featured in the February 2016 issue of Lurzers Archive.
These posters were placed in every Ford Service location directly beside the Service Advisor’s desk. Our message that “Similar isn’t the same” is highly relevant in this location as this is the exact point our customers make their purchase decision.
What happens when the vehicles you sell don't have the features your customers want? They leave. And go to Ford.
Such a fun and charming brand launch!
We reintroduced Simplii to Canadians by reframing what banking is. That banking is more than just savings and transactions. That there is real daily value in what Simplii has to offer.
We launched the first ever brand campaign for Capital Group in 2020, outlining the 4 core beliefs that has lead CG to become the world’s largest actively managed financial services company.
Working with a professional orchestra to make an original composition is one of the highlights of my career.
*Below are some key frames from the CG Brand Style Guide that I had the pleasure of crafting, adapting, building, and crafting some more over the course of the 4 years that I was the copy lead for this financial juggernaut creating their brand from scratch for the first time in their 90 year existence.
Marketing Awards - Bronze
We moved away from the typical soap messaging of “cleaner, fresher, scentier” and made a sweet little film about a family rallying around Dad as he looks for work.
It’s a celebration of family…and a genuine way to show how a brand like Sunlight contributes to keeping the family going day in and day out.
2021 Clio Shortlist
The idea that some of our senior citizens are living in conditions far worse than any criminal might sound sensational, but it is completely based in truth. Not many Canadians realize this.
We partnered with the Canada Safety Council to remind Canadians that old age is not a crime.
OOH, print, and digital banner space was kindly donated by Rogers and Bell Media.
Traffic to the Canada Safety Council senior safety page had more visitors than ever before. Like thousands more.
Here’s a link where you can learn more about helping prevent elder abuse.
https://canadasafetycouncil.org/old-age-is-not-a-crime/
Promax Gold in Brand Image / Long Form
With the fundamental belief that the stories that we tell today, will shape our tomorrow, we created this short animation for TFO about the dangers of letting the wrong voices in and how they can echo and grow over time.
It’s quite a beautiful story. Please watch even though you will have to read subtitles. Thanks.
