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High Five: Canada

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Creative director at Momentum in Toronto, Andrew Bernardi, shares some exemplary projects that show how brands have adapted well since the start of the pandemic, and some others that he simply just loves

High Five: Canada

The pandemic has shifted advertising in Canada in a big way. Agencies have had to adapt their offerings in a lot of ways, and that isn’t necessarily a bad thing. I’ve seen it first hand at my current shop, which made a quick deliberate pivot from IRL experiences to virtual ones on a significant portion of our clients' businesses. Surprisingly, our capabilities to create in the real world easily translated to the digital realm. Here’s a couple recent Canadian pieces that stood out to me. Some are good examples of adapting to the times, and some are just plain good...

Alloprof - 'Flo'

Agency: Cossette

With a lot of elementary schools going virtual, parents have had doubts whether non-IRL learning was effective. I know I have. This beautiful makeover of an existing learning platform encourages learning through play and simplifies home schooling.

GM - 'Exhibit Zero'

Agency: Momentum

For the second year in a row, one of the world’s largest tech conferences CES was going virtual. GM planned on having a big presence at the event since it had some very important announcements to make - GM 'Exhibit Zero', an immersive digital experience that parallels the event. Users could watch the keynotes, explore the Ultium platform and get up close and personal with the first-ever all-electric Silverado.

Canadian Centre for Child Protection (C3P) - 'Unwanted Followers'

Agency: No Fixed Address

It’s not an easy task to create something so arresting that the viewer can’t look away. This piece does just that. I won’t give away the story, but this issue is only going to get worse if we don’t act against it.

Twitter - 'Tweet It Into Existence'

The conversation around social media’s effect on a person's self-perception is a very hot topic. The negative effects are usually the ones that get the spotlight. This campaign’s ability to shine a light on the positive side using real tweets is a smart move strategically.

Amnesty International - 'Writing Lights a Way Out'

Agency: Cossette

With a strong concept and immaculate execution, this was one of those 'I wish I thought of that' kind of pieces. In my opinion, print often gets overlooked when it’s actually the fastest medium we have. 

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Momentum, Thu, 27 Jan 2022 11:10:54 GMT