High Five: Canada
Finally, a new year. Full of hope, new work, new creativity and oh wait...Covid. Still Covid. Luckily, we work in an amazing industry filled with daring and talented humans who seem to never relent when it comes to finding ways to push through obstacles to deliver fresh work in powerful ways. With the added degree of difficulty of these times (lockdowns, vaccination perspectives, general 'blah'-ness), it makes for some truly 'Spinal Tap' type moments daily. But some work shines through, like these picks. They all go to 11...
Scarborough Health Network Foundation - 'Love Scarborough'
Agency: Ogilvy Canada
Production: Revolver Films
Director: Scott Cudmore
Social & OOH: Undivided Creative
Post: Alter Ego x Fort York VFX x School Editing
Music: SNDWRX
Scarborough is a municipality in the city of Toronto. It is a great, diverse community and happens to be one of the most common places new Canadians choose to live in the greater Toronto area. But despite making up 25% of the city’s population, Scarborough hospitals only receive about 1% of donations. This campaign aims to change that. Launching on TV, cinema, social, print and OOH, it's a smart idea that really resonates in this market.
Scotiabank - 'Sleep Advisor'
Agency: Rethink
Production: Skin and Bones
Media: PHD Canada
I love this. Who hasn’t had a sleepless night worrying about something financial!? It feels like a smart insight, but more than that, the idea of creating a full 'world' around this thought is what really makes it for me. From changing the advisor hotline number to 1-833-SLE-EEEP to contextual ads running only from 11pm - 5am, it's all smart and fun! Two words I never use for a bank.
ROM - 'Dawn of Life'
Agency: Broken Heart Love Affair
The Royal Ontario Museum is an icon in Toronto. Facing numerous restrictions and the crushing effects of lockdowns, the museum is ready to welcome people back. Work like this about an upcoming exhibit is just the answer. Smart, beautifully crafted and well-written - I really like it. It’s running online, on social and in cinema.
All My Relations - 'Do You Have What It Takes'
Agency: The Local Collective
Production: Smile & Wave
Director: Sean Stiller
All My Relations has been a safe-haven for women from Vancouver’s Downtown Eastside for almost twenty years. It consists of young Aboriginal women from various nations and backgrounds, ranging in age from 17 - 40 years. They’re also really good at basketball and compete in the All-Native Tournament. But not too many people across Canada - and specially in Vancouver - know about them. To help raise awareness and drive support for the team and AMR’s services, a custom game ball was developed. Game on.
Canadian Cancer Society - 'Smoke Free Curious'
Agency: Art & Sciences
Production: Asymetric
We all know the reasons not to smoke. In fact, they’re almost unavoidable now. We have warnings on packages in Canada and there are strict rules regarding advertising and shelf-placement in stores, as well as age restrictions. Yet people still smoke. This approach is trying to stop that habit by taking a different look at reasons to quit. Running on TV, social and digital, it’s a smart way to get smokers to pause for a moment to think about it. It’s a great, fresh way to solve a familiar problem.
