High Five: Canada
Steve Miller is executive creative director, VP and partner at FUSE Create, an award-winning creative agency based in Toronto, Canada. Prior to joining FUSE Create, Steve spent 14 years as SVP, creative director at OneMethod, and spent time at both BBDO and Cossette. When Steve isn’t creating award-winning work, you can find him teaching at the Miami Ad School and writing the odd by-line bio. For this piece, he takes us through his top five creative Canadian work from the last month...
Worldwide Partners - 'WPI Reimagine'
Agency: FUSE Create
As a member agency of Worldwide Partners, we were delighted to participate heavily in their annual Global Summit. FUSE Create developed the overall summit theme and creative, and our experiential team is managing the virtual conference from a production perspective. While usually held in person, the realities of this year have caused us to once again pivot. We worked with Toronto local motion graphics designer, Jennie Davis, and fellow WPI member, Syn Music, on the video design to promote the event.
Amazon - 'Prime Business Cards'
Agency: TAXI
As part of the initiative 'Unbox Local', TAXI is using old Amazon boxes to print new business cards for local business owners in Toronto. The goal of the campaign is for people to shop local, especially in Ontario as businesses remain closed and Amazon had one of its most profitable years ever. It’s the best example of using what you got that promotes sustainability and creativity at the same time.
Creekside - 'The Pandemic Pack'
Agency: Grip
Developed by Toronto agency veterans, David Crichton and Bob Shanks, founding partners of Grip and part owners in Creekside, here are wines for what everyone is feeling right now. Whether it’s dealing with being your child’s teacher or having to spend every waking minute with your spouse, this limited-quantity wine pack can make it a little easier. The labels, packaging and digital ads humanise the situation we’re all in, making it super relatable and an exciting advertisement, not to mention drinking occasion.
Coors Light x Changing the Course - Saving Water for Earth Day
Agency: In-house / Molson Coors
For part of the Earth Day campaign, Coors partnered with Changing the Course, a water conservation charity, to go beyond making a simple donation. Every pack of spiked seltzer water that consumers buy will help to restore 1,000 litres of Canada’s water. The competition in spiked sparkling water is high, so this is a novel way to stand apart from the crowd and give environmentally-conscious consumers a reason to choose Coors. Cheers!
Alzheimer Society - 'Loved Ones Forget Themselves Too'
Agency: Cossette
With the tagline 'Loved ones forget themselves too', the Alzheimer Society wanted to remind caregivers that they aren’t alone in their daily struggles. There are programs and services available for them too, and as caregivers become inundated with tasks for two people, they can forget who they are. This simple idea reminds us all that the disease affects caregivers just as much as the ones they care for.
