To prove that Yellow Pages can do digital marketing for small businesses, we created our own - The Lemonade Stand. And then we used YP's real people and services to promote it.
What is timeless great taste? We set out on a journey through the French Riviera - home of Kronenbourg 1664 - to try to uncover it’s secrets.
This social campaign leveraged some secret-sauce in the content structure to create breakthrough and deeper brand relevance for this niche import. It also sold beer.
Meridian Credit Union is a force for good against an alliance of evil that is set on controlling the world and screwing over consumers.
After years of the same old shark clichés, we found a fresh way to get people excited about Discovery Channel's Shark Week - market it as though it was an upcoming horror movie. We used a complex influencer seeding program as well as a real world treasure hunt to fuel word of mouth for an immersive time-released site containing unsettling first-person shark attacks. We also created a breakthrough personalized shark attack through one of the first creative uses of Facebook Connect.
To promote Canadian Stage's production of Mark Rothko Red, we created an intense and intimate first person experience which placed site visitors in the role of Rothko's assistant. The experience used webcam gestures and response to make the role feel seamlessly personal and genuine.
Agency: Zulu Alpha Kilo
Tortillas are a very low-interest category. Our brief was to make tortillas interesting and to inspire people to put different things in them. Our simple solution was that when your wrap you food in a tortilla it's like you are giving it a little hug. Last year, our video achieved over 2 million views and sold a lot of tortillas. This year, we made 12 separate videos each with a different animation technique.
To illustrate the many ways in which Workopolis.com can help make a job search better, we showed just how wrong a search can go. We created an exuberant but misguided job search candidate and sent him on real interview and consultations and then captured the ensuing chaos and reaction using hidden cameras.
Agency: Zulu Alpha Kilo
To talk to technophobic families about the clear benefits of FiOS, we created a platform which could deliver a tangible, fun and emotionally charged demonstration of the power of technology - full 22 minute home technology makeover show.
More than just a TV show, this campaign was "production as marketing." The true secret of it's success was the ability to target and produce stories in communities which were wired and ready for FiOS. Giving them both a story to tell and a deeper understanding of the product.
For years Enbridge has been doing campaigns to promote natural gas safety awareness in the general population. Unfortunately, their typical "public service" approach meant that most of the credit went to that bland promoter of public interest, the government.
We aimed to create a campaign that would capture consumer interest while still delivering the valuable educational messages in a way that was distinctly ownable for Enbridge.
Marketing is a very important job. In fact, without marketers consumers would be lost. This is why consumers need us to go to the Canadian Marketing Association National Convention.
To promote the event, we created scenes from a fictional play called “Marketing: The Musical!” demonstrating just how much regular people need marketing to function in their day-to-day lives. The online videos were supported by print, posters, DM, online banners and real performances by the actors at the event itself.
It’s astounding to see the trivial projects that people will put their money towards on KickStarter.com. We wanted
to harness this frivolous behaviour for a greater good.
Kickstopper.ca is an online platform where charities can crowd source donations to try to stop societal problems. Kickstopper was created to help charities raise more than just awareness; it helps raise the funds needed to make
What better way to demonstrate the power of a social platform than to bring a community together on the platform itself to create a landmark event?
The Open Kitchen+ Project documents the food community's journey through Google+ - from concept, to farm, to table - both in a long form piece of content but also through activity on the platform itself.
Agency: Zulu Alpha Kilo
To launch Dempster’s Zero bread, we decided to take advantage of our target audience’s guilty pleasure.
With no added sugar or fat, Dempster’s Zero doesn’t just make you feel good, it makes you feel sexy.
So we gave our audience the chance to star in their own full-length personalized romance novel.
We all aim to live our lives well but why don't we think about the ending? What kind of funeral might we have? And how would we want others to remember us?
This simple premise lead us to create The Art of Saying Goodbye - an optimistic and warm portrait of people considering their legacies - and the positive effect that planning their end has on the way that they live.
Snapple wanted to reconnect with it's equity in "The Best Stuff on Earth" after years of trying different directions. We invented a web platform that celebrated "the best stuff on the web" as a reflection of that.
We created a site which curated content through a live scrape of the web for people talking about "the best." Facilitating discovery and exploration rather than trying to capture people in our site content.
To mirror the fun product experience of discovering a Real Fact, we created 256 unique Real Fact single serve sites which were discoverable by searching for the fact on Google.
We created a snappily simple wrap-up webshow that celebrated the "best stuff"
And we created a fan engagement program which tied all of these pieces (along with of Snapple's activity online) together and rewarded people for exploring and interacting across the entire internet.
To reach the "creative class" we decided to hold a mirror up to them. We created a series of quirky shorts which ran on VA's onboard entertainment system and featured on a microsite - imagining fun, well-observed, quirky conversations that might take place on a Virgin America flight. To add to the fun we invited A-list bloggers to make guest appearances.
We wanted to help Powerade to own the soul of sport, the true source of gameday performance - practice. To do this, we explored the power of practice through the eyes of Jarome Iginla and put that content at the center of a Facebook-based community. Then to support that community, we created an app which promoted and encouraged practice through challenges and friendly competition.
Agency: Zulu Alpha Kilo
The automotive space is so overloaded with hyperbole and cliche that it is nearly impossible to communicate about something truly new and worthy of attention.
To launch Lexus Performace Hybrid in Australia, we had to ask people to unlearn all of the old cliches about performance and relearn a completely new an unrivalled experience.
Agency: Saatchi & Saatchi
Haven't seen enough? Really? In that case, here is a whole lot of other stuff from banners to B2B