When Niuriss asked us to help them launch their infant formula brand, they wanted a campaign that felt uniquely Canadian. What better way to show that than by highlighting all the different ways we care for and raise our little ones? After all, there’s no one right way to raise a baby - just the right way to raise your baby.

There are fewer women working in tech today than there were in 1984. Don’t believe us? Just ask Siri.

We created the tongue-in-cheek "Voices in Tech" campaign to help raise awareness for Hackergal, an amazing organization that inspires girls to pursue careers in STEM.

This campaign not only contributed to a significant lift in awareness and donations, but was awarded bronze in the 2024 Media Innovation Awards, and appeared on multiple shortlists, including:

Adforum PHNX Awards
The DRUM Awards
Communication Arts Advertising Award

How did we create a 60 second insurance ad that stood out from the competition, and communicated all the necessary benefits of life insurance?

One word: plates.

In 1923, Mount Sinai Hospital was founded on donations as small as a nickel. In 2023, we helped them celebrate 100 years of overcoming obstacles and defying the odds by telling the story of that nickel.

2024 was the hottest on record. That’s why we created The Holiday Sweater - Climate Change Collection. A re-imagined line of holiday sweaters ostensibly designed to keep up with our warming weather, but with the real goal of inspiring Canadians to step and fight back against climate change.

When you suffer from heartburn, you’re constantly asked to make a choice. You can miss out on the things that make you happy. Or you can indulge and pay the price.

With Gaviscon, it doesn’t have to be “either/or.” You can live in the moment now, and still feel great later. That’s the Power of And.

When Grenade wanted to launch in Canada in 2024, we not only had to carve out a niche for ourselves in a crowded marketplace, we had to blow up people’s preconceived notions of what a protein bar could be.

Most protein bars are either full of crap, or taste like crap; but with Grenade, you don’t have to compromise between flavour and function. So to prove to Canadians that Grenade was an upgrade from your usual protein bar, we invited them to try Grenade’s uncompromising flavour for themselves with “The Grenade Upgrade” - a Grenade-style glow-up of one of Toronto’s barebones gyms.

AIR MILES is Canada’s most recognized loyalty program, with nearly 10 million active collector accounts. But as new rewards programs entered the picture, AIR MILES was having a harder time standing out among the competition.

So in 2021, they set out on a journey to remind Canadians just how rewarding AIR MILES really are.

They launched with a spot that featured an out-of-this world plane that rewarded its passengers with the little extras that come with being a collector - or “gravy,” as they called it.

When it came to bringing that idea to life as an XM idea, we naturally thought of the next phase of the journey - the baggage carousel.

Introducing The Carousel of Dreams - a larger-than-life luggage carousel that delivered more than just baggage.

It turns out, after a year and a half of lockdown, people were really excited for a taste of imaginary travel; Torontonians lined up around the block - sometimes for as much as an hour - to claim their prize.

Overall, we earned 11M impressions from our 2-day activation. That’s a heck of a lot of gravy.

This campaign was awarded silver at the 2022 CMAs.

This was a fun bit of creative problem solving…

One of our first assignments for Ontario Place was to create an OOH campaign for Lumiere, an outdoor light installation exhibit. At the time we were briefed, however, we had no idea what the final pieces would look like - and not a ton of budget to work with. So we turned our gaze away from the art itself, and focused on the faces of the audience as they took in its beauty.

CIBC’s Client Appreciation Day is usually a pretty standard affair, with free coffee and donuts as the main event.

But after the success of The Memento Project, they decided to try something a little different. So in 2019, we created the ultimate personal touch and named a banking centre after one of our clients for the day.

This campaign was awarded bronze at the 2020 CMAs.

The National Advertising Challenge briefs went live before COVID-19 sent Canada into lockdown. But the key deliverable of their brief - helping Goodlifers grow Canadian Strong - took on a new meaning in quarantine.

POUND FOR POUND is a program to help GoodLifers and trainers stay “Canadian Strong” together, even while we're separated. This program empowers quarantined Canadians to discover the benefits of working with a trainer today, and helps them to continue on that path when gyms re-open. For every future session a patron purchases with a trainer, they'll receive a free virtual one today. Each patron will be paired with a trainer in their area; over the coming weeks, they'll establish goals and build a rapport. And when the lockdown is lifted, they'll be ready to hit the ground running.

This campaign won silver in the 2020 NACs, the highest honour awarded in its category.

Some of my favourite projects of the last few years have been in-house initiatives like holiday cards. Most of these were done on a shoe-string budget, on a tight timeline…and for a very demanding client! ;)

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