19 Crimes is a wine that pays homage to Australia's checkered past. To promote it in Canada, we delivered lifestyle advice from the lens of a character all guys tend to admire - the bad guy.
So far, this campaign has been well received and has been picked up in the U.S and Australia.
"Lambshank a la Mickey"
Days Inn - Bizcation
Here's a slightly controversial insight to which most of us can relate. Being away from our families on business travel is not ideal, but it does offer a mini-break of sorts. We called it a 'Bizcation'.
This spot combines a strong insight, mixed-martial arts and a child actor who totally reminded us of Danny Torrance from 'The Shining'. That's some Good Pad Thai.
On a miniscule media budget, it's already gained coverage from Global News.
Days Inn - Bizcation
I'm proud to have contributed this work for the Evergreen foundation. It's a good cause to which all Torontonians can relate. Plus, my kids have spent many hours in the Don Valley brickworks. They named a frog down there 'Fred'. So if you see him, be sure to say hello.
IKEA - Outdoor
This won at Communication Arts, the ADCCs, The Marketing Awards and was shortlisted at Cannes. The outdoor installation was also an editor's pick at Creativity Online. For those who don't speak french, 'Paix' means 'Peace'.
Pfizer - More than Medication
There is nothing better than winning business with breakthrough work. Which is what happened when my partner & I developed this campaign. The idea? To be truly healthy, it takes more than medication.
"The Message" was shortlisted at Cannes, was an editor's pick at Creativity Online and was named one of Mashables 'top 10 tear-jerker commercials of all time'. So far, it has gained almost 4 million views and earned about 37,000 thumbs up. Always a good sign.
A follow-up spot, "Breathe", was recognized at the Bessies for best editing.
Best Buy - Holiday campaign
This spot was Shortlisted at Cannes and recognized at Canada's Marketing and Art Director's club awards. The first time any work for Best Buy - in Canada, or anywhere - was recognized for outstanding creativity.
Best Buy was also a fan. After I created the initial run, Best Buy ran this holiday campaign for two more years.
Best Buy - Best Dad Ever
Molson Canadian - Outdoor
This nationwide billboard campaign was an editor's pick at Creativity Online and was featured in Luerzer's Archive magazine.
But probably the best recognition it got was from some graffiti artists in Toronto, who chose to elaborate upon - rather than deface - the imagery. It was a 'thumbs up' from the most brutal critics of advertising you can find.
Oh, it's also for beer.
IKEA - Garage Talk
This spot won a Silver at the Marketing Awards, was shortlisted at Cannes and was also adapted for use in Germany. From what I understand, it went over pretty well in Deutsch.
IKEA - Garage Talk
Molson Olympic Mural Project
The Molson Brewery in Vancouver wanted to do show their support for Team Canada in a big way. Their asset was the massive, mural-sized wall of their brewery.
We saw an opportunity to create something more than a stand-alone mural. So in the months leading up to the Olympics we launched a social media campaign that demonstrated Molson's - and their drinkers' - support.
We called it the 2010 Mural Project. The goal was to get thousands of Canadians to lend their face to a giant mural. The hub of activity was a website linked through facebook. Rinkboards were placed at NHL arenas from Vancouver to Montreal. Street teams were also deployed during live events.
The result was a giant mural, adorned with 14,000 cheering Canadian fans. Each face become part of a giant mosaic that was unveiled in stages on the side of the Molson Brewery.
Old Milwaukee was about to feature new pin-ups on their tall boys. Clearly, an advertising emergency of epic proportion. On a shoestring budget, we put this spot together. It's got beer in it.
La Grande Odalisque
Royal Winter Fair
When the The Royal Winter Fair approached zig (which then became CP + B Canada), it needed to become relevant again. Our challenge? Convince skeptical urban families that an agricultural fair would deliver a level excitement they could find elsewhere.
Over two years, our work substantially drove visitor attendance upward. Today, the RAWF is once again on the map as a must-visit yearly outing for families. Just head there early, because it gets bu-sy.
This work was recognized in Applied Arts Magazine.
Canon - Because it Counts
The challenge here was to re-establish the importance of a Canon SLR camera. Canon is being challenged on all sides by smart phones and their ever-improving camera features.
Rather than make a retail push during the holiday season, we encouraged Canon to embrace this brand message. This spot makes the point that there is a time and place for real photography. The spot ran in cinema over the course of 2012.