Give It 2% More
The bar on life got real low during the pandemic. Even the bare minimum started to feel like a stretch. So we gave people a break from the 110% mentality, with a simple, powerful message: 2% more is more than enough.
This empathetic campaign shows how a small boost, like fresh, local milk, can make a big difference. Easy, nutritious, feel-good. No extra mile required.
Running across the province, the integrated campaign included OOH, transit, radio, digital, social, in-store, and a microsite with recipes and meal ideas.
Because when life is hard, nutrition shouldn’t be.
Awards
Cannes Lions: Shortlisted
Communication Arts
Applied Arts x2
PROMO MATERIAL
The Silver Snail, Toronto’s most famous comic shop, is now home to the Black Canary Espresso Bar. To let people know about the cafe within the store, we created a series of limited-edition, superhero-themed coffee sleeves and gave them away with the first 200 coffees sold.
Within an hour of launch, on the same day as the worst blizzard hit Toronto in recent memory, #SilverSnailTo became a trending topic on Twitter.
As a result, Marvel writers Dan Slott (Spiderman) and Paul Cornell (Wolverine) along with actress Kim Cattrall reached out via Twitter to request their own sleeves.
Although many animals at the Toronto Zoo originate from warmer climates, they grow unique, thicker coats to survive Canadian winters. Inspired by this natural adaptation, we created the Near Xtinction Collection—a limited line of faux furs modeled after the winter coats of endangered species. The campaign kicks off with OOH and social teasers, leading up to an ai winter fashion show at the Zoo on the first day of the season. The stylish coats will be sold in-store and online, with proceeds supporting the Zoo’s endangered species breeding program.
Experiential + Sampling
You’re not alone this Dry January. Bud Zero is with you every step of the way. With 1 in 5 Canadians taking part, we put a new spin on the Budweiser Red Light—handing out Bud Zero at red lights to help keep Dry January on track.
Integrated Experiential Campaign — Social + Street-Level Stunts
To launch the Toronto release of the Coen Brothers’ Oscar-nominated Inside Llewyn Davis, we brought the film’s main character into the present day—cat, guitar, and baggage in tow.
Llewyn Davis "arrived" in Toronto straight from 1960s New York, leaving behind poetic traces of his struggle across the city. From faux parking tickets on a beat-up station wagon to busking setups and cryptic lost cat posters, each touchpoint offered a piece of Llewyn’s world.
This immersive activation culminated in a surprise movie screening and an intimate live folk show—inviting select fans to step fully into the melancholic, music-soaked universe of Inside Llewyn Davis.
On a prominent street in Yorkville, we parked a rusty, broken-down 1960s station wagon that ‘belongs’ to the main character of the movie Llewyn Davis. It's covered in what appears to be parking tickets, but they're actually free tickets to the big concert on December 13th.
Placed strategically near the broken-down station wagon is a busking station, complete with a note suggesting that Llewyn is nearby. For anyone curious enough to look inside the guitar case, they'll find free tickets to the December 13th concert and copies of the soundtrack CD.
On neighbourhood Facebook groups this lost guitar post would go out. Anyone who messaged about the guitar at the corner of yorkville and bellair was rewarded with concert tickets or movie merch.
A series of immersive installations scattered across the city led audiences on a captivating journey to an unforgettable live folk concert—featuring Canadian legends like Jim Cuddy, Ron Sexsmith, and Sylvia Tyson. The only way to get tickets? Through the installations.
POSTER | SOCIAL | CONTEST
Nearly all zombie survivalists agree that the best way to kill a walker (aka zombie) is by destroying the brain. Throughout the past seven seasons of The Walking Dead, this has not only proven to be true, but it’s been done in the most creative ways possible.
We created a countdown with 100 ways to kill a walker for the 100th episode of The Walking Dead. Our goal was to remind viewers about the most notorious walker scenes and get them to look back at past episodes to enter our contest.
PRINT | OOH | DIGITAL
Mercedes-Benz created a new mid-size GLC that combines the sleek lines of a Coupe with the power of an SUV. To show this off, we created a duelling ad campaign that advertised these features as two separate vehicles. Shot from the front, we introduced ‘the new Mercedes-Benz Coupe‘ and when shot from the back, we introduced it as ‘the new Mercedes-Benz SUV.’
PRINT | OOH
Purolator is one of the leading shipping service providers for businesses, with employees who have a track record of going above and beyond when it matters most. A simple B2B campaign was created to showcase packages arriving, as promised.
Peller Estates has a long history of creating premium-quality wines. With the launch of their new Icewine, we focused on the sweeter moments that bring the most unlikely pairings together.
DIGTAL VIDEO | SOCIAL
Moms hate to pack a lunch bag only to have it come back home with uneaten snacks. We shot a candid video letting kids be kids to prove that Quaker Chewy bars are a snack they want in their lunches.
