Sometimes an idea dies. But it doesn't mean it isn't a good one. Here are a few of the fallen for your enjoyment.
In the Spring of 2018, we set out to track down and discover some of Canada’s more highly evolved specimens.
An expedition led by a documentary film crew into the wilderness of British Columbia to locate and document how the Kia family of SUVs survive in such a diverse range of conditions found here in Canada. What they found was that the vehicles had evolved and formed many adaptations to combat the elements.
What came of all the expeditions hard work and countless hours in unforgiving terrain? A full length film, 3 television commercials, a cinema spot, an endless amount of shorter pieces for social, print and OOH all driving to a microsite that showcases these magnificent species and all that we know of them.
www.kiaevolved.ca
The owners of a new restaurant in a tourist port town wanted to come in and stand out. They wanted a personality that would rise above the rest and give the people of Goderich a laugh, and feel welcome. So the first instinct would be to harken back to its nautical roots in a salt mine town. The Old Saltie’s brand came through with traditional sailor visuals and straight up sass.
Creating a logo, illustrations, and merchandise, with a full print and social campaign that drove the numbers for a small fish and chip spot to stay open 12 months a year in a 5 month market.
Copywriter: Adrian Newbould
Surfside Brewing Company is a small craft brewery based out of a small beach community. The local economy is heavily dependent on tourism dollars predominantly from young adventurous people coming to the beach to party, surf, or to take in the beach culture. The solution we came up with was graphic, iconic and that truly felt own able by Surfside Brewing. An icon that paired a hop which is the essential ingredient in their beer and a surf board to create a logo that is incredibly simple and graphic. This logo has the appeal that we felt the surf/beach community would buy in to and champion proudly.
When Kia launched the 2019 Kia Sorento, they wanted to reach their audience and tell them that Kia now boasted the largest sunroof in its class. We created a poster/OOH campaign that did just that.
2019 Marketing Awards Bronze
CD/Art Director: Arron Isaac
Art Director: Jeff Popovich
Copywriter: Kurtis Martin
For the launch of the new iPhone 14, our brief from TELUS and Apple was “The greatest iPhone of all time”. Well, let’s see how the Goats feel about that?
Copywriter: Kurtis Martin
For Raptors fans, the 2021 season looks very different. With the team playing in Florida and extended lockdowns in Canada, fans are watching the game exclusively from home.
So KFC decided to bring courtside fashion couchside instead. We created a limited edition sneaker slipper, available exclusively online through a KFC 'bucketdrop'.
Concept: Lynn Sparrow, Arron Isaac
Execution: Troy Geoghegan, Kyle Wate, Jordan Cohen, Kyle Morrison
Many Canadians are living in debt and depend on their tax returns to lighten the load. Unfortunately, they’re also the ones who can’t afford professional help, while the 1% benefits from having seasoned accountants in the corner. We wanted to show Canadians that, with TurboTax, they too could get tax help from expert. This new positioning helped the brand get record business for 2020.
Concept/Script: Lynn Sparrow, Arron Isaac
Poster series for Precision that depicts how they eliminate tattoos with extreme prejudice.
The Buzzfeed - Best use of Tattoos in Ads
2012 Graphis Advertising - Platinum,
2012 Marketing Magazine - Bronze
Kia wanted to explain what Lane Keeping Assist is and how it prevents you from crossing the line. So we did that in a way that we felt was painfully relevant.
The holidays come every year, which means the barrage of holiday music, ads, crowded shopping malls, and other seasonal stresses are already do too. Well…we’ve said Humbug to it all and created a couple of tools for those who’d rather distract themselves from the holiday hubbub.
The first is a responsive desktop website to experience on mobile as well, where visitors can meet the Humbugs, a trio of adorable insects who’d rather hum than think about the holidays. Users can pop in headphones, interact with the bugs, and hear each one of their tunes until they explode.
And secondly, is a Humbug Ad Blocker. We created a browser extension for Chrome and Firefox where you can replace all holiday advertising online with — you guessed it — humming bugs. After all was said and done, we pushed this out with paid media on Facebook, Instagram, and Linked In.
Today, with smart phones there are more distractions than ever. There are endless things to stray your attention from what matters, and in this case - the road. There is always a post more important than the truck coming towards us. Or a tweet that should be dealt with before that turn ahead. This is a campaign that is aimed to raise awareness socially and at a dealership level telling people to put the phone down.
Luerzers Archive Magazine.
Best ads of the world - Top 5 Print ads of the month
In the spring of 2010 we launched an Xbox exclusive game called Alan Wake where bad things happen in the dark. We created a tag line "Dark is Deadly" where an outdoor campaign the city warning the people of Toronto of the danger for a month. Results were great and people took notice.
BEST/Top 6 - Bestadsoftheworld.com
2011 Applied Arts Selection,
2011 Marketing Magazine - Bronze,
2011 Coupe Magazine Selection.
Graphis - Merit
Every Canadian knows 2 things: How difficult winter driving can be, and how annoying it is to wait for a ski chairlift. So, knowing both these Canadian nuggets of truth - we saw a great opportunity to showcase Kia’s amazing AWD capabilities. We drove skiers up a mountain with nothing more than standard winter tires and Dynamax AWD.
2017 Applied Arts Selection
Creating memorable, successful brands is a huge part of my work/life. And it starts by creating a logo. Here a few that I have done that I have been especially proud of.
Andrew Murray Roofing:
D&AD Logo design
Communication Arts Design
Communication Arts Typography
Graphis - Logo Design Merit
Angel Painting:
Communication Arts Design - Logo Design
Advertising Club of Canada - Identity
Graphis - Logo Design Merit
Graphis - Promotion Merit
Graphis - Creative Services Gold
We created print and online ads for Coca-Cola showing their support during the 2010 Paralympic games.
Every product has a story. The Cruze had an awesome one. The challenge was finding a new voice for Chevrolet to tell it. Because as we all know, it’s not just what you say, but how you say. So we created a fresh voice and visual language for the brand and incepted it into every touch point on the consumer journey plausible. The result? A multi-million dollar, cross-platform campaign that encompassed the confident, youthful, aggressive spirit of the Cruze in an culturally relevant, totally disruptive way. Hugely successful, the Cruze didn’t just mark the most successful vehicle launch in Chevrolet Canada’s history; it inspired a new direction for the Chevrolet nameplate globally.
Communication Arts
Website - FWA Site of the day,
DMA - Website, Music, and Sound Design
3 Applied Arts Selections. Craft, Editing, Cinematography
In 2011 we set out on a mission to what seemed like the impossible, getting people into a Chevrolet small car and dispelling the notion that Chevrolet can't compete in the compact car segment.
On New Years Day we ran a small space banner ad on the cover of the Globe and Mail helping out the hungover folks out there.
2010 One Show Merit
In the summer of 2023, the Art Gallery of Nova Scotia launched a campaign that they hoped would bring back the people after a few years of absence due to a global pandemic. AGNS was looking to drive in person attendance to the gallery to Feel Something. To experience the art in person. Alongside Arrivals and Departures Halifax, we created a large scale OOH and video campaign that showed the visceral experience of looking at a great piece of art, from 3 feet away. And the physical benefits of it.
Copywriter: Lynn Sparrow
Video Concept: Lynn Sparrow and Arron Isaac
Video Execution: Arrivals & Departures
In the lead up to the 2023 Women’s World Cup, the football organization Concacaf wanted to make statement. That they wouldn’t be pushed aside from mens football. So we created a campaign that allowed girls everywhere tell everyone that they know their place…It’s on the pitch.
Copywriter: Lynn Sparrow
Winning Canada’s biggest jackpot is all about possibilities. So when it came to re-branding Lotto Max, we created a multi-media campaign that inspired people to think about what they would, or could do if they won. For television, we focused on the moment right after buying a ticket – where a flood of possibilities fill people’s minds. We then used the print and radio to remind people just how far five dollars could take them – even in this day.
Graphis - Print Gold
I often find myself in places where more people than not have tattoos. And no, I don’t hangout in prisons. Once unique to criminals and the underground, tats are now a mainstay of popular culture. But just because they’re everywhere, it doesn't mean everyone who’s got them is happy with them. Problem is, most people think removing them is hard and arduous. So we came up with an idea that made it easy. In knowing people with tattoos like looking at them, we created life-size posters of heavily tattooed people. Each tattoo doubled as a peel-off coupon for Fading Fast on the back – so our demonstration of how easy tattoo removal could be was two-fold.
All the photos shot by the talented photographer Nikki Omerod.
BEST/Top 6 - Bestadsoftheworld.com
Every year MasterCard Canada has a program through out the city during Fashion Week that brings exclusive savings to MasterCard holders. This year we did an outdoor Campaign that would feature the Merchants themselves. Making them the style icons of the program.
Photography by Regina Garcia
The All new Kia Rio Is now the car of your day dreams.
Tasked with creating a brand for this rural roofing company that would cut through the over saturated market. We created a logo and card that would be own-able to him and that would get noticed.
2013 D&AD Selection
2013 Communication Arts Design Annual
2013 Communication Arts Typography Annual
Silver: Ads of the world DM piece of the month.
2013 Creativity Awards - Platinum
2013 Creativity Awards - Gold
2013 Graphis Design Awards - Gold
Feisty underdog Wind Mobile now delivers the same level of coverage across the country as the big three telecoms. This campaign was created to communicate that message and reassure people that no matter where they go in Canada, their favourite social networks, APPS, maps, contacts and conversations will be with them.
Kia said, we need a promotion for May/June. We need spots that have 6 features in each, lots of car footage, and they should make us laugh...Huh, well...We did these.
Regularly overshadowed by big-budget monstrosities of the USA, Canadian Film has a stigma about being subpar and, ironically, is often relegated to the foreign film category in our own rental stores. The Canadian Filmmakers festival aims to dispel the misperception, by going to market with a campaign that fuses Hollywood cliches with some tasty Canadiana.
Needing a big spring, Kia tasked us with coming to the table with a retail campaign that would move the needle on sales and change the perception of their brand in the public. We came up with the campaign "Made for You" to really show that every Kia is made for you in your own way by using real Kia owners telling us why they're Kia is made for them. The campaign launched predominately online with testimonial videos, national TV and print, as well a build and price on our site that helped you find the right car by delivering relevant content through our real owners of the car you're looking at. The campaign proved to be a massive success, delivering record sales that carried through the next 4 months and a brand number jump from a 3.1 to a 4.2. Not bad for a retail campaign.
Here is a couple Ziplock print ads I've done over the last couple years. One shows how Ziplock freezer bags locks freshness in, while the other demonstrates how much can be packed inside one Ziplock space bag.
2011 National Advertising Awards, Silver
2013 Luerzers Archive 200 Best Photos Selection
To promote the summer concert series at Earthbound Gardens and Nursaries, we created 100% biodegradable plant tags that we placed on-site at the nursery, and in public gardens around town for people to naturally find.
Testicular cancer is the most common cancer amongst young men in Canada. It also happens to be one of the most curable. So why does it still claim lives?
Clearly, men were in need of a reminder to roll up they’re sleeves and pull down their pants a little more often. So this holiday season, we at Innocean created Jingle Balls — the annual reminder for men to check for signs of testicular cancer.
To start, we handed out pairs to people on the streets of Toronto then we directed further traffic to Jingleballs.ca, where we introduced them to the product before giving them a chance to order a pair of their own – with a variety ‘tones’ to choose from. There, they’d also find testimonials, a ‘quality control’ demonstration and a way to find out more about Testicular Cancer Canada.
Now, every year you hang up your jingle balls, you’ll be reminded to take the same steps to ensure you’re cancer free.
