The Really Brief—Week of November 30
TD reminds people to shop local if they can—like Santa; Russ Rickey joins McCann; Argyle expands to D.C.; and Steam Whistle has the perfect gift for those who drink in the shower.
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Toronto BIA presents a stark picture of the future for small businesses
A stunt and ad campaign reminds residents to shop local as much as possible during COVID lockdown to help businesses survive the pandemic.
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How Loblaw will grow its media business with Eyereturn deal
Loblaw Media will have less need to work with third-party providers, while enabling it to do more with more clients.
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Mental health campaign brings new meaning to Black Friday
Campaign by Publicis Montreal made people think they were getting a shopping deal, before revealing its true purpose.
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We can all use a helping hand, especially during trying times
We’re all struggling to get through the pandemic. But responding to that email or answering that call can go a long way towards helping someone through difficult times, says Kerry Fleiser
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Yes, the pandemic has changed everything. But consumers are also feeling more empowered and less cynical
Crop research also found that consumers are taking a more rational and logical approach to purchasing.
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Singing mailboxes highlight Canada Post holiday campaign
The campaign from The&Partnership includes print and social ads, vehicle wraps and a colouring page.
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Kraft taste tests its hazelnut spread in Italy, the birthplace of hazelnut spreads
As a challenger brand in a category dominated by one famous brand, Kraft and Rethink needed to show consumers how good it tastes.
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GUM campaign links oral health with physical health
Aimed at the ‘oral care obsessed,’ the North American work from Union contrasts the Soft-Pick’s ease of use with the effort required to be physically fit.
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Fuse Create adds Luke Moore to expand media offering
The new offering reflects the industry trend to have media experts working more closely with creative talent, says Fuse Create CEO.
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Christmas ads that connect with Canadians
An early look at what international holiday creative resonates with consumers on a deep emotional level.
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From what was, to we don’t know—what a difference a year makes
Wunderman Thompson’s Jeff Dack tries to makes sense of the past year by recalling where we’ve come from and where we’re going next.
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Hydro Quebec launches its Hilo smart home brand, designed by lg2
lg2 imagined a new smart home experience, deploying its digital experience team to design entirely new products and user experiences.
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The Really Brief — Week of November 23
Loblaw introduces fleet of self-driving vehicles; Toronto non-profit specialist Stephen Thomas wins Arthritis Society; Cossette promotes Stacey Masson.
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SodaStream enlists Snoop Dogg, Priyanka for holiday campaign
The upbeat and optimistic content series includes 15 short videos of people doing “small but important things” for others.
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We’re all in this together, right?
How brands can take actions to help those hard-hit by the second wave of COVID-19.
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Science World celebrates nerds in fundraiser
Campaign from its longtime agency partner Rethink comes as the Vancouver institution faces a cash crisis.
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Subaru wins Best of the Best at CMAs, with Sobey’s Sanderson and HSBC’s Wong sharing Marketer of the Year
Rethink, Zulu Alpha Kilo and FCB all enjoy strong showing with multiple gold awards; Steve Levy is awarded for lifetime achievement.
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The Garden announces new diversity and inclusion plan
Working with diversity expert Maureen Brown, the agency has developed a comprehensive three-year plan with specific actions, milestones, timelines and accountabilities.
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Pantene brings ‘Hair Has No Gender’ project to Canada
The campaign is based on the idea that the support of family and feeling good about ones’ hair can both empower self-confidence and self-expression.
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