Chris Powell, Author at

Brands, New creative

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.

Brands

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.

Brands, New creative

Singing mailboxes highlight Canada Post holiday campaign

The campaign from The&Partnership includes print and social ads, vehicle wraps and a colouring page.

Brands, New creative

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.

Agency, Media

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.

Brands

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.

Brands, New creative

Science World celebrates nerds in fundraiser

Campaign from its longtime agency partner Rethink comes as the Vancouver institution faces a cash crisis.

Brands, New creative

Sid Lee and IGA bake up another sumptuous holiday ad

“Made with love,” is the latest in a series of lushly animated holiday ads from the grocery retailer.

Brands

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.

Brands

Air Canada thanks Canadians in a different holiday campaign

The ad by FCB reminds people of the airline and its values, while also acknowledging contributions Canadians have made to their community.

Brands, New creative

The Plan Canada goats are back, but this time they’re animated

Plan Canada has sold more than 45,000 goat gifts since 2012, said director of one time gifts Naomi Midanik.

Brands, New creative

Picton Mahoney tees up its first TV campaign

Campaign from Church+State relies on golf-themed creative, as well as golf sponsorship.

Media

There’s a gulf between how consumers act, and how marketers think they act: Ipsos

Marketer perceptions of consumer behaviour are “giganticly out to lunch,” says Ipsos’ Steve Levy.

The Really Brief

The Really Brief — Week of November 16

tentree celebrates the planting of its 50 millionth tree; Metrolinx’s awkward teens are back in a new social campaign; Becel launches holiday campaign; Nextdoor partners with RBC.

New creative

Christmas treats: a roundup and rating of early global holiday ads

Each ad gets an emotional quotient score, an entirely subjective assessment of how much it gets us in the feels.

Brands, New creative

With Haulerverse, No Frills turns its customers into shopping heroes

The campaign from John St. introduces a team of shopping superheroes that fit with customer archetypes.

Brands

Stella partners with Uninterrupted for new video series

The series stars Canadian sports/music stars mingling with local restaurant owners.

Brands, New creative

A textbook example of systemic racism in Ontario

New campaign from Ontario Black History Society shows how Black history is largely ignored by educators.

Brands

Kia Canada gets digital to promote its new K5

The all-digital launch campaign from Innocean Worldwide Canada is targeting ‘adrenaline-seeking’ males 35-44.

Brands, New creative

Metrolinx introduces ‘see-through’ buses in the GTA

It’s part of the transit body’s ongoing efforts to communicate its health and safety protocols.