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Canac takes a crack at restoring plumbers’ dignity

Developed by LG2, “Dignity Denim” are jeans with an extra piece of fabric on the back to provide plumbers extra coverage, no matter how much they bend over.

Agency, Brands

Disengagement due to discrimination rising, according to new CMA research

New survey also looked at ageism in an industry where 49 is considered an older worker, and experience is devalued.

Brands, New creative

OPSEU’s dark depiction of a health system with ‘insufficient funds’

The campaign by Point Blank paints a disturbing picture of pay-to-play healthcare under the Ford government.

Brands, New creative

The Beer Store is proud to be in your hometown

The campaign by King Ursa continues the “Whatever the case may be” platform introduced last year to remind consumers The Beer Store has just the right beer for any occasion and any location.

Creative in Brief

For St. Bonaventure’s College, education is a joy

The campaign by Target shows some of the ways the school goes beyond traditional education systems to develop students with compassion, curiosity, and critical thinking.

Brands

Why Clorox made a basketball documentary

“Keeper: The Patrick Shaw Story,” focuses on a Toronto community leader and coach, and how he got his girls basketball team back on the court early in the pandemic (with help from Clorox).

Agency, Production

Pirate Sound gets a new home, and a new brand

The new look and feel is inspired by Pirate Sound’s original inspiration, the subversive pirate radio stations playing rock and roll off the coast of England in the ’60s.

Agency

Kelly becomes Target’s new president, as O’Dea steps back from agency he built

“Our real goal is to make clients famous, to make their cash registers ring,” said Kelly. “Those things won’t change.”

Creative in Brief

D2L and ZAK imagine a desk to fit any student

Designed with industrial designer Miles Keller, the Transformers-like desk is a metaphor for how education can change the world, but should be personalized to meet individual needs.

Agency

Lifelong Crush charts new course with addition of Christina Yu and Derek Blais

Originally launched as Broken Heart Love Affair’s content and production arm, Lifelong Crush will move beyond that focus and adopt a more full-service model led by two of the industry’s most recognized creatives.

Awards

BBDO wins One Show Agency of the Year, TA2 named Music & Sound Company of the Year

Performance Art also won a Best of Discipline for “Black Elevation Map,” while FCB and Canadian Down Syndrome Society won a Penta Pencil for their creative excellence.

Brands, New creative

CIBC helping send money and love around the world

Courage wanted to turn a tactical brief for a specific target into an emotionally-led campaign that could resonate with a much larger audience.

Awards

BBDO, Performance Art, Klick Health and The Hive enjoy strong One Show and ADC

“Missing Matoaka,” BBDO’s retelling of the story of Pocahontas, wins nine golds, two silvers, and three bronze at One Show, while Klick Health’s “The Bridge” wins multiple Gold at both One Show and ADC.

Brands, New creative

Amex gives TikTok users a choose your own ad-venture

Hoping to reach older Gen Z’s and millennials, American Express is using TikTok’s Story Selection format, which lets users decide where an ad will take them.

Creative in Brief

A.I. gets to the point with Tim Hortons

A new campaign from Gut imagines how A.I. can perform even better after it enjoys a cup of Tim Hortons’ coffee.

Creative in Brief

Simu Liu returns for Google, with an assist from his assistant

It’s the second Google Canada ad campaign for the film star, and this time he’s showing off the Pixel Watch.

ACTRA vs. iCA

ACTRA and ACA sign second one-year renewal of National Commercial Agreement

ACTRA and the ACA said the renewal will provide “stability to the industry” for the next year, despite the ongoing dispute with Canada’s largest ad agencies.

Brands, New creative

Smart speaker gets it wrong in the best way possible for Mary Brown’s

Campaign from Blue Ant Plus helps Mary Brown’s launch its first ever grilled chicken sandwich.

Creative in Brief

Oh Henry! turns shopper marketing into a ‘feeding frenzy’

Once a week throughout May, a mass text will give people one hour to buy an Oh Henry! from a Circle K for a chance at cash prizes.

Agency, Media

Google names new agency lead for Canada

Matt Thornton will lead the restructured team, which brings together “programmatic, creative, media and tech resources” to work with agencies across the country.