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Contributor

The Redmond Review

Is this Furphy’s ‘I Am Australian’ moment?

In this week’s instalment of The Redmond Review, a campaign for Aussie beer brand Furphy reminds Craig Redmond of Molson’s iconic “I Am Canadian” campaign.

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The Redmond Review

After its ‘Voltswagen’ stunt, VW should look to Mercedes for how to do sustainability right

VW once again finds itself in “perception peril” following its ill-conceived April Fools prank, says Craig Redmond.

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The Redmond Review

Hey sports fans, it’s worth a shot

The U.S. Ad Council’s new ad to suggest Americans should “get off their bums, get vaccinated and get their bums back in stadium seats.”

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The Redmond Review

How to ride advertising like a motorcycle

Craig Redmond fondly remembers earlier days as a creative partner with Jeffrey Hilts, who just announced he’s stepping away from FCB

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Consumer trends, Equality

The business case for advocating for gender equality

Strong support of gender equality is not only the right thing to do, it can convert “no logo” consumers into “pro logo” consumers.

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The Redmond Review

The Andy’s turn to Face the Future: but could it be too late for awards shows?

The last year led a lot of agencies to reevaluate every line on their budget—including awards shows.

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The Redmond Review

Peeling back Orange’s ‘First steps’ misdirect

In this week’s instalment of his regular column, Craig Redmond presumes that Orange’s ‘Baby Steps’ will inspire audience indignation (and delight)

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Opinionnation

Don’t tell me what homophobia is

When Scott Knox talks about being gay in the industry, he’s not speaking to the straight audience. It’s to remind anyone who is gay they don’t have to hide.

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The Redmond Review

Jagger’s moving ode to live performance

The Rolling Stones frontman has created a voiceover for one of the world’s most hallowed venues: the Royal Albert Hall

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The Redmond Review

How a sofa brand evokes post-Trump rapture

An offbeat ad from sofa-in-a-box company SNUG captures the bliss of a world free of mean tweets and mean-spiritedness.

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Brands, Consumer trends

How to grow with the ‘buy local’ phenomenon in Canada

With the pandemic likely to accelerate the “buy local” trend in Canada, brands need to be thinking about how to meet consumer expectations, says Crop’s Alain Giguere.

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The Redmond Review

Bacardi serves up a moment of respite

Is it COVID compliant? Craig Redmond doesn’t know or care. Instead, he says, it’s a joyful reminder of music’s ability to spread joy.

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Partner Content

‘We don’t have that in Toronto’ is not good enough anymore

The city will vote on a new plan that will deliver a multi-dimensional hub to produce unique experiences, activations and events.

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The Redmond Review

Be careful with those workplace nicknames

New Snickers spot outlines the dangers that come with having secret nicknames for your co-workers.

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The Redmond Review

Technology meets creativity—for good

Technology and creativity are too often used to deliver a fleeting moment of marketing novelty, but this German execution demonstrates their power.

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Opinionnation

Much has changed, but the power of real human connection remains

To have value, brands need to provide consumers with something that goes well beyond the transactional, says The Hive’s Rick Shaver.

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The Redmond Review

Is it too soon for pandemic jokes?

This is the first of a new regular column that long-time Canadian creative Craig Redmond will be writing for our Monday newsletter.

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Guest Column

It’s in the game

With gaming continuing to grow, more brands want to play with their consumers. Ari Elkouby offers four tips for how to play and win.

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New creative

Christmas ads that clicked, according to brain science

How Canadians (subconsciously) reacted to holiday ads from around the world

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Partner Content

Five tips to set your firm up for financial success in 2021

Things are looking up for 2021, but most firms will need a true financial planning partner to steer through the rough waters ahead.

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