Montreal focuses on island life for 2021 tourism campaign
New campaign from lg2 likens Montreal to an island getaway, complete with surfing and hiking a (long dormant) volcano.
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The Really Brief — Week of July 5
Does pineapple belong on a pizza-themed shirt? Pizza Hut says yes; CarGurus launches Canadian campaign; One Twenty Three West recruits a Zoom ‘booster.’
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Go Fourth and pander?
For Independence Day (the holiday) Budweiser reprised a famous moment from Independence Day (the film), but Craig Redmond isn’t sure if it’s sentimentality or satire.
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Being Pre&ent, to improve diversity in advertising
Aside from hosting workshops, Pre&ent is creating a stock art image library to improve representation in communications.
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The Really Brief — Week of June 28
Pringles drums up some new soccer-themed creative; H+K is growing; International Delight and RBC launch Pride-themed campaigns; Mint and Matua target more mature drinkers.
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Why Kids Help Phone made an immersive annual report
Developed by Lifelong Crush, the site shares a vast amount of data and information typical of annual reports in an immersive and interactive digital experience.
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Should brands mark Canada Day this year?
A survey shows one-third of Canadians will not be celebrating Canada Day this year, though more than half are okay with brands posting about July 1.
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Desjardins’ new policy: a more personal touch
“A Policy is Not a Person” is designed to show the value of agents in an increasingly impersonal industry.
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Another good reason to subscribe to The Message
Become a subscriber and you can share a photo and a message with the marketing community — just like all of these brilliant, good-looking people.
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POCAM launches tool to track progress toward industry equity
The Call for Equity Progress Tracker is intended to both celebrate progress made and encourage those who have work to do.
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Boston Pizza creates a patio manual
Campaign by John St. includes TV and a 72-page manual to remind people of the basic rules and norms for eating on a patio
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What in the World—Week of June 26
The international news that caught our eye this week and was featured in our Monday newsletter, including: Canada Goose finally getting rid of fur, Tide going to space, and McDonald’s rolling out a loyalty program.
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CAA’s therapeutic approach to road safety
Campaign from One Twenty Three West features a motorist and a cyclist engaged in therapy in an attempt to resolve their differences.
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An NRA speech to the ‘lost class’ of 2021
This week, Craig Redmond looks at why Change the Ref tricked a former NRA president into giving a commencement speech to high schoolers who won’t graduate this year.
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Canada adds eight Lions on last day of Cannes
Cossette wins three Lions for SickKids, while Ogilvy, No Fixed Address, Broken Heart Love Affair and FCB also won hardware.
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IKEA creates Pride-themed ‘love seats’
Slipcovers are inspired by the colours of the various Pride flags and the lived experiences of the people the flags represent.
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Air Canada’s safety video is an ‘Ode to Canada’
Some airline safety videos have evolved into star-studded affairs, but Air Canada is content to let Canada’s natural beauty and its people take centre stage.
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WestJet debuts first brand spot since start of the pandemic
A minute long ad by Rethink shows an older man getting vaccinated and planning a trip, with a heartwarming twist.
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Rethink wins five of Canada’s nine Lions
Taxi, OneMethod, FCB and FCB/Six are all winners on day four, while NFA’s young New York office, Mischief @ No Fixed Address, also picks up two Lions.
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Lifesaving Society provides concrete evidence of the dangers of getting stoned on the water
Campaign from longtime partner lg2 looks to reduce Quebec drownings, which skyrocketed in 2020.
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