DoorDash introduces rib-scented soap for Montana’s promo
Church+State worked with Bath Intentions to create BBQ-scented soap bars.
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BMO puts focus on personal advice for wealth management
The “Great Advice Pays Off” campaign by FCB comes after a tumultuous period that brought a lot of confusion for investors.
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Cineplex’s ‘Love Letter’ to the movies
Created by Zulu Alpha Kilo, the campaign shows people reacting to on-screen moments.
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What in the World—Week of September 27
News from around the world that caught our eye and was featured in our Monday newsletter.
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In Quebec, brands distance themselves from their spokespersons’ anti-vaxx views
Both Walmart and Hyundai moved quickly to distance themselves from celebrities who spoke out about Covid vaccines.
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McCann creates a new brand for Montreal’s The Lighthouse
The paediatric palliative care centre, known as Le Phare in French, wanted a modern way to stand out among charities while staying true to its brand promise of being a beacon of support.
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How this DIY brand nailed an emotional connection with home renovators
He’s certainly no Mr. Fixit, but Craig Redmond loves these ads for U.K. home renovation brand B&Q.
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JP\TBWA’s ‘Signal for Help’ wins Effies Grand Prix
Juniper Park\TBWA also picked up Agency of the Year, while Rethink, Mindshare and Unilever also picked up top honours.
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Calgary Co-op’s mealtime play-by-play
New work from Daughter features UK sports commentator Nick Heath giving a play-by-play account of food and drink occasions.
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Leo Burnett turned Craig Robinson into a ‘Gainiac’
Ad for Gain Flings shows Robinson performing a parody version of “Maniac” from the film Flashdance.
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Samuel Adams looks to take its place among Quebec’s premium imports
The beer is like other fancy foreign brews, but also goes well with cheese puffs.
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Clover Leaf says there’s lots you can do with a can of tuna
The recipe-focused campaign from Giants & Gentlemen shows young consumers how easy it is to make great meals with canned seafood.
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Golf can put golf lovers to sleep
Golf Town and Union create a 40-minute meditative sleep podcast for golf fanatics.
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BeautiTone reimagines the everyday
A campaign from John St. coincides with a new identity meant to make the brand feel “lively,” “confident” and “inspirational.”
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Jack Astor’s billboards inspired by Drake and ‘food babies’
A lot of brands meme’d Certified Lover Boy, but Jack Astor’s took it a step further.
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AutoIQ highlights its new customer Journey
New work from Angry Butterfly uses Journey’s hit song “Any Way You Want It” to convey the online auto seller’s benefits.
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Vodcast episode #5: World Wheelchair Rugby’s blunt ad and Auxly in the wild
It’s the latest episode of The Message in a Vodcast, focusing on the work that caught our attention, and a pop culture quiz about TIFF.
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Nespresso’s artistic statement about sustainability
Art installations in Toronto and Montreal highlight the company’s commitment to the environment.
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The Really Brief — Week of September 20
Ravi Singh joins BHLA as VP client success; lg2 partner and CEO Claude Auchu joins Worldwide Partners’ board of directors; Maxine Wu returns to Wasserman, plus new hires at Ray, King Urse and Fuse Create.
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Spinrite’s solution for the ‘yarn barf’ problem
Toronto agency Church+State creates the launch campaign for Spinrite’s O’Go, a solution to a problem that has plagued knitters for years.
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