Voila was late to the market for food delivery. They were making strides to grow the new users the were getting into the funnel but the cost per acquisitions were growing steadily. In order to get new users to use the service and not spend a lot we turned to the number one source for new food ideas - TikTok.
We developed an algorithm that helped predict food trends, used influencers who were developing these trends and made their TikToks shoppable and connected consumers straight to a digital basket filled with the ingredients, ready to check out.
CCO: Nancy Crimi-Lamanna
ECD / Copywriter: Rob Sturch
GCD / Art Director: Troy McGuinness
In consumer’s minds vitaminwater was sitting in a place between a highly functional drink and a fun drink. It was almost as if consumers had no idea when to buy it. They knew there was something functional about the drinks but it wasn’t as tightly tied to an occasion like other functional drinks in the category.
We realized we needed to give a reason to consume vitaminwater and brought this to life with one of my favourite things - a Venn diagram - made out of the drops found on the bottle.
CCO: Jeff HIlts
GCD: Troy McGuinness
GCD: Jonathan Careless
AD: Troy McGuinness
CW: Shannon McCarroll
Air Canada has had a long history of being the airline that Canadians needed to use. There was little emotional connection between the brand and the reality of what they allowed people to do.
They really are there to connect people and the holidays was a great time to create a heart-warming story that reminded Canadians of what Air Canada are all about.
CCO: Nancy Crimi-Lamanna / Jeff HIlts
CW: Jonathan Careless
AD: Troy McGuinness
Video game launches are bigger than movie launches. The need to grab the attention of gamers is crucial in the first few weeks. For the highly anticipated final instalment in the Gears Of War franchise XBox needed to create something that would incite the fan base and excite all those around them.
A game based on slaying hordes of Locust enemies in order survive was the perfect time to use the thought of ‘getting your pound of flesh’. Only this time the pound of flesh was an exclusive ticket to a game release party
ECD: Sean Davison
CD/AD: Troy McGuinness / Mike Halminen
CD/CW: Cam Boyd / Dave Stubbs
As the winter months approached we had struck up conversation with a local yarn shop and through conversations we realized they could use some help drumming up business. This was a nice moment were we got a chance to give back to the community, and create something pretty great at the same time.
Using wild postings and transit posters near the shop we created these messages of warmth to remind people the power of a hand knitted item.
ECD: Sean Davison
AD: Troy McGuinness
CW: Cam Boyd
As a title sponsor for the Toronto International Film Festival, Cadillac needed to create trailers that would be seen by the moving going public, that connected their love of films to the exhilarating Cadillac CTS-V, which can go from 0-60 mph in 3.9 seconds.
As it turns out the tone of a film can shift just as quickly.
ECD: Sean Davison
CD/AD: Troy McGuinness
CD/CW: Cam Boyd
Yellow Pages, needed to do something to change its image and show a new generation that the YP app was all they needed to find any retailer they could ever want, anywhere they happened to be.
CD: Lance Martin
AD: Troy McGuinness
CW: Cam Boyd
Cadbury was looking to create a digital expression of their “Release the Goo” campaign in Canada. So we created a microsite where people could release the goo on Canada and the rest of the world.
CD: Lance Martin
AD: Troy McGuinness
CW: Cam Boyd
Forza was looking to expand its audience with the launch of its latest game, Forza Horizons. It took the experience of the previous game’s track racing and brought it to the open road.
So with a limited budget we created this stunt and online video that showed the super cars of Forza hitting the open roads in an eye catching way.
ECD: Sean Davison
CD/AD: Troy McGuinness
CD/CW: Cam Boyd
