The interesting thing about a grocery store is it is just a housing for other products. Most of them carry 90% the same product. So how does one stand out from the other? Well we needed to help consumers understand what it really means to be the grocery store for Canadians.
With the So Be It campaign we launched a new positioning for Sobeys that had them as the answer to life’s real moments. So when faced with just another thing in your day you are able to say “so be it”.
CCO: Nancy Crimi-Lamanna
GCD: Troy McGuinness
ACD: Sally Fung
ACD: Sarah Radovanovich
Designer: Natalie Lake
ACD: Stephanie Simms
CW: Jacqueline Lee
AD: Mykelti Knott
CW: Reena Feldman
AD: Erika Jee
Designed in partnership with Letters From Sweden
Photography by Raina + Wilson
Sobeys needed to create an emotional connection between its cause - Child and Youth Mental Health, and its initiative - A Family Of Support. The initiative was built to help local hospitals provide early intervention to young people in need. We made this spot to help create an understanding of this need.
CCO: Nancy Crimi-Lamanna
GCD: Troy McGuinness
CW: Michael Pal
AD: JP De Leon
BMW knew that their target was elusive and were not easily reached by conventional advertising means. They also knew that they lived in very targeted areas around the city. And finally they knew that buying a house raised the desire to buy a new car.
Armed with this information we worked with a real estate agency to create a very targeted campaign.
CCO: Ian McKenzie / Jeff Hilts
GCD: Troy McGuinness / Jonathan Careless
AD: Zuheir Kotob
CW: Jeff Topol
Collaboration have become a currency of the marketing world. With everyone trying to steal cache from other brands to elevate their own.
To promote McDonald’s latest LTO, the team created a campaign that showed Canadians that 2018’s hottest collaboration was actually a sandwich.
CCO: Peter Ignazi / Carlos Morano
GCD: Simon Clancy
CD: Troy McGuinness
AD: Spencer Dingle
CW: Jordan Hamer
Pine-Sol is a very through cleaner and when it comes to cleaning we often don’t give it our all. But with Pine-sol it’s easy to give cleaning 99.9%
GCD: Troy McGuinness
AD: Sally Fung
CW: Sara Radovanovich
With the last name like McGuinness, it was a life long pursuit to do a piece for Guinness.
Guinness has a history of creating iconic ads and sponsoring rugby.
I got the pleasure of being in the middle of this collision.
CD - Cam Boyd / Troy McGuinness
AD – EJ Jover / Alex Rodriquez
CW – Ross Pryde
Living Like A Captain requires looking at the world a bit differently. It's living with gusto and making the most of every moment.
To promote this lifestyle we created this campaign that asked users to share how they Live Like A Captain, including a few inspirational videos.
CD: Troy McGuinness / Cam Boyd
AD/ACD: Kevin Toppin
CW: Sarah Deziel
McDonald’s is known for their fries, so much so that there’s the emoji for fries is very familiar in it’s red container. So for National French Fry day we wanted to make sure that the market dominance remained with McDonald’s.
So we gave a chance for Canadians to scream their love from the mountain tops, literally.
ECD: Simon Clancy
CD: Troy McGuinness
CW: Jordan Cohen
AD: Kevin Filliter
Being the sponsor of both the Toronto Maple Leafs and the Montreal Canadiens put Mastercard in a polarizing situation. So we decided to increase the polarization.
CD: Troy McGuinness
AD: Jessica Delorme
CW: Matthew Lee / Jill Mack
