In March of 2022, Ukrainian President Volodymyr Zelenskyy addressed Canadian parliament. He asked us to imagine war on Canadian soil; he asked us to feel what Ukrainians feel every day.
So we answered his plea.
Through an immersive omni-channel campaign, we helped the average Canadian visualize what war would look like here – an effort that helped raise over ten million dollars for Razom, a leading charitable organization providing humanitarian relief in the Ukraine.
Accolades: Cannes (shortlist x2), LIA (Gold, finalist), Epica Awards (Bronze, shortlist x2), Communication Arts (Best-in-Show), Clio (Silver x2, Bronze x2), One Show (Merit x2), Webby (Winner, People's Voice Winner, Honouree), Applied Arts (x2), Canadian Marketing Association (Gold x2), Lisbon International (Gold x2, Silver x7, Bronze), Atomic Awards (Silver, Bronze), Shopper Innovation Awards (Silver x2, Bronze), Marketing Awards (Bronze), ADCC (Gold, Silver, Bronze x2), Anthem Awards (Gold x2, Silver x 3).
Art Directors: Mark Mason, Brad Correia, Eve Trudel
Agency: Grey Canada/Tank Worldwide
Passengers flying to Las Vegas were surprised when they saw a giant projected spinning roulette wheel in the desert. When the wheel stopped spinning, the selected seat number got their trip paid for in full.
Accolades: Cannes (Bronze), One Show (Merit x 2), Clio (Silver), ADCC (Gold x4), Marketing Awards (Gold), Atomic Awards (Gold, Silver x2), Applied Arts, Shopper Innovation Awards (Silver).
Creative Directors: Kevin Filliter, Jordan Cohen
Art Director: Lia MacLeod
Agency: Rethink
Being a teen is tough, and being a hospitalized teen is even tougher. That’s why Starlight Children’s Foundation Canada started the Ward + Robes initiative: a partnership with top designers to create unique hospital gowns teens actually want to wear.
The Ward + Robes initiative went viral and captured the attention of press outlets around the world. Donations increased by 780% and the initiative is expanding to Starlight's international network of hospitals.
Mentions: CNN, The Huffington Post, Buzzfeed, Unilad, Upworthy, Now This, Teen Vogue, New York Magazine, Refinery29 etc.
Accolades: Clio (Gold), One Show (shortlist), Cannes (shortlist), Atomic Awards (Gold, Bronze), Marketing (Gold, Silver), Shopper Innovation Awards (Silver), Communication Arts.
Art Director: Lia MacLeod
Agency: Rethink
When you feel heartburn coming on, there’s a moment of panic – it’s scary. We ran with that insight and made this “horror” trailer in which TUMS (obviously) saves the day.
Art Director: Simon Stuart, Mark Mason
Agency: Grey NYC
To support their Science Will Win campaign, Pfizer wanted to communicate the work they’ve been doing with anti-viral medication, gene therapies for rare diseases, and blood-brain barrier crossing medicines in the oncology space. I’m pretty much a doctor now.
Art Director: Mark Mason
Agency: Grey NYC
The Workplace Safety and Insurance Board wanted to remind young adults that even model employees get hurt on the job and that it’s always best to put safety first.
Art Director: Eric Carriere
Agency: Grey Canada
Coors Light wanted to do something fun on social for April Fools. So we came up with the Coors Light Sacks: beer in milk bags. We used Periscope to live stream the reveal and Facebook to build up some hype. Coors Light was the first beer brand in the world to use Periscope and our tomfoolery garnered 4 million impressions in just 24hrs.
Art Director: Lia MacLeod
Agency: Rethink
Donating blood, plasma, stem cells, organs or tissues isn’t like donating money or time. Giving a part of your biological self to another human being ensures they can keep loving and serving their community – no matter how big or small it might be.
This ripple effect means that a donation through Canadian Blood Services doesn’t just make a difference, it makes all the difference.
The Make All The Difference campaign showcases all four of CBS’ service lines (blood, plasma. stem cells, organs/tissues). This modular approach ensured multiple versions of the video could be cut and used in a variety of markets pending on which donations were needed most urgently.
Art Director: Mark Mason
Agency: Grey Canada
