3 years into the "Emerald Nuts, the anti 3 pm Slump" strategy, we needed to crank things up a notch - airplane doors opened at
35 000 feet, prison riots, and an arsonist certainly achieved that.
Telling people to use their visa cards more frequently usually falls on deaf ears. However, give them and 10 friends a chance to go to the Super Bowl every time they use their cards certainly motivates a behavior change, and in a big way. The fully integrated campaign (TV, Social, digital, Fox Halftime Show etc.) resulted not only in an impressive uptick in brand sentiment but in a substantial lift in card usage.
The Commonwealth Bank of Australia needed to make a fundamental shift in how they did business and how they were perceived. Seen as the symbol of the old institutions, they needed to do something radical - they did. They completely changed the way they did business from the ground up and then they hired an agency in San Francisco - a very unpopular decision. We used this outrage as fuel for the campaign - we delivered exactly what they predicted, an ignorant American ad agency pitching terrible, offensive, clichéd and insensitive ideas (while deftly delivering the campaign messages).
RealD is the world's largest visual technology company supplying more than 34000 cinema auditoriums with 3D equipment around the world. Every time someone saw a movie in RealD 3D, we got paid.
In order to increase attendance and awareness, we turned to Social and Digital media. Working with Hollywood studios, we leveraged industry influencers like directors and actors, created exclusive content and used 3D eyewear not only to drive 3D advocacy but audience expansion.
For creatives by creatives - that was our motto when creating this campaign. In order to be relevant, you can't create advertising, you have to create content that earns your audiences respect. It has to be creative, original and true to the product.
Guinness has always stood for never wavering integrity. The positioning, "strength of character and reliability" was the spark that created the idea. It's always great when the product is the hero.
It's not often one gets the privilege of rebranding a country, I hope
I did it proud.
Canada is a big country that offers unique experiences and places for people to explore. The creative positioning "Keep Exploring" came from the realization that people go to Canada not to see or experience one thing - but many. As humans, traveling is also about exploring oneself - seeing who we are in places and situations outside of our comfort zones. "Keep Exploring" is a call to explore not only Canada but oneself.
Energizer Lithium Batteries are the gold standard in battery life - the challenge was to illustrate thi in an engaging campaign to a younger audience. The campaign drove a +142% increase in sales (+137% above target).
As the new EVP of Marketing, I was tasked with rebranding RealD, the worlds largest 3D supplier, to reflect it's leadership position in the marketplace. The redesign included web, social, packaging, corporate ID, presentations, in-theater materials, and events.
Brave client, badass results. This campaign was so successful they needed to ship more product into the region.
In order to get someone to change behavior from something, they have done their whole life you need to have a really compelling argument. This campaign (which included a digital education component) drove a +57% increase in sales, 43% above target.
I’ve thought about plastic surgery before. Not because I have a big nose, but more out of curiosity. Would I do it? Definitely not. Why? Because it’s irreversible. This simple idea breaks down that barrier.
11 days before the super bowl aired, Hyundai needed another spot. This is what's possible when everyone works together to make something happen.
The "Feathered Dinosaurs and the Origin of Flight" exhibit was coming to the Royal Ontario Museum. Isn't the solution always so obvious once you have it?
A single and simple PSA story about the power of reading - enjoy.
Landmines are an awful problem in any war-torn country. The fighting might have stopped, the troops might have withdrawn or laid down their arms but the killings and maiming continue.
Product as the hero is always a great solution when the message is a simple truth.
Robert Goulet - what a character. Unfortunately, he passed away before we could complete the follow-up commercial. This spot was recognized by Time Magazine as one of the Top 20 Best Super Bowl ads of all time.