or use the arrows on your keyboard to navigate
FREE
The FREE Store
Problem
As we prepared to launch our new brand, FREE, we asked ourselves a big question: How can we turn a nonevent, like the announcement of a company rebrand, into something bigger?
Insight
By creating an experience that demonstrates the power of the word free to inspire emotion and action, we’ll generate immediate credibility for our new brand and solidify our place in people’s mind as the agency to turn to for fresh, innovative thinking.
Solution
The FREE Store. A pop-up store that entitles every visitor to one free item. Open one day only. While quantities last.
Mothers Against Drunk Driving
Mothers Against Drunk Driving
Problem
Despite years of impactful campaigns aimed at curbing impaired driving, unfortunately, MADD’s message still isn’t getting through to some people.
Insight
If the consequences to your own life aren’t enough to prevent you from driving impaired, perhaps getting a glimpse at the devastating impact it could have on your family would persuade you to reconsider getting behind the wheel impaired.
Solution
In order to tell the heartbreaking story of a family torn apart by impaired driving we turned to the “Baby on Board” of our day—the stick figure family. We brought their emotional stories to life in TV, print and on the vehicles of MADD volunteers via personalized stick family decals featuring tombstones to represent loved ones taken by impaired driving.
Emerald Awards
The Alberta Emerald Foundation
Problem
As of January 2011, only 4% of Albertans are familiar with the Emerald Awards.
Insight
Research told us Albertans value programs that celebrate and inspire environmental leadership. So, while it was still important to promote the value of the Emerald Awards, our main focus had to be on building awareness of the Awards.
Solution
Enter Churchill Station and C-Train Domination. We focused our communications on the low-hanging fruit, a segment we knew would be more inclined to pay attention to environmental messages—LRT and C-Train riders. For the month of June in 2011, we brought nature indoors by transforming walls in Churchill station in Edmonton into lush forest and planting faux-grass on a C-Train in Calgary.
We also developed a province-wide print and television campaign to support and build on the non-traditional work we did on this project; increasing frequency with targeted audiences in order to create a lasting impression.