Instagram is well known (and loved) for being the place to see perfectly-crafted, beautifully curated lives, but with the launch of their Stories feature - we had to help show people that Instagram is about so much more.
Stories Are Everywhere is just that; a global campaign that takes the everyday and makes it excellent, the average awesome and the banal bonkers. Films, OOH, Stunts and some unique placements helped us get the word out - oh and also get more daily users than Snapchat has total users. Take that little Ghost.
AWARDS:
Eurobest - 5x Gold for Film
COVERAGE:
Creative Directors: Cal Al-Jorani and Thierry Albert
Creative Team: Cecilia Pignochhi, Andrew Duncan, Cassandre Gouraud, Jordi Luna, Jake Barnes
With FIFA 17, EA are giving FIFA the biggest update since it first came to life in 1993. With a new engine and a new story mode for players to immerse themselves in, we wanted to create the most immersive football campaign ever made.
‘The Chant’ follows the hero of the game, a young player set to make his mark on the footballing world, on his nerve-wracking journey from tunnel to pitch before a big game.
‘The Fame’ is the follow-up to ‘The Chant’. Where the first film captures the footballer’s perspective in the game, the second takes the gamer’s point of view. Both films are part of our FIFA 17 ‘Make Your Mark’ campaign, highlighting how the new Story Mode feature and the exceptional realism of the Frostbite-powered graphics make players feel at the very heart of the action. The film is supported by digital and social content, including behind-the-scenes footage from The Golden Controller Awards and an immersive Facebook canvas unit.
Creative Directors: Craig Williams and David Smith
Creative Team: Toby Moore and John Filipe
I got a call at the beginning of March 2018 from my client: “We want to launch a product at the beginning of June, it’s vertical video, and we need to create the brand from scratch - will you come to San Francisco and help?”.
Thus began one of the craziest and most exciting projects of my life, the creation and birth of IGTV. We brought IGTV to life using a suite of global assets, starring some of the biggest names in social video, to showcase how much closer to the action you can get with vertical. We created 30 unique films, a launch event and unique brand identity that builds upon Instagram’s foundation with a unique and dynamic typography approach. The campaign was a huge hit and picked up in trade press all over the world as IGTV continues to change the way people create and consume video.
Creative Directors: Thierry Albert and Cal Al-Jorani
Creatives: Cecilia Pignocchi, Cassandre Gouraud, Andy Duncan, Macie Soler-Sala, Zeynep Orbay
To celebrate Anheuser Busch's multi-year sponsorship deal of Tomorrowland - the global EDM mega festival - W+K Amsterdam was asked to help create an idea and content that could work globally and across several brands in ABI's portfolio.
That lead us to create "Infected by Music" a creative platform that helped show how the world was united by Electronic Music and its power to transform us all into furry party monsters. We partnered with industry heavy-hitter Tiesto and up-and-comer Jauz to create a custom track that was released in the build-up to the festival and teased on the industry's biggest sites. The video was supported by additional digital and social content, and culminated in Tiesto playing the song and video at the Festival in front of 150,000 fans.
The work ran globally for Bud Light, Budweiser, Jupiler and Skol Beats - some of ABI's biggest brands. Party on fur monsters.
AWARDS:
Eurobest - Bronze in Film Craft
Ciclope - Gold for Best Visual Effects
Shots - Shortlisted for Ad of the Year
COVERAGE:
Creative Director: Thierry Albert
Creative Team: Vasco Vicente, Evgeny Primachenko, Jake Barnes
After the success of the Stories Campaign launched in early 2017, we took the creative platform further - to new markets and using new Stories tools and features.
Created entirely using Instagram Stories and shot in countries all around the world, we wanted to show people that there's more that makes us similar than makes us different.
COVERAGE:
Creative Directors: Thierry Albert and Cal Al-Jorani
Creative Team: Andrew Duncan and Cecilia Pignochhi
There are a lot of Scotch brands and a ton with with "Glen" in the title, but there's only one Whisky which can claim to be the definitive. The Glenlivet was first brewed in 1824 in Scotland by a pioneering founder of Scotch. He set out to create a product that would go on to inspire Dickens and lead the King of England to change the laws of whisky consumption so he could have one more dram.
We positioned The Glenlivet as THE Whisky; not the most expensive or the oldest, but as the Whisky that defines all Whiskies. The ideal accompaniment to those moments that are simply, truly and perfectly everything they're meant to be.
Creative Directors: Sean Condon and Joe Burrin
Creatives: Toby Moore and Henrik Edelbring
In the spring of 2013, ING made the decision to sell ING DIRECT Canada to Scotiabank. This meant that the ING DIRECT brand in Canada, with it's 15-year history, would have to be overhauled completely.
As the lead on the project, I oversaw the rebranding process at every touchpoint. This included development of the new name, visual identity and brand direction, with qualitative and quantitative research at every stage, and working with specialist agencies including Concrete Design and Lexicon Branding.
We rolled out the new brand with one of the biggest campaigns of the year in Canada, including TV, outdoor, print, radio and experiential. In digital, we had to completely redo the site and mobile application, including building the first responsive banking site in Canada. We also created a unique digital campaign of contextual pre-roll spots, that spoke to the consumer based on the type of video they were watching.
The campaign and rebrand were a huge success, with brand awareness and sentiment scores far exceeding expectations, and the bank hitting its business goals 3 months ahead of schedule.
Creative Team: Chris Hirsch, Nellie Kim, Kohl Forsberg, Zack Vitiello, Jacob Greer, Denver Eastman
Production Team: Mike Hasinoff, Mavis Huntley, Alisa Pellizzari, Jen Shapiro
In an industry that loves to pat itself on the back, it can be hard to face the fact that people outside of the industry don't care about award shows. For the CASSIES, Canada's award show that recognizes the work that worked, we created a fun campaign that spoke to an insight that's true for The CASSIES.
The CASSIES are the one show that takes business results into account when awarding creative campaigns; so it's the one show that clients care about. Even if your ex-wife doesn't.
Creative Team: Dhaval Bhatt, David Glen
David Suzuki is a Canadian icon, and a pioneer of the conversation about climate change in this country. With the muzzling of climate scientists under the Harper-government, Suzuki felt that he needed a new platform to make his message heard and breakthrough to Canadians about the important of climate change.
Working with global organization Cape Farewell, we helped put on the Trial of Suzuki, a live theatre event that was broadcast coast-to-coast. The build-up campaign to the event featured creative that got people thinking; is Suzuki brilliant or batty?
Creative Team: Hannah Smit, Keri Zierler
Zellers was an iconic Canadian retailer operating in communities large and small across the country. But in 2013, parent company The Bay decided it was time to close the stores, and sell their leases to Target.
This meant kicking off a series of campaigns that would generate Zellers' best ever sales and advertising results. With no money for traditional media, all of the campaigns were housed on social media, engaging with Zeller's active fanbase to help them say goodbye to their beloved store in the best way possible.
I worked across all three phases of the closure, and was the lead account person on the Memory Showcase campaign that was the middle of the campaign.
Creative Team: Hannah Smit, Keri Zierler, Jacob Greer, Denver Eastman
Expedia is the best place to go for savings on vacations and travel. How do they keep their prices so low? Cutting back in advertising of course.
In 2012 - after 15 years in business - ING DIRECT needed to change their image. The bank had grown from it's "save your money" roots and had become an everyday savings bank, offering mortgages, investments, and a no-fee daily chequing account. The brand needed to get Canadians to notice that there are better ways to bank in our country.
john st. developed the "Forward Banking" tagline as well as the new brand idea and strategy. Under the theme of "Stop Banking in the Past" we created an integrated campaign that would show Canadians how they should be banking; using the big, complex and inconvenient banks as a foil. Our :60-second spot Old Ways literally blew up banking, and was followed by two :30-second TV spots (Coal and Water) that advertised the brand's hero products as well as helped to demonstrate the simplicity of banking with ING DIRECT. Billboards, Transit Shelters and a nationwide print domination rounded out the campaign in early April. A digital and direct response buy also augmented the reach of our message, and Canadians took notice.
AWARDS:
2012 CMA Awards - Silver (Financial Services Category)
2013 Applied Arts - Old Ways (Cinematography)
2013 Applied Arts - Old Ways (Best Online Video)
Creative Team: Chris Hirsch, Nellie Kim
