PRINT CAMPAIGNS
Cheese Ritz Crackers
What's the best way to position the cheesiest crackers in the world? You turn them into cheese. This campaign strips advertising to its bare bones, leaving only the big idea. It's effective in its simplicity and straightforwardness - communicating all the attributes that we automatically associate with cheese and linking them with the cracker.
Ministry of Tourism Oman (MOT)
Welcome to Oman, one of the most magnificent AND the most relatively unknown destinations in the world.
When we pitched for the MOT account, the challenge was clear. But the solution wasn't. We knew that we couldn't just do a traditional tourism ad campaign. We needed something different.
So we delved deeper into the brand and what we discovered is that Oman is a place that has the best of the old traditional heritage, and new modern activities. Beauty was in the eye of the beholder, and Oman was the address.
What came out of this was a wonderful series of ads, highlighting both sides, which helped us win the pitch.
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New Balance Toronto Retail Stores
I'll be the first to admit that if these ads ran today, they would be tweets, not print ads. But alas, before the digital revolution of the 21st century, Copywriters had to write headlines that didn't end with a hashtag, and this what they looked like.
This campaign was successful for a number of reasons. First, they worked on their own as a branding ad, or as retail-based advertising. The creativity was flexible.
Second, is they were relevant to the times. For example, at one point in history the words, 'Wardrobe Malfunction' were at the top of everyone's vocabulary. The second ad, took the term and creatively connected it to NBT.
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Omantel Telecom
When Omantel announced a new digital package offering unlimited broadband for 20 RO, it needed a strong platform to plaster across the city.
Although our message was simple, we needed something to help propel it into the minds of every Omani. In order to achieve this, we strategically took the brand equity of well established digital brands and used them to catapult our message. The Google logo turned into 'Searchitall' and the YouTube logo turned into 'Watchitall'.
Recognition for the campaign was phenomenal. Not only because the messaging was simple and easy to understand, but the lack of clutter that's traditionally associated with advertising in Oman, helped it really stand out.
Mitsubishi Motors
Mitsubishi drivers love their cars. This was the five word brief that we received from the client, in order to create a branding print campaign. And frankly, that is all that we needed. We then took that insight and came up with clear and concise visuals that accurately portrayed how much passion drivers had for their Mitsubishi cars.
I would be lying if I told you that it wasn't difficult for the client to run an ad with no words. Especially in Oman. But all we had to say was in the visual. And that is what made the whole campaign a success.
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United Methodist Church
How do you help modernize one of the oldest institutions in the world? With a sense of humour of course. Like with any brand, the House of God is not immune to adversities of staying relevant in an ever-changing world. But with the right positioning and the correct message, any brand can become pertinent again.
For United Methodist Church, our challenge was to increase attendance for the weekly services. And since everyone knows what church is, we didn't have to convey what is all about.
Rather, we decided to give the institution a voice that went against stereotypes associated with religion. We made it fun. We made it cheeky. And we didn't want to take itself ourselves too seriously.
To speak about the times of yesterday, we created a voice that connected with the people of today.
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