The campaign was centered on the simple yet evocative tagline: ”Milk, a natural source of comfort.” We decided to capitalize on the campaign's strongest symbol: wool. Our media strategy was to create “comfort zones” to soothe consumers in times of need.

To bring the ”Your better starts here” slogan to life, we identified the precise locations where physical activity begins: gyms, academic sports centres, locker rooms, bike paths, etc.

A well-integrated partnership made Canadian Tire the first advertiser to become a top-tier sponsor at its first Olympics. Canadian Tire and Jonathan Toews joined hands to create the biggest and most truthful Team Photo ever. It involved finding 300 people from his hometown who had contributed to his career.

In order to increase awareness and donations to Canadian Safe School Network, we decided to give influencers a taste of what online bullying looks like by recreating the retargeting advertising strategy to send hostile messages to influencers.

Because of their unconditional love of cars, drivers tend to be overly optimistic about how long it actually takes to get somewhere by car. With digital banners and OOH, we adapted our messages in real-time, displaying the estimated arrival time based on location and current traffic and weather conditions.

In the days leading up to Black Friday, we detected a new analytic trend: the average number of items left abandoned in Sport Chek’s online shopping carts increased by the hour. These temporary carts told us, in real time, which items could be used as “online door crashers” to attract an unprecedented number of visitors to the store’s website.

For over a century, the motorcycle industry’s positioning has been as an experience provider for men. But Can-Am wanted to democratize the open road. To so do, we created a new digital social safe space for women: the Women of On-Road private Facebook group, a place where women can exchange ideas, inspire one another and learn how to safely and freely ride the open road.