High Five: Canada
We’ve seen some solid work from Canadian agencies over the past few months. There was a lot to choose from, but the following five campaigns showcase ideas for brands across traditional to non-traditional advertising. It was great to see some humour and irreverence start to come back into the output, as well as some brave and innovative thinking. Here are my top picks...
Molson - 'Maple Beerup'
Agency: Rethink
Canadians' love of maple syrup is a well told story, but when combined with beer as a new product innovation to be enjoyed at breakfast to get around the Winter Olympic time zone issue, it makes for a very creative and relevant promo. Love the sense of humour in this idea. 'Maple Beerup' was a breath of fresh air in and amongst much of the tropey Olympic work.
Black & Abroad - 'Black Elevation Map'
Agency: Performance Art Canada
Production: Alfredo Films
Music: TA2 Sound + Music
With Canadian agency Performance Art, Black & Abroad follows up their incredible 'Go Back to Africa' campaign with a very smart and well crafted data-led idea. The 'Black Elevation Map' is an immersive digital experience that reimagines the American landscape by visualising the heights of the culture as elevation. This is a powerful example of how to tell an unfolding human story through technology.
Nissan United - 'GT-R NFT'
Agency: Juniper Park\TBWA
Production & Post: Bolt Content
The launch of the all-new Nissan GT-R Special Edition Nismo was going to be a reason to make some noise, but because of the huge price tag - and the fact that only three were destined for Canada - there was no paid advertising. So we made a limited-edition supercar even more limited by taking Nissan into the NFT game. We created a 1-of-1 digital work of art to be auctioned off with a reserve of $280,000 - the same price as an actual GT-R, but what made this NFT different is that it came with keys to a real Nissan GT-R Special Edition Nismo.
Newfoundland and Labrador Tourism - 'Leave No Song Unsung'
Agency: Target Marketing
Production: Sparks Production
Director: Paul Santana
Post: Fort York
Editorial: Rooster
Canada is a very big country and the regions are incredibly diverse when it comes to the people, culture, cuisine and landscape. This is a beautifully crafted love letter to Newfoundland and Labrador. What I really love about it is that it does not try too hard to sell you on visiting. Rather, it invites you in and makes you want to stay, which is exactly what travel destination advertising should do.
Vector - 'Off the Couch Bags'
Agency: Leo Burnett Toronto
This is a fun one. Kellogg’s cereal brand, Vector, demolished some sofas purchased from charitable organisations to make retro-looking sports bags in an effort to promote healthier lifestyle choices. This campaign hits home for many Canadians, who endured one of the longest lockdowns in the world, and can now celebrate the return to recreational sport. Game on!
