To achieve our mission of educating the next generation of Canadians, Kraft Peanut Butter partnered with Trans-Author, Nick North to write a children’s book about pronoun use, titled ‘Him, Hers, Them & Theirs: Learning Pronouns With the Bears’. The book starred two Canadian icons - The Kraft Peanut Butter Bears - as they learned about respect, inclusiveness, and identity. It was sold online, as well as made available through libraries, schools, and e-readers. The book was also brought to life online through live readings by drag superstars Fay & Fluffy, as well as audiobooks that would help with storytime.
background
no name® is a 40 year-old discount brand that’s refreshingly no-nonsense. But as the competition becomes flashier and louder, no name® was being forgotten.
Idea
We reminded people how refreshing it is not be sold to by applying the brand voice to just about everything. While the competition was focusing on their products, we focused on what no name® stands for.
Global Beer Fridge
With the country’s national holiday “Canada Day” coming up July 1st, Molson Canadian wanted to find a way to bring Canadians together to celebrate.
Since Canada is one of the most diverse countries on the planet, the challenge we were faced with, was how could we bring people together in uniquely Canadian way?
Our answer came in the form of the iconic Beer Fridge. But this time, the only way to open it was for six people to say I Am Canadian in six different languages.
We partnered with the only technology company able to bring this creative idea to life: Google. When someone said “I Am Canadian”, the Wi-Fi enabled fridge converted voice to text using Google’s Speech Recognition API to determine the language. Once the six languages were recognized, an electro-magnet was triggered, opening the fridge and revealing Molson Canadian’s to everyone to celebrate with.
Uber, the app that connects riders with drivers, has developed a curb-side breathalyzer to help keep streets safe. The custom-built kiosk helps guide users to hail a driver for a safe ride home, simply by blowing into it. The Uber Safe Breathalyzer is outfitted with disposable straws, a tablet and the Uber app, and a breathalyzer that analyzes the alcohol content in their breath after blowing continuously for 6 seconds. Everyone who participated and blew into the kiosk received a free Uber ride home for being a good sport.
This pilot program was so successful that it got pushed out worldwide from London to Singapore.
Developed in collaboration with language and resettlement experts, this little bear speaks over 60 unique pairs of sentences in English and Arabic. Useful sentences like “What is your name?” and “How are you?” plus Canadian touchstones like “I love hockey!” and "Let’s build a snowman!" give them a reference point to make them feel connected and at home.
To launch the brand new Audi A4, we've created a one-of-a-kind experiential event, putting drivers directly behind the wheel of custom fabricated all wheel drive slot cars in the heart of Toronto’s financial district. Using the world’s first iPad slot car controller with live in-car camera feed and digital accelerator, the Audi quattro Experience allowed participants to take the A4 on a heart-racing run around a 140 sq. ft., handcrafted all-season test track. To amplify the event to the rest of the world, users are able to upload their race on facebook and twitter. A live steam and leaderboard can be seen online, we've even made a heart warming documentary 'Painting Coconuts' to capture the lost craft of model making.
PC Optimum had a unique challenge of being a new brand comprised of two of the largest loyalty programs in Canada: PC Plus and Shoppers Optimum. Our task is to create a brand from the ground up; it had to signal an exciting start of something new, while maintaining familiarity to the programs’ existing users.
The resulting visual language consists of graphic elements that represent two things coming together. Geometric shops join to form our logo, and when pulled apart become celebratory confetti elements for the design system. The approach is modern, fun, dynamic and modular, and is highly recognizable in stores and divisions across Canada.
To promote the new brand, we pulled behavioral data from our users and categorized them into different #pointsonality. From being a budgeter to a spender, each video is retargeted online to the consumer’s points spending patterns.
Brand Relaunch for one of Canada's largest home improvement chain.
