A POSTER BECOMES PACKAGING ICONOGRAPHY
Fun fact: Pringles are reconstituted potato chips. That means they're made from the dust and crumbs of other potato chips. Which is why they all look exactly the same. Now you know.
The Special Olympics was founded on the simple notion that sport has the ability to transform lives. Special Olympic athletes take their training and competition just as seriously as their counterparts without intellectual disabilities. This campaign tried to capture that important message.
This ad first was rejected by the creative director, but got presented anyway and then got rejected by the client. A year later, the idea was represented, getting past the creative director and bought by the client. It went on to win a Gold Lion, Gold One Show, Gold ADCC and a Silver Marketing Award.
WRITER: Ian MacKellar
ART DIRECTION: Gerald Schoenhoff, Howard Beauchamp
CREATIVE DIRECTION: Geoffrey Roche
AGENCY: Geoffrey B Roche & Partners
CLIENT: Panasonic Security Systems
As a challenger brand against sports drink giant, Gatorade, Powerade took a bold and brave move not to show thirsty athletes chugging their beverage. Instead, we connected with youth in a relevant and insightful way. The calculated risk payed off with an increased market share.
One day, while were working away on our day-to-day projects at GBR, we get a panicked call from Geoffrey, who happened to be out of town. Transad was coming in the next day for a creative presentation that we weren't even briefed on. All hands went on deck and all creatives worked on ideas. Working late into the morning, my partner and I came up with a pile of work. That pile went on to make the cut and become a much-loved campaign by bored transit riders on the TTC. It was also loved by bored award show judges.
WRITER: David Rosenberg
ART DIRECTION: Gerald Schoenhoff
CREATIVE DIRECTION: Geoffrey Roche
AGENCY: Geoffrey B Roche & Partners
CLIENT: Transad
HOW ONE UNBRANDED OUTDOOR EXPERIENCE MADE 144 MILLION IMPRESSIONS
While Kia has become an award-winning brand, the public has carried on with the assumption that it is still just a value brand. To change this perception and reach millions, Kia created an outdoor activation that let people experience their Power to Surprise message in a real way.
A campaign branded as the Red Cube spread clues that referred to Kia’s accomplishments and led to an outdoor activation. For 2 nights in 3 cities, a massive structure of screens shared more of the brand’s story through clues. When enough people gathered around to reveal the answer, a wall of the structure made of smart tint glass virtually disappeared, triggering a projection mapping show that highlighted a vehicle and answered every clue with the brand’s message, “Kia. The Power to Surprise.”
Unicef does amazing work around the world with children in distress. They also have a policy not to show children in distress. Using toys we were able to show what Unicef does to help these kids around the world.
WRITER: Matt Bielby
ART DIRECTION: Gerald Schoenhoff
CREATIVE DIRECTION: Rick Kemp
AGENCY: Grey
CLIENT: UNICEF
Simple and surprising executions in unexpected locations can have the best results in making an impression.
WRITER: Gerald Schoenhoff
ART DIRECTOR: Gerald Schoenhoff
CREATIVE DIRECTOR: Zac Mroueh
AGENCY: TAXI
CLIENT: BMW Mini
Every once in a while a brief comes along that makes the creative process easy. The trick is not to overcomplicate a smart simple insight.
SPORTAGE SALES GO UP 319% YOY
Every Canadian knows 2 things: How difficult winter driving can be, and how frustrating it is to wait for a frozen metal chairlift. Knowing these Canadian truths, we then saw a great opportunity to showcase Kia’s amazing winter driving capabilities. So we took a trip to out to visit Silverstar Mountain, BC. There, we plucked unsuspecting skiers right out of the lineups and offered them a warmer, faster way up the hill – in the back of a Kia equipped with nothing more than stock winter tires and Dynamax All-Wheel Drive. While fresh powder and a steep grade are great for going down, going up was another feat altogether.
As the vehicles conquered the task at hand, Kia’s numbers matched. Footage from the stunt was used in a sales event commercial that led to the best January/February sales numbers in Kia Canada’s history.
20,500,000 FREE IMPRESSIONS IN FIRST 8 DAYS OF CAMPAIGN
51% SIGNUP RATE FOR WEB VISITS
For Cycling Canada to establish itself as the heart of cycling nationwide, it needed to inspire Canadians to get involved. And the rallying cry “Hop on” was born. This simple message was brought to life with bikes that seemed to ride themselves. The riderless bikes allowed our target to visualize participating in the six cycling disciplines.
www.hoponcanada.ca
CAUTION: Explaining cooking recipes without the proper context, can be easily misinterpreted.
20% WEB VISIT CONVERSION RATE
2% GDP INCREASE
Don’t expect different results doing the same thing. That’s why after winning the Prince Edward Island Tourism account we changed the positioning they had for ten years and went after a different target audience. We went from "PEI Play" to the "Gentle Island" and reached couples over 50 instead of young families. After a six year decline in visitorship, the island finally saw an increase in road and airport traffic, a million plus web visits with a 20% conversion rate. The island overall had a 2% increase in revenue. Those results were achieved with a 30% less budget than the previous agency. Pretty aggressive results for a Gentle Island.
In today's work environment, most young people are overwhelmed by the choice of career paths. Often they settle for just a job to make money and forgo a post secondary education thinking the expense is not worth their while. This campaign inspires youth to turn their passion into a career.
There isn’t much to say about this Merrell winter boot campaign other than we had a common product with an innovation that needed a powerful demonstration and an emotional hook. The result was as good as you could ask for, the product sold out.
IKEA is a powerful brand with a simple promise: good design at an affordable price for the many. These TV ads ran for 10 years in most IKEA markets around the world. Considering their budgets were around 50 thousand dollars, you could say the organization knows how to get great value in everything.
WRITER: David Rosenberg
ART DIRECTION: Gerald Schoenhoff
CREATIVE DIRECTION: Geoffrey Roche
AGENCY: Geoffrey B Roche & Partners
CLIENT: IKEA
I joined Cossette as the group head of Saturn Saab Isuzu and Coca Cola Limited. Six weeks later, the agency creative director left and I was asked to take on the McDonald’s account as well. A year later, McDonald’s decided it had to be more efficient with its agencies: DDB, Arnold and Cossette. Their task was to reduce its roster from three down to one. I was charged with the task of being the creative lead for the pitch. It was probably one of the biggest and toughest pitches I’ll ever be a part of. The presentation to George Cohen and 50 of his corporate executives and regional presidents was a huge success. We found out that night we won. I then spearheaded the national creative team to launch a new campaign: “There’s a little McDonald’s in everyone.”
Don’t cut your life 280 characters short. Keep your eyes on the road.
Today, with smart phones taking hold of our society there are more distractions than ever. There are endless things to stray your attention from what matters, and in this case – the road. There is always a post more important than the truck coming toward us. Or a tweet that should be dealt with before that turn ahead. This is a campaign that aimed to raise awareness socially and in national newspapers to tell people to put the phone down.
A downward market is nothing to be afraid of–especially if you know what you're doing. As Warren Buffett said, "Be fearful when others are greedy. Be greedy when others are fearful." This campaign was all about getting investors to keep talking to their advisers with some valuable knowledge, and not dumping their funds out of ignorance.
As the official automotive sponsor of Luminato, Toronto’s premiere arts and culture event, Kia had to engage an audience that appreciates art and creativity. At the same time, the idea needed to fit within our existing campaign for the all-new Forte, a car “designed for a digital world”. Our solution was to create the world’s biggest arcade machine on which Luminato festival goers could play a game derived from our television spot called ‘8-Bit’. To make it extra special, we got world-renowned DJ Kid Koala to compose an original 8-Bit soundtrack. The ‘Arcadestallation’ was a huge hit with six thousand games being played in just 6 days.
With one of the largest sunroofs in its class, the 2019 Kia Sorento allows you to have a wider view of the world.
In a cluttered SUV market, you sometimes just have to get noticed. This campaign did just that with double digit growth in sales over the previous year.
8% SALES INCREASE IN A DOWNWARD MARKET
Crown Royal is a true Canadian original. Sam Bronfman tried over 600 blends before arriving at the version that was presented to King George upon his visit to Canada in 1939. He and his entourage liked it so much, they asked for 12 more cases for their cross Canada tour. There are many other Canadian originals that deserve a toast as well.
Kia’s design team, led by world renowned, Peter Schreyer, has over 600 employees between South Korea, California, and Germany. It is driven by a strong passion to produce class-leading vehicles recognized by the industry for their excellence. To accomplish this, they draw inspiration from everywhere – architecture to nature, pop culture, and more. This insight revealed a brand truth, which led to the core creative idea behind our campaign: Designed to Inspire. It was a massive campaign with multiple touch points including cinema, television, online, print, outdoor, and activation. And it led to one of Kia Canada’s most successful growth years ever.
49 MONTHS OF CONSECUTIVE GROWTH WITH RECORD SALES
Retail is what drives the automotive industry's business. It needs as much love and attention as the brand portion. When the dealers are happy with their retail, the CMO can get on with building the brand. Especially when the work is attributed to record sales. Forty nine months of continuous growth, exceeding targets.
Drive Change is KIA Canada’s commitment to make a positive difference in communities across Canada. The Drive Change efforts are focused on soccer and Canadian youth. After all, participation in sports helps kids stay healthy, build self-esteem and work as a team.
http://www.kia.ca/drive-change
You don't always have to wait for the client to brief you for work to be done. Initiative often gets the best results–especially when the idea is something everyone gets passionate about. This campaign lived on social media and as point of purchase.
WRITER: Frederick Nduna
ART DIRECTION: Zachary Muir-Vavrina
CREATIVE DIRECTION: Gerald Schoenhoff
AGENCY: Innocean Worldwide
CLIENT: KIA
KIA Canada and the Vancouver Whitecaps FC teamed up to inspire an interactive campaign at BC Place in Vancouver. Fans would simply tweet a message with #kiacheerwfc in front of a 2013 KIA Rio flanked by two 80" displays. Within moments, the tweet displayed on the screens and activated the lighting system of the Rio, while playing anthemic cheers from the audio system.
The overall campaign has been a hit with Whitecaps FC fans.
When this campaign was presented to the brand manager, he asked if I had a garage full of Nature Valley Trail Mix bars, would I run this campaign. Great question, considering he probably had a 40,000 square foot warehouse full. Thankfully I had the research to validate my answer with a resounding–yes. The campaign went on to being a success and the brand manager moved up in the organization.
The Canadian Diabetes Association became aware that people suffering from type two diabetes weren't just overweight, middle-aged people anymore. Increasingly, it was becoming an obese, young person's disease. This campaign reached the target where they spend most of their time: online. Done as a speed dating theme, side effects of the disease were shown in various scenarios to make the viewer not only think differently–but in the end behave differently.
This spot was based on an actual event where my sister-in-law ran the Chicago marathon, while I took care of my niece and nephews.
WRITER: Andrew Caie
ART DIRECTION: Jon Lane
CREATIVE DIRECTION: Gerald Schoenhoff
AGENCY: Innocean Worldwide
CLIENT: KIA
Childhood obesity is a growing problem in Ontario. No pun intended. Well, try telling a teenager to get more active or eat better. Forget about it. Especially if it’s a message from the government. The creative had to be irreverent, but compelling, to persuade kids to go to our website to learn about healthier living. Notgonnakillyou.ca has become a place where kids go to download recipes and chat about their challenges. The government of Ontario will continue to invest in this campaign based on its successes.
WRITER: David Rosenberg
ART DIRECTOR: Gerald Schoenhoff
CREATIVE DIRECTOR: Jack Neary
AGENCY: Cossette
CLIENT: Bermuda Diabetes Association
Diet Coke was one of Coca Cola Limited’s most successful new product launches. Whitney Houston sang “just for the taste of it” and Wayne Gretzky gave it his plug. But things changed. Everything else became diet, and bottled water started to steal market share. I had to get in touch with my feminine side and find ways to connect the brand with women. The idea of the small, everyday guilt-free indulgence resonated with our audience. Both brand health measures and market share went up and grew for the duration of the campaign. As far as getting in touch with my feminine side is concerned, I have “nothing to justify.”
WRITERS: Al Moran, Lyranda Martin-Evans
ART DIRECTION: Gerald Schoenhoff
CREATIVE DIRECTION: Stephen Crete, Gerald Schoenhoff
AGENCY: Cossette
CLIENT: Coca Cola Limited
WRITER: Frederick Nduna
ART DIRECTION: Zachary Muir-Vavrina
CREATIVE DIRECTION: Gerald Schoenhoff
AGENCY: Innocean Worldwide
CLIENT: KIA
WRITER: Jonathan Careless
ART DIRECTION: Gerald Schoenhoff
CREATIVE DIRECTION: Rick Kemp
AGENCY: Grey
CLIENT: Pringles
It was at a focus group that some of the young respondents suggested the victim of Barqy's pranks should be the same guy throughout the series. Wow, a focus group actually made a campaign better.
WRITER: Patrick Doyle
ART DIRECTOR: Gerald Schoenhoff
CREATIVE DIRECTION: Gerald Schoenhoff
AGENCY: Cossette
CLIENT: Coca Cola Limited
Referendum. Quick, what’s it about? Our challenge was to get 75% of Ontarians to give an answer they understood on election day. At the time we won the assignment, only 4% of Ontarians knew about a referendum, and when it was explained that it was on electoral reform, they didn’t care about it. On top of that, most people would think Quebec separation when they heard the word referendum. A simple, insightful and funny campaign won the day. The Globe and Mail reported the day before election that 75% of Ontarians were aware and understood what the referendum was about.
“Innovative and creative concepts were developed quickly and completely under extremely tight timelines. Every demand we put in front of the team was met fast. The team worked well together and most importantly, worked very well with us.”
-Mike O’Dowd, Policy Advisor, Elections Ontario
WRITER: Jonathan Careless
ART DIRECTOR: Gerald Schoenhoff
CREATIVE DIRECTION: Rick Kemp, Gerald Schoenhoff
AGENCY: Grey
CLIENT: Elections Ontario
People sometimes love their dogs or cats more than their family. That's why pet owners will spare no expense to give their pooches the best food and premium chew bones. Making an emotional connection, and being empathetic to that pet owner, is the most important first step to developing a relationship with them. By the way, getting a cat to sit in a lamp shade is virtually impossible. Actually, getting a cat to do anything on command, is virtually impossible.
WRITERS: Jonathan Careless
ART DIRECTION: Gerald Schoenhoff
CREATIVE DIRECTION: Rick Kemp, Gerald Schoenhoff
AGENCY: Grey
CLIENT: MARS Pet Food
WRITERS: Brendan Sack, Darren Merranca, Joanthan Careless, Shane Ogilvie
CREATIVE DIRECTION: Gerald Schoenhoff
AGENCY: Innocean Worldwide
CLIENT: KIA, DIAGIO, SPECIAL OLYMPICS
