TBWA\Toronto is pleased to announce the addition of Mark Pileggi as Director of Digital and Operations.
Mark has spent his last eight years at Proximity, most recently as VP Global Director in New York where he built and led the VISA digital business. In addition, Mark led the Dubai Tourism account, responsible for redefining their global digital ecosystem.
“I am extremely excited to have Mark join our team. Mark brings to our office an outstanding track record of business development, strategic leadership and digital acumen,” said Jay Bertram, President TBWA\Canada. “Our office is producing some of the best work in the country right now. Securing Mark was an important component of our growth strategy,” Bertram stated.
Allen Oke, ECD, TBWA\Toronto said, “The work Mark has been a part of has placed innovation at a premium, and gone on to win awards locally and internationally. Though for years we have had an integrated offering, we need to be even more effective in non-traditional areas for our clients. Mark is just the person we need to make our creative, our solutions better, stronger, and smarter.”
“I looked at a variety of agencies during my search and a lot of them felt very similar. After meeting with Jay, Allen and the team at TBWA and understanding the Disruption approach, there was a clear point of differentiation. The Canadian market place has a ton of agencies that do one or two things really well, to the point where it’s become overly formulaic. At TBWA we believe that the only way to breakthrough, get noticed and remembered is through disruption of the norm across every medium,” said Mark.
Why, Nissan Canada president Christian Meunier wonders aloud, can’t his Rogue take on the big boys in compact crossover vehicles? Why not?
Well, up until this latest 2014 remake of the most important model in Nissan Canada’s lineup, the Rogue was an underpowered, undersized, uninteresting little rig, one competing in a world filled with stylish Ford Escapes and proven-reliable, made-in-Canada Toyota RAV4s and Honda CR-Vs. Read More
With the world about to spend two weeks celebrating the achievements of amateur athletes realizing their dreams, Petro-Canada is putting the focus on a few of those competitors’ long journey to the Olympics. Learn more
Next time you’re caught driving in a winter storm, Nissan Canada wants you to be grateful you’re only dealing with the natural elements and not a supernatural mob of malicious snowmen who are hell bent on destroying everything around them.
TBWA\Toronto welcomes new managing director George Nguyen on July 15, 2013. Working alongside Executive Creative Director Allen Oke, Nguyen will bring an experience in global markets to the team in Toronto.
At the 2013 Canadian International Auto Show, TBWA unveiled a Nissan holographic showroom that invited consumers to experience 3D holograms of Nissan vehicles. Using Microsoft Kinect technology, a wave of the hand allowed consumers to navigate through different vehicle models.
Hundreds of Canadians banded together - ok we couldn’t help ourselves with “banded” – to create a digital musical mosaic that is not only fun to play with, it actually helped Canadian musicians keep on playing.
‘Play’ is a great word to add to the brand persona of the client we did this for – [yellow tail] wine leaves the snobbery to others and instead has chosen the path of being the accessible beverage for the spontaneous good times of your life. The disruption that has created a whole new space for [yellow tail] is in recognizing that really, most of us just want to enjoy a good glass of wine and to share it with our friends. Wine culture makes a lot of us edgy, and takes some of the fun out it – so [yellow tail] focused on that unpretentious side and is the easygoing, social brand that you can enjoy on your terms, your way.
It’s a great persona to work with – so we came up with an idea that would hit all the notes (sorry!) that say “[yellow tail]”: Our idea was social; fun; share-able as a great bottle of wine; and a bit silly yet also exactly the kind of thing we do when we’re happy.
We created the [yellow tail] Wine Orchestra. We called on Canadians to upload on to wineorchestra.com a webcam video of themselves clinking, dinging, tapping and rubbing their wine glasses and [yellow tail] bottles to create a rhythm, a sound, a bit of music all their own. Each entry within the Orchestra is added as a tile on a virtual wall of sound – no mean feat technically, but loads of fun to play with – and then we made sure that by highlighting the tiles and moving them around you can blend sounds and beats to create a sort of a symphony. You can take a break in your otherwise hectic and tune-free day to become an ubercool DJ, or conductor, or creator of your own special sound track.
We were inspired by the music of the street, when you see a guy start to drum on a couple of buckets and suddenly a crowd appears spontaneously, all caught in the unavoidable impulse to stop and enjoy the moment. That celebration is exactly what [yellow tail] is all about.
We took the Wine Orchestra a step further. We gave all that sound to composer Kutiman to use as raw material, and he has created an orchestral piece entitled The Wine Orchestra Players — where he sampled from those hundreds of video uploads of Canadians having fun with their favourite [yellow tail] bottle or wine glass as instruments.
For anyone who doesn’t know him, Kutiman is the Israel-born musician is known for his innovative 2009 release ThruYOU, an online music video project mixed from samples of YouTube videos. ThruYOU received more than 10 million views in the first weeks of launch and was named one of the best inventions of the year by TIME magazine.
The Kutiman-created holiday composition and video will be released on wineorchestra.com this week, supported by a multi-media campaign including outdoor boards, rich media online banners, print advertising and point of sale material.
Kutiman’s piece is a great gift from [yellow tail] to you, just in time for the holiday season.
The generosity runs a little deeper, too. For each submission from the May launch until September 30, [yellow tail] donated $1 to the Unison Benevolent Fund which helps musicians keep playing by offering financial assistance to anyone in the industry facing hard times. Great Big Sea front man Alan Doyle joined the campaign to help support other Canadian musicians through Unison, and his own video is included among those created by [yellow tail] fans. Both Doyle and [yellow tail] were united in the desire to help musicians continue to colour our lives.
Nissan Altima in 360 degree view on Nissan Canada Mobile Virtual YouTube Showroom
I am so proud of our integrated team at TBWA\Toronto\DAN. After a lot of extremely hard work the efforts have paid off and I can talk openly about the amazing Nissan Canada Mobile Virtual YouTube Showroom. Google has now made it possible to host custom gadgets on YouTube’s mobile site and we have launched one of the first and definitely most comprehensive experiences.
Achieving this was no simple task as mobile devices always present technical challenges due to their slower CPUs and lower memory compared to their laptop and desktop brethren. A non-trivial effort was expended to ensure performance on smartphones and tablets exceeded everyone’s expectations.
One of the biggest obstacles we had to overcome was delivering 360 degree views of 8 cars in 8 colours each. That’s a lot of data to send to a little phone and it exceeds the small cache size of many devices which eliminated pre-loading as a strategy. Numerous other creative solution approaches did not meet our performance requirements:
sending individual PNG frames required so many HTTP connections that the device all but imploded
creating one 360 per car and colourizing at runtime with canvas did not produce realistic enough results
placing all frames into a CSS sprite reduced the HTTP connections but the sprite itself was too big to load
loading the 360 as an MP4 video wouldn’t have worked since iPhone insists on running videos full screen in the built-in QuickTime player
reducing the number of frames was too choppy
converting to lossy and lower-quality JPG was not satisfactory for our discerning creative directors
WebGL support wasn’t strong enough
web workers didn’t have access to the DOM
data URIs were even larger than the compressed PNGs.
Our solution was actually quite simple in the end blending CSS sprites and animated PNGs. We found that optimal performance was achieved by creating 4 individual sprites each with enough frames to render 90 degrees of view. The number of HTTP connections was significantly reduced without creating any single image whose size choked at download.
There were numerous other technical challenges to overcome and they included: Simulating a native-like experience in multiple levels of iframes across domains inside YouTube while preserving multi-directional gestures and events; Scrolling the parent frame into view while simultaneously having no access or control of the parent frame.
Jake Edur, our lead software engineer on this project, had to dig deep into his bag of tricks as well as invent some new ones to achieve what many experts said couldn’t be done. Some of the technical highlights include:
Building a reusable, modular and event driven architecture (this means that the Mobile Showroom isn’t limited to living on just YouTube)
Creating a hybrid CSS sprite/PNG sequence animation framework that plays frames out of multiple sequential sprites
Using hardware accelerated 3D CSS
Custom gestures and events to work around nested cross-domain iframes
Sitting next to her wood burning stove on a cool fall evening, Jennifer carefully dipped her plume into the inkwell, gently blotting out the excess ink. She pondered her feelings before applying the ink to the page. After completing her message, she blew the ink dry and then tucked the paper into an envelope and addressed it, ensuring she had all the correct details. The next morning she would hurry to the post office and post the letter to her good friend, Amanda.
Weeks later, while tending to the washing, Amanda saw the postman coming up the drive. She hurried to meet him and was excited to find that he had a letter for her. The return address showed that it had come from her very best friend, Jennifer. She opened it carefully as she walked back up the drive, excited to hear the news from Jennifer. Unfolding the paper, she examined the beautifully written words:
“Hey! How’s life? We tots gotta hang soon! luv J ”
The history of messages between friends has a long and storied past. And while the above exchange probably never actually happened, you can imagine just how difficult – and pointless – it would have been in days of yore to take the time to send but 140 characters in a correspondence.
Fast-forward to 2012, and see how much easier it is for Jennifer and Amanda to make plans!
What does this mean for marketing? There are two things to keep in mind: 1) SMS offers the largest possible reach in mobile marketing, and 2) SMS is extremely personal. There is, of course, a glaring contradiction in these two statements. And that is that mass communications and niche communications rarely if ever play nicely together. In this case, though, there is an important intersection.
Because SMS is available to such a huge segment of the Canadian population, the chances of your target being accessible by SMS is very good. So, the key to them being accepting of a text message from you is a strong bond with your brand. Essentially, they need to love you. If not, they may sign up for a contest, but then remove themselves as soon as the promotion ends. For an ongoing conversation, they need to see you as a friend. If you have this status as a brand, then a text message now and then will be welcomed by your audience.