Posts Tagged ‘Creative’

Visa shares your playoff pain.

Tuesday, May 1st, 2012

Visa and TBWA want hockey lovers to know that even if your favourite NHL team is teeing off on the golf green instead of lacing up on the hockey rink this playoff season, Visa is there for you.

That is why the credit card co has launched the second year of its playoff hockey campaign aimed at hockey lovers whose favourite teams are no longer in contention for the Stanley Cup. The month-long TV campaign kicked off on April 2 with a spot set to Nazareth’s “Love Hurts” and featuring a forlorn hockey lover shaving his playoff beard in the shower (to hide the tears) and burying his foam finger.

The campaign, with media by OMD and creative from TBWA, will run for four weeks, and is accompanied by a month-long contest which automatically enters Visa cardholders to win a trip for 10 to the first game of the NHL playoff finals, Gallant Law, head of sponsorship marketing and brand management, Visa, tells MiC.

“We don’t usually give people the opportunity to bring this many people with them on a trip like this,” he says. “But we know hockey fans like to watch the game with more than one person, so choosing just one friend would be difficult. Why not just bring a big group and let everyone celebrate together?”

The TV spot and contest is also joined by a Facebook app which allows users to pick the 10 friends they would take with them, should they win the top prize, says Law.

Check out the spot here http://www.youtube.com/watch?feature=player_embedded&v=X7QMdpmfvVs

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7 Essential Books on Optimism

Tuesday, May 1st, 2012

Every once in a while, we all get burned out. Sometimes, charred. And while a healthy dose of cynicism and skepticism may help us get by, it’s in those times that we need nothing more than to embrace life’s promise of positivity with open arms. Here are seven wonderful books that help do just that with an arsenal ranging from the light visceral stimulation of optimistic design to the serious neuroscience findings about our proclivity for the positive.

1. The Little Prince

Published in 1943, translated into 180 languages since and adapted to just about every medium, Exupéry’s famous novella is one of the best-selling books of all time. More importantly, it’s one of the most important handbooks to being a thoughtful, introspective and, yes, hopeful human being.

2. Learned Optimism

From a fascinating background on the study and psychology of optimism to hands-on tests you (and your child) can do at home to tangible metrics for your progress, the book is a powerful blueprint for reforming your deepest pessimistic tendencies, whether you consider them mild, moderate or profoundly severe.

3. Everything is going to be ok

In a world brimming with cynicism, it’s a rare and wonderful occasion to find an oasis of sincerity and optimism. That’s exactly what you’ll find in Everything is going to be ok— a delightful pocket-sized anthology of positive artwork from a diverse lineup of independent and emerging artists, designers and illustrators

4. The Optimism Bias

The reason pessimism is easily escapable, as Martin Seligman posits, might just be that its opposite is our natural pre-wired inclination. At least that’s the argument British neuroscientist Tali Sharot makes in The Optimism Bias — a fascinating yet accessible exploration of how and why our brains construct a positive outlook on life even in the direst of circumstances.

5. An Optimists Tour of the Future

After life threw comedian Mark Stevenson a curveball that made him face his own mortality, he spent a year traveling 60,000 miles across four continents and talked to scientists, philosophers, inventors, politicians and other thought leaders around the world, looking for an antidote to the dystopian visions for the technology-driven future of humanity so pervasive in today’s culture. He synthesized these fascinating insights in An Optimist’s Tour of the Future — an illuminating and refreshingly hopeful guide to our shared tomorrow.

6. Live Now

When illustrator  Eric Smith was diagnosed with three different types of cancer, he decided to start a collaborative art project inviting people to live in the moment through beautiful, poetic, earnest artwork that celebrates life. This season, the project was published as a book, the candidly titled Live Now: Artful Messages of Hope, Happiness & Healing — an absolute treasure of Carpe Diem gold, also part of our 2011 Summer Reading List, full of stunning illustration and design reminding us of the simple joys available to us, should we choose to turn a deaf ear to our chronic cynicism.

7. The Tao of Pooh

More than a universally beloved children’s classic, Winnie-the-Pooh is also of the most essential children’s books brimming with wisdom for adults. In 1982, Benjamin Hoff  synthesized that wisdom with a spin, drawing an allegorical parallel between A. A. Milne’s classic and the Eastern philosophy of Taoism. The Tao of Pooh uses Pooh and his friends to explain the basic principles of Taoism: compassion, moderation and humility. Simple, delightful and wonderfully written, it remains a timeless invitation to a life of quiet happiness, even amidst the relentlessly demanding reality and superficial preoccupations of Western culture.

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Rise of the AOR

Tuesday, August 31st, 2010

The current issue of Strategy Magazine asks Canada’s marketing industry leaders to polish their crystal balls and share their visions for the next big thing. Our very own, Jay Bertram, president, TBWA\Canada, contributed the following about the changing agency model and the rise of the AOR.

“Seeing the need to operate at the speed of culture, progressive creative agencies reclaim communications planning as a core offering focusing on brand behaviour across owned, created, earned and paid media. Experiencing the advantages of having one lead partner driving their brand behaviour, enlightened clients may begin to question the role of, and need for, media buying shops as currently configured.

This will redefine the relationships creative agencies will have with independent media companies, resulting in enhanced and more effective communication plans. In the end, they will become closer than ever, forming more effective partnerships.

Further, given the need to deliver 24/7 communications and brand behaviour that responds and reacts to market and consumer activities, clients begin to question the need for multiple communication partners. One-stop brand behaviour agencies re-emerge to lead the next creative explosion. Creative agencies will need to adopt a “jazz ensemble” leadership style versus being “the conductor” of the orchestra. The need for communication plans that react and play off each other will be the tune of the day.

Finally, “shopper marketing” becomes much more important as new competitors enter the Canadian market, putting pressure on under-resourced, under-funded local shops.”

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Tasha Dean on Stimulant

Friday, August 27th, 2010

Stimulant, which showcases top ideas and is part of the Brunico Communications family, this week features TBWA\Toronto’s very own Tasha Dean. The weekly Randoms highlight cool things that inspire and, well, stimulate.

Here’s one example: Million Pleas is a truly human campaign by ICAN (International Campaign to Abolish Nuclear Weapons) that encourages users to upload messages aimed at abolishing nuclear weapons. The site launched on the 65th anniversary year of the bombing of Hiroshima and Nagasaki.

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Jack Neary and Jay Bertram Reunite to Lead TBWA\CANADA

Thursday, June 10th, 2010

Toronto – TBWA\Canada announced today that Jack Neary is returning to the organization as its Chief Creative Officer on September 1.

The return to TBWA\ marks a homecoming for Neary, who was the creative leader of predecessor Chiat/Day in Toronto in the ʻ90s. The move also reunites Neary and TBWA\Canada President, Jay Bertram, who formed a successful partnership at Chiat/Day and later at Cossette.

“Jack and I enjoyed a highly collaborative, rewarding partnership at two agencies,” said Bertram. “We share the same objectives and values in business and life, and we are long overdue to team-up again to help take TBWA\ into a period of growth and great creative work.”

After leading BBDO Canada as Chief Creative Officer for 10 years, Neary was recruited to New York by David Lubars two and a half years ago where he led all creative work for BBDOʼs P&G brands around the world under the P&G Brand Agency Leader model.

“Iʼve loved every minute of my experience in New York working with P&G, and I have learned a lot,” said Neary. “The opportunity to return to Jay and his team at TBWA\ is something I cannot pass up. That kind of chemistry is rare in the business and I know we can do some really exciting things together. It’s an Agency that has the right model, the right tools (Disruption & Media Arts) and the right culture to make a real impact in this market.”

About TBWA\TORONTO

TBWA\ Toronto (www.tbwa-toronto.com) creates Disruptive ideas that help drive growth by making brands famous for clients, including ABSOLUT, Apple, Infiniti, Mars, Nissan, Petro-Canada and Visa. As a top-ten, worldwide marketing communications firm, TBWA\ Toronto’s industry-leading Media Arts talent covers paid, earned, owned and created media. Recent awards include “Best International Network of the Decade” from Advertising Age in 2010. Fast Company magazine placed TBWA 24th on its 2009 list of “The World’s 50 Most Innovative Companies” and as an Innovation All-Star in 2010.

About Disruption

Disruption is both a mind-set and a methodology that TBWA uses every day in developing ideas that help its clients find a completely original way of presenting a brand to the world. It is a driving success for brands, by collaboratively, collectively and systematically interrogating and challenging the conventional thinking that prevent so many brands and companies from growing.

About Media Arts

Media Arts is a philosophy that puts all the ways a brand connects at the center of what TBWA stands for and how the network operates. Grounded in Disruption, Media Arts requires a deep understanding of how audiences digest media and the various crafts we can use to tell brand stories.

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Magic as a principle of design: pay no attention to the man behind the curtain

Friday, April 30th, 2010

This week, a few of us from the agency had the chance to attend FITC (Flash in the Can), an industry event that covers everything from Flash to motion design, to design and creative inspiration, and a multitude of other technologies. It’s an exciting event that is meant to educate, challenge, and inspire, and features famous speakers from around the world.

One in particular, Brendan Dawes (Creative Director for Magnetic North) gave a talk titled “The Grammar of Interaction Design”. During his talk, he touched on six key principles of design: Silence, Surprise, Rhythm, Subtraction, Magic and Serendipity.

The principle I want to focus on in this post is magic. Brendan showed us a video of a concept toy car, designed by two students at RCA–Louise Klinker & Anab Jain. The idea was simple: Sketch-a-move is a concept for a toy car that allows you to explore the unique relationships between small surface doodles and actual physical movements. If you draw a circle on the top of the toy car, it will move in a circle. If you draw a complicated spiral, the car will move in a spiral. Watch the video here:


How was it done? The reality is there’s a guy under the table who moved it with a magnet. But who cares that the technique was so low‐tech? It appeared to be magic when you watched it.

This is something to keep in mind when designing an interactive user experience. Arthur C. Clarke said, “any advanced technology is indistinguishable from magic” and we are living through one of the most explosive periods of technological advancement ever. The industrial revolution practically looks like it was going in reverse when compared to the watershed moments in social networking, groupthink, citizen journalism, etc. etc. etc.

Right now we are absolutely bathed by the warm LCD glow of this magic and using it in ways completely unheard of less than a generation ago. We have more opportunities to empower brands and build relationships with audiences than ever before.

It’s our job as creative thinkers, creators and brand ambassadors to harness this magic and use it to mold images and feelings the way pulling a rabbit out of a hat did when we were 5.

If we can harness this technological magic when engaging people so they don’t think, “how or why are they doing this?” and instead think, “this is a great brand experience” we’ve done our job. We must retain the magic in our work and our brands. Just because we can do a live, interactive twitter page for Swiffer™, should we? Think about the experience before the execution. The magic is in the experience, not the technology.

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bored-ing passes no more.

Thursday, April 29th, 2010

Now why didn’t I think of this? Having a background in Graphic Design, and all. Maybe next time. Oh well. It’s about time someone thought of redesigning those BORED-ing passes. Get it?

Check out Squarespace Creative director, Tyler Thompson’s redesign of the conventional boarding pass, and others that followed suit, after the jump! Click here.

Now if only they were real. HA!

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Nissan Sentra SE-R Project

Friday, April 9th, 2010

Nissan Canada, in partnership with TBWA\TORONTO, has created a unique video designed to highlight the joy and excitement of driving a Sentra. The SE-R Project, which can be viewed at SERProject.ca, is a fast-paced ride conceived to get people to view, comment and share the spot.

The creative strategy was to produce entertaining, branded content that would captivate viewers while driving passion for Nissan in Canada. The SE-R Project achieved this by using a radio-controlled (RC) car as the hero of this action-packed video.

Get the Flash Player to see this content.

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TBWA\Brussels – Natural Gas Commercial

Sunday, April 4th, 2010

From the Stimulant e-newsletter–

“When tasked with applying a texture to the feeling of warmth, TBWA\Brussels decided that the softness of wool would make the best visual representation of the comfort provided by natural gas heat. So, for this spot, they busted out their knitting needles – we’re assuming a whole bunch of them – and knitted a giant cozy. A house cozy to be exact. Only in heaven did we think there would be a house where the need for socks would be completely eliminated. Showering might be tough though.”

A must see: http://www.youtube.com/watch?v=rUFnH7KYMFE

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GSP Protect presented by Gatorade Canada

Tuesday, March 30th, 2010

Gatorade Canada continued its winning relationship with legendary Canadian mixed martial arts champ Georges St-Pierre who successfully defended his welterweight belt on Saturday. A new TV spot, which ran only on the weekend, is also posted to the YouTube and Gatorade Canada Facebook pages.

The spot was created by the talented team at TBWA\TORONTO including:

  • Patrick LeMoine and Renzo Mendoza – account leadership
  • Jason Locey and Graeme Campbell – copywriters and music
  • Rodger Eyre and Cliff Seto – art directors
  • Vanessa Birze – producer

When asked what stood out while making the spot, Renzo said, “It’s amazing to be a part of anything that involves such a great brand and athlete. Gatorade has wholeheartedly embraced GSP and MMA and wants to celebrate this amazing athlete’s continuous domination of one of the world’s toughest sports.”

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