‘Heinz Hot Dog Pact’

Winner of Cannes Lions, The One Show, and many more.

For decades, people have been asking why hot dog buns come in packs of 8 when wieners come in packs of 10. As the condiment that’s been uniting hot dogs together for over 150 years, we decided enough is enough and created The Heinz Hot Dog Pact. A rally cry for hot dog and bun companies to finally make even packages.

The cause garnered thousands of signatures on a change.org petition, and lobbied bun and wiener companies to end this packaging mismatch once and for all.

Following the massive support from hot dog lovers all over the world, Wonder officially joined the Heinz Hot Dog Pact. Starting June 23rd, they are releasing the first ever 10-pack. 10 wieners. 10 buns. Finally.

CREDITS:

CCO: Aaron Starkman
ECD: Mike Dubrick
HOA: Joel Holtby
CD: Natasha Michalowska
ACD: Zachary Bautista, Geoff Baillie
AD: Danielle Zablocki
CW: London Choi
DESIGNER: Tulio Pinto
ACCOUNTS: Amy Greenspoon, Kai de Bryun Kops, Allie Kennedy
STRATEGY: Sean McDonald, Julian Morgan
PRODUCER: Alex Butt, AJ Merrick, Jenna Fullerton

‘Protection for Peanuts’

The creative idea was rooted in owning an issue peanut butter creates, underpinned by a belief that Canadians should have equal access to life-saving medication. No medication should cost more than the product it protects against.

To alleviate stress for Canadians around an issue that Kraft Peanut Butter is directly connected to, we launched Protection for Peanuts, a fund to offset the cost of life-saving epinephrine injection pens.

Our hope was to shed light on allergy medication coverage gaps, help offset costs, and ultimately spark a conversation that drives long-term change.

CREDITS:

CCO: Aaron Starkman
ECD: Mike Dubrick
HOA: Joel Holtby
CD: Natasha Michalowska, Jamie Marcovitch
AD & CW: Rachel Leblanc, Ryan Cookish
ACCOUNTS: Karlee Bedord, Joanna Oszczak, Allie Kennedy
STRATEGY: Julian Morgan
PRODUCER: Terri Winter

‘Make yourself. At home.’

It often feels as though we disproportionately celebrate the successes we achieve outside the home; as though what we do at home isn’t as big or meaningful as the things we do outside of it. But that isn't how IKEA sees it. Home is where it starts. Home is uniquely where we blossom into who and what we want to become. Because home isn’t merely the place we leave and return to. Home is a canvas for our dreams and ambitions.

To showcase this insight we took something well known (the expression ‘Make Yourself At Home’) and gave it new meaning (‘Make yourself. At home’). What’s more, it’s something only a brand like IKEA could say, which is really the best part.

‘Make It Canadian: The Canadian Case”

Winner of Cannes Lions, D&AD, The One Show, and many more.

For a country that loves its beer it may come as a surprise to learn the #1 selling beer in Canada isn’t Canadian. As Canada’s oldest brewery, Molson Canadian wanted to champion Canadian beer. And they didn’t just mean Molson Canadian, they meant any Canadian beer founded in Canada. So they worked with Rethink to encourage all Canadians to #MakeItCanadian.

But it wasn’t just a hashtag. Molson actually offered to share their name and opened their case up to any Canadian brewery with the aim of creating the most Canadian Case of beer ever. It was a case where Canadian beer could proudly stand together, shoulder to shoulder. Cheers.

‘Heinz La Tomatina Bottled’

La Tomatina, Spain’s annual tomato throwing festival, was put on hold this year. That was bad news for local Spanish farmers.

Since Heinz makes everything better, we decided to do something about it. So we bought local Spanish tomatoes from the farmers and turned them into limited edition Heinz Tomatina Ketchup, keeping the spirit of the festival alive.

Our limited edition Heinz Tomatina Ketchup even came with a squashed tomato label to visually celebrate the popular Spanish tradition.

'VS'

Winner of Cannes Lions, D&AD, The One Show, and many more.

"Donations to The Hospital For Sick Children (SickKids) were plateauing. In order to succeed, SickKids needed to jolt new donors off of the sidelines. The standard sad, tear-inducing approach that treated sickness like a weakness wasn’t working. So we radically changed the tone, choosing toughness over tears and focusing on the fierce fighting spirit of our patients, and the unrelenting drive of our doctors and nurses." - Campaign Manifesto

‘IKEA Services’

IKEA decided to go beyond just offering home furnishings. Delivery, click & collect, at-home assembly, collection points, and planning were all part of IKEA’s new service offering. The problem was, IKEA had for so long empowered its consumer, making them feel like they can do it all on their own. We needed to communicate our new services in a series of quick, easy and cohesive set of visuals.

So to bring to life all the ways IKEA services could alleviate those all too know frustrations we decided to communicate them all using an iconic IKEA visual, the flatpack.

‘BHLA Logo’

When some of Canada’s most influential and groundbreaking Creative Leaders ask you to design a logo for their new agency - you first sh*t your pants, and then set out to break all the rules of branding.

With a name that imbues tragic romance, and a mischievous Black Swan as their chosen mascot we set out to design a living logo that isn’t anything traditional or expected… for an ad agency.

‘Angry Butterfly Logo’

“If the flap of a butterfly's wings can be instrumental in generating a tornado, it can equally well be instrumental in preventing a tornado.” - Ed Lorenz

When former copywriter partner extraordinaire, Erin Kawalecki, approached me in helping to bring her newly founded ad agency Angry Butterfly to life through unconventional branding - I was thrilled. A unique challenge given the name, the origin of the inspiration and the necessity to deliver something as much unexpected as beautiful.

In the end, the transformative beauty of chaos was the inspiration for the name, ethos and of course logo of this new and exciting Toronto based ad agency.

Studies show that once you’re high, you should wait at least 4 hours before driving. So, we gave Canadians 101 different ways they could pass the time.

After five years, Public Mobile had become outdated in a market saturated with more and more competition. So we decided to relaunch the scrappy telco company with an entirely new brand platform, “Public Displays of Affection,” a warm and humorous positioning that showcases Public Mobile’s love and commitment to its customers with amazing savings and community.

The relaunch included a fresh new design system consisting of logo, colours, typography and illustrations that reinforce the diversity, individuality and interconnectedness of its customers. It also launched its first campaign “We’re for you”, which further emphasized their affection for their customers with humour aimed to give the audience ‘a wink & a smile’.

There are vegetarians. There are steak lovers. And there are Chicken People. 

To launch McDonald’s Seriously Chicken sandwiches, we created a campaign celebrating all those who take chicken as seriously as we do, paying tribute to all the trials and tribulations that come with being a Chicken Person. 

We introduced the Google Home Mini to Canada by using playful images that spoke to the helpful ways Google Home Mini can help in everyday life.

Intact was looking for a new partnership, and they were lucky enough to get Mitch Marner. But they weren’t quite sure how they should use him.

'A delightful twist on lip balm.'

With eos lip balm, one delightful thing leads to another.

'#NFLBoss'

Think owning your own team in the NFL is a complicated venture? The official Fantasy Football league of the NFL makes it easy for anyone and everyone to be a total boss.

'Find Exactly What You Weren't Looking For'

People usually go to HomeSense with an item in mind. But with unique pieces arriving all the time, they always find exactly what they weren’t looking for.

'Rollin' in Points'

With the PCF World Elite MasterCard, the rewards are so fast and easy that you feel a big sense of accomplishment and confidence when you use it. And when you feel like you can have it all, you live life with a certain swagger.