Single or Series for a paid media print insertion. Examples include Daily or Weekly magazine and newspaper ads.

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SIAST - Smart Choice Detail
Title:
Smart Choice
Client:
SIAST
Client’s Business:
Education
Rationale:
This full-page advertisement was placed in provincial newspapers to showcase SIAST statistics and encourage people to make the “smart choice” when considering post-secondary options.

Award of Merit

MGM - Spaces to Fill Detail
Title:
Spaces to Fill
Client:
K+S Potash Canada
Client’s Business:
Potash
Rationale:
Most people go online when searching for jobs, but leaving out newspaper meant there was still a demographic we were skipping (especially in smaller centres). Rather than bury a dozen ads in the classified section and hope for the best, we decided to flip one of the visually busiest sections of the paper on its head – grabbing attention and demonstrating the breadth of positions available by emulating a full empty page of the classifieds. Prospective employees were then driven online to the snazzy new K+S website where they could search and apply for jobs.
OneOlive - From Sunrise to Sunset Detail
Title:
From Sunrise to Sunset
Client:
Sarilia Country Estates
Client’s Business:
Country Estate Developer
Rationale:
Sarilia Country Estates offers all the perks of country living, just minutes from Saskatoon. This 2 page-spread was developed to push viewers to their website to watch the video, created to sell people on the lifestyle of Sarilia. The concept 'from sunrise to sunset' was reiterated in the chronological images in video frames.
Look Matters - Smarten Up Detail
Title:
Smarten Up
Client:
SK Construction Association
Client’s Business:
Advocacy Voice for Construction Industry
Rationale:
Attending university was once the only "smart" choice for a student’s future. Now, the skilled trades profession and specifically the construction industry offer many opportunities for job placement, earning potential and quick training.

Because of this, the Saskatchewan Construction Association (SCA) was seeking to increase awareness of the construction industry as a first-choice-career amongst potential learners and those looking for career options.

In a province that is growing unlike any other time in our history and is facing a significant labour shortage, it was imperative that the industry takes the lead in raising awareness of construction as a career.

The Smarten Up campaign was created to address this need and to compliment the work done by Trade Up Saskatchewan; a group of partners focused on growing the number of workers in the skilled trades profession. There was an opportunity to develop a strong voice amongst partners to recruit and attract employees, future tradespeople, and business owners to the construction industry. This campaign was intended to raise awareness of opportunities in the industry and showcase construction as a career choice in the ever growing province.

The campaign needed to promote those advantages by highlighting the choices facing a young person contemplating a university education. For example, the choice of “Grad Day to Pay Day” highlights the speed in which training can be achieved, the availability of job opportunities, and the ability to earn an income in a relatively short time. The messages and creative reflect the call to action to make a smart choice in deciding your education.

Elevator Award

Chris Jensen Detail
Title:
Germ Smart Hand Hygiene Campaign
Client:
Saskatoon Health Region
Client’s Business:
Public Health
Rationale:

1. The Challenge:

The biggest was that it wasn’t a question of changing someones perspective towards something external, like advocacy, political messaging, or convincing them product A is better than product B. It's a case of a person being motivated internally to re-evaluate lifelong behaviors and attitudes, with no immediate and obvious gratification, product or tax receipt to show for it.

2. The Strategy:

Germs are gross, and they can make you really sick, so why not literally ‘illustrate’ what germs can do to you… using REAL germs.

And rather than utilize stock lab cultures, let's drive home the immediacy of the problem by using bacteria sampled from around the viewers own local environment, and highlight this fact in the campaign.

3. The Process:

The key to the power of this campaign in my mind was to avoid creating or manipulating the germ images using photoshop, it had to be the real deal.

The problem is that unlike predictable media like pencil or paint, working with something that could grow in any color, any shape, in any direction, and on it's own timetable, was challenging to say the least.

After several weeks and what seemed like hundreds of dishes, I developed a technique using clear vinyl stickers that clearly showed the 'grossness' of the germs, while allowing a clean rendering of the characters

4. The Results:

The reaction both from the Health Region and in the public has been amazing and the campaign so far is doing exactly as the client hoped it would with widespread acceptance in hundreds of facilities.

"It is awesome that our long time goal of getting hand washing on the public radar has finally come to fruition, thanks to your expertise…"

"… posters are making a big splash in the community." “So proud of the end result.”

"I noticed those in the Endo unit last week...I washed my hands so much… they became dried out and chapped!"



MarketingDen - Paramount Megashop Detail
Title:
Series of Recruitment Ads
Client:
Paramount Megashop
Client’s Business:
Automotive and Heavy Duty Parts
Rationale:
With aggressive growth plans in the next 3-5 years, Paramount Parts required a recruitment campaign to attract middle and senior management to their locations across Western Canada. Leveraging their supplier brands, as well as accolades as one of Canada’s fastest growing companies, unique creative would be required to stand out in industry publications. A series of unique headlines were developed utilizing parts available for purchase at the store. The ads would make people think and position Paramount Parts as a player in the industry.