Category : Non-Traditional
Any entry utilizing non-paid media including guerrilla tactics, wild postings, stunts and ambient advertising.
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Name:
Brian Ohlmann (Saskatoon)
Organisation:
MGM Communications
Title:
Affinity Car Pool Mirror Decals
Credits:
Art Director: Brian Ohlmann
Client:
Affinity Credit Union
Client’s Business:
Financial Services
Rationale:
SaskCentral promotes positive behaviour, both internally and externally. In the summer of 2012, SaskCentral encouraged employees to car pool to work and save greenhouse gas emissions. Mirror decals were developed resembling the front seat of a car, including a rearview mirror showing two back seat passengers, putting the audience right in the driver’s seat. Decals were placed in the most unavoidable room in the office: the restroom.
Name:
Brian Ohlmann (Saskatoon)
Organisation:
MGM Communications
Title:
Affinity RRSP Campaign Mirror Decals
Credits:
Art Director: Brian Ohlmann
Copywriter: Jenna Hlady
Client:
Affinity Credit Union
Client’s Business:
Financial Services
Rationale:
To hone in on and dismantle the “live for the moment/YOLO” mentality of the targeted demographic, these strategically placed decals inspired the viewer to have both a chuckle and a glimpse into the future. Great genes may keep you from going bald, but they won’t save you from a barren retirement fund. By investing in an RRSP, you can give your retirement a raise and “pay your future self.”
Name:
Brian Ohlmann (Saskatoon)
Organisation:
MGM Communications
Title:
Affinity Cheque Floor Decals
Credits:
Art Director: Brian Ohlmann
Copywriter: Drew Sebesteny
Client:
Affinity Credit Union
Client’s Business:
Financial Services
Rationale:
To launch Affinity’s mobile cheque deposit app, small decals resembling cheques were placed on the floor at Affinity branches. Branch customers noticed the cheques, attempted to pick them up and quickly realized that the cheque information was directing them to download the deposit app – to “Point. Click. Deposit.” rather than stand in line. And it finally gave us a legitimate reason to use a QR code.
Name:
Matty O'Connell (Regina)
Organisation:
Look Matters
Title:
SARCAN - 6th Billionth Can
Credits:
Creative Direction: Matty O'Connell & Erin Stankewich
Event Management: Mandy Pavlovsky & Captive Audience
Client:
SARCAN
Client’s Business:
Recycling/Environmental Protection
Printer:
Studio 10
Rationale:
SARCAN Recycling provides environmental protection, employment creation and economic development through a province-wide network of recycling beverage containers, paint and electronics. Last August, SARCAN was approaching the milestone of its 6th billionth can returned and approached Look Matters to come up with a non-traditional concept to mark the special occasion.
For the 6 billionth can we wanted to make a splash and try something non-traditional that could be reused (pardon the pun) over social media channels and other mediums. We landed on a live announcement, which saw one lucky customer in the mist of a celebration when they found out that they were responsible for recycling the 6 billionth aluminum can. We were able to film the entire event, allowing the moment to live online and be remembered forever.
For the 6 billionth can we wanted to make a splash and try something non-traditional that could be reused (pardon the pun) over social media channels and other mediums. We landed on a live announcement, which saw one lucky customer in the mist of a celebration when they found out that they were responsible for recycling the 6 billionth aluminum can. We were able to film the entire event, allowing the moment to live online and be remembered forever.
Name:
Tim Neal (Saskatoon)
Organisation:
Tap Communications
Title:
Summer of Swag – Mr. Moneybags
Credits:
Tim Neal (Creative Director) David Melashenko (Art Director) Pamela Cradock (Copywriter) Rebecca Harbin (Designer)
Client:
Synergy Credit Union
Client’s Business:
Financial
Printer:
Laser Impressions
Rationale:
THE CHALLENGE: What’s “cool” to basically an entire population?
THE BRIEF: Develop an interactive item that would be delivered within non-traditional campaign. More focus on a younger demographic – which means avoiding obvious corporate statements and branding.
THE DELIVERY: With the theme “Synergy Likes to Share” a character was needed to depict the obvious contrary viewpoint of Big Banks – and Mr. Moneybags was just that character! The Mr. Moneybags cutout was used as an interactive game, the participants lined up to use Nerf guns to shoot the money right out of the character’s hands. Made to be assembled and disassembled quickly and easily, the Mr. Moneybags game was a huge hit – and helped the Summer of Swag to become one of the most successful campaigns in Synergy’s history
THE BRIEF: Develop an interactive item that would be delivered within non-traditional campaign. More focus on a younger demographic – which means avoiding obvious corporate statements and branding.
THE DELIVERY: With the theme “Synergy Likes to Share” a character was needed to depict the obvious contrary viewpoint of Big Banks – and Mr. Moneybags was just that character! The Mr. Moneybags cutout was used as an interactive game, the participants lined up to use Nerf guns to shoot the money right out of the character’s hands. Made to be assembled and disassembled quickly and easily, the Mr. Moneybags game was a huge hit – and helped the Summer of Swag to become one of the most successful campaigns in Synergy’s history
Name:
Laila Haus (Regina)
Organisation:
Phoenix Group Advertising
Title:
Access Student Photo Booth
Credits:
Design/Art Direction: Laila Haus
Writing/Creative Direction: Dustin Panko
Client:
Access Communications
Client’s Business:
Communications
Rationale:
Capture the attention of university students and introduce them to Access High Speed Internet service in a fun and social way during their orientation week.