Jesse Edwards

The brief:

Bring life to a campaign which wants to help people quit smoking, by asking the question: are you smoke free curious?

The answer:

By using bold colours and a dynamic system we brought a new mood to the usual depiction of smoking cessation. Our bold graphic focus helps break through the clutter and puts focus on a range of engaging and insightful questions.

The Brief: Revamp Land Rover’s lease end communication to entice drivers to continue with the brand.

The Answer: A two stage approach was taken to get Land Rover drivers back in the seats of newer vehicles. Phase one took a more editorial approach with a magazine that focused on stories of the brand, ambassadors and experiences that the vehicles could take drivers on. While Phase two took on the harder sell, highlighting the new vehicles and programs with a package that contained more details information on the vehicles as well as everything a driver would need as their lease comes due.

The Brief: Create a 30 second spot for new extra lotto winnings on OLGs Poker Lotto Game. The addition of an extra pool of winnings based just an extra dollar of play was something unique in the Canadian lottery space.

The Answer: We capitalized on the idea that one dollar (CAD) is a lot like a gold coin and then naturally went to Scrooge McDuck. This led us to the concept of that one extra dollar leading to huge winnings via a trap door, with the winner falling in a vault of money and then splashing in the coins, just like the rich bird.

The Brief: Bring the Philanthropic Foundations of Canada’s website into the 21st century and make it on brand.

The Answer: The goal was to keep the site warm and human, while clean and efficient so the user experience simple and to the point.

https://pfc.ca/

The Brief: Find a unique way to engage users on social for the launch of the new GLA.

The Answer: By creating an Instagram feed that looked like a road, we allowed the user to drive down through the post, pausing along the way to learn more about all the GLA’s features. With a little hack using video, we allowed each post in the feed to work as it’s own interactive content page.

The Brief: Design a poster for the Hockey Hall of Fame to bring awareness to Esso’s Medals of Achievement program.

The Answer: We brought drama and power to our ‘champion’ to reflect this posters place in the most holy of holies for hockey fans, while giving a nod to the nostalgia of one of the sports most endearing collectables, the hockey card.

The Brief: Design a guide to the various products Spectrum Cannabis has to offer for Veterans.

The Answer: Keep things modern & fresh, but a bit more clinical so as to be professional (not recreational) and done in dignified way for this important group.

There’s no denying the amount of business most of us have had creating emails for our clients.

The Brief: Generate a compelling message about Tylenol’s sleep aid without relying on any claims, or statistics!

The Answer: We decided to hit the sleepless where they often spend time in the middle of the night: facebook. Playing on the cliché of counting sheep, the team created some late night “entertainment” that would run only during the early hours of the morning, with videos of sheep, just being sheep. Surely content boring enough to help people doze off. During the day as a reminder, ads would run advertising tonight’s programming.

The Brief: Introduce the gaming community to the new Wheel of Fortune branded in-store lottery game

The Answer: Anyone who has watched Wheel of Fortune knows how a win or lose can be defined by that last millisecond before the wheels stops spinning on the pin. We used this insight to create a spot that focused on the last moment of excitement right before a player becomes a winner (or loser).

The Brief: Create awareness of the OLG game Keno, while highlighting the personalized nature of the game, without making it seem complicated compared to other lottery games.

The Answer: We created a campaign that used the notion of adventure as a metaphor for betting little or betting a lot, pairing the headline with different visual ideas about what it meant to be more or less daring.

The Brief: Create a video for preroll exposing people to AMG class of vehicles (on a shoestring budget!).

The Answer: Based on the insight that the time it takes to fall for a car is a brief and fleeting experience, we created a video that celebrates the moment where a driver first makes that connection. Using a series of super slow-motion edits interspersed with real-time driving, so as to extend the moment and draw the viewer in.

The Brief: Create a direct mail piece to promote the latest Ford 150.

The Answer: Based on the insight that the Ford 150 had so many different uses–while also understanding that all DM needs to standout in the mail box–we created an engaging and interactive checklist highlighting a variety of ways in which this truck is employed. By using adhesive labels on the cover the user was able to “check off” the list.

The Brief: Create a fun and engaging way to get makers/hosts/entertainers to incorporate McCormick spices into their holiday planning.

The Answer: We created a contest using Pinterest to help entertainers organize their dream holiday dinner. By adding just one McCormick product, users had a chance to have their entire holiday affair, right down to their fancy napkins, covered by McCormick.

The Brief: Generate a lead-gen program for XBox players and drive membership increase.

The Answer: We created a program where users could generate personalized printed postcards based on their favourite games and send them out to their friends, creating an entry to win premium access membership.

The Brief: Create a targeted direct mail piece for small business owners highlighting the benefits of the new Ford Transit Connect.

The Answer: Using the insight that this vehicle would become the mobile “office” for many small business owners, the piece allowed the recipient a chance to open the doors on this new vehicle and see how it could benefit them and their business.

The Brief: Design a series of print pieces to promote bingo to a new younger audience, using extremely safe stock imagery, and make it fun.

The Answer: A tall order to say the least, but a nice end result. Rich colours were used as a foil to the fun and playful headline copy (written by yours truly), all set in a tasteful way, to appeal a more contemporary demographic.

The Brief: Generate interest in Tim Horton’s new range of expresso based drinks on Facebook.

The Answer: This job took place back when Facebook apps were a thing (I’m old), so we employed the use of an app to make an engaging flavour selector. By creating a mock personality quiz, users were sent through a stream of funny questions resulting in a drink recommendation that suited their “personality”.

The Brief: Produce a premium DM for a select list of qualified leads for Lincoln Canada.

The Answer: With a hefty budget we pulled out all the stops to create a DM piece that had stopping power. With the insight that so much of the luxury car experience is in how the car feels, we created a DM package that high-lighted 3 key ares of touch that were relevant to the new vehicle. The touch-screen entry revealed numbers using heat sensitive inks; the second insert spoke to the interior and had leather textured paper; and then the feel and look of the metal with a metallic finished paper.

The Brief: Create a direct mail to promote the benefit BMO travellers cheques.

The Answer: Way back when travellers cheques were a thing, banks were constantly looking for unique approaches to get people using theirs. We decided upon an interactive flip book DM for BMO, that had the signature in the cheque virtually take off in the shape of a plane as the user flipped cheques, which tied-in nicely to the headline “Travellers cheques that take you further”.