These days, it’s rare to luck into a project where you have a good product with an interesting story, a provocative brief, very challenging market conditions and a strong creative legacy. Re-launching Sapporo beer to North America was that project. As an added bonus, I got to work on my own and directly with the Executive Creative Director. Creative from 2010 had beautifully positioned Sapporo as “Legendary Biru”. The challenge was to move Japan’s oldest beer from sushi restaurant special toward everyday consumption. I can’t claim any credit for the lovely execution, showing the stories of real Japanese people who have embraced Western culture, but I’m proud to say that I was instrumental in the conception of this campaign celebrating the benefits of cultural exchange.
Agency: The &Partnership
ECD: Ron Smrczek
Proof that Canadian ideas are as powerful as any in the world. Pepsi Canada asked us to pitch for a summer promotion. So we came up with the idea to put emoji on their cans and bottles - pepsiMoji - and created a whole new real world way for people to express themselves. Six months, 60 designs, 17 billboards and six videos later, pepsiMoji came to market on more than 186 million cans and bottles across Canada. We vaulted Pepsi back to number one cola in Canada. And in 2016, pepsiMoji was launched in more than 100 markets worldwide.
A.D.: Mark Hesse
C.D.s: Peter Ignazi / Carlos Moreno / Denise Rossetto / Todd Mackie / John Terry / Arthur Shah
A very successful campaign for the Ontario Ministry of Health targeting social smoking. The insight: everyone knows about the hazards of being a smoker, but social smokers don't consider themselves smokers. My role in the creation of this work was writing the initial scripts.
A.C.D./C.W.: Nancy Crimi-Lamanna
A.C.D./A.D.: Deborah Prenger
E.C.D.s: Peter Ignazi / Carlos Moreno
smart sponsored the ecomentors program, part of Earth Day Canada. We created these posters to celebrate that.
A.D.: Mark Hesse
C.D.s: Carlos Moreno/Peter Ignazi
This work launched a new campaign in the U.S. for Gain laundry detergent. Proctor & Gamble have a reputation for stifling creative, but they are one of the best clients that I have worked for and I am very proud of Barbara Lippert's comments in Adweek: “It’s a breakthrough for the category, as not only are there no blood or grass stains in sight, but neither are there washer and dryer.” “It’s pretty kinky for P&G, and also pretty funny.”“It’s a fresh idea, nicely executed.” The campaign also won a silver Effie and has since been used in Canada.
A.D.: Frank Lepre
C.D.: Heather Chambers
As a sponsor of the Toronto International Film Festival, RBC gets to run trailers before screenings. However, TIFF doesn't want these trailers to be ads, their audience doesn't appreciate commercial messages before their films. Despite this, RBC wanted to make sure their new "Someday" campaign was part of the message. I think we managed to tread that fine line well with this simple, inexpensive approach.
A.D.s: Les Soos / Mark Hesse
E.C.D.s: Denise Rossetto /Todd Mackie
I love radio. It can be very powerful, is relatively easy and inexpensive to produce and often, is overlooked and underestimated.
Older work that I think still holds up. This was one of the campaigns that helped put Vancouver creative on the national/international stage in the late 90’s. It won tons of awards, was included in the world’s funniest commercials, an article was written about it in Vancouver magazine. “Vegetarians” made it into D&AD. Cab drivers and your aunt Dorothy talked about these ads. Heady days, indeed.
A.D.: Greg Rowan
C.D.: Jim Noble
Posters for a chain of health clubs. It was a quick, casual project - my partner used to instruct there - and so we pulled some favours and got these produced. The campaign appeared in Archive. as well, this appeared on the Cannes website when Nancy Vonk selected it as one of six pieces that she thought represented the best Canadian work the year she was on the jury.
A.D.: Kelly Zettel
C.D.: Judy John
I've had the pleasure of working with many exceptional creative directors, account people, planners and clients. And they have nice things to say about me.
To promote new store openings using existing assets and no budget, we came up with this simple, fun idea.
A.D.: Mark Hesse
C.D.s: Peter Ignazi / Carlos Moreno
This work was done for a pitch. The strategy aimed for high school athletes. I like the simple boldness of the art direction, which was based on their bottle design.
A.D.s: Mark Hesse / Brian MacDonald
C.D.: Janet Kestin
These spots were part of a campaign targeted at Investment Advisors, who control the vast majority of retail investment assets. The strategy was to challenge common industry practices and encourage thoughtful advisors to better serve the interests of their clients. This campaign helped iShares achieve phenomenal growth and won 2 silver Cassies for financial products and business-to-business success.
A.D.: Clive Matthews
C.D.: David Rosenberg
I was parachuted in last minute to creative direct this campaign for Minute Maid’s sponsorship of the Winter Games. The client was not happy with the work that had been previously presented. So with a looming deadline, I met with him and helped set the team on a new course. We ended up shooting these two spots, one of which was a finalist at Cannes.
A.D.: Sean Davison
C.W.: Wade Hesson
C.C.O.: Judy John
A selection of other print work. Lots of different clients and art directors over the years.
A collection of other commercials done over the years.
Very occasionally, I get to act, usually as someone in a white lab coat. Some might call it typecasting. I call it a lot of fun and great learning. This was a global commercial for Chupa Chups from BBH Singapore.
Director: Perlorian Brothers