MR.SUB

THE STORY

MR.SUB is an iconic Quick Service restaurant with 400 locations across Canada, in a category dominated by a brand Goliath. Our mission was to fortify the brand loyalty of older consumers, but moreover to appeal to the all-important 18-35 demographic. So we hit the books. And the deeper we dug, the more we were able to isolate MR.SUB’s one irrefutable – and highly emotional – brand advantage: Canadiana. MR.SUB, we learned, is not only Canada’s first Sub chain: it’s Canada’s first fast-food franchise of any kind.

Playing on the powerful emotion of ‘heritage,’ we designed this campaign harkening to another great Canadian icon: Hinterland Who’s Who.

The playful tone and the distinctly Canadian imagery shapes the MR.SUB brand personality as smart, funny, approachable, and above all, Canadian.

ELTE Magazine

Elte is one of the world’s largest home décor stores with four acres of beautiful things under one roof.

The audience is already motivated. Now we set out to inspire them. And we can think of no better niche market medium than magazines, where our client’s wares are best showcased as works of art, that you can sit on.

Viagra

Two words and a smile.

Ginger’s Magazine

Newspapers are about information and magazines are about reaching specific consumer tribes- specific psychographics drawn by the publication’s attitude. This simple-but-complex image tells the reader everything she needs to know about the Ginger’s brand.

Ginger’s Billboard

Know when to get out of the way. Why waste words telling people Ginger’s has strikingly beautiful fixtures, when a shot of the product more-than does the trick.

Hockey Night
in Stouffville

Newspapers are about information and magazines are about reaching specific consumer tribes- specific psychographics drawn by the publication’s attitude. This simple-but-complex image tells the reader everything she needs to know about the Ginger’s brand.

JCC

How do you sell memberships to fitness facilities? Focus on benefits rather than features. The true benefit to becoming a member of the JCC is the people inside. The atmosphere is fun, lively, diverse, full of kibitzing and self-depreciating humor. Celebrate who you are.

MR.SUB

THE OPPORTUNITY

To build a significant number of on-line fans and earn their loyalty by creating fun and relevant information about MR.SUB’s menu, new sandwiches, upcoming events, our new TV and radio commercials and keeping them up to date with Canada’s favourite sub shop.

THE IDEA

By building hundreds of different ad placements utilizing intelligent targeting, appealing images, engaging writing, events, polls, on-line Q&A’s, as well as custom tools for the Internet, we have engaged and started a conversation with MR.SUB fans and their friends.

THE RESULT

The combination of organic engagement and paid media was combined to yield an incredibly low cost per connection. MR.SUB has been able to build a significant fan-base of 90,000 in under six months – in fact, MR.SUB’s Facebook page continues to grow by approximately 1,200 new fans each week.

ELTE

There’s nothing like Social Media to turn advertising into conversation. It builds community. It enhances the sense of belonging that Elte customers instinctively feel.

Experience teaches us that people love to talk about their purchase decisions: especially in bigger ticket items. Elte’s online community provides a forum to scratch this virtual itch. It’s a social resource for designers and the style-conscious.  Events, photos and videos along with Facebook media are used to broaden Elte’s reach, allowing the brand to transcend the traditional customer/merchant relationship.

MR.SUB SHOOTOUT

To some, advertising is simply about broadcast, print & outdoor.
Zzzzzzzzzzzz.
To us, it’s about flying the world’s tallest hot air balloon, shooting a basketball from centre court for $1,000,000.00, and being given a breakaway against a former Olympic or Hall of Fame goalie in an NHL arena. We’re always on the prowl of experiences and events that build you brand… for life.

Our Mission

To build a virtual home for our new database of contest entrants.

Our rather fetching website packed in every detail contestants could want: Dates, times, goalie bios, Q&A. By posting participant videos on the site, we ensured repeat traffic.

The result?

Thousands of would-be hockey snipers migrated to their MR.SUB store, bought a Super Sub and entered online to win. 400 winners were then invited , with a guest, to the Air Canada Centre. Within two months, the site generated 484,000 views. It gets better: the next day, hundreds of fan videos appeared on YouTube.

BUGLE BOY JEANS

To some, advertising is simply about broadcast, print & outdoor.
Zzzzzzzzzzzz.
To us, it’s about flying the world’s tallest hot air balloon, shooting a basketball from centre court for $1,000,000.00, and being given a breakaway against a former Olympic or Hall of Fame goalie in an NHL arena. We’re always on the prowl of experiences and events that build you brand… for life.

Bugle Boys’ niche is high-quality, value-priced jeans targeting boys to men. They distribute through major chains and department stores. We wanted to make the brand larger than life in 22 markets.

Literally.

So we concocted Bugle Boy’s 12,500 square foot floating, portable billboard. At 172’ (17 stories), it is the tallest hot air balloon in the world.

This impossible-to-miss billboard generated 22 million impressions, with 80% recall two years later. Media coverage generated coverage worth more than a half million dollars.

Twice A Child

1 - Our Word - National Post

2 - Twice A Child - Silverado / Alzheimer

3 - The Extraordinary - The Hazelton

4 - Skeptics - Gillette

5 - Elevation - CN Tower

6 - Tributes / Memoirs

The Extraordinary

1 - Our Word - National Post

2 - Twice A Child - Silverado / Alzheimer

3 - The Extraordinary - The Hazelton

4 - Skeptics - Gillette

5 - Elevation - CN Tower

6 - Tributes / Memoirs

Skeptics

1 - Our Word - National Post

2 - Twice A Child - Silverado / Alzheimer

3 - The Extraordinary - The Hazelton

4 - Skeptics - Gillette

5 - Elevation - CN Tower

6 - Tributes / Memoirs

Elevation

1 - Our Word - National Post

2 - Twice A Child - Silverado / Alzheimer

3 - The Extraordinary - The Hazelton

4 - Skeptics - Gillette

5 - Elevation - CN Tower

6 - Tributes / Memoirs

Tributes / Memoirs

1 - Our Word - National Post

2 - Twice A Child - Silverado / Alzheimer

3 - The Extraordinary - The Hazelton

4 - Skeptics - Gillette

5 - Elevation - CN Tower

6 - Tributes / Memoirs