Agency: Backler Spielvogel Bates Canada Inc | Authors: N Fenwick, M Robitaille, B Pulford, C Priestley, P Cresswell and N Williamson |
Certs Minis Campaign
INTRODUCTION
When there is nothing dramatic in the product itself to motivate, stimulate or convince, it's up to the advertising to turn a little bit of news into a big event. It's not so much what you say, but how you say it.
Effective advertising shines when it discovers a new way to promote a familiar product. In the case of Certs Minis, they were not dealing with any kind of a major product breakthrough....