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Case Study

Aric Guité, the Canadian photographer, used imitation and Instagram to capture the attention of Toronto-based art directors.

Case Study

Canadian Tire, the hardware and automotive retail company, used a new product designation to see off competition from newer market retailers in Canada.

Case Study

Children’s Wish Foundation of Canada, the charity dedicated to granting wishes of children with life-threatening diseases, reversed its decline through publicising one wish.

Case Study

Arterra Wines Canada, the wine producer, launched its new Bù wine product by partnering with a renowned sommelier.

Case Study

Budweiser, the American beer brand, turned a physical product into media to increase sales among hockey enthusiasts in Canada.

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Desjardins, the North American association of credit unions, improved its brand reputation among young Quebecers by showing it can help them reach autonomy.

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Manulife Bank, the Canadian bank, increased mortgage sales through a program designed to drive consumers through the purchase journey, starting with a movie-like trailer.

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Leon’s, the Canadian furniture retail company, repositioned its furniture as being part of the family to drive sales.

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Innocence Canada, a non-profit organisation to help exonerate the wrongly incarcerated, built a large public installation to increase donations and funding.

Case Study

Newfoundland Power, the Canadian utility company, increased participation in its programmable thermostat program by vilifying the dial thermostat.

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Red Barrels, the Canadian video game developer, produced a comic diaper product to advertise its new horror game, Outlast 2, which was launching globally.

Case Study

Stonemill Bakehouse, a Canadian bakery, understood and connected with consumer values to better sell its bread in Ontario.

Case Study

OIKOS, the greek yoghurt brand, positioned itself as the dream snack to increase sales and awareness in Canada, France and the UK.

Case Study

La grande guignolée des medias (Media’s Big Food Drive), the Quebec media charity food drive, increased donations by demonstrating that poverty can hit unexpectedly at any moment.

Case Study

Mac’s Convenience Stores, the Canadian store chain, developed branded Snapchat filters to engage young Canadians with its Mac’s Froster ice cold drink product.

Case Study

ATB Financial, the Canadian financial institution in Alberta, built a connection with its entrepreneurs and smaller start-ups to increase awareness and sales.

Case Study

Educational online videos allowed the Canadian Down Syndrome Society to help pregnant mothers understand what life was like for those with the condition.

Case Study

Koodo, the Canadian telecommunications company, increased its number of customers by showing sympathy with millennials’ fears of high bills.

Case Study

HP, the American technology company, raised awareness of print security as a category and increased B2B sales in Canada through an educational documentary.

Case Study

Budweiser, the American beer brand, associated itself with the most intense moments of hockey through an innovative marketing product in Canada.

Case Study

Embracing failure in its marketing helped the Canadian Ministry of Health and Long-Term Care change attitudes towards quitting smoking.

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Telling consumers to ‘Suck it up’ helped Fisherman’s Friend, the lozenge brand, to increase sales in the Canadian market.

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Making its advertising all natural just like its product helped Greenfield Natural Meat Co., the Canadian sustainable meat brand, increase sales and distribution.

Case Study

Imitating a perfume brand helped Gain, the US detergent brand, communicate the scent value of its Gain Flings product and increase sales in the US.

Case Study

Boréale, the Quebec microbrewery, reinvigorated its brand by focusing on its authenticity and rejection of the superficial.