The Scotia app is one of the best banking apps in Canada. It keeps evolving and adding new features. Here are some of the campaigns I've worked on to launch some of these new features.
THE ASK
Develop a national gum portfolio program to deliver category growth and brand penetration by helping millennials think about gum.
THE IDEA
Not everyone likes to chew the same kind of gum, nor do they chew the same way. Good thing Mars-Wrigley has a variety of brand and flavour options to ‘chews’ from. Pun intended. In this campaign, we celebrated the fun of gum and the many different people who enjoy it, no matter how.
The "How Do You Chew?" campaign introduced eight profiles to celebrate different chew styles and occasions you might reach for a pack of gum.
Saari is a Dominican chocolate brand with a Finnish twist.
For the branding, we were tasked to bring its tropical roots front and centre. To find the inspiration for the project, we just had to sit back under a palm tree and look around to have our own Eureka moment. Luckily, no coconut fell on our heads, but one thing struck us: nothing represents more the tropicals than the evergreen, majestic palm trees, which are all over the Dominican Republic.
I was lucky to have been involved in this branding project from the start, being able to provide inputs regarding the visuals, and later developing the brand voice, as well as the website and the packaging copy.
TDC / One Club: https://www.tdc.org/news/tdc67-and-td24-judges-choice-and-student-awards-released/
Learn more about this project at https://www.behance.net/gallery/109903893/Saari-Chocolate
Check out the website at https://www.saarichocolate.com/
At Lighthouse, credit card campaigns are our bread and butter. We like our bread and butter with a dash of humour and creativity, though.
Valentine’s Day is the sweetest holiday of the year celebrating love and romance. With the holiday being a cliché season for confectionery, Skittles had a role to play as the Jester that delivers a welcome disruption to the predictable. We positioned Sour Skittles as the perfect gift for singles on the sweetest of days, while also creating our own sour greeting cards to accompany those.
On February 14th, a haggard Sour Cupid along with his broken grungy Parisian flower cart was at GO York Concourse at Union Station. Sour Cupid approached passersby in a light-hearted manner, heckling and interacting with them by sarcastically making jokes about Valentine’s Day and highlighting the perks of being single on this day while giving out Sour Skittles and sour cards with discount coupons.
In addition, to create online buzz, our cards were sent to influencers along with Sour Skittles packs.
This campaign was created to promote SESC's new language program for entrepreneurs, in which attendees could expand their technical vocabulary either in English, German, or French, in order to be able to attend meetings in other languages than Portuguese and develop new business abroad. This campaign was featured in:
• Bronze - Creative Idea (Flash Impact) - PIAF Awards 2017
• Best Ads Of The Week (Jan/2017);
• Creative Pool (Jan/2017);
• Ads Of The World (Jan/2017).
Some campaigns I worked on at Scotiabank, all of which ran on social, and were part of different integrated campaigns with CRM, digital and POS pieces.
Canada. March 2020. Country-wide lockdown. With most people WFH, Scotia wanted to target its not-so-tech-savvy customers to let them know they could also BFH (bank from home), just like they'd do at a branch.
The idea was to take a peek at people's routines during quarantine and evoke that universal sense of community, the sense that everyone is in this together despite being apart. A feeling so universal that we created this spot for the Canadian market, but it ended up running in the other LatAm countries where Scotia is at.
When it came time to pick Canada’s newest M&M’S flavour, we let the people decide. But when the time came, we didn’t just announce the winner (Crunchy Mint). We threw the winner a victory party at the MOD Club, complete with a flavour-inspired art installation by Ben Johnston, specialty mint cocktails, all of the SWAG, and a performance by our special guest, Lights.
Ford has long been a partner of Vancouver SunRun. After running against other a-list agencies in a pitch, this concept granted our agency the work for the 2019's edition.
Running is about always challenging yourself to go the extra mile. This concept engaged with attendees of the Vancouver SunRun by supporting and encouraging runners to go further and show off their skills to try and beat the previous year's winner. This establishes a strong link between Ford and the running culture while creating an impactful and attention-grabbing activation.
Tapping into the running culture, we've created support signs that on one side spoke to Ford's vehicle features and on the other gave consumers the opportunity to write their own messages.
In addition, we've created a variety of funny ”human bumper stickers” that consumers could adhere to the back of their shirts on race day, teasing, bantering, or entertaining competitors who were running behind them.
Saint Bier is a Brazilian craft beer brand that is very orthodox when it comes to following the German Beer Purity Law. They challenged us to launch a new brand positioning based on the insight that craft beer lovers behave just like religious people, getting together on the same day and place every week, revering certain beers (hopefully, Saint Bier), and developing specific habits - becoming beer puritans and preachers, if you will.
In 4 years running different iterations of the Convert Yourself platform, Saint Bier increased its market share significantly and doubled its brand value. This is a series of print ads that were part of an integrated campaign that also included TV commercials and OOH media. All three ads were featured in:
• Lürzer’s Archive – Oct 2015.
The Raptors (and especially Kawhi Leonard, aka fun guy) took Canada by storm during the NBA 2019 playoffs, and Snickers, the Official Chocolate of the Toronto Raptors, couldn't just stay on the sidelines.
Father's Day Campaign for Beto Carrero World, Latin America's largest amusement park.
• ACAERT Awards – Winner in Film category.
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Scanfert is a Scandinavian investment group. It started as a fertility clinic over 20 years ago, and has since grown to invest in more than 20 companies worldwide in several different industries.
For this rebranding project, I worked alongside the designer from day one. I was responsible for coming up with the brand’s voice, and the website copy.
Learn more about this project at https://www.behance.net/gallery/110329003/Scanfert-Group.
Check out the website at http://www.scanfert.com.
Campaign created for Almeida Junior Group's shopping malls to promote their Outlet Weekend Sale - when all the stores, including big brands like Nike, Zara, Adidas, and others were offering discounts of up to 50%. These key-visuals were rolled out on social and web banners.
Series of films for Berlanda, the biggest retail chain in Santa Catarina. The ask was to celebrate the opening of its 200th store and reiterate that Berlanda stores can be found all across the state.
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After developing the technology to manufacture large PVC window frames and becoming one of few to offer this in the Brazilian market, German brand Veka challenged us to create a campaign that could communicate this attribute clearly for both the consumers and trade stakeholders.
