To engage the market about ‘Trust’, a new, intangible, business offering, the campaign required a unique approach that people would be able to easily understand. The team created an interactive website and Trust-focused thought leadership documents to help build connections with clients and teach them the value of Trust within their organizations. The Canadian team delivered on bold creative that pushed the boundaries of the global branding approach with custom creative driven by blue-sky thinking. The multi-pronged approach between print, environmental and digital made it possible to flood the market in a dynamic way. In-office environmental branding ignited curiosity and bold print advertising in The Walrus magazine combined with the informative, easy-to-navigate website connected with the target market. The campaign was well received and eventually picked up by the Global team to be applied on an international scale.

CREDITS:

CREATIVE DIRECTOR: MONIQUE AH-SUE

ART DIRECTOR: KEVIN CALAGUIRO

COPYWRITER: ANDREW GALE

PHOTOGRAPHER: NAOMI FINLAY PHOTOGRAPHY (EXT)

RETOUCHER: MARTHA SNYDER (EXT)

ANIMATION: YOHO YUE (EXT)

EDITOR: POYI LAM (EXT)