Canada

Advertising

Cupcakes for Grown-Ups

By Delphine Hirasuna |

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When you think about it, a cupcake is just a tiny cup-size cake, but for decades, it was thought of as just a treat for children. Serving cupcakes at a wedding or formal reception, say, would be viewed as gauche. In the 21st century, however, cupcakes have come of age. They come in “mature” flavors like chai latte and cost about what a small cake would. Public perception of cupcakes is changing, and Petits Gateaux, a cupcake boutique in Canada, is repositioning cupcakes as an elegant, sophisticated dessert suitable for grand occasions. Montreal-based creative agency Pheromone developed this print ad campaign for Petits Gateaux, pairing cupcakes with romantic and celebratory moments.

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Advertising

Evil Zombie Snowmen No Match for Nissan Rogue

By Delphine Hirasuna |

The weather was reportedly mild when TBWA Canada filmed this 2014 Nissan Rogue commercial in Toronto last fall, so it seems prescient that they so accurately recreated the monster blizzard that would assault the Northeast this winter. Who knows, maybe in the brutal whiteout conditions of the recent Polar Vortex, real zombie snowmen were angrily roaming about wreaking havoc. This 60-second spot, which plays like a trailer for a sci-fi thriller, was directed by Mark Zibert, with production by Sons and Daughters, post-production by The Mill, and TBWA executive creative direction by Allen Oke.

Viral Marketing

“Cold Call” Marketing

By Delphine Hirasuna |

With a wide swath of North America buried in snow and ice, Wax creative agency in Calgary, Canada, adopted a different medium for outdoor advertising — frost. To promote Mucho Burrito restaurants as the place to go for sizzling hot food, Wax created a block stamp that left a message melted into ice-coated car windows. It’s eco-friendly and beats sticking soggy paper flyers under windshield wipers.

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Advertising

Pedigree Slow-Mo Focus

By Delphine Hirasuna |

This commercial for Pedigree dog food is beautiful for its pure simplicity. Shot at 1000 frames per second using a Phantom camera, the slow-motion video captures every movement and feature of each dog, from the twitch of the ears, the attentive eyes, the loose tongue, the tensed muscles and flying fur as the dog leaps for the Pedigree treat. The plain studio backdrop and lighting eliminate superfluous environmental distractions, making the dogs the sole point of focus. Viewers can’t help but marvel at what expressive and unique creatures dogs are. TBWA/Toronto made this commercial for Pedigree Petfood Canada, with film direction by Bob Purman of Imported Artists Film Company and sound by Joey Serlin at Vapor Music.

Advertising

Day of the Dead – Canadian Style, eh!

By Delphine Hirasuna |

Corona Canada is going all out to celebrate the Day of the Dead (Dias de los Muertos), an annual Mexican holiday (November 1 and 2) commemorating the lives of loved ones who have passed away. It has just issued special limited edition designs for its tall-boy cans, further extending its “Live Mas Fina” (Live the good life) campaign launched in March. Toronto-based design agency, Zulu Alpha Kilo, created the concept and design for the marketing promotion, which features artwork inspired by Day of the Dead sugar skull candy treats. Illustrated by Jenny Luong, the decorative skull artwork integrates a line of text that urges people to live life to the fullest.

The Canadian Day of the Dead campaign encompasses more than special packaging. Zulu is promoting the Day of the Dead design in out-of-home and print ads, magazine inserts and on social media. In addition to giving out tear-away posters at select locations across Canada, Corona is staging a social media contest that offers fans the chance to win a numbered, limited edition silkscreened print of the sugar skull posters. The Day of the Dead Corona cans are available in stores across Canada for one month only.