We asked some kids to do some chores ... paid the girls less than the boys. Just like in the real world.
GOLD - PR - Financial products and services
BRONZE - PR - Corporate responsibility
BRONZE - Direct - financial products and services
FINALIST - PR - content led engagement marketing
FINALIST - Promo & Activation - financial products and services
FINALIST - Promo & Activation - digital and social (use of social platforms)
FINALIST - Direct - digital and social (use of social platforms)
FINALIST - Film – TV and Cinema – financial products and services
FINALIST - Film craft – casting
Wood Pencil - Casting for Film Advertising
FINALIST - Campaign of the Year
ROLE: Senior Digital Producer
In India, Cricket is not a sport, but a religion. With the 2015 Cricket World Cup happening in Australia, a billion fans in India were looking for a way to feel closer to their team.
adidas was not an official sponsor of the Cricket World Cup. But we knew we would have a far greater impact than any sponsor, if adidas could make all that support from home, felt on foreign soil.
Insight and Idea
Cricket is a religion in India. So everywhere cricket is played is Sacred Ground. During the Cricket World Cup, adidas hijacked live broadcasts using the simple religious gesture of touching the ground. With #SacredGround, fans in India could send their support directly to the Indian players, who received it during live World Cup matches, by touching the ground as they walked out to bat. Using adidas ambassador Virat Kohli, he led the campaign and led the action of touching the ground, something players have never done before.
With one simple gesture, we connected one team to one billion cricket fans. During India's World Cup matches, #SacredGround trended on Twitter and we gained 131 million social impressions.
This became a ritual they performed at every single match, including; India vs Bangladesh, 98 million viewers; India vs South Africa, 257 million viewers; India vs West Indies, 262 million viewers.
And then, in the most watched sporting event in history, India vs Pakistan, Indian players made the Sacred Ground gesture in front of over one billion viewers.
All this happened without any official World Cup sponsorship and without a single rupee spent on media.
SILVER- Public Relations- Multicultural- Adidas, Sacred Ground
FINALIST- Promo & Activation Lions- Use of social audience- Adidas, Sacred Ground
FINALIST- Promo & Activation Lions- Use of live shows- Adidas, Sacred Ground
FINALIST - PR - Corporate Reputation & Communication - Adidas, Sacred Ground
AWARD AWARDS FINALIST- Direct Response Advertising - Adidas, Sacred Ground
ROLE: Creative ( art director)
Online film to promote the launch of a new line of eco-friendly, sustainable nappies.
Role: Senior Strategist / Producer
The University of British Columbia's prospective student’s website has 2 main objectives: to be a window into what life is like at UBC while providing information about courses, registration and other administrative content. I was given the task to create an emotive and engaging homepage that also provided key tactical information. By creating a socially aggregated component that served up content hashtagged #UBC, prospective students can now see authentic content uploaded by real-life students currently attending UBC. Since launch, visits have increased 42.12% as compared to the same time period last year. Recruitment goal was to increase student yield 9%; this goal was exceeded with a 14% yield.
Online Video to promote MCEC's ( Melbourne exhibition & convention centre) capabilities.
ROLE: Video Producer
ROLE: Senior Digital Producer
To avoid the stress of roadside dramas, created an online game using video assets and some interactive logic, to 'Smash Balloons, Destroy Plates and Crush Watermelons on your way to some sweet, sweet stress relief.'
The Vancouver Foundation is a community organization devoted to making lasting impacts throughout BC communities. They approached Make to help launch Youth Vital Signs – a report card on quality of life in metro Vancouver from a youth perspective. We engaged young people as well as policy and decision makers to “check the pulse of metro Vancouver” through an immersive and responsive HTML5 website and printed survey. Then we added more value by creating an online film to garner broader interest in the report throughout social networks.
The Industry Training Authority (ITA) works with employers, industry, labour, training providers and government to manage trade apprenticeships, and increase opportunities in the trades in BC.
Make was tasked to build awareness and interest in the trades amongst BC’s youth. After developing the campaign slogan “What are you made of?”, we created content for and developed a highly personalized and interactive microsite that allowed users to self-identify a trade and learn more about it.
The Rainier Hotel treats marginalized women in Vancouver’s downtown eastside. After losing all funding for their addiction and mental health services Rainier turned to Make to help find new sponsorship and generate awareness. Make created a simple and genuine campaign focused on the women affected by the loss of this critical support. The highly personal stories painted a powerful picture about the gravity of loss the Rainier Hotel would be to the community.
The Make Creative website was created during a 1 week 'hackathon' during which our team got to tear apart our existing agency site and build a new one from scratch.
The main goal was to create a portfolio that stood apart from the generic 'everyday' agency site, that would engage users and that showed our staff culture. Because Make prides itself on being content-first and because most of it's staff is made up of shameless internet junkies, it seemed fitting to create a homepage that served up trending Internet content.
Other interesting components are the 'Team' page where each staff member got to create a gif out of photobooth selfies and the 'Contact' page where users can explore our favourite spots around the neighbourhood.
Umeboshi is a Vancouver shoe store that has built an exceptional local following for its brick-and-mortar store. Make was asked to help expand their market without sacrificing their local boutique vibe. So we created an e-commerce site that integrates seamlessly into current and future customers social media platforms. The new site reflected the community that helped make Umeboshi successful and made its unique experience available to all.
The holidays can be stressful, so we wanted to give our friends the chance to strike back at some of the most annoying festive frustrations. Relieve your seasonal stress with the Rethink Holiday Piñata Bash.
What started as a joke between friends, turned into a viral sensation in Vancouver. A simple formula of an animated gif + line + tumblr was all it took. We created custom umbrellas, exhibited at the Museum of Vancouver and even got to speak at Pecha Kutcha. It was pretty awesome.
We created 450+ posts.
We had over 1.4 million page views. Considering the population of Vancouver is around 600,000 people, this is incredible.
We had 4500+ Tumblr, 3000+ Facebook and 6500+ Twitter fans and followers. Wowza.
We were the number one trending topic (for Vancouver) on Twitter about a dozen different times.
We did a collaboration with the Museum of Vancouver.
We sold umbrellas with our friends at Vancouver is Awesome. And we got published in their awesome magazine.
The Canadian Freshwater Alliance delivers communications tools to help environmental organizations protect and restore Canada’s waterways. With so many amazing tools available, they needed a new website that could display and distribute those tools in the simplest way possible. Since a membership fee was required to access Freshwater Alliance content, we had to create a website with a front facing sale funnel as well as a logged in user space for members. The result was an easy-to-navigate website highlighted by a user-friendly dashboard where members can access and organize their resources, communicate with one another and share content.