Client: Burnbrae Farms
Agency: FUSE Create
Production Studio: Feels Like Home
Director: David Hicks
Executive Creative Director: Steve Miller
Art Director: Frank Neufeld
Copywriter: Sam Rudykoff
Producer: Terra Stephen
Client: Air Miles
Agency: FUSE Create
Production Studio: Someplace Nice
Director: Sean McBride
Creative Director: Linda Carte
Art Director: Frank Neufeld
Copywriter: Sam Rudykoff
Executive Producer: Estelle Weir
Producer: Sharon Nelson-Bailey
Producer/PM: Alastair Waithe
*Project completed as part of coursework for educational purposes only.
Creative Team:
Ital Boganov, Michelle Miller, Frank Neufeld
The ask:
Bring ideas that put our beer front and center.
Drive recruitment with our younger audience (21-34 beer drinkers).
The challenge:
People (21-34 years of age) perceive Budweiser as outdated and enjoyed by an older generation – ‘Dad’s beer’.
The facts:
The 45+ age range makes up 79% of Budweiser’s total volume.
The 21-34 age range makes up 29% of recent volume gains.
The insight:
Distinct Audiences + American Values + Craving Normalcy
We looked at the Dad’s beer perception as the truth of the brand and wondered if we could lean into it, combining it with other insights from the brief to create a message that would resonate with the younger target audience.
One brand asset we looked at to help bridge the generational gap between audiences was Budweiser’s reputation as America’s beer and their corresponding values, specifically community and the idea of American family values.
This approach embraced the traditional strengths of Budweiser, acknowledging their current sales momentum, caused in part by the Covid-19 situation and the craving for familiarity and normalcy.
The solution:
Pass the Torch. The “torch” being a Bud that can be literally “passed” and at the same time stand for anything that connects the generations: values, music, sports, food, etc.
The Budweiser becomes a representation of the emotional connection between the generations.
*Project completed as part of coursework for educational purposes only.
Creative team:
Connor Clarke, Emily Farrugia, Frank Neufeld, Michelle Miller
The ask:
Refresh Grey Poupon’s brand to make affluent millennials crave its classic French expertise and quality.
The challenge:
The millennial generation lacks familiarity with the brand.
The facts:
The brand became a cultural icon in 1981 when their iconic ‘Pardon Me’ campaign established Grey Poupon as one of the finer things in life. It became a symbol for luxury, parodied in movies such as Wayne’s World and established a special place in hip hop culture, referenced in more than 100 songs by artists such as Kanye West and Kendrick Lamar.
The insight:
Grey Poupon has long been a shorthand for class and luxury but, for millennials, codes of affluence have changed. It is no longer solely defined by status, but instead by personal substance and accomplishment. It’s self-made tech tycoons, respected artists and top athletes. Really, anyone who’s shown to excel at their craft and achieve their goals, whatever that might manifest as.
The solution:
Grey Poupon is the official gatekeeper of excellence – marked by the ‘stain of approval.’ The idea flips the embarrassing notion of a condiment stain on its head and positions a ‘Grey Poupon stain’ as a mark of excellence. It brings together an eclectic and unexpectedly diverse cast of people together into a secret fellowship.
*Project completed as part of coursework for educational purposes only.
Creative Team:
Erika McCall – Account Manager
Frank Neufeld – Art Director
Ella Sabourin – Strategist
Seumas Slingerland – Copywriter
The Challenge:
Build brand awareness and elevate Righteous Gelato in the frozen dessert category in Canada.
The Target:
Conscious consumers who value supporting independent brands.
Insights:
Frozen desserts are an emotionally driven food with consumption triggered by life’s moments, serving as a way to celebrate or provide comfort.
The Solution:
Tie Righteous Gelato to life’s everyday Righteous moments through the idea: If you are what you eat, be righteous.
The campaign would use a cheeky tone to highlight relatable events worthy of celebrating (or seeking comfort from) with gelato. The company’s B Corp status and initiatives around environmental, social, and governance impact would be sprinkled into the work to reinforce brand values and support its stance as purveyor of righteousness.
Wild postings in key urban centres and targeted social posts would be used to launch the campaign.
Pop-up shops in key Canadian cities would also be used to get people to try the product. These shops would feature single serve and pints of Righteous Gelato, immersive installations for photo ops, a reservation-only tasting experience called guided tastes of gelato and exclusive flavours based on the city it is in. Additionally, the ethics and values of Righteous Gelato would be weaved into the design of the space to remind customers of the double meaning behind Righteous.
The ask:
Help launch a new pilot project to engage in mass outreach to Western alumni in an effort to secure hosts for student experiential learning opportunities with the eventual goal of offering an opportunity to every student before graduation.
The solution:
When you bring on an intern, you are gaining early access to and molding future talent. These students bring fresh perspectives and a wide gamut of skills and traits – each unique in their own way. We highlighted this by creating a series of personalized materials that reflect each intern’s individuality and value by combining stylized aspirational portraits with student names and core traits.
This humanizes the idea of internships. You are not getting a nameless worker drone, you are getting an individual that can add serious value to your organization while you foster the leaders of tomorrow – a hopefully mutually beneficial experience.
Roles:
Creative Direction
Design
Minor Copywriting
*Project completed as part of coursework for educational purposes only.
Creative team:
Conor Brown, Jayclyn Martin, Frank Neufeld, Hannah Strong
The challenge:
Bring light to the inequality within the advertising and marketing space by bringing awareness to POCAM and the Call for Equity app.
The target:
Primary
Marketing and Advertising agencies.
BIPOC individuals working in the industry.
Secondary
Non-BIPOC individuals working in Advertising and Marketing.
Advertising groups, communities and award shows.
The insight:
Although representation in ads has increased, representation within the industry and on creative teams is still quite low. According to WPP’s most recent diversity numbers from 2018, only 6.2% of global staff were Black, a number that dipped to 2.2% when looking at senior and executive levels.
The solution:
Advertise in Colour. Colour is possibilities, it is new ideas and perspectives. The campaign aims to use ‘colour’ as a metaphor to celebrate the impact of the BIPOC community within the industry and acknowledges the many benefits of employing a diverse staff by utilizing credible statistics and metrics.
*Project completed as part of coursework for educational purposes only.
The problem:
The digital world has taken over. Kids and teenagers are spending an exorbitant amount of time in front of screens every day. They are missing out on the benefits of physical play, including the development of their imagination, problem solving and motor skills.
Average screen time per day
Age 8-10: 6hrs/day
Age 11-14: 9 hrs/day
Age 15-18: 7.5hrs/day
Source: The Centre for Disease Control and Prevention (CDC)
The solution:
Remind parents and kids about the benefits of low-tech engagement by asking them to Rediscover the analog world. The copy was developed to make subtle comparisons between Lego and technology to reinforce the message.
*Project completed as part of coursework for educational purposes only.
Creative Team:
Erika McCall – Account Manager
Frank Neufeld – Art Director
Michael Reynes – Copywriter
Madison Rogers – Strategist
The Challenge:
Position RW&CO as a sustainable fashion brand that is making strides to address the industry’s significant carbon footprint.
The Target:
Current RW&CO customers – primarily men and women age 25-35, located in cities, with 100k+ household income and working full-time.
New Generation Z consumers who are willing to pay more for clothes if it does good for the environment.
Insights:
58% of consumers said that they would be willing to pay more for sustainable goods but, despite this, the biggest motivation remains how the clothes look. Sustainability is a secondary consideration.
Consumers are not after grand promises, they want clear actions and transparent messaging around what companies are doing.
The Solution:
Sustainability you can’t see.
With this campaign, we wanted to emphasize that although RW&CO’s operational changes are making their clothes more sustainable, there is no toll on the quality of the clothes consumers know and love.
The ads clearly promote the authentic, defensible and impactful internal changes RW&CO has made, including: cleaner transportation, utilization of renewable energy sources and their partnership with Nature Canada, among others.
In general, the ads show that RW&CO is making sustainability their business.
*Project completed as part of coursework for educational purposes only.
Creative Team:
Emily Farrugia, Fionnah McKechnie, Frank Neufeld, Madison Rogers
*Project completed as part of coursework for educational purposes only.
Creative team:
Caroline Champigny, Frank Neufeld, Cameron Plant, Hannah Strong
The problem:
Find Your Stride is new, lacking brand recognition – people don’t know what the charity does and have no emotional connection to it.
The solution:
Emphasize Find Your Stride’s impact by highlighting the affect of the sponsored social services by comparing the lives of people before and after accessing them. Do this by tying together contrasting, but similar, imagery that creates a sense of tension. Only one word changes in the headlines – this acts as a metaphor for how impactful a simple donation could be.
*Project completed as part of coursework for educational purposes only.
Creative team:
Erika McCall, Frank Neufeld, Madison Rogers
The challenge:
Create a campaign that normalizes cannabis and offers education without stigmatization in order to reduce harm.
The target:
Demographic: age 18-30 years.
Psychographic: Cannabis users (including new users) who want to have fun and not be judged.
Behavioural: Youth looking to buy will look for and listen to reliable, non-judgmental and truthful information on the benefits and dangers (best practices) for Cannabis use.
Geographic: Canada. More focused on psychographics.
The solution:
Weedsplain [wi•d•splein] v. – to explain in an over-confident manner cannabis-related topics based on opinion, not fact.
With Covid-19 putting in person events on hold, Western faced the challenge of promoting a virtual Homecoming in 2020. Historically, materials used photography that captured the energy and emotion of the weekend, but with on campus social gatherings off the table, we needed a new approach. The solution – a virtual graphic created by the collective global Western community coming together online.
Designed in 3D and rendered with Blender. Retouching in Photoshop.
Roles:
Art Direction
Design
Minor Copywriting
*Project completed as part of coursework for educational purposes only.
Ad created for a One Minute Brief exercise.
