Every 4 years Americans begin the process of choosing their next President, and right about the same time a bunch of other Americans announce that they're moving to Canada. The 2016 Presidential Election Campaign saw things heat up more than ever, and Air Canada was ready to target election-weary Americans, and give them a change to try Canada out before doing anything rash.
To bring the idea to life a social war room was created and launched on one of the most talked about days of the election (Super Tuesday). Throughout the day dozens of personalized videos were created to respond to Americans using #MoveToCanada. Additionally, videos were created responding to notable American celebrities such as Lena Dunham, Bryan Cranston, and more.
Highlights: •Drove an unprecedented 20% YOY revenue increase in the U.S. during June. •Referenced by Conan O’Brien and Jimmy Fallon during the U.S. Presidential Debates in addition to millions of earned press media impressions.
Role: Go-To-Market Planning Content Strategy Media Planning Community Management Influencer Management
Hotels.com - Temp Captain
The #TempCaptain campaign gave Canadians who were fans of Captain Obvious the chance to fill his red velvet suit all summer long. Following a round of user submitted auditions, a handful of lucky fans were given the opportunity to star in their own Hotels.com digital spot.
We also developed a Captain Obvious Snapchat lens (a first for the travel industry in Canada) to ensure that all Canadians had an opportunity to get in on the fun.
Highlights: •Snapchat lens garnered over 300,000 uses (Equal to over 7,000 hours of engaged consumer time) •345% increase in brand conversation (YoY)
Children’s Miracle Network wanted to make this year’s annual Champions celebration the biggest one yet. To make that happen, we created Balloons for Champions, a social media campaign with an online experience that allowed visitors to inflate balloons in support of this year’s amazing Champions.
Highlights: •28+ Million Impressions (exceeding goal by 250%) •Top 3 Trending Topic in Toronto and Ottawa
"20 minutes of action” was a deplorable term used by Brock Turner’s dad to describe the rape his son committed on campus.
On November 25th, International Day for the Elimination of Violence Against Women, we turned his words on their head and encouraged all dads to pledge #20minutesofaction4change to help put an end to sexual assaults on campus.
In the campaign’s second year, we created the “Consent Script.” The script was shared across social, digital, OOH, and radio. Influencers were also given the script to share with their audiences.
Highlights: •Over 170 million media impressions were generated and millions of conversations were started between dads and their sons, all to one day help put an end to sexual assaults on campuses. •#20MinutesOfAction4Change became the number one trending hashtag in Canada (on Black Friday) •D&AD Impact: Diversity & Equality / Wood Pencil 2017 •One Show (Finalist) 2017
After being in Canada for 60 years KFC knew a thing or two about helping families create meaningful memories around the bucket. The "Memories Bucket" was created to celebrate the milestone while also helping friends and family share those memories like never before.
The campaign was so successful that KFC Global picked it up (a first for the Canadian market).
Highlights: •The “Memories Bucket” was featured in: The Verge, Bloomberg, Fox News, Mashable, Fast Company, Buzzfeed and more
Role: Strategy Creative Concept - Creative Execution Media Buying Public Relations
Taco Bell - Fiery DLT
To celebrate the launch of Taco Bell’s Fiery DLT in Canada, we invited Canadian fans and influencers to help bring a playful twist to the classic firefighter calendar.
In addition to a physical calendar that was sent to participants, fans, and media, a real-time Snapchat story was created to highlight the action behind-the-scenes.
Highlights: •Applied Arts Award: Photography - 2016
To promote KFC’s Chick’N Share offering (a two-person sized bucket), a two-person onesie made to look like Colonel Sanders’ signature white suit that friends can wear together. The shoot was inspired by “street style” fashion as a way to build buzz for the “Colonel twosie.”
Following the tragic mass shooting in Las Vegas, I noticed many Americans speaking out against the use of “Lone Wolf” in the case of caucassion shooters, while middle-eastern shooters were quick to be labeled “Terrorist.”
Within 24 hours of the event, I partnered with someone to create a Chrome extension that would change any use of “Lone Wolf” to “Terrorist.”
Personal - Snapchat Super Bowl
This was a last minute (day before Super Bowl) idea I came up with to raise awareness for NFL concussions and head trauma. In a couple hours and with $50 of my own money, I designed the wrote copy for a custom Snapchat filter.
The Snapchat filter was then placed over Real Sports (Toronto’s biggest sports bar).
The result was a 5% usage rate (within Snapchats 5%-15% benchmark).