Following the success of Kijiji raps, we wanted to prolong the campaign's reach with a second initiative, this time capitalizing on the great public response we had received.
A social media campaign and website were quickly launched, asking users to send us their Kijiji ads to be adapted into individual rap videos.
The need to act fast was imperative, and each of the 30 resulting videos was written, shot, edited and published in a studio over on crazy fall day in Montreal.
I was creative lead on this campaign, working with Cloudraker.
To get eyeballs and keep them on Kijiji's YouTube channel, we blurred the line between advertising and content by working with talented beat makers, a music video director and a nimble production house.
Most importantly, each rapper wrote their own rhymes to ensure each piece worked as a music video as well as got the message across.
I was creative lead on this campaign at Cloudraker. Launched in September 2015, these spots have garnered the best response of any Kijiji campaign in history, with over 6 million views in the first 3 weeks.
A YouTube retargeting campaign for Kijiji Cars. When a visitor heads to YouTube after visiting a specific type of vehicle on Kijiji, they see these. I was creative lead on this campaign at Cloudraker.
Outdoorsy is a San Francisco-based startup that bills itself as the Airbnb of RVs. In order to lead in this category, the brand needed to redefine road culture and announce itself as THE peer-to-peer marketplace for road trip enthusiasts.
In order to meet this mandate, I orchestrated a content gathering expedition along the California coast with a team of creative folks. What came out of this expedition is a bank of interviews, gorgeous footage and photos the team at Outdoorsy will be able to use in all their communications.
Other materials include a digital campaign aimed squarely at RV owners to build the Outdoorsy RV database nationwide.
The first brand of dog food for compassionate animal lovers.
Slumdog is a social enterprise I founded in the animal welfare sector. I've touched every bit of this business, from building a brand from scratch to forging relationships with partners (The Humane Society) and retailers (Whole Foods).
The product isn't in market yet, but this is a small sample of the work. Contact me if you'd like to know more about this love project.
Flook is a new app by Kijiji launched in the spring of 2015 in the BC market.
I worked as creative director and strategist on all aspects of the launch of this new brand, including brand definition and strategy, app functionality, website and app store content, online and street-level launch campaign and PR alongside a team of talented writers and art directors at Cloudraker.
Kijiji is Canada's leading online classifieds site.
I worked as creative director and strategist on all aspects of this bilingual national campaign, including TV, radio, digital and a time-sensitive OOH campaign, all alongside a team of talented writers and art directors at Cloudraker.
Gunther is a Volkswagen engineer. And he's finished working on the vehicles (they're prefect!), so he reinvents himself as a salesman.
In all his wisdom, he works out that if everyone just brought their lunch to work, they could afford a Jetta with the money saved. So naturally, he reengineers lunch.
Q: How do you reach an international audience with no media budget?
A: You find a very clever, funny guy with a built-in audience.
When Montreal festivals decided to unite forces to create an international campaign to put themselves on the tourism map, we created Festimania. A new brand with a new way of reaching culture lovers through a series of videos with YouTube star Merton.
In the span of 4 weeks, this effort generated over 500,000 views in all our key markets - London, Paris, Toronto and New York.
GRAND PRIX, MARKETING INTERACTIF, BOOMERANGS
GRAND PRIX, CAMPAGNE INTÉGRÉE, BOOMERANGS
GRAND PRIX, CAMPAGNE VIRALE, BOOMERANGS
PRIX, STRATÉGIE MÉDIAS SOCIAUX, BOOMERANGS
PRIX, SITE ÉVÉNEMENTIEL, BOOMERANGS
NOMINATION, EVENTS, WEBBY AWARDS
PRIZE, GLOBE AWARDS
SILVER, DMA INTERNATIONAL ECHO AWARDS
PRIX, CAMPAGNE INTÉGRÉE - CAMPAGNE, CREA
Tourisme Québec undertook a total revamp of its international image that led to QuébecOriginal – a new name with an international resonance.
After the name came the logo and branding, and a new image and video bank was commissioned to help build the new platform.
This lead to a new website and a relaunch campaign with print, display (video, digital) and web (banners,YouTube prerolls,YouTube videos).