Land Rover has a long history with Britain's Royal Family. For 51 years it has been their vehicle of choice, even earning Royal Warrants from Queen Elizabeth, Prince Phillip and Prince Charles. We also knew that in all likelihood Will and Kate's newborn baby would drive home in a Land Rover so it seemed only fitting to celebrate this occasion. Partnering with the Globe & Mail we ran this ad in a special section on the royal birth.
ECD: Israel Diaz
ACD: Brent Turnbull
ACD (Art Direction) Lisa Mok
ACD (Copy): Matt Fraracci
CHALLENGE
Launch Netflix's newest Marvel installment, The Punisher in Canada.
SOLUTION
The Punisher centres around anti-hero Frank Castle and his search for justice. Toronto has a subway station named Castle Frank. So, we turned the station into Castle, Frank and let fans and commuters spread the word.
CD: Brent Turnbull
ACD (Art Direction): Rupesh Vetha
Writer: Brent Turnbull
Art Director: Stephen Fiset
CHALLENGE
In 1989, 14 female students were massacred at the University of Montreal. In response the White Ribbon Campaign was launched to work with men in ending violence against women. As one of the first ribbon campaigns they stood out. 20 years later, they were lost in a sea of other ribbon campaigns. Few men had heard of them. Those who had weren’t listening.
SOLUTION
Talk to men in a way that they could relate to by rebranding and repositioning the White Ribbon Campaign around a new core mission: working with men to rewrite the outdated code of masculinity that leads to violence against women.
ECD: Israel Diaz
ACD (Art Direction): Dave Tupper
ACD (Writer): Jen Rossini
Writer: Brent Turnbull
Art Director: Marilyn Davis
Designer: Dave Tupper
Typographer / Artist (poster): Georgia Hill
Typographer / Artist (custom typeface): Ashley Eansor
Land Rover celebrates Chinese New Year.
ECD: Israel Diaz
ACD: Brent Turnbull
Art Director: Liz Peters
Writer: Amy Jacobs
Designer: Ben Ren
What happens when you bring a group of misfits from all walks of life together and teach them how to play baseball? Nine times out of ten, they lose horribly. What happens when you dress them in black and white baseball shirts with a custom logo and Katalyst ball caps to complete the look? They still lose horribly, but they look tasty doing it.
The Katalyst Dirt Punks may not have been victorious, but they sure as hell looked it. Nine times out of ten, that’s all that matters.
CD: Brent Turnbull
Art Director: Ariel Pagliuso, Rupesh Vethanayagam
OPPORTUNITY
After Kanye West released the song, “No Church in the Wild”, #SunglassesAndAdvil came to mean a night of hard partying and dealing with the massive hangover that results. Advil wanted to fuel this trend but not ruin it with brand advertising.
SOLUTION
Using a limited budget and zero paid media we commissioned Montreal-based street artist (and Kanye fan) Tava to execute an unofficial #SunglassesAndAdvil art project for Nuit Blanche, the all-night art parties in Toronto and Montreal.
ECD: Israel Diaz
Art Director: Marilyn Davis
Writer: Brent Turnbull
Designer: Marilyn Davis
illustrator / Street Artist: Antoine Tavaglione
Photographer: Elijah Koutsourakis, Brian Cruz
Editor: Brian Cruz
How do you get an aging demographic with a suspicion of marijuana to use your medical marijuana device?
You talk to their children and let them do the convincing for you.
CD: Brent Turnbull
ACD (Art): Fred Roberts
ACD (Copy): Joy Panday
Design: Stephen Fiset
Talk to smokers about quitting. You’ll find the only thing more powerful than memories of their first cigarette is the wish that they could go back to that moment and stop themselves from starting. So we crafted a series of “docu-ads” for a smoking cessation drug to them back and encourage them to quit. Due to Health Canada regulations we couldn’t mention the product, so you’ll just have to guess that one.
ECD: Israel Diaz
ACD: Brent Turnbull
Biosteel high performance sports drink needed business cards to hand out at various trade shows throughout the year. We created a card that also doubled as a product sample.
ECD: Israel Diaz
ACD (Art): Dave Tupper
Writer: Brent Turnbull
Junior Designer: Adam Johnson
CHALLENGE
People take vitamins as a preventative health measure but don't feel immediate benefits after taking them, so they often forget to do so or stop taking them altogether. We needed to shake up a stodgy category and give consumers a new reason for them to take their vitamins every day.
SOLUTION
We realized that people's biological age rarely matches their mental one, but society surrounds them with built-in stereotypes about age. So we challenged them to act as young as they feel, and use Centrum to help keep them feeling vital enough to do so.
ECD: Israel Diaz
CD: Darcy Maloney
Writer: Brent Turnbull
Art Director: Marilyn Davis
Poster designed for White Space, a monthly artistic showcase at Katalyst. The showcase was inspired by a lonely white wall at our agency, the poster by the Katalyst logo and our first artist's work
CREDITS
CD: Brent Turnbull
AD: Rupesh Vethanayagam
Designer: Kar Leung
Many people get into advertising looking for fun, excitement and glamour only to discover their mistake in the face of long nights, hard work and personal sacrifice. Before selling advertising students a ticket to Portfolio Night Toronto we tested their mettle to be certain they had what it takes to make it in this business.
ECDr: Israel Diaz
Art Director: Marilyn Davis, Diego Rodriguez Mercado
Writer: Brent Turnbull, Lindsay Eady
CHALLENGE
Reese faced a declining market share in large urban centres among 18-30 year-olds. They thought of it as an old-fashioned candy – something with no relation to their lifestyle.
SOLUTION
Realizing that the 18-30 years are often spent trying to discover where you fit in, we created a campaign that celebrated perfect partnership of peanut butter and chocolate. We then micro-targeted various communities with our message.
Creative Director: Ron Tite
Art Director: Randy De Melo
Writer: Brent Turnbull
Advertising campaign for the hilarious hit play Jewtopia.
Creative Director: Tony Miller
Art Director: JP Gravina
Writer: Brent Turnbull
Held once every four years, the Volvo Ocean Race charts some of the world's most inhospitable seas and is widely considered the world's most extreme sporting event. This series of ads promoted Volvo's sponsorship of this event.
Creative Director: Tony Miller
Art Director: Travis Shorrock
Writer: Brent Turnbull
We needed to reinvigorate a staid cracker in a low-interest category. Cue the fireworks.
Creative Director: Ron Tite
Art Director: Mike Sundell
Writer: Brent Turnbull
People are surprised at all the places the Ford Escape all-terrain, eco-friendly vehicle can take them. We partnered with Canadian garden centres to keep surprising them.
ECD: Israel Diaz
Art Director: Marilyn Davis
Writer: Brent Turnbull