Pepsi Canada asked us to pitch an idea for a summer promotion. They wanted something that would create excitement at the shelf level. So we came up with the idea to put emoji on their cans and bottles - pepsiMoji - and created a whole new real world way for people to express themselves. Six months, 60 designs, 17 billboards and six videos later, pepsiMoji came to market on more than 186 million cans and bottles across Canada. Our campaign was a huge success and Pepsi won the summer cola wars. Recognizing its potential, Pepsi Global decided to launch pepsiMoji in more than 100 markets worldwide.
Agency: BBDO Toronto / Writer: Tony Lee/ Illustrator: Dan Woodger (pepsiMoji design) / Video Animation: Smith
digital / social / print / outdoor / POS / merchandise
Insurance is about more than just having a policy, it’s about planning for life’s twists and turns, whatever they may be. To demonstrate this, we compressed twenty years of a woman’s life into a memorable 30-second spot. This was a very ambitious production, but shooting it during COVID made it even more so. By using a cutting-edge projection technique, we were able to travel the world, attend a wedding, see the birth of a child, and visit over 100 locations, all without ever leaving the studio.
scope of work: television, outdoor, digital, social
agency: Bleublancrouge
writer: Jennifer Wilson-Canham
director: Chris Muir
editor: Dave Di Carlo
I worked on this fun brief for Sugar Crisp while on contract at Ogilvy. The ask was simple: do something that creates excitement amongst gamers around Sugar Crisp. Apparently, Sugar Crisp had become a go to snack within the gaming community. With that in mind we came up with a new way to enjoy Sugar Crisp that avoided sticky fingers and allowed players to keep their focus on the game. We also engaged a fun, fake, game blogger to introduce our new product, the Sugar Crisp Spout™.
scope of work: digital, social, non-traditional
Agency: Ogilvy
art directors: Mark Hesse, Samir Mussa
writer: Steve Muzzin
McCafé is currently the only coffee in Canada made from 100% Ethically sourced beans. Since no competitor can make this claim we decided to make some noise about it. With a fully integrated campaign we told the story of how McCafé beans help improve the lives of farmers, the communities they live in and the surrounding rainforests.
scope of work: TV, digital, social, educational video, retail signage, packaging design
agency: Cossette
creative directors: Mark Hesse, Mike De Candido
writer: Mike De Candido
art directors: Mark Hesse, Pedro Izzo
director: Christian Bevilaqua
editor: Paul Proulx
Being the parent of a newly diagnosed child with autism spectrum disorder can be overwhelming. Many parents feel helpless and lost in the system and want to get help for their children immediately. This video demonstrates that things happen the minute families walk through the door at Surrey Place.
scope of work: online video, digital, social
agency: DonerNorth
art directors: Mark Hesse, Ryan McNeil
writers: Jennifer Wilson-Canham, Siobhan Dempsey
director: Matty McKane
This undoubtedly is the most interesting brief to come across my desk in my career. While working at 4 Creative in London, I was given the task of watching a documentary and coming up with a promo and billboard for it. The documentary was eye opening: it dealt with the human trafficking of children in China. For the promo, we went with my very first idea. It was a simple visual that said so much. The work went on to win several awards including a Silver Creative Circle Award.
scope of work: television, outdoor, digital
agency: 4Creative
director: Siri Bunford
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The client brief was to come up with something non-traditional for Tropicana. It didn't help that a very traditional print buy was in place. Our eye catching solution ran in over fifty US publications.
scope of work: print
agency: BBDO Toronto
writer: Tony Lee
photography: Philip Rostron
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This integrated campaign was Amex’s first card launch within their global ‘Realize the potential’ positioning. The Gold Rewards Card has far fewer restrictions than other travel cards. Thus the ‘Welcome to the World of Yes’ campaign was born. This campaign was Amex’s most successful card launch to date and they consider it their gold standard.
scope of work: television, outdoor, digital, social, print, POP, DM
agency: Ogilvy
writer: Bill Parker
animation/illustration: Kuntzel+Deygas
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The smart fortwo is one of the greenest vehicles on the road today. Therefore, it's involvement with Earth Day, and the EcoMentors program was a natural fit. To promote this partnership we developed a series of ads reminding consumers that small is good when it comes to the environment (and for bank accounts too).
scope of work: print, POS
agency: BBDO Toronto
writer: Tony Lee
photography: George Simhoni/stock
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For Canada's 150th anniversary Roots wanted to create something disruptive. I was brought in on the project at the beginning for some high level thinking. The resulting campaign redefined 'nice' from a very Canadian perspective. It was a real delight to see how the talented folks at The Garden evolved and elevated the idea. I am very proud to have been part of this project. And the work makes me proud to be Canadian.
scope of work: digital, social, retail signage, merchandise
agency: The Garden
art directors: Mark Hesse, Rosalinda Graziano
writers: Nick Asik, Erin Beaupré
designers: Omar Morson, Adriana Mahalean
editor: Brett Erina
VO: Kim Cattrall
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When Sony introduced their new range of DSLR cameras they believed what set them apart was that the camera’s key controls were intuitively placed on the cameras body. This made it easier to get the best shot. The results were evident when we used the Sony Alpha to shoot stunning Canadian landscapes for the print campaign.
scope of work: television, outdoor, digital, social, print, POP, DM
agency: Downtown Partners
writer: Ian Kiar
photography: George Simhoni
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Most vehicles today are factory installed with SiriusXM satellite radio. Drivers are familiar with it's music and news programming. We needed to give them a new reason to sign up for SiriusXM. Our budget was limited. The result was a very graphic poster campaign placed in auto dealerships promoting SiriusXM's live sports channels.
scope of work: print, POP
agency: BBDO Toronto
writer: Tony Lee
photography: Philip Rostron/stock
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Over the years as an art director I have implemented branding programs and designed trademarks for large clients, small businesses, charities and myself. It’s part of the job I very much enjoy because it’s visual communication in its purest form.
