Art Director • Writer • Creative Director
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BEVERAGES

FIVE ALIVE

In 2001 Five Alive wanted to switch its target from Moms to young adults as sales stagnated with new competition in the market. These two original TV spots increased volume 37% in a beverage category where all other competitors were down and won a Cassie that year. The campaign continued for five years and won a Cassie for most successful sustained campaign. Over 5 years it had a total of 98% volume growth worth an additional $40 million in revenue per year. The random, 5 second vignettes of live action and animation were created pre social media but would fit today’s bite sized digital media landscape perfectly.

AGENCY: Leo Burnett Toronto


WILD HORSE CANYON WINE

BC based, Wild Horse Canyon wine wanted to launch in Ontario and speak to young, adventurous people. We created a campaign playing off the iconic pictogram of the horse on the label consisting of 30 different executions using various pictograms carefully targeting different audiences. For example, a tattoo execution running in the hipster-chic Queen West area of Toronto, while another targets the LGBQ community and a third travellers at the airport. Sales dramatically increased across all product skews and awareness of the brand grew.

PRINT & POSTER

AGENCY: Taxi Vancouver