Category : Writing
Best execution of writing delivered through a Design or Advertising medium. Examples include Ad copy, Radio, Corporate Writing, etc.
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Name:
Drew Sebesteny (Saskatoon)
Organisation:
MGM Communications
Title:
Lucky Dog
Credits:
Copywriter: Drew Sebesteny
Client:
SaskTel
Client’s Business:
Technology
Rationale:
Holidays are a great way to tie seasonality into any campaign, and a great excuse for a sale. For SaskTel's St Paddy's Day sale, we leveraged the roster of characters to drive home the message that you don't need luck to get a great deal on a new phone. Building on the popularity of Wolf's newfound character traits, we were able to have some fun and continue building quirkiness into his character. The delivery of Wolf's lines was especially essential to pull off the humour for this spot.
Name:
Chris Shauf (Saskatoon)
Organisation:
Creative Fire
Title:
Co-op: This is our story
Credits:
-Chris Shauf (Senior Strategist)
-Dean Bartsch (Art Director)
-Marketing & Communication Team at Federated Co-operatives Limited
Client:
Federated Co-operatives Limited
Client’s Business:
Retail Co-operative
Printer:
Data Group of Companies
Rationale:
Co-op’s are a different way of doing business. Longstanding traditions of local ownership, community support and sharing profits with members (who are actually owners), stand strong today.
Growing competition across Co-op’s key business units (food, fuel, home and building supplies and agriculture) created an opportunity for a comprehensive brand strategy and re-introduction.
A multi-year brand renewal and re-introduction strategy was developed, incorporating an updated visual identity guide and ongoing alignment of policies, practices and training programs.
A brand story was created to share the key elements of Co-op’s brand: it’s heritage, it’s direction and it’s key brand values: locally invested, community-minded and lifetime membership benefits.
“Co-op: This is our story,” was introduced at a national expo in July 2012 along with a supporting video. The booklet was given to Co-op current and new employees across Canada, board members of the 230 individual retail co-operatives and key stakeholders. It serves as a quick reference guide to explain who Co-op is, what Co-op does, and why Co-op is different.
The primary goals were:
- create increased understanding of the Co-op brand
- create increased pride
- create additional support / alignment among retails and employees of the brand strategy
The booklet has generated great pride among employees and is an important supporting tactic to help Co-op employees and stakeholders understand – and appreciate – the Co-op brand.
Growing competition across Co-op’s key business units (food, fuel, home and building supplies and agriculture) created an opportunity for a comprehensive brand strategy and re-introduction.
A multi-year brand renewal and re-introduction strategy was developed, incorporating an updated visual identity guide and ongoing alignment of policies, practices and training programs.
A brand story was created to share the key elements of Co-op’s brand: it’s heritage, it’s direction and it’s key brand values: locally invested, community-minded and lifetime membership benefits.
“Co-op: This is our story,” was introduced at a national expo in July 2012 along with a supporting video. The booklet was given to Co-op current and new employees across Canada, board members of the 230 individual retail co-operatives and key stakeholders. It serves as a quick reference guide to explain who Co-op is, what Co-op does, and why Co-op is different.
The primary goals were:
- create increased understanding of the Co-op brand
- create increased pride
- create additional support / alignment among retails and employees of the brand strategy
The booklet has generated great pride among employees and is an important supporting tactic to help Co-op employees and stakeholders understand – and appreciate – the Co-op brand.
Name:
Brian Kachur (Saskatoon)
Organisation:
University of Saskatchewan
Title:
Calgary campaign
Credits:
Jeff Drake (writer)
Brian Kachur (designer)
Teri Parkhurst (writer)
Client:
U of S Student Enrolment and Services Division
Client’s Business:
Student recruitment for post-secondary education
Rationale:
Alberta, and Calgary especially, has become an especially important market for student recruitment at the U of S. Going into a bigger and busier market, both in terms of post-secondary recruitment and advertising in general, we knew we needed to do something to stand out and get people talking.
Using bold headlines and our trademark green, we created LRT signage and bus stop posters that appeared in strategic locations in Calgary, close to high schools and other busy stops. It had the desired effect, catching the attention of people who took to Twitter:
@MagduhS: I go to @UCalgary, but I gotta agree the @usask ads around the city are ridiculously awesome
@JacobGadzella: An excellent ad at Lions Park station in #Calgary. Good job #uSask
@LawDeanHolloway (the dean of law at the U of C): The U of Sask student recruiting campaign in Calgary. Very well done!
We also received a shot from the U of C Dinos, who we had targeted in one of the headlines:
At least we can spell Husky #nothuskie
Many of the tweets also included a photo, which meant even more impressions of the ads were captured. And, although not the intended target, people in Saskatoon had the opportunity to share in the campaign as well when it was picked up for a story in The StarPhoenix: http://www.thestarphoenix.com/touch/story.html?id=9743389.
Website traffic from Calgary to the explore site (the student recruitment site) went up over last year during the campaign. In terms of student applications, the number of applicants from Alberta is currently on par from last year, which is a success in a year where applicants from the rest of Canada are down compared to the same time last year.
Using bold headlines and our trademark green, we created LRT signage and bus stop posters that appeared in strategic locations in Calgary, close to high schools and other busy stops. It had the desired effect, catching the attention of people who took to Twitter:
@MagduhS: I go to @UCalgary, but I gotta agree the @usask ads around the city are ridiculously awesome
@JacobGadzella: An excellent ad at Lions Park station in #Calgary. Good job #uSask
@LawDeanHolloway (the dean of law at the U of C): The U of Sask student recruiting campaign in Calgary. Very well done!
We also received a shot from the U of C Dinos, who we had targeted in one of the headlines:
At least we can spell Husky #nothuskie
Many of the tweets also included a photo, which meant even more impressions of the ads were captured. And, although not the intended target, people in Saskatoon had the opportunity to share in the campaign as well when it was picked up for a story in The StarPhoenix: http://www.thestarphoenix.com/touch/story.html?id=9743389.
Website traffic from Calgary to the explore site (the student recruitment site) went up over last year during the campaign. In terms of student applications, the number of applicants from Alberta is currently on par from last year, which is a success in a year where applicants from the rest of Canada are down compared to the same time last year.
Name:
Brian Kachur (Saskatoon)
Organisation:
University of Saskatchewan
Title:
U of S Verbal Guidelines
Credits:
Malary Cloke (designer)
Teri Parkhurst (writer)
Client:
University of Saskatchewan
Client’s Business:
Post-secondary education
Printer:
Mr. Print
Rationale:
The U of S is a complex, decentralized organization that requires well-organized, clear and interesting guidelines for our numerous communicators to use. Because these guidelines focused on our verbal identity, it was especially important that the writing was engaging and aligned with our personality as an institution.
The guidelines were and continue to be shared with key stakeholders on and off campus, including marketing and communications professionals; leaders such as deans, department heads and directors, all the way up to the President’s Office; and external suppliers that do work for the university.
This project has resulted in increased understanding of the messaging we use when speaking to external audiences, as well as the difference between some of the primary audiences we communicate with. We have received a good deal of positive feedback from our colleagues and continue to see increased understanding of how to infuse our personality into the creative work we produce.
We received the following email from an associate dean in the College of Arts and Science, one of the audiences that are most challenging to engage in branding exercises:
Congratulations on a cogent, compelling guide. I will try to learn and use it.
With good wishes,
David
The guidelines were and continue to be shared with key stakeholders on and off campus, including marketing and communications professionals; leaders such as deans, department heads and directors, all the way up to the President’s Office; and external suppliers that do work for the university.
This project has resulted in increased understanding of the messaging we use when speaking to external audiences, as well as the difference between some of the primary audiences we communicate with. We have received a good deal of positive feedback from our colleagues and continue to see increased understanding of how to infuse our personality into the creative work we produce.
We received the following email from an associate dean in the College of Arts and Science, one of the audiences that are most challenging to engage in branding exercises:
Congratulations on a cogent, compelling guide. I will try to learn and use it.
With good wishes,
David
Name:
Steven Safruik (Regina)
Organisation:
Bravo Tango Advertising
Title:
UofR - Faculty of Arts - My BA is NOT BS
Credits:
Writer: Bravo Tango Advertising - Stephanie Tingley
Client:
UofR - Faculty of Arts
Client’s Business:
Education
Printer:
Videographer: Jason Hein
Rationale:
The Faculty of Arts at the University of Regina had a major problem. Enrollment numbers have been on the decline due to the common misconception that Arts Grads don’t find work. Another belief was that Arts Grads tend to earn less in their professional life. The Faculty of Arts approached Bravo Tango looking for a creative video that would challenge this false perception and set the record straight, once and for all. Our illustration-driven video titled “My BA is NOT BS” takes on many of the commonly held misconceptions and dispels these myths one by one. The tongue-in-cheek writing took on an edgy tone and fought back with a certain level of attitude. The Faculty of Arts was tired of being the butt of jokes and the tone in this video effectively encapsulates this frustration. The resulting video was very well received and generated much discussion on this very sensitive topic. The successful campaign, which also included a variety of print and outdoor executions, was noticed by many Universities across the country and covered in the local media.
Name:
Steven Safruik (Regina)
Organisation:
Bravo Tango Advertising
Title:
Sip by Sip - CFL Beer Launch
Credits:
Writer: Bravo Tango Advertising - Stephanie Tingley
Client:
Great Western Brewing Company
Client’s Business:
Alcoholic Beverages
Printer:
Play Creative
Rationale:
In September of 2013, Great Western Brewery proudly announced that they would be the official beer of the Canadian Football League. To celebrate this momentous occasion and to commemorate the 101st Grey Cup being held in Regina, Great Western released a special limited edition CFL Beer. They came to us to create and produce a 1-3 minute online video that would raise awareness of this limited edition beer.
While the overarching goal was to inform, we also wanted this video to have emotional appeal. After touring the brewery we were inspired by the story of the Original 16 founding members. We thought that juxtaposing the passion and grit of the founding brewers with the typical sports metaphors would be interesting and help not only tell the story of this beer, but also build pride in the brewery. The voice over was written in the style of a pre-game locker room pep talk given by a coach. Using a series of common sports metaphors, we tell the story of how this very special limited edition beer was created, brewed, packaged and delivered to customers. The writing was crafted in such a way that each metaphor speaks both to the determination of the brewery as well as the determination of a sports team. The spot was well received and garnered much positive social media feedback, leading to a 30 second version being cut and played on the MaxTron during Grey Cup.
While the overarching goal was to inform, we also wanted this video to have emotional appeal. After touring the brewery we were inspired by the story of the Original 16 founding members. We thought that juxtaposing the passion and grit of the founding brewers with the typical sports metaphors would be interesting and help not only tell the story of this beer, but also build pride in the brewery. The voice over was written in the style of a pre-game locker room pep talk given by a coach. Using a series of common sports metaphors, we tell the story of how this very special limited edition beer was created, brewed, packaged and delivered to customers. The writing was crafted in such a way that each metaphor speaks both to the determination of the brewery as well as the determination of a sports team. The spot was well received and garnered much positive social media feedback, leading to a 30 second version being cut and played on the MaxTron during Grey Cup.
Name:
Tim Neal (Saskatoon)
Organisation:
Tap Communications
Title:
Under the Big Top – Writing
Credits:
Tim Neal (Creative Director) David Melashenko (Art Director) Pamela Cradock (Copywriter) Rebecca Harbin (Designer)
Client:
Royal University Hospital Foundation
Client’s Business:
Fundraising
Rationale:
THE CHALLENGE: Develop a writing style that works with the new look and feel for the 2013 fundraiser.
THE BRIEF: Each year the RUHF brings together some of the city’s most influential residents and throws a party of spectacular proportions (known as a Royal Ball). The RUHF committee provided the name and theme (early 20th century carnival/travelling circus) and expected a fun and lively visual aesthetic to match their enthusiasm.
THE DELIVERY: Having developed a softer illustrative style and established a distinct aesthetic, the writing needed to provide the same feel. Through our invitation and event materials, we wanted to take event-goers back in time, immersing them in the old circus experience. We referenced famous stories of circus entertainers, but created entirely new stories of our own for our “star attractions.” Each story and character was developed to be compelling and humourous, while also regionally relevant – rewarding the reader with several inside jokes.
THE BRIEF: Each year the RUHF brings together some of the city’s most influential residents and throws a party of spectacular proportions (known as a Royal Ball). The RUHF committee provided the name and theme (early 20th century carnival/travelling circus) and expected a fun and lively visual aesthetic to match their enthusiasm.
THE DELIVERY: Having developed a softer illustrative style and established a distinct aesthetic, the writing needed to provide the same feel. Through our invitation and event materials, we wanted to take event-goers back in time, immersing them in the old circus experience. We referenced famous stories of circus entertainers, but created entirely new stories of our own for our “star attractions.” Each story and character was developed to be compelling and humourous, while also regionally relevant – rewarding the reader with several inside jokes.
Name:
Tim Neal (Saskatoon)
Organisation:
Tap Communications
Title:
Exact Approximate – Writing
Credits:
Tim Neal (Creative Director) David Melashenko (Art Director) Pamela Cradock (Copywriter) Rebecca Harbin (Designer)
Client:
Saskatoon Public Library
Client’s Business:
Public Service
Rationale:
THE CHALLENGE: Develop a campaign-specific adaptable microsite.
THE BRIEF: The Saskatoon Public Library (SPL) is a publicly funded library system serving the city of Saskatoon, Saskatchewan, and its surrounding communities. Through its eight locations, SPL provides a variety of materials, programming and services to approximately 222,000 residents of all ages and ethnicity (2011 census). Their extensive collection of materials is growing and changing continually to keep up with the needs of the public. We needed to keep SPL in the public eye, while also drawing attention to their online eBook and eMusic collections, which would promote the convenience factor.
THE DELIVERY: We started with a play on words – “Exact Same Approximate” – we knew the audience would have fun with this concept. We built it up by using a variety of non-traditional examples and some outrageous math. We provided further description on a microsite called splthebeans.ca. Readers who took the bait were treated to fun explanations that were based in scientific fact. Despite the irreverent language and information, the math made sense – approximately. The interaction SPL had with some of their cardholders over the veracity of the statements all lead to a more positive perception of the library.
THE BRIEF: The Saskatoon Public Library (SPL) is a publicly funded library system serving the city of Saskatoon, Saskatchewan, and its surrounding communities. Through its eight locations, SPL provides a variety of materials, programming and services to approximately 222,000 residents of all ages and ethnicity (2011 census). Their extensive collection of materials is growing and changing continually to keep up with the needs of the public. We needed to keep SPL in the public eye, while also drawing attention to their online eBook and eMusic collections, which would promote the convenience factor.
THE DELIVERY: We started with a play on words – “Exact Same Approximate” – we knew the audience would have fun with this concept. We built it up by using a variety of non-traditional examples and some outrageous math. We provided further description on a microsite called splthebeans.ca. Readers who took the bait were treated to fun explanations that were based in scientific fact. Despite the irreverent language and information, the math made sense – approximately. The interaction SPL had with some of their cardholders over the veracity of the statements all lead to a more positive perception of the library.
Project Link:
Name:
Tanya Turner (Saskatoon)
Organisation:
SIAST
Title:
SIAST Student Recruitment Preview Viewbook
Credits:
Tanya Turner - writer, editor, photographer
Deb Clague - designer
Tom Bartlett - photographer
Lisa Unrau - photographer
Candice Epp - photographer
David Stobbe - photographer
Wanda Drury - proofer
SIAST students and staff
Client:
SIAST Student Recruitment
Client’s Business:
recruiting students for post-secondary education
Printer:
PrintWest
Rationale:
Organization: SIAST
Entry Title: SIAST Student Recruitment Preview Viewbook
The SIAST Student Recruitment Preview print piece is an easy-to-use reference of program options & guides readers to the SIAST website, goSIAST.com, to learn more & apply. The goal of the project is to produce a visually-engaging, easy-to-read & welcoming reference document with high-quality content.
SIAST provides post-secondary technical education & skills training. The institution serves 26,000 students through 4 campus cities. This print piece is designed as a take-away for high school visits & career fairs; it’s used as reference & to keep SIAST top-of-mind. 17,000 printed
OBJECTIVESFIRST
Create a resource that includes 150 programs, services & campuses in an easy to use, friendly, accurate, organized & helpful to the prospect. Tactics:
i. Simplify the copy with bullets, sub-headings, numbered lists & charts.
ii. Represent all program areas in copy & graphics.
iv. Include real students with hometowns and testimonials.
v. Include an informal activity (word search that relates to the organization).
Accomplished. Copy was rewritten & reorganized to provide a clear flow. Simplicity & bite-size morsels of information was instrumental in making this resource-rich reference book enjoyable to review & easy to digest.
A word search was crafted using words that relate to the organization.
SECOND
Increase the number of applicants by 10%.
Tactics:
i. Within the writing, encourage connection to the website so the target can get full details & apply online.
ii. Create connection to target audience through testimonials.
iii. Created a questionnaire & set up photo sessions to expedite sourcing of authentic quote.
Accomplished. Visits to the application page are up 30% compared to the previous 5 months.