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    Digital Interactive work done for various clients
    Published:
Canadian Tire: "We All Play for Canada" Olympic Campaign
 
THE CHALLENGE: Canadian Tire is one of Canada's largest retail stores who's focus is around the family. It's also a premiere sponsor of the Canadian Olmpyic team. As part of it's 8 year Olympic sponsorship deal, it needed a campaign platform of Olympic proportion that would rally families, communtiies, dealers, and the entire nation. 
 
THE SOLUTION: 'Play' is an innate part of being Canadian and no company has shared this nation’s passion for play like Canadian Tire. Play instills confidence, creativity and tenacity in our children. It brings family and communities together. And when playground leads to podium, our athletes have the power to galvanize this nation like nobody’s business. So we came up with the campaign, "We All Play for Canada".
PHASE 1: CANADIAN TIRE IS FAMILY
Our anthem commercial was also supported online by our Heroes of Play contest, which saw over 2000 Canadians sending us their pictures, videos, and stories of play.
PHASE 2: CANADIAN TIRE IS COMMUNITY
 
Every athlete in the world has a team they play for.  They have been photographed in this context umpteen times. But every great athlete has another team of great importance – the one that got them there. That coached them, car pooled them, sponsored them, cheered them.  Like the very people we serve every day.
 
This is the great athlete’s real team photo. And the people in it speak to the best of what we’re made of as community and nation. This was our unique idea. To take the world's biggest – and truest – team photo of Canadian Tire spokes athlete  Jonathan Toews (2 Time Stanley Cup Winner/Captain of the Chicago Blackhawks/Olympic Gold Medal winner).  And in the process remind people about community/Canada,
 
A photograph that formed the basis for a commercial that reminds us that the best of hockey, is the best of us as a community and nation.
 
In the process of making the commercial, we made documentaries of the more intriguing people who had influenced Jonathan Toews’ rise to stardom. His parents. His early coaches. The guy who built his backyard rink. These films (digi-docs we call them), along with a digital leaf hub then became a powerful interactive experience whereby people could see the commercial, explore the digi-docs on the myriad people who had contributed to Jonathan’s career and comment with their own stories in real time.
PHASE 3: CANADIAN TIRE IS NATIONHOOD
 
As we outlined in the first phase of the campaign, "Strong Children = Strong Nation".  The final phase of our campaign belongs to the children, to express to parents a sentiment we know they feel…but maybe don't hear enough.
This sentiment has also been captured in a children's choir and can be downloaded from ITunes with any proceeds going to Jumpstart (an organization that helps families get their kids more active in organized sports). To round up our feeling of celebration around the Olympics, we have created an online experience that allows people to pick a "we All Play for Canada" song of their choosing and create their own videos…
 
Here is an example of the kind of playreel you could create using personal images pulled from your computer of facebook page:
THE RESULTS: During this 6 month campaign, we were able to achieve the following:
 
Average weekly unique visitors to site: 58,000
Average time spent on site: 5.39 min
User Generated content uploaded: 2,500
Facebook Post Likes: 20,996 (a Canadian Tire record)
YouTube Video Views: 952,983
iTunes Celebrate' Song Downloads: 1,157
Gave people a good feeling about the company: +63% over norm
Made company seem different over others: +40% over norm
 
And most importantly, Canadian Tire jumped to a Top-Tier Olympic sponsor.
 
The Chi-Cheemaun Mobile App
The Chi-Cheemaun is a vehicle-carrying ferry that takes people from Tobermory to Manitoulin Island.  There are lots of activities to do on the island, but they are not well known to the general public. That's why we created an app that would curate all the various attractions, and group them according to people's interests - like food, nature, culture, shopping etc The users can then travel to these venues easily thorough the app's built-in GPS. The design was made to emulate native woodland style paintings of the aboriginal people of Manitoulin Island.
Creemore Springs Brewrey: Rebranding

The Challenge: The Chi-Cheemaun is a vehicle-carrying ferry that takes people from Tobermory to Manitoulin Island.  There are lots of activities to do on the island, but they are not well known to the general public. That's why we created an app that would curate all the various attractions, and group them according to people's interests - like food, nature, culture, shopping etc The users can then travel to these venues easily thorough the app's built-in GPS. The design was made to emulate native woodland style paintings of the aboriginal people of Manitoulin Island.
The Solution: We needed to give Creemore springs a new brand-positioning that would distinguish them as a "premium beer".  When we analyzed beer, we found that 99% of beer is made from water.  And Creemore Springs uses pure-spring water as opposed to regular tap water.  And that matters. Because it contributes to the premium taste of the beer. So we came up with a new brand-platform for Creemore Springs: "What We're Made of Matters".  Our new younger customer base would be those who are very discerning and knowledgable about beer - and those who appreciate the quality, craft, and care that goes into making beer.
Eggs on Weed
 
THE CHALLENGE: The "Ontario Students Against Impaired Driving" (OSAID) wanted to create a PSA campaign to inform teenagers about the dangers of driving while high on weed. Teenagers do not like being told what to do, so we need to create content that was engaging to them but at the same time would get the message across.
 
THE SOLUTION: Create "Egg on Weed" - an animated video that would exist online, targeting teenagers, which they could also share on their social networks.
 
ole Music Publishing: Website


ole music publishing had just bought MusicBox (creators of production music for television). To show the variety of stock music they had, as well as the impact they would have on a piece of motion picture, we create a print ad in trade-publishing magazines, which on scanning the QR code will take users to a ole MusicBox micro-site featuring a donut with a particular mood-swing.
Print Ad for oleMusicbox.  Scan QR code to be taken to a video of the doughnut with the respective soundtrack.
Video of one of the doughnuts showing up on the smartphone when the Epic Doughnut QR Code is scanned.
DENNY KURIEN | Digital Art-Director
Facebook page design

Being a Digital Art Director,
I created an online facebook game starring myself which users could interact with.  I also highlighted a few things about me that people may not have known.

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Monthly HTML e-Newsletters