For the relaunch of The Globe & Mail Newspaper, Canada's leading voice in news, politics, and national affairs, I worked with the team at Naked Creative to launch a multimedia advertising campaign that provoked the discussion of 8 important topics that Canadians needed to weigh in on.
Under guidance from Creative Director, Jim Whitney, my role ranged from creating this concept with my copywriting partner, to art direction and design for the campaign. Over the period of 8 weeks, we released billboards, social, print ads, video and online banners. Billboards and banners asked questions about the future of healthcare, women in the workplace, work-life balance, immigration, the role of the Canadian armed forces, multiculturalism, education, net neutrality. The ads lead to an interactive minisite that allowed readers to contribute their own headlines for placement on a digital newspaper and educated people on each topic. Banners advertised the campaign while showing off the newspaper's new design. Our commercial spot and social engagements drove to the new Globe & Mail website where readers could tune in to videos from thought leaders on each topic.
MEDIA: Billboards, Print, Interactive Minisite, Web Banners, Globe & Mail Website Takeover, Social Media
AGENCY: Naked Creative
LOCATION: Toronto, Canada