LIAM BROWN
Ontario Ministry of Health and Long-Term Care
RECENT WORK
Health Care Options
Health Care Options - Hot Wax
Health Care Options - Panini Press
Health Care Options - Cranberry Cure
Health Care Options - Cravings
Ontario has busy doctors offices and emergency rooms. It seems to be a fact of life in this province. But it doesn't have to be that way. Every day hundreds of people wait in emergency rooms and doctor's offices unnecessarily. Some for a common cold, some for a consultation they could have gotten elsewhere.
In this campaign, we targeted two groups of Ontarians that use health care the most, Baby Boomers, and Gen Y parents. We wanted to get across the sheer number of health care options available to Ontarians, and show that there really is an option for any health care issue.
We settled on a wide-ranging digital video campaign that features eleven 15-second spots. Each spot is targeted to a specific audience (most are either Boomer or Gen Y focused, but some do speak more directly to Millennials to ensure adequate representation). We also developed digital and social ads as support for the campaign.
Here are five of the spots:
Save on Energy
Save on Energy is North America’s largest conservation platform, created in 2010 to help deliver Ontario’s provincial energy conservation goals through a single identifiable brand. Save on Energy supports 30 programs that help Ontarians use electricity more efficiently in their homes and businesses.
In 2015, they faced a problem. Waning interest in conservation (as a result of increased hydro prices and lack of returns) meant fewer Ontarians were becoming more energy efficient in their homes and businesses.
After an extensive research and positioning process, we redefined Save on Energy core positioning and gave the brand a new look and feel.
We launched the new brand through a fully integrated campaign that leveraged TV, online video, social, rich and traditional display, CRM, print, radio as well as an immersive microsite to reach residential consumers, small-to-medium and industrial sized businesses.
Power What's Next
Hottest Thing in Town | Energy Efficiency | Save on Energy
What is Save on Energy? | Energy Efficiency | Save on Energy
Selling Like Hot Cakes | Energy Efficiency | Save on Energy
More Room To Play | Energy Efficiency | Save on Energy
RECENT WORK
RECENT WORK
Freedom Mobile
The Freedom Big Gig campaign aimed to turn up the heat on the wireless sector in Canada. For too long Canadians have had to compromise, paying far too much for far too little data. Enough is enough. We wanted to show Canadians that they have a choice – they don’t have to continue getting gouged by the big guys.
Freedom Mobile released the Big Gig plans, some of the first plans in Canada that take into account what Canadians actually use data for. With a bold, in-your-face advertising campaign aimed at the big guys, we showed consumers that they don’t have to accept costly data overages or top-ups.
The campaign launched in all markets Freedom Mobile operates in, including Ontario, Alberta and BC, and features bold TV and OOH executions, as well as support from digital video, radio, print, social, and digital display.
Freedom Mobile
TV
