Go RVing was coming off an expensive ad campaign with little discernable impact. The organization turned to Edelman to engage with the RVing community to help spread the gospel of the lifestyle -- and demonstrate that it as an aspirational vacation option. We ReVealed the truth.
One of Canada's premier marketing programs was entering its ninth year, with the goal of making it the biggest competition yet. From concept to completion, I oversaw the story-building across multiple marketing and engagement channels.
NIKE: VANCOUVER 2010
Though a monolithic brand around the world, Nike is a scrappy disruptor brand in Canada, and I was recruited to their digital agency, Organic, to provide innovative and emerging-technology strategy including social media and digital experiences for the upcoming Vancouver 2010 winter games.
THE MIO SQUIRTCAR
What if Kraft's MiO rented a Toronto transit streetcar and turned it into a rolling music venue? This was a once-in-a-lifetime opportunity that called for exceptional creative, and my direction brought this dream to life.
With advertising agencies wasting planning dollars on dated thinking, Edelman was brought in to take over and pull together a social-media driven content and engagement plan on a micro-budget.
Coleman: Get Outside Day
The iconic outdoor brand called upon Cohn & Wolfe to develop an integrated marketing plan to capture the hearts and minds of Canadians in the midst of a trend toward screen-addiction and apathy toward the great outdoors.