Strict pharmaceutical advertising regulations mean we can't say what our product does and so we need to drive people to 'ask their doctor'. As a life-saving HIV medication that supports sexual freedom for the gay community, we saw an opportunity to not just challenge the categories norms, but to be iconic. The campaign delivered unprecedented numbers. Now that's hot.
One in 100 kids in Canada is medically complex, and unfortunately, goes unnoticed. We needed people to take notice and to care about Safehaven's mission to support medically complex children. So, we made a book in the classic 'seek and find' illustration style that parents could read with their own children.
The book launched an impactful multichannel One in 100 campaign in social, digital, OOH and tv/cinema.
Featuring the words of Maya Angelou from the poem "Alone"
It was a historic moment, the first WNBA game coming to Canada. We created a larger-than-life monument to instigate a groundswell of fan excitement. The monument toured around the city, letting everyone sign their support right onto the icon of the WNBA herself.
The Gold Getters campaign positions the AMEX Business Gold Rewards Card as the card that works as hard as you do. To launch the campaign we sent gold roast coffee beans to every card holder - an innovative new brew to wake up gold.
Writer/ACD: Megan Kras, AD/ACD: Nathan Styles, ECDs: Josh and Caitlin
Shop Small local campaign.
Writer: Devin Atherton, AD: TJ Cogen, ECDs: Josh and Caitlin
Member When localization of global campaign.
AD: Hazel Santiago, Writer: Chris Fletcher
It is our absolute pleasure to have worked with Lexus. Commitment to craft is certainly a shared value of ours. As a brand that recognizes time as the ultimate luxury, at every touchpoint, Lexus enhances how you choose to spend your time. Whether it is enjoying a bit of sleek cheer at the holidays, or eagerly anticipating the release of a new model, Lexus makes time for amazing.
A social campaign designed to lift brand, and spirits, at the end of 2020. It garnered love from our followers as well as international press. Not to mention, it was super cool to make.
Art Director: Amber Azares, Writer: Shane Rodak, ECDs: Josh and Caitlin
Furoshiki is a traditional Japanese wrap that has existed for over 1,200 years. It is a manifestation of a fine attention to craft, design, and the spirit of Omotenashi (Japanese hospitality). At the end of 2021, we created Lexus branded furoshiki as a holiday gift for Lexus drivers.
Art Directors: Amanda Spagnuolo and Kaycee Diaz, ECDs: Josh and Caitlin
Make time for possibility in the Lexus RX and savour moments as spectacularly fleeting as bioluminescent plankton.
Writer ACD: Megan Kras, AD/ACD: Nathan Styles, ECDs: Josh and Caitlin
The release of the 2021 IS was highly anticipated. With its redesigned look and dynamic driving signature, it was poised to thrill. We launched with the message “Bold waits for no one” as a call to get behind the wheel and experience it firsthand.
Art Director: TJ Cogen, Writer: Devin Atherton, ECDs: Josh and Caitlin
The intuitively redesigned NX is a vehicle that connects you to the present moment - with a rich immersive cabin, enhanced connectivity, and distinct driving signature. The launch campaign invited people to “Arrive in the Present” with thoughtful OLV, OOH, meditative radio, and gaming assets that brought mindful attention to the redesign itself.
Art Director: TJ Cogen / Josh Day, Writer: Devin Atherton / Caitlin Keeley, ECDs: Josh and Caitlin
The Lexus LX is the lineups’ most indulgent SUV. Every detail is crafted to take you beyond expectations. The ‘Behold. Beyond.’ campaign was created to reinforce that idea with a confident line and corresponding design language.
Art Directors: Hazel Santiago and TJ Cogen, Writer: Chris Fletcher, ECDs: Josh and Caitlin
For the launch of new Rice Bowls at Subway we went big with Scottie Barnes and a playful rebrand as Bowlway. The campaign included an event, video and social content, and a capsule collection sold to fundraise for food banks.
Writer: Hailey Appel, AD: Kaycee Diaz, ECDs: Josh and Caitlin
The Bowlway concept extended from TV and social to IRL with a popup and Bowlway merch sold to fundraise for food banks.
Over half of Canadian households experienced a rise in debt last year. Farber Debt Solutions needed to breakthrough in a category cluttered with clichés (think, piles of bills and people looking stressed). We needed to show people that we understand, debt is something that alters your entire experience of life. When you're in debt, everything looks different. We drove business growth for Farber with empathy and insight. And we helped more people get out of debt.
A social campaign for Country Harvest challenging the stale idea of a (male) breadwinner by celebrating #allbreadwinners.
We conducted a national survey and used the results to instigate a conversation on Instagram with all assets driving to our own original podcast series, Meet The Breadwinners, at iHeart Radio.
Art Director: Josh Day, Writer: Caitlin Keeley
People think fibre tastes gross (or is for old people), a major stigma for a granola bar called Fibre 1. We reframed that fibre bias as fibrism - a prejudice against fibre - and had a lot of fun selling high-fibre bars with innovative media, digital assets, and spots that starred Saturday Night Live cast member Beck Bennett.
Writer: Caitlin Keeley, Art Director: Josh Day
Pre-launch landing page.
This is one of the many gifs created for the new Fibre 1 website. rethinkthewayyouthinkaboutfibre.ca (not mobile friendly, sorry)
We tried to get fibrism into the Urban Dictionary.
We were rejected by Urban Dictionary. Presumably because of fibrism.
Fake skip button on pre-roll served up fibrism messages and directed to rethinkthewayyouthinkaboutfibre.ca.
Webby Awards, Display and Banner Advertising, Official Honoree, 2014
Fibrism Case Study
EQ Bank is a digital bank, which means, without bricks and mortar, they can pass the savings on to you. It also means, they don’t act like an old stuffy bank.
Art Director: Josh Day, Writer: Caitlin Keeley
Billsboard activation (aka the free-money giveaway). We turned street-level posters for EQ Bank into an experience that demonstrated what it’s like to earn higher interest with EQ Bank - it’s free money!
This is our short documentary film, I Love Your Fucking Name, created in collaboration with director, Finn O'Hara. It debuted at film festivals across North America and since then has found a home on the Iris network’s channel. Last time we checked, it had over 2 million views :)
Director: Finn O’Hara, DP: Stuart Campbell, Art Director: Josh Day, Writer: Caitlin Keeley, Editor: Melanie Hider, Music: Didier Tovel
Film.
Trailer.
Inklusive is a custom ink made collaboratively to make real what we believe, that the strongest ideas are written by a spectrum of talent.
It is our first project created through Neverland - an innovative workflow process we created at dentsu. Our first client, was dentsu DEI.
Challenge: denstu had capped at 40% participation in identity disclosure data with HR. We wanted to increase that number to have an accurate picture of our DEI progress at dentsu. But to do that, we needed to authentically communicate why we deeply value DEI initiatives. We needed to reframe identity disclosure as more than ticking a virtual box.
Coworkers across Canada foraged for items from their lives that told a story of their identity, those items were carbonized and ground into the ink itself, which was then gifted to every employee in the country.
Inklusive is an invitation to write progress with us.
So far, this progress already includes a lift to almost 60% participation in identity disclosure across dentsu Canada.
Created in collaboration with Amanda Spagnuolo (AD) and Matthew Progress (Artist).
Applied Arts, Design Awards, 2019
Intersections is an interactive data-driven installation that launched at Nuit Blanche Toronto 2018. Through data submission and a presence in the space, participants engaged in a deeper sense of connectedness with each other and our city. By re-imagining a map of Toronto, we blurred the lines between neighbourhoods and neighbours.
Digital Artist: Jordan Shaw, Digital Designer: Marcelo Luft, Art Director: Josh Day, Writer: Caitlin Keeley, Project Lead/Strategist: Gabriel Tsang
The Museum of Contemporary Canadian Art sought to reach a broader audience and increase foot traffic to the museum.
People doused in pink paint in ordinary settings is a visual manifestation of the idea that the museum experience sticks with you.
To our delight, the year this campaign launched, we beat the MOMA (NY) for best museum branding in an international award show.
Art Director: Josh Day, Writer: Caitlin Keeley, Photographer/Director: Mark Ziebert
International Design & Communication Awards, Best Branding, Gold, 2013
Victor: Photography Book One, Hasselblad Annual, 2013
Advertising & Design Club of Canada, 6 Silvers and 3 Merits, 2012
Communication Arts Photography Annual, 2012
Exhibited at Toronto International Art Fair (Art Toronto), 2011
Imagine the horrible consequences that are possible if you buy a house without a realtor.
Created in collaboration with Mike Takasaki and Glen D'Souza.
:15 Pre-roll
This is the highlight reel from 8 years making McDonald’s commercials.
Art Director: Josh Day, Writer: Caitlin Keeley
How do you get employees to feel hyped up every time they walk into the office? NFC tags in agency hats that trigger your chosen ‘walk-in music’ when you cross the threshold.
Art Director: Josh Day, Writer: Caitlin Keeley, Technologist: Jordan Shaw
Applied Arts, Agency Self-Promotion, Single, 2017
Applied Arts, Experimental/Artistic, 2017
Advertising & Design Club of Canada, Innovative Use of Technology, Merit, 2017
