RAV4 National Launch
The RAV4 is known as a reliable and trusted vehicle. But, it is not known for all of its bells and whistles. The strategy behind the 2017 RAV4’s launch campaign was to prove that the RAV4 has all the convenience and performance features consumers would be interested in, on top of its proven capability. With this strategy, we decided to create stories about key features on the RAV4. We did this in a fun and relatable way. Since the launch of this campaign, the RAV4 became the #1 selling Toyota in Canada, surpassing previous leader the Corolla and also became the #1 selling SUV in Canada.
Herradura.com
Herradura is the World’s most gold medal awarded Tequila whose reputation speaks for itself. Unfortunately, its website did not live up to the standard that had been set by the premium tequila. So, I worked with the brand to design, develop and launch a new website that brings a tequila made in the 18th century to the 21st. With my vast knowledge of all things digital, I was heavily involved with this project right from the beginning. Personally, I designed everything from the UX to the UI. With my coding knowledge, I worked in the trenches with the developers to ensure this website was perfect. And at the end of the day, the brand launched a website that is premium and as seamless as the tequila itself.
Visit at https://herradura.com
Pringles Expansion Pack
Pringles Stacks is a campaign that came out of GREY NY, encouraging consumers to stack three different Pringles flavours together to create a new one – this results to 316,000 new flavour combinations. But up here in Canada, we knew that wasn’t enough. So, we developed the Pringles Expansion Pack – a new chip that would create an infinite number of Pringles flavours. These new chips are covered with Miracle Berry powder – a fruit that comes from the Synsepalum Dulcificum Plant. When consumed, the glycoprotein found in the powder naturally binds to receptors on taste buds, causing everything to taste extremely different for up to 2 hours.
WSIB HEARING LOSS
Long-term exposure to loud sounds in the workplace can lead to permanent hearing loss, this is called work-related noise-induced hearing loss. This workplace injury is 100% preventable, but the problem is when we hear a constant noise, our ears automatically ignore them. So, to raise awareness for this problem, We worked with the Workplace Safety & Insurance Board of Ontario to develop a campaign that played off a simple human truth. People tend not to notice the loud, damaging sounds in their workplace. But, when they hear quieter, more annoying sounds like nails on a chalkboard, they’ll do whatever they can to make it stop.
Working closely with audio engineers, we developed this hair-raising, skin-crawling campaign that got people talking — well actually calling. The WSIB received many complaints about the campaign, which to me was a success. Effect advertising isn’t always glamorous.
SALVATION ARMY REGIFT CARDS
On average Canadians only donate 1% of their yearly income, making it difficult for charities like The Salvation Army to continue supporting their numerous programs. So, I developed an idea for the Salvation Army that stopped asking for money and started asking for gift cards. Since 2005, over 41 billion dollars worldwide have been left unused on gift cards we developed a program that was going to encouraged donors to empty their gift card’s remaining balances. With a financial partner that we successfully secured, the money remaining on the cards would be automatically donated to The Salvation Army – proving small amounts can have a big impact.
Publicis 90: The Eye
Publicis90 was a network-wide competition held in 2016, calling for the most courageous and bold ideas. With over 3,500 entries, my partner and I developed this idea to aid the blind using Artificial Intelligence, which was selected as one of the winners. At the time, the technology was relatively new and grabbed the attention of judges from Google, AOL, Facebook and many other tech giants. This project was in its research stage, and I had developed a working prototype and built a working convolutional neuralnet from scratch before the Publicis90 program was phased out by new management.