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Agency: Grey Canada
My Project Role: Lead Art Direction, Concept

Executive Creative Director: Patrick Scissons
CD / Copy Writer: James Ansley
ACD / Art Director: Todd Lawson
Director:Yael Staav
Producers: Sam Benson
Editing: Posterboy/Crush
Audio: Eggplant

Filmed in Chile over 3 days (which included a helicopter ride up to 14,000 feet) – These spots were part of a national US relaunch of Grape-Nuts Cereal (the oldest manufactered cereal in America) and New Grape-Nuts Fit. The concept revolved around the fact that Sir Edmund Hillary – who was part of the first team to conquer Mount Everest in 1953 and one half of a climb team where were the first to summit – did so with Grape-Nuts in his pocket. In the 2013 – the anniversary of this achievement we launched with the messaging “If Grape-Nuts could help them reach the top of their mountain, just imagine what it can do for you. Grape-Nuts. What’s Your Mountain?”

Television was accompanied with online preroll and digital advertising units, instore, sampling, PR and social activations which told the story and asked consumers to tell us their mountains. From running their first 5k all the way to climbing a mountain.

Online Companion Pre-Roll :15 spots:
Swimmer :15

Biker :15

Marathon :15

Agency: Grey Canada/BirthPlace
My Project Role: Lead Art Direction, design, UX

Executive Creative Director: Patrick Scissons
CD / Copy Writer: James Ansley
Copy/Social Content Writers: Dave Barber, Marshneill Abraham
ACD / Art Director: Todd Lawson
Designers: Todd Lawson, Richard Dao
Director of Technology John Breton
Developer: Daryl Brewer
Digital Producer: Jay Gammy

A few select screen from the digital side of a national US relaunch of Grape-Nuts Cereal (the oldest manufactered cereal in America) and New Grape-Nuts Fit. The concept revolved around the fact that Sir Edmund Hillary – who was part of the first team to conquer Mount Everest in 1953 and one half of a climb team where were the first to summit – did so with Grape-Nuts in his pocket. In the 2013 – the anniversary of this achievement we launched with the messaging “If Grape-Nuts could help them reach the top of their mountain, just imagine what it can do for you. Grape-Nuts. What’s Your Mountain?”

This Facebook Launch contest was promoted with Content posts, Online preroll and digital advertising units and was accompanied television, instore, sampling, PR and social activations which told the story and asked consumers to tell us their mountains. From running their first 5k all the way to climbing a mountain.

Additionally the campaign look and feel was accompanied by the development of a full asset library and Brand Guidelines booklet for all partner agencies to use to help ensure a consistency.

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Agency: Grey Canada
My Project Role: Lead Art Direction, Concept

Creative Director: Patrick Scissons
Art Director: Todd Lawson
Copy Writers: Lindsay Smith, Chris Tropac, Patrick Scissons
Directors:Jamie Travis (Untitled Films )
Producers: Sam Benson
Editing: Rooster
Audio: Eggplant

ORIGINAL BROADCAST VERSION:

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On May 25, 2012 – International Missing Children’s Day – we launched a new online social tool for the Missing Children Society of Canada in parallel with a new partnership between the Society and Amber Alerts in Ontario. The World’s Most Valuable Social Network allows people to “donate” their social network as a media vehicle to spread the word every time a child goes missing.

It launched with media coverage across the country and was covered by every major news channel, multiple online articles and most importantly – a huge turn out socially with donated networks from some of Canada’s most prominent celebrities, corporations and sponsors. Sarah McLachlan, Brett Wilson, Arlene Dickinson, the Calgary Flames, multiple law enforcement organizations, political leaders and more donated their Twitter and Facebook feeds to form an online search party with a massive social reach.

Agency: Grey Canada
My Project Role: Lead Art Direction, Concept

Creative Directors: Patrick Scissons, James Ansley
Art Director: Todd Lawson
Writer: James Ansley
Dev: Toby Pilling, Daryl Brewer

Awards:
Cannes Advertising Awards 2012 – Cyber Bronze Lion
Applied Arts Interactive 2012 – Public Service/Charity (Non-Profit)
Applied Arts Interactive 2012 – Pro Bono
Applied Arts Interactive 2012 – Social Media

The challenge:
More than 50,000 children go missing in Canada every year. How can we use the power of social networking to spread the word as quickly as possible when one goes missing?

The idea:
The World’s Most Valuable Social Network allows people to “donate” their social network as a media vehicle to spread the word every time a child goes missing.

Online advertising efforts drive to a single page hub where the person enters all online communities they are members of like Facebook, Twitter and Google+. When a child goes missing, a message from the authorities is sent directly through that person’s social circles, notifying everyone of the missing child.

Location is critical in a search, so if a child goes missing in Toronto participants living in Toronto are sent the notification first. The more people that participate, the more valuable this people-powered Amber Alert becomes.

VIDEO CASE STUDY COMING SOON

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Agency: Grey Canada
My Project Role: Lead Art Direction, Copy Writing, Concept

Creative Director: Glen Hunt
Art Director: Todd Lawson
Copy Writer: Todd Lawson, Glen Hunt
Directors:Nico & Martin ( Primo/Holiday Films )
Producers: Dee Anderson/Derek Sewell/Vicky Piantini
Editing: Panic & Bob
SFX: Crush Inc.
Original Score: Grayson Matthews

Creative Director: Glen Hunt
Art Director:Todd Lawson
Copy Writer: Glen Hunt
During the evening commute home this billboard would light up with a glowing, dimensional pint on the Gardiner Expressway in Toronto.