Today’s investors demand more transparency from the companies they are investing in. To demonstrate Mackenzie’s commitment to transparency, we turned to nature. It inspires us with its beauty, simplicity, and solutions. In this idea, we show beautiful, transparent animals. Their transparency allows them to live in harmony and trust with natural world. In a similar … Read More
We wanted to inspire people to walk for a good cause, and help raise awareness in the fight against Alzheimer’s disease. One thing we knew, most people who choose to walk have a friend or family member afflicted by the disease. Everyone has a reason for walking. The big idea was simple and poignant – … Read More
We wanted customers to make blacks.ca part of their everyday routine. It was about helping them appreciate and see their life in pictures. It soon became apparent that the pictures we take in life become the stories we tell about our lives. Coining the tagline “The Greatest Stories Never Told”, the campaign tells the real, … Read More
Months of work, deep in strategy, all day creative sessions and meetings with planners and partners. The result? BE INVESTED – a new brand positioning, visual look and feel for Mackenzie Investments. In this first campaign, we target people who are more interested in saving their money than investing it. It was an attempt to … Read More
Why include a holiday card in my portfolio? Because it’s a nice example of how our new Be Invested brand works across mediums and messages – and more importantly – because my 6 year old asked me, too.
It was a pitch for President’s Choice Financial. We were asked to develop a new brand story, tagline and visual identity for the Canadian bank. The result? A brand story that centered around a ‘better recipe for banking’, leveraging the successful PC brand, and playing off of it in a way that customers would naturally … Read More
A new Starbucks at Home website was being created for worldwide rollout. However, the Canadian client wanted something less corporate. This site was created in response to that. With a warm personal feel, it serves up roast information, recipes and brew tips in way that inspires visitors to become their own barista.
Many Canadians like to invest in Canadian-made products. There is an inherent trust in buying local and a belief that you are getting better quality. And let’s be honest, there is also a bit of patriotism – buying Canadian makes people feel proud. This same reasoning holds true for investments like Mackenzie ETFS, which are … Read More
With this podcast series, we wanted to carve out a space where women’s voices are celebrated and their stories shared. We don’t talk about RRSPs or TFSAs. We talk about passions, perseverance, resilience, and triumph. Through powerful storytelling, our aim was to inspire all women to live life on their own terms. The episode featuring … Read More
How do you deliver the experience of driving a Jeep in a banner? First, you build a topographical map. Next, you hand over the controls and let people do the driving. Add sound effects and you’ve got a hands-on Jeep experience. One that lives up to the brand slogan ‘Have fun out there’. The results? … Read More
Bank of America card holders get free access to museums and galleries nation-wide. We promoted this with a banner campaign that pushed the brand into a playful space, while sharing some of learnings you get when you visit a museum or gallery.
In this piece, we challenge advisors and investors to take a closer look at the threats facing our planet’s biodiversity, sharing how Mackenzie’s sustainable fixed income investing rewards both investor and planet. *This longer piece was created to kick off a live event featuring Al Gore.
When it comes to financial advice, many people don’t realize they are missing out. They think the advice they are getting from their bank is adequate. In this national campaign, we wanted people to know that they ‘deserve more’.
We didn’t just want to say ‘happy earth day’. We wanted to do more – we wanted to inspire financial advisors to talk to clients about sustainable investing alternatives. The creative solution? A travel show with a twist. The destination? Planet earth, a beautiful place to visit, except for all those ‘annoying’ climate change issues. … Read More
You’ll find that many writers in the ad business have a film script or novel-in-progress tucked into a dark desk drawer – I am one of them. I’ve been working on this novel ‘on’ and ‘off’ for a few years. It’s a coming of age story about a young girl who is inching her way … Read More