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advertiser: Jennifer Hutchinson,
category business director;
Mangala D’Sa, brand manager;
Jordon Fietje, brand manager,
Kraft Canada
agency: Ogilvy & Mather
CCOs: Nancy Vonk, Janet Kestin
ACDs: Ivan Pols, Tim Piper, Liz Kis,
Jane Murray
copywriters: Hunter Somerville,
Jen Durning
agency producer: Shenny Jaffer
print production: Chris Rozak
account director: Kristi Karens
prodco: OPC
director: Michael Downing
DOP: Andre Pienaar
editor: Alison Gordon, Relish
sound design: Vapor Music
ALBERTA LIFTS COMMUTERS AWAY
Ever wanted to teleport yourself right out of your morning commute?
Calgary-based Travel Alberta is appealing to grumpy, wistful commuters with a new transit execution that
juxtaposes the beautiful Rocky Mountains against the mundane Toronto subway environment. It entails fl oor
and wall decals surrounding platform benches that make them look like part of a ski lift,
right down to the “fl oor skis.”
“It works really well within the contrast of the confi ned space of the subway station. You’re hitting the
person at a time and a place when they’re most likely depressed because they’re on their way to work and it’s
just a horrible commute and everybody’s like sheep going through the whole thing,” says Jon Mychajlyszyn,
CD at Venture Communications’ Toronto offi ce. “And then we show them paradise. We’re saying, ‘Just come
and sit in this chair and we’ll take you to paradise.’”
The execution is running at eight transit stops around Toronto’s downtown core. The main target is ski
enthusiasts longing for a winter getaway.
advertiser: Marney St. John, director, Americas Leisure Programs, Travel Alberta International
agency: Venture Communications
CD: Jon Mychajlyszyn
AD: Brad Van Schaik
client marketing director: Susan Murphy
photographer: Jason Stang
post production: Marcelle Faucher
www.strategymag.com
creative.
SHREDDIES DON’T WANT TO BE SQUARE ANYMORE
It’s all about perspective.
Shreddies, a Toronto-based Kraft Canada brand, is spicing up its square image by cheekily touting itself
as diamond-shaped.
“Canadians like Shreddies, but they may have forgotten all about them,” says Nancy Vonk, co-CCO at
Ogilvy Toronto. “Our goal was to do whatever it takes to make people think about them again.”
Shreddies ran a straight-faced test campaign in Alberta last year to see how people would react to
“Diamond Shreddies.” TV, OOH, online and in-store efforts all treated the diamond product as though it
were completely new. The brand began rolling the campaign out across Canada last month, including a
limited edition Diamond Shreddies box.
For the national launch, Ogilvy took the joke a step further, and commissioned improv comedian Kerry
Griffi n to host focus groups for the “new” product.
“We thought the comedy would come from people yelling at us,” says Vonk, adding they were surprised
that people didn’t get the joke right away. “They were all embarrassed [when we told them it wasn’t real],
but they were all incredibly good sports.” Vonk says they’re hoping to run an excerpt from one of the faux
focus group sessions as a TV spot.
Shreddies will be rolling out a quiz game at diamondshreddies.ca in the near future. The site also houses
recipes for Diamond Shreddies, as well as a poll asking if people prefer their Shreddies square or
diamond-shaped. At press time, diamond was just beating square.
The diamond concept was the brainchild of Hunter Somerville, who was an intern at Ogilvy at the time.
He has since been hired on full-time.
You are cordially invited to submit your new, dead clever and previously
unrevealed campaigns to editorial director Mary Maddever at mmaddever@
brunico.com and CD Stephen Stanley at sstanley@brunico.com, co-curators of
strategy's Creative space.
STRATEGY April 2008 13