Hasta La Creative!

Toronto agency john st.’s latest campaign for World Wildlife Fund Canada is based around the insight that people are lazy. Or, as Stephen Jurisic, co-ECD at john st. puts it, “This idea comes from the rather depressing truth that most people will only do things that help the environment if it’s really, really easy to do…So rather than try to change that behavior, we thought let’s just embrace it and show that it takes next to no effort to help our oceans and the sea life in it.”

In a 60-second spot, the agency promotes buying seafood with the MSC (Marine Stewardship Council) label on it to help protect our oceans by supporting sustainable fishing practices. The spot likens buying MSC-certified seafood with recycling (“Because it’s next to the trash.”) and buying organic, things that are “easy and practically unavoidable.” It’s an interesting change of approach from the usual call-to-arms, making the implication that there’s really no excuse not to buy MSC seafood, since it’s so easy.The campaign also includes two shorter how-to videos and a series of overtly simply online quizzes. (more…)

New Career Opportunities Daily: The best jobs in media.

Yes, that’s right, a dog raps in the two-minute “We Could Be Heroes” music video meant to raise awareness and money for animal cancer. The video for Pet Trust comes from Toronto-based Red Urban and appears to be a sort of “We Are the World” spin-off with dogs and cats. The opening over-the-should shot of a paw pressing against a keyboard tells you all you need to know. If you love animals, you’ll probably find this cute. If you don’t, you’ll probably find this cringingly corny.

Regardless of your position, I’m sure we all want to find a cure for animal cancer, so this campaign can always block any creative criticisms behind a shield of philanthropy. But even though the animal-personified-as-human motif  lacks substance, it’s hard to navigate this kind of project without resorting to Sarah McLachlan territory. And by comparison, Red Urban took a more positive approach that doesn’t make you want to immediately change the channel or start weeping. Points for that, and credits after the jump.

continued…

New Career Opportunities Daily: The best jobs in media.

Taco Bell wants you to live mas. Corona wants you to live mas fina. If the trend continues, we’re one year away from Walmart telling us to live mejor.

Corona’s Canadian rebranding comes from Toronto-based Zulu Alpha Kilo and its Quebec agency partner, TANK. Let’s tackle all the moving parts: an English campaign with a Spanglish slogan for a Mexican company created by a Canadian agency. If you ever needed proof of NAFTA, there you go.

The debut spot, which runs sixty seconds, clearly targets younger demographics of drinkers and asks them to live life without regret. Surf, protest deforestation, look at aurora borealis, etc. While you’re experiencing the etc., you should also drink Corona. It’s silly to associate Corona with “the finer life,” but the commercial is well done and effectively sentimental, according to the viewer response on Youtube. I’d have to agree, even if there are no beaches.

Credits after the jump.

continued…

New Career Opportunities Daily: The best jobs in media.