Hasta La Creative!

With a minimalist motif based on a Kraft Singles orange square coupled with a purposely hypnotic voiceover, Toronto-based agency Union makes us hungry for a grilled cheese sandwich as lunchtime approaches. As the simplistic spot amplifies cravings in a matter of 30 seconds, one quickly realizes the “ooey gooey” potential of a single piece of Kraft cheese or three. Basic yet effective, Union and Kraft make it hard to look away as soon as the ad starts rolling.

Regarding the Canadian-focused campaign, Union partner/ECD Lance Martin tells Marketing, “We were thinking about how iconic Kraft Singles are to Canadians…and then we actually just put an orange square on a blue background and held it up, and people were like ‘that’s a Kraft Single.’” Well, they’re in our heads now and we’re just fine with that.

Advertising Agency: UNION, Toronto, Canada
Executive Creative Director: Lance Martin
Associate Creative Director / Art Director: Glen D’Souza
Associate Creative Director / Copywriter: Mike Takasaki
Producer: Grace Lee
Account Director: Tyler Brown
Sound Design: Keen Audio
Post Production: The Juggernaut

After spending the last year-plus as part of the leadership team at Union, the agency that emerged following the shuttering of CP+B’s Toronto office,  Dave Carey is no longer with the MDC Partners-backed operation. Carey, who held the title of partner/client service at Union, led the agency alongside former Taxi 2 ECD Lance Martin, and former CP+B Toronto president, Subtej Nijjar. Below is a statement from Union about Carey’s departure:

“We can confirm that Dave Carey has left Union to pursue outside interests.  The agency has had a tremendous first year, doubling in size while proudly delivering results for clients including Mondelez, Kraft and and Colgate, and we greatly appreciate Dave’s contributions to the launch of our new breed of agency.  Together, we established a course for many years of continued success, and he remains a friend of the agency and of ours personally.  We wish him all the best in his next adventure.”

Prior to his time at Union, Carey spent a year as SVP/client services at fellow Canadian agency, Lowe Roche, and has also worked as senior-level account at Innocean’s Toronto branch on Kia among other accounts. From what we’ve been told, there are currently no plans to replace his role at Union.

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