May 07

Camp Jefferson Urges Canadians to ‘Choose Happy’ with Koodo

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Toronto-based creative agency Camp Jefferson, in conjunction with Quebec market partner K72, launched a campaign for Canadian cell phone company Koodo entitled “Choose Happy.”

The campaign aims to exemplify happiness with a series of broadcast, cinema and online spots, exploring such sure to please subjects as “Kittens & Rainbows,” “Flowers,” “Free Refills” and “Popsicles.” Each ad is a colorful, high energy blast of Internet-fueled happiness, meant to show how customers can “Choose Happy” by opting for Koodo, which was ranked highest in stand alone carrier satisfaction by JD Power’s ranking of Best in Customer Satisfaction. While the campaign title and tagline bring to mind Coca-Cola’s “Choose Happiness,” the approach is completely different.

“A light went off when we realized that our client’s product could be our main media vehicle,” explained Paul Little, executive creative director at Camp Jefferson. “This lead us to create a platform that was built to work in the way we consume media on our smartphones. In essence it’s a tiled, modular system that can be assembled into anything — from multiple units that become TV commercials to individual pieces that act as content to be shared and enjoyed on social channels.”

After all, who doesn’t love kittens and rainbows?

Credits:

Client: Koodo Mobile
VP, Marketing Communications: Dan Quick
Director, Marketing Communications: Lise Doucet
Manager, Marketing Communications: Dragana Simao
Manager Quebec, Marketing Communications: Jennifer Robertson
Agency: Camp Jefferson
Executive Creative Director: Paul Little
Associate Creative Director: Julie Nikolic, Chris Obergfell
Copywriter: Paul Little, Rich Cooper, Michelle Colistro, Stefan Wegner
Art Director: Julie Nikolic, Andrew Passas, Chris Obergfell, Caroline Friesen
Designer: Andrew Passas, Mo Bofill
Tech Lead: Thomas Schemmer
Director of Integrated Production, Producer: Jen Mete
Print Production Manager: Marietta Sterman
Integrated Production Coordinator: Lily Tran
SVP, Managing Partner: Peter Bolt
VP, Director of Planning: Andre Louis
VP, Director of Social and Innovation: Ian Barr
Social Content Strategist: Chris Campaner
VP, Director of Client Services: Edith Rosa
Account Supervisors: Lisa Taylor, Suyi Hua, Melanie Abbott
Account Coordinator: Sabrina Zavarise
French Agency: K72
Copywriter: Marc-Andre Savard
Art Director: Sebastien Boulanger
VP, Strategy: Michelle-Alex Lessard
Account Director: Rosalie Laflamme
Account Coordinator: Genevieve Turmel
Production Houses: Mike Perry Studios w/Suneeva, 1stAvenueMachine & MOM
Directors: Mike Perry, Karim Zariffa, Julien Vallée, Eve Duhamel
Executive Producers: Geoff Cornish, Sam Penfield, Richard Ostiguy
Artist Representative: Laura Beckwith
Head of Production: Lisanne McDonald
Line Producer: Annya Williams, Guillaume Vallée
Directors of Photography: Anna Wolf, Simon-Pierre Gingras
Photographer: Scottie Cameron
Set Designer: J Bell
Art Director: Louise Schabas
Animation Director: Mike Perry
Assistant Animation Director: Jim Stoten
Lead Animators: Isam Prado, Maya Eldelman
Animator: Lizzi Akana
Editorial House: 1stAvenueMachine
Editor: Marc-Antoine Croteau
Transfer: Ricart & Co.
Colourist: Seth Ricart
Online: 1stAvenueMachine
Online Artist: John Loughlin
Audio / Music House: Apollo Studios
Creative Director + Music Producer: Daenen Bramberger
Audio Engineer: Spencer Hall
Executive Producer: Tom Hutch
Development: Ransom Profit
Lead Developer: Heung Lee
Developer: Tony Valderrama

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Mar 03

Dare, Penguin Canada Unveil Digital Companion to Best-Selling Novel

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Dare Toronto teamed up with Penguin Books Canada to create a digital companion to Khaled Hosseini’s best selling novel And the Mountains Echoed, a project almost a year in the making.

Entitled “The Echo Project,” the site is a “a digital exploration of each of the 402 pages of the novel.” It’s an interesting proposition, and one that attracted many collaborators, including “contributions from Khaled Hosseini himself, magazine editors, TV & Radio personalities, producers, authors, painters and illustrators” — each of whom chose a page of the novel and either offered up ideas of what that page should look like on The Echo Project or told the team at Dare how the page made them feel and left it up to them to develop further. The pages represented on The Echo Project include a “unique assortment of interactive puzzles, motion graphics, videos, illustrations, audio and video that allow the reader to explore themes that are complimentary to the story, like references to history and culture.”

“We hoped it would evolve and take on a life of its own. And it has,” said Paul Little, Dare’s executive creative director. “The concept was a framework to allow any content that helped embellish, explain or express. And because of the range of content, it needed it to be flexible enough to allow for spontaneity and fan contribution.”

Dare Toronto and Penguin believe that The Echo Project “is a sign of how book publishers will evolve their launch strategies to offer different reading experiences for avid and casual book readers.” As André Louis, director of planning at Dare explains, “Avid book readers got to co-create and live a more immersive book experience; casual readers get the ‘DVD-extras’ that go along with the paperback. We’re leveraging avid Hosseini fans’ word of mouth to influence those who buy a few books a year in an attempt to sell more to casual readers.”

Dare and Penguin are no strangers to exploring the intersection of books and digital, having “created the MyFry app which allowed users to read British writer and actor Stephen Fry’s second autobiography in a non-linear, theme-based fashion via mobile” back in 2011. The Echo Project will be unveiled in its entirety and promoted in the paperback edition of And the Mountains Echoed scheduled for publication this June. For an idea of what to expect from The Echo Project, check out the video above, or head on over to the site for a more complete experience. Credits after the jump. continued…

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