Canadian AIDS Society needed messaging that would create intrigue while addressing some stigmas and erroneous information that was beginning to circulate about HIV and AIDS from the populace. The client found this campaign to hit the mark perfectly, setting the right balance between drawing attention, respecting those living with HIV, and correcting any false narratives held by the public.

Discovery Kids, a Corus property, set out an interesting challenge - design magazine ads that would resonate with two distinctly different audiences... both parents and their kids. The client wanted to be sure to differentiate the channel from other children's programming vehicles. It was important to support the educational content of Discovery Kids (a huge parental draw) while simultaneously appealing to kids sense of gross, curious fun. A fun project for a fun client.

Small print ads in the hospitality business can all look pretty similar. They can be very easy to overlook.

Rather than focusing on the amenities inside the hotel, I wanted to focus on the culture and features on the hotel's doorstep... the ones travellers were excited about visiting when they were considering booking. The client's willingness to forgo the usual laundry list of internal features in this and other campaigns led to their lowest ever vacancy rate.

Liberty Mutual has an instantly recognizable logo. The image of Lady Liberty communicates so much, it seemed incomprehensible not to trade on the value of the icon for this piece. The client's direction was to make the phone ring. Insurance isn't one of those things that people are typically eager to read volumes on if they aren't in immediate need. Creating a memorable association between Liberty's image and its antithesis was a succinct way to promote three simple benefits to employees of corporations and organizations who could co-present preferred rates through the insurance giant.

Muskoka Lakes Association had an interesting problem. They had a small budget. Very small. And they had a large responsibility. In Canada's most famous cottage community, MLA is the voice of reason, protecting both the interests of the region and those of its residents - both full and part-time. Messages of safety and best practices aren't typically... well... they're not most people's idea of a fun summer read. So how to inject a sense of play while ensuring some serious messages are shared and at the same time underscoring the MLA's post as the local authority? A faux-advice column fit the bill so perfectly, some cottagers actually tried to write in with their own letters.

The line, "You May Be a Victim of White Collar Crime" forms the central tenet of the campaign. It concentrates on the social stigma of dandruff, while having fun with it as well. It comes from a largely unexpected place – the typical shampoo imagery is nowhere to be seen. But better still, the campaign takes on a guerilla teaser feel. In many of its executions, it does not reveal the brand, but pulls in the target through use of the web and contesting. This was a pitch that not only won the business by beating out three larger agencies, it encouraged Proctor & Gamble to break protocol and put The Adlib Group on their preferred supplier list.

Creating the association of the 'home away from home' feel for the national hotel brand was part of a year long campaign. Ramada needed messaging that would apply consistently across Canada in a host of varying markets and regions.

Getting kids to care about timing... on an ongoing basis. Not the easiest task. Fortunately, YTV's outlook mirrored their audience's and these silly but provocative reminders of must-watch television met with continued interest from their young market.

Representing the YTV brand also requires conversations with the people who foot the bills - savvy marketers intent on getting the best ROI for the advertising dollar. Demonstrating the influence that young audiences have on their parents' spending was essential to the survival of the channel's brand.

A fun balance of striking graphics, interactive games and liner notes helped propel Big Fun Party Mix 3 to the top-selling mix CD in Canada.

The Canadian Museum of Nature has a need to encourage families, schools, and tourists to visit consistently, even when it isn't promoting specific events. A series of tongue-in-cheek transit ads helped to increase steady patronage throughout the year.