Generation change
Client: PepsiCo. Frito Lay
Agency: Juniper Park
By reusing their cartons Frito Lay have saved over five million trees. To demonstrate this fact, trees growing in recycled shipping cartons were placed around the city.
Generation change
Client: PepsiCo. Frito Lay
Agency: Juniper Park
By reusing their cartons Frito Lay have saved over five million trees. To demonstrate this fact, trees growing in recycled shipping cartons were placed around the city.
Generation change
Client: PepsiCo. Frito Lay
Agency: Juniper Park
By reusing their cartons Frito Lay have saved over five million trees. To demonstrate this fact, trees growing in recycled shipping cartons were placed around the city.
what do you love to do?
Client: Agf retirement funds
A successful disruption case study in every sense. Right down to the creative brief, which asked for just a print ad and got an award winning pack of hockey cards instead.
The results speak for themselves. Despite being hugely outspent by competitive mutual fund companies and the big banks,
AGF placed number one among all Canadian fund companies in unaided recall. And AGF sales by Primerica, AGF’s largest distributor, increased 609% after the launch of this new campaign.
what do you love to do?
Client: Agf retirement funds
A successful disruption case study in every sense. Right down to the creative brief, which asked for just a print ad and got an award winning pack of hockey cards instead.
The results speak for themselves. Despite being hugely outspent by competitive mutual fund companies and the big banks,
AGF placed number one among all Canadian fund companies in unaided recall. And AGF sales by Primerica, AGF’s largest distributor, increased 609% after the launch of this new campaign.
Creative Intelligence.
Human imagination + Machine capacity.
Toyota Yaris.
Uncle Yaris.
THE PROBLEM
Toyota needed to launch the Yaris, replacing the Echo, in a category where value alone wasn’t enough. While the car had obvious appeal to older, value-conscious drivers, Toyota needed to connect with a younger audience it had historically struggled to reach.
And there was another challenge: Yaris was a completely unfamiliar name to Canadians.
THE THINKING
Instead of trying to convince young Canadians that they needed a Yaris, we needed to give them a reason to want one.
So we created a character with a surprising collection of talents: fast, colourful, musical and remarkably useful.
We called him Uncle Yaris.
THE IDEA
Uncle Yaris was introduced as a mysterious European character with seemingly random skills. He was surprisingly quick. He could carry a lot. He was colourful. And he played great tunes.
But this was a blind launch. We deliberately kept the connection to the car hidden.
People embraced Uncle Yaris before discovering that his unusual attributes were actually the attributes of the new Toyota Yaris.
THE RESULT
The launch became the most successful in Toyota Canada’s history.
Within weeks, the Yaris name was firmly established with young Canadian drivers. The campaign won a Gold Cassie, while the Yaris went on to lead the Canadian sub-compact category in sales every month following its launch.
Most significantly, the average age of Toyota sub-compact buyers dropped by 11 years.
We didn't sell a funny-looking little car.
We made people curious enough to want to meet Uncle Yaris.
Blame Yaris
Uncle Yaris was followed by Blame Yaris, a campaign that took the car’s surprising capabilities and rewrote history around them.
The idea was simple: if Yaris could do all these things, perhaps it had been doing them for centuries.
From helping conceal the Trojan Horse to explaining the missing nose of the Sphinx in Ancient Egypt, Yaris was humorously blamed for some of history’s most mysterious events.
The campaign extended the personality of Yaris while turning its features into the source of the story.
