Natalie Dyck

To reposition Freedom Mobile in the telco market, we completely rebranded and launched multiple campaigns across broadcast, OOH, POS, radio, print, social and digital. Because Canadians use their phones to capture all the big moments in life. And they need data to do it. Whether it’s following dreams, sharing experiences, or shaping identities, success and engagement in the world hinges on staying connected.

Life's a big gig. Live it with Freedom.

To raise awareness about metastatic Breast Cancer (mBC) and support access for iBrance, a new treatment developed by Pfizer, we had to find a way to get our audience to go beyond the pink conversation about breast cancer, and empathize with what mBC patients are going through. We developed a unique wearable symbol, a website, social sharing and content, and brought Canadians face-to-face with mBC in a powerful video.

In partnership with Rethink Breast Cancer, the Canadian Breast Cancer Network (CBCN), the Quebec Breast Cancer Foundation, and Pfizer, we also captured 12 patient stories, launched a media tour, and hit the streets to distribute almost 10,000 buttons featuring the newly created mBC symbol.

Response was overwhelming in both the English and French markets, as people shared the video and stories to the campaign hashtags. To date, the campaign has almost one millions views, 30 earned media stories, and over 8 millions impressions.

Having made the largest infrastructure investment in the province’s history, the Ontario Government wanted to communicate the impact of the 96 active infrastructure projects across the province at a local level. To humanize infrastructure, we created a hyper-local province-wide campaign that used geotargeted video, social, and digital content to communicate our message that infrastructure is more than just construction – it’s how we build better lives.

Some vaccines require three shots over several months to offer the best protection, so Pfizer asked us to develop an awareness campaign to ensure parents follow through with all scheduled vaccine doses. 

Using famous children’s stories that have three in the title, we provided parents with a memorable and relatable reminder to complete the immunization schedule. Launching during Immunization Awareness week, we created cinema pre-roll and partnered with SavvyMom.ca to create a custom content hub and sponsored social content to drive traffic to our vaccine reminder tool, which enabled parents to sign up for mobile notifications about their child’s vaccination schedule.

Prevnar 13 is a vaccine for pneumococcal pneumonia, a common and easily preventable illness that that can be deadly and life-altering for people aged 65+. To raise awareness and connect emotionally with our target, we showed baby boomers what it would be like to be grounded for your golden years.

Partnering with both Pfizer and The Ontario Lung Association, we created an original video, social content, and a media tour for the #Grounded campaign using our spokesperson Michael “Pinball” Clemons.

Awards

2016 CPRS AWARD OF EXCELLENCE Canadian Media Relations Agency Campaign of the Year

The all-new 2015 F-150 was coming to Canada, so to amplify excitement and expand the conversation, we created a piece that connected with truck fans  on Facebook in a new and meaningful way.

Awards

2015 SHORTY AWARD Large Brand Prestige

2015 INTERNET ADVERTISING AWARD Outstanding Achievement in Social Media

To build on the momentum of last year’s campaign, we created a 2015 campaign that increases assets and public engagement by connecting the digital and real worlds. We developed a responsive site containing an app for the 1-for-1 campaign that enables visitors to use the ‘Giffing Booth’ to record and share a kiss on social. Supported by a PR campaign featuring NBA player, Nik Stauskas, and a touring Giffing Booth in major Canadian centres, we’re asking the public to challenge their friends to help breathe life into the fight against IPF.

http://kissipfgoodbye.com/

On the cusp of its 40th anniversary, NATIONAL moved to a new, renovated office and wanted to throw a big bash to unveil its new look.

So with the company pushing 40, we invited guests to the ultimate mid-life crisis party.  

Awareness and conversation about breast cancer is focused on hope and survivors, leaving women with metastatic breast cancer (mBC) feeling isolated, frustrated, and misunderstood.

Pfizer asked us to create an impactful campaign for mBC to make people aware that it’s beyond a pink conversation.

Insight

100% of people with mBC won’t survive.

Idea

Breasts get a lot of attention. To distinguish mBC from the “pink cancer”, we planned to use a stereotype against itself in a provocative and empowering way to generate awareness and change the conversation about mBC.

To reflect the reinvention of the Lincoln brand and juxtapose its dedication to quality, craftsmanship, and design, we developed a series of six short documentaries to explore the people behind the plates at restaurants in Montreal and Toronto. Each video was supported by two 30-second featurettes, a blog post, and social media amplification on Facebook, Twitter, and Instagram.The program concluded with a spot unveiling the all-new Lincoln MKC.

http://now.lincolncanada.com/2014/10/the-moments-are-in-the-details-in-montreal/

Idiopathic Pulmonary Fibrosis (IPF) is a progressive and fatal lung disease, and there is no cure. In advance of the release of a new treatment option, Boehringer Ingelheim (Canada) Ltd. and the Canadian Pulmonary Fibrosis Foundation wanted to launch the first-ever unbranded IPF awareness campaign in Canada.

For people with IPF, blue lips represent the end. To symbolize hope for a better outcome, we engaged the public to help #kissIPFgoodbye by turning blue lips to a healthy red. Leveraging social media engagements to drive donations, we created 14 documentary-style videos to establish an emotional connection with the general public, and raise awareness and knowledge of IPF through educational content surrounding symptoms and the disease. Supported by a microsite, Facebook, Twitter, and a media tour with celebrity spokesperson, Rose McGowan, we developed an award-winning 1-for-1 campaign to to fight Idiopathic Pulmonary Fibrosis (IPF).

Awards

2016 IABC GOLD QUILL Award of Excellence

2015 GOLD SABRE AWARD Canadian Campaign of the Year 2015

2015 CPRS ACE AWARD Best Use of Media Relations Over $50K

2015 OVATION IABC TORONTO Award of Merit Marketing Communications $100K & up 

To support Alesse in maintaining its number one market position as the most prescribed oral contraceptive in Canada, we strengthened brand affinity among 16-24 year old women by creating the “Start Something With Alesse” Facebook contest, and developing an app for desktop and mobile. 

Each year, young Canadians can enter their non-profit or for-profit business idea for the chance to win $5000 plus mentoring to make their idea a reality. Winners are chosen based on votes from the community.

Health Canada wanted to engage with Canadians on social to promote healthy living. By creating the social media identity of Healthy Canadians on Facebook, YouTube, Pinterest, and Twitter, we fostered the growth of a strong community for Canadian parents.

An increase of 400% in monthly reach and engagement through the course of the year, which has helped the program continue to reach 6.9 million Canadians per month.