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July 2006 - Strategy Magazine
Creative

Outstanding new campaigns

by Annette Bourdeau
page 27

Size matters

Bigger is always better.

That's the message behind the latest campaign from Cineplex to get people off their sofas and into theatres, juxtaposing 50-inch big-screen TVs with 50-foot-tall movie theatre screens.

"The fact is, it's just not the same experience. We felt it was time to call that out," says Greg Mason, VP marketing at

Toronto-based Cineplex, adding that the late May launch was carefully chosen to coincide with the TV season winding down and summer blockbuster time starting to rev up. "The timing was perfect - this is when our product is at its best."

Outdoor media buys took size into consideration, landing big spaces like a 50-foot billboard on Toronto's busy Don Valley Parkway freeway.

All executions - TV, print, outdoor and cinema - also include branding for Famous Players and Galaxy, which Cineplex recently acquired. "It's a really good reminder that we're one company," Mason says.

This is the first-ever branding campaign for Cineplex.

Creative was done by Toronto-based agency Endeavour.

client: Greg Mason, VP marketing and sales;

Sarah Lewthwaite, director of marketing,

Cineplex Entertainment

CD: Jeffrey Halcro

copywriter: Bill Martin

AD: Dermot O'Brien

account manager: Tori Laurence

prodco: Generator

director: Geoff Lachner

editor: Crush

sound: Silent Joe

photographer: Tom Malone

That's a tough, tough fish

Pink is the new blue. Really.

Okay, maybe not. But the latest TV spot from BMO Bank of Montreal uses emotional appeal to launch a new banking package, and features a dad gamely trying to convince his young son that pink is indeed a masculine colour, evoking images of salmon, the toughest of fish.

All this to buy his son and daughter new clothes at the same store just to avoid another transaction fee. It leads up to the tagline: "Take the limits off your banking. Get unlimited everyday transactions from BMO Bank of Montreal."

"It was about finding a relevant everyday situation...to get the word out that the bank has a new product [the Everyday Banking Plan] out there," explains Darren Clarke, VP group CD at Cossette Toronto.

The campaign, which is running in French and English, builds on BMO's successful "Profitez" platform from Quebec. It launched at the end of May and also includes print, OOH, online and POS.

client: Sandy Bourne, VP advertising, corporate marketing, BMO Financial Group

VP group CDs: Darren Clarke, Daniel Vendramin

copywriter: Marie-Claude Girard

AD: Sylvie Barriére

VP group account directors: Kathy McGuire, Mathieu Roy

prodco: Jet Films

director: Alain Desrochers

executive producer: Michel Fortin

editor: Graham Chisholm, Relish Editing

music: L'Oreille

sound design: Tattoo Music

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