VIFF website is FWA site of the day

November 8, 2010

TBWA\Vancouver’s The Warden 16 is Featured on Favourite Website Awards

thewardensixteen.com, TBWA\Vancouver’s website promoting the Vancouver International Film Festival, is featured on the homepage of the prestigious Favourite Website Awards (thefwa.com) today. FWA’s mission is to showcase the latest and best cutting edge creative. Based in England, the FWA site receives over 3 million visits per month and is the world’s leading website recognition site.

During the sixteen days of the Vancouver International Film Festival (VIFF) this year, the trailers were presented as a short film called The Warden 16. This year’s trailers challenged VIFF goers to actively participate in piecing the story together over the sixteen days of the festival by visiting an interactive website called thewardensixteen.com.

“We pride ourselves on creating exciting experiences. And this year's VIFF work is one of our most exciting and most ambitious projects to date. Having it rewarded by the prestigious FWA awards makes all the hard work worth it,” says Paul Little, Creative Director.

This press release, making of photos, trailers and screen grabs posted each day are available at thewardensixteen.com.

Contact: Andrea Southcott: President TBWA\Vancouver
Paul Little: Creative Director TBWA\Vancouver
(604) 669-4444
http://www.tbwavan.com/

VIFF Warden 16 featured in the Globe and Mail

September 27, 2010
At the Vancouver film fest, even the trailers are art
By Marsha Lederman
From Tuesday's Globe and Mail

16 separate promotional spots will create, in essence, a short movie

In a world (continue in deep, breathy big-screen voice-over) where trailers are more than introductions to movies, where intelligent, engaged filmgoers demand more from their pre-film cinema experience than your average 60-second promotional spot, one festival stands alone.

This year's Vancouver International Film Festival promises innovation not just in the features, documentaries and shorts it will screen, but in its trailers.

Rather than run the same three or four trailers before each screening, creative agency TBWA is producing 16 separate trailers - one for each day of the festival - that together tell one story, creating, in essence, a short film.

"We've had some tremendous success over the last few years and thought, 'What can we do to change it up this year?' " says Paul Little, TBWA's creative director in Vancouver. "And we started thinking, 'What if we actually created a film ourselves? It's for a film festival, so what if we created a film and we asked people to try to figure out what they're watching?' "

TBWA has been producing VIFF's trailers for 12 years to great acclaim. Last year's comedic An Open Mind is Advised campaign, which played off the obscurity and quirkiness of festival-friendly independent films, won a Bronze Lion at Cannes this past summer.

"They like pushing the envelope, and there's been a few times in the past when we've said, 'Can't you do something a little simpler?' " festival director Alan Franey says. "But they seem to really get a lot of recognition both from our audience and from their peers in the advertising community; they've won a lot of awards for their work with us over the years, so we're loath to neutralize their creativity and shackle them with doing something too conventional."

Neither Franey nor Little has heard of this being done elsewhere.

Little and his team crafted a story about a prison warden and divided it into 16 scenes. The first, available online [http://thewardensixteen.com], shows a man leaving a motel room, slowly walking to his pickup truck, getting in, slumping over the steering wheel, distraught, and finally exploding into a scream.

It offers no real clue to the story, other than a clear indication that this is no comedy. To make matters more interesting/confusing/exciting, TBWA has decided to release the scenes non-linearly: That first scene, as it turns out, is actually the last scene in the trailer-film.
Little says contemporary television has served as a model for the project. "With HBO and shows like 24, a lot of people are watching series over time. You'll watch a TV show and the characters aren't explained and you have to figure it out as you go and it doesn't get wrapped up in one episode; it runs over a whole period of time. We thought that's kind of interesting; we have a captive audience over the 16 days of the film festival and they're obviously a savvy, film-loving group and we thought maybe we could film something that doesn't wrap up into a self-contained little segment. And when we thought of that, we thought, well, that's really interesting - to almost confuse people in a way."

The Internet is a key to making this less confusing. The hope is that curious audience members will go online to watch the scenes that have already been released (at thewardensixteen.com). Each trailer/scene will be available online a day after it plays in theatres.

Little says the campaign may even have a positive impact at the box office. "In the best-case scenario, these are little ads for the festival, so ideally people will get so intrigued, they'll go see more films."

Franey isn't sure if that will happen, but he clearly has faith in the company; he hasn't seen the completed film and doesn't even know the plot.

"It's a bit of a risk," he says. "The saving grace is that they're brief and it's rather elliptical when you're sitting down and you're preparing for a film anyway. The curtain opens up, it's all new for everyone, people don't really have very concrete expectations of what they're seeing because the films are all new. So it's kind of the spirit of the festival: exploration and experimentation."

The Vancouver International Film Festival runs Sept. 30 to Oct. 15 (www.viff.org).

Jerome Leclere joins TBWA\Vancouver

TBWA\Vancouver is pleased to announce the addition of Jerome Leclere to the creative team.

A native of France, Jerome brings with him a passion for strategic web development and a keen eye for digital creativity. With a background in both design and coding, Jerome has expertise not only from the perspective of an artist, but also understands the importance of user experience and the technical aspect of web development. Previously, while at EURO RSCG in Paris, Jerome worked with clients including Vichy and Carrefour. Since moving to Canada in 2009 Jerome has worked with Switch Interactive and Noise Digital, developing digital marketing programs for brands including Tic Tac, Listerine, Band-Aid, K-Y, Playstation, Canadian Direct Insurance, and the Credit Unions of BC.

“I’m very excited to be joining TBWA\Vancouver.” says Jerome “I love how they’re bringing digital thinking into everything they do. It’s great to be a part of an organization that gets the changing ways that consumers are connecting with brands.”

“The addition of Jerome to our team is another step to making us a more exciting agency” says Paul Little, Creative Director. “We’re bringing innovation to everything we do for our clients and his unique outlook and understanding of all things digital is going to help us stay out front.”

Recent Articles in The Globe and Mail (National Edition)

Read Andrea Southcott's (TBWA\Vancouver, President) most recent articles in The Globe and Mail.

August 2, 2010. Lessons from the world's best
Read Article

June 21, 2010. There's power in partnerships for your brand
Read Article

April 12, 2010. We still look to TV for those water-cooler moments
Download PDF

February 1, 2010. Wired for change should be marketers' mantra
Download PDF

November 16, 2009. Convergence at last: marketers get mobile
Download PDF

September 28, 2009. How to freshen your brand without wasting dollars
Download PDF

August 3, 2009. Sharpen the focus again on corporate social responsibility
Download PDF

July 6, 2009. Lessons in marketing courage from Cannes
Download PDF

June 8, 2009. In these times, creativity may be your most inspired tool
Download PDF

Apr 13, 2009. Even in a recession, it's worth being green
Download PDF

Mar 16, 2009. The value of value is the new consumer angle
Download PDF

Feb 16, 2009. Tough times need tough thinking from not-for-profits
Download PDF

Dec 8, 2008. Difficult times? Be sure to ask difficult questions
Download PDF

Nov 10, 2008. The perils of putting your brand in the hands of others.
Download PDF

Oct 13, 2008. Turbulent times bring creative marketing opportunities.
Download PDF

Sep 15, 2008. Olympic lessons for marketers - no matter your budget.
Download PDF

Jun 23, 2008. The art and science of maintaining, improving brand image.
Download PDF

May 26, 2008. Want to make a difference? Learn to drive social change.
Download PDF

Mar 31, 2008. Give your brand a human touch - enter the blogosphere.
Download PDF

Paul Little to judge Digital Marketing Awards

July 21, 2010 By Marketing staff

With the entry deadline only days away, the co-chairs for the 2010 Digital Marketing Awards have confirmed their jury.

Thirteen of the industry's best digital thinkers and doers will participate in the judging process for Marketing's annual awards show dedicated entirely to recognizing and celebrating the country's best digital marketing.

"The Digital Marketing Awards showcase Canada's best digital creative work and with the explosive growth of mobile platforms, this year's awards have never been more relevant," said Web2Mobile's Deborah Hall, who will co-chair the jury along with Philippe Meunier, chief creative officer at Sid Lee.

"Digital pioneers are finding even more opportunities to develop unique, compelling, multi-layered campaigns that resonate with today's uber-connected, on-the-go consumer," she said.

The jury includes:

• Robert Booth, head of interactive media planning for Bos

• Christina Brown, creative vice-president for CloudRaker

• Julie Marchesseault, account director for Nurun

• Pierre-Etienne Poulin, president at Mécano

• Jennifer Varvaresso, interactive creative director for Lg2

• Jordan Kay, director of e-commerce for National Money Mart

• Pema Hegan, partner and managing director for Rethink, Toronto

• Adam Oliveira, executive creative director for Quizative

• David Toner, director, brand marketing for CNET

• Jono Holmes, copywriter for Taxi Toronto

• Pete Breton, co-chief creative officer Cossette, Toronto

• Paul Little, creative director for TBWA\Vancouver

• Steve Savic, designer for Critical Mass

Earlier this year, the co-chairs decided to remove some categories from the 2010 competition "to make it easier to enter and simpler to judge," said Hall.

The Media, E-commerce and E-mail categories were dropped, while a few other categories were renamed to better represent their modern content.

The categories have been divided into three groups:

• Online Advertising: Distributed content

• Websites: Destination is the site, content is at the destination

• Other Digital Media: Ads or technology that does not fit into the traditional categories

"The Digital Marketing Awards promote the importance of digital developments and innovation, as we look toward a universally digital future," said Meunier. "Interactivity is no longer a discipline unto itself; it is an increasingly inherent and essential part of all disciplines, and signifies the way of the future."

To enter or for more information visit: MarketingMag.ca/dma/index.html.

The Digital Marketing Awards winners will be honoured Nov. 2 following the day-long Digital Day conference in Toronto, jointly organized by Marketing and the Canadian Marketing Association.

Second Cannes Lion Awarded

TBWA\Vancouver received a Bronze Lion for its Vancouver International Film Festival campaign. The "Sexuality" and "Subtitles" ads play off the relative quirkiness and obscurity of independent film subjects under the tag line "An Open Mind is Advised."

Cannes Lion awarded for BCLC campaign

TBWA\Vancouver won bronze for its work for the B.C. Lottery Corporation. Its "Boat" and "Pool" executions won as a campaign. Using the tag line "Scratch and Win," creative showed a boat and a pool meticulously illustrated in the scratchable grey surface of a scratch ticket. Read full article

National campaign for CNIB featured in Marketing

Featured in Marketing Magazine, June 15, 2010
CNIB sees beyond vision loss with help from TBWA
By Eve Lazarus


The Canadian National Institute for the Blind has launched a series of public service announcements featuring real clients who are blind or partially sighted and their stories of how CNIB helps in their day-to-day lives.

The national campaign includes print and television ads by TBWA\Vancouver shot in documentary-style format. The agency won the account late last summer.

In one, an attractive young woman is seen putting on make-up. "People will say things like who helps me get dressed in the morning and who feeds you," she says. "Relax I'm blind, big deal, what's the problem, I live an independent life and I can accomplish things that anybody else could." The tag line is "CNIB seeing beyond visual loss."

"The goal of the ads is to challenge widespread misconceptions about the impact of vision loss on the lives of people who are blind or partially sighted," said Tim Alcock, vice-president marketing and communications in a news release. "We want to show that with the CNIB's support, life doesn't have to stop after a diagnosis of vision loss and that people can fully participate in life."

Jim Southcott, chief strategic officer at TBWA, said in addition to focusing on those who already suffer from sight loss, the campaign targets a 35+ female with elderly parents who might be facing an increased risk of sight loss.

"We wanted to arm her with the information on what CNIB is all about in terms of providing education, advice, help and all aspects of dealing with sight loss and also the prevention of sight loss," he said.

Okanagan Spring makes Strategy’s list of Cannes contenders

TBWA\Vancouver gets into prestigious CR annual with VIFF

YMCA campaign featured in Strategy

TBWA\Vancouver wins 2 silver One Show pencils, receives 3 merits for 2 different clients.

Paul Little featured in Communication Arts

Jen Mete moves to TBWA\Vancouver

TBWA\Vancouver is pleased to announce the addition of Jen Mete to the team.

Jen joins TBWA\Vancouver as Director of Integrated Production, where she will be responsible for all broadcast and digital development. She was most recently Head of Integrated Production at Saatchi & Saatchi and, before that, Broadcast Production Director at TAXI Toronto. As an established award-winning producer Jen has developed work for a variety of clients including Mini, Viagra, Molson, TELUS and Coca Cola.

“I’m thrilled to be joining the team at TBWA\Vancouver,” says Jen. “Their focus on creating ideas across a variety of media and their no-divisions silo free approach fits with my beliefs about how agencies should be evolving. I can’t wait to bring some of their ideas to life.”

“The addition of Jen to our team is a major step in helping us move towards our vision of simply creating the best stuff, whatever it may be, to help our clients meet their objectives,” says Paul Little, Creative Director. “Jen has the experience, ability and attitude to help us elevate our work. Plus, she’s just a great person whose enthusiasm is infectious.”

TBWA\Vancouver wins Canadian Breast Cancer Foundation project

TBWA\Vancouver is very pleased to announce they have been awarded a project by the Canadian Breast Cancer Foundation BC/Yukon Region. On behalf of the Foundation, the agency will develop an awareness campaign targeting young women between the ages of 18 and 25 in BC and the Yukon.

"We are excited to be working with the Canadian Breast Cancer Foundation,” said Andrea Southcott, President of TBWA\Vancouver. “They set forth an interesting challenge: to reach an audience that is typically not included in breast cancer awareness campaigns. Our team pulled together some great ideas and we look forward to seeing them come to life.”

The agency was awarded the project on November 24th following a pitch process. Responsibilities will include strategic planning, social media strategy, creative development, production, and media planning and buying.

“We are really happy to start working with TBWA\Vancouver,” says Janet Michell, Director, Communications & Public Education. “We were impressed by the insights they collected and the ideas they put together. The Young Women’s Breast Health Campaign is certain to be a success.”

TBWA\Vancouver expects the campaign to launch in early 2010.

TBWA\Vancouver announces new MD, promotes Stefan Hawes

Andrea Southcott, President of TBWA\Vancouver, is pleased to announce the appointment of Stefan Hawes as Managing Director for the agency.

Previously, Hawes was Director of Client Services for TBWA\Vancouver. During his tenure, the agency added a depth of talent to the account service team and has successfully won several new accounts, including Okanagan Spring Brewery, the CNIB and the BC Egg Marketing Board. And this year, both Marketing and Strategy magazines shortlisted TBWA\Vancouver for their agency of the year in Canada competitions – TBWA\Vancouver was the only agency west of Toronto on Marketing Magazine’s list.

Stefan has a long history of brand building and retail marketing while at Coastal Contacts, DDB Canada and Tribal DDB San Francisco. His background in both traditional and interactive agencies, as well as his client-side experience, has helped ensure that clients get focused and creative business solutions.

“We are very pleased to announce Stefan’s promotion,” said Andrea Southcott, President of TBWA\Vancouver. “His vision and passion for the business have helped us earn our recognition as one of Canada’s top agencies.”

TBWA\Vancouver wins third straight Best of Show at the Lotus Awards

On November 4th, the Advertising Agency Association of BC (AAABC) announced the winners of the 2009 Lotus Awards in Vancouver. The Lotus Awards are one of Canada’s most anticipated advertising and marketing awards shows because of the depth of creative talent in the Vancouver market.

For the third year in a row, top honours for "Best of Show" went to TBWA\Vancouver, for the Vancouver International Film Festival (VIFF).

The spot also won the Gold Lotus Award (the top award for the category) for Best TV or Cinema (Over :30) Single.

“Considering the quality of the creative that comes out of Vancouver, it's especially gratifying to have won Best of Show for the third year in a row,” said Paul Little, Creative Director for TBWA\Vancouver.

In total, TBWA\Vancouver won eight Gold Lotus Awards for:

• Best of Show for VIFF
• Best TV or Cinema (Over :30) Single for VIFF
• Best Newspaper Campaign for BCLC
• Best TV or Cinema (:30 or Less) Single for BCLC
• Best Outdoor Single for BCLC
• Best Outdoor Campaign for BCLC
• Best Multimedia Campaign for BCLC
• Best Media Use for BCLC

A complete list of winners is available at: www.lotusawardsannual.com

TBWA\Vancouver sole western agency named to Marketing Magazine’s Top Ten Advertising Agencies list

TBWA\Vancouver, which became 100% locally owned just over two years ago, has been named one of Canada’s Top Ten Advertising Agencies for 2009 by Marketing Magazine. The agency is the only one west of Ontario to be included. Citing the challenging economic environment agencies faced in the last year, Marketing Magazine said that agencies that made it to the top of their list demonstrated “bold steps in response to the recession”, “breakthrough campaigns” and impressive growth.

In the last year TBWA\Vancouver added significant new business including Okanagan Spring Brewery, the YMCA of Greater Vancouver, the IOC, Canadian National Brewers, CNIB and the BC Egg Marketing Board. In additional, TBWA\Vancouver’s work on behalf of clients including BCLC, Vancity, and Vancouver International Film Festival was recognized both across Canada and globally.

With a focus on providing unique and exciting creative solutions to their clients’ business challenges, TBWA\Vancouver was a great fit for this year’s Marketing list, which featured a group of agencies taking less traditional approaches to problem solving. For example, this year TBWA\Vancouver launched its own set of fun and engaging ecobags. Then the agency generated demand through a social media outreach strategy that was picked up on blogs around the world, resulting in sales from Australia to the UK.

“Our whole team is excited to the recognized as one of Canada’s top agencies” said Agency President Andrea Southcott, “it’s a great validation of the exciting work we’ve done in partnership with our clients this year.”

Links to Creative Samples:
Ecobags (PDF)
BCLC Super7 (PDF)
Tourism Yukon (PDF) (Microsite)
OSB (Web)

TBWA New AOR for British Columbia Egg Marketing Board (BCEMB)

TBWA\Vancouver is pleased to announce that they have been chosen as Agency of Record (AOR) for the British Columbia Egg Marketing Board (BCEMB).

"We are thrilled to be working with the BCEMB,” said Andrea Southcott, President of TBWA\Vancouver. “They’re a group that is very open to new and innovative ways of doing things. It’s a strategic and creative opportunity that we are excited to take on.”

The agency was awarded the business on September 21st following a month long pitch process. Responsibilities will include strategic planning, creative development, production, and media planning and buying.

“We are really happy to start working with TBWA\Vancouver,” says Grace Cho, Communications and Marketing Coordinator for BCEMB. “We are impressed by their depth of consumer understanding and their strategic acumen. We look forward to applying that and their creative capabilities to our business.”

A tour of the Canadian cinematic circuit

Published: Friday, September 04, 2009
Chris Knight, Weekend National Post / Art Section
--
-

The Vancouver International Film Festival begins on Oct. 1 and won't release its lineup until Sept. 9 (with a sneak preview guide out the day before), but for a flavour of the festival one need only check out the faux trailers from last year's event, available at youtube.com/user/VIFF08.

"Thanks to all the people who asked the first question at the director Q&A sessions," one of the mock-serious trailers begins. "Courageously breaking the uncomfortable silence, even though you kind of hate the way your voice sounds and there's always a chance you'll butcher that foreign director's name or ask a question that makes you sound stupid. But you stepped up and diffused the awkward bomb for everyone in the room."

Another trailer cuts right to the chase. "Thanks to all the people who waited in the rush line. Especially if you were the first to be denied." It isn't every festival that publicly praises those who showed up and didn't even get in.