3 campaign options

1. Campaign 1 :
Look and Learn (Options)
ADVE 709 Creative Strategies
C1_jmack.pdf
Jasmine Mack
Professor Gauri Misra-Deshpande

2. Option 1
Brand:
CIBC (Canadian Imperial Banking of Commerce) in collaboration with the CCS
(Canadian Cancer Society) Campaign: “Never Stop Running”
Agency:
Juniper ParkTBWA (Toronto, Canda)
Message:
Being apart won’t stop breast cancer and it shouldn’t stop us from coming
together to support those impacted by it.
Market Condition:
This campaign was made for the more current times during COVID-19 and the
lockdowns. It was still meant to encourage the public to participate in their Run for
the Cure and continue to spread breast cancer awareness.
Media Reach:
This campaign is new, however CIBC and CCS have been making ads for their Run
for the Cure and releasing them every year from August through October since
2004. This is the first year they have done a virtual run.

3. Media
Digital media feature people who have been impacted by cancer—and may
also work as an employee for CIBC—and their stories. They are featured on their
website as well as their social media (i.e., Facebook, Instagram, Twitter).

4. “When the world stopped, Breast cancer didn’t. It continues to impact one in eight women.”
“Women who run families, who run businesses. That’s why, we reimaged the Canadian Cancer Society
CIBC Run for the Cure,”
“To continue to support those affected by breast cancer. Create your virtual runner and run or walk your
way. “
Television Ad

5. Option 2
Brand:
GLAD
Campaign: “Glad to give”
Agency:
Critical Mass (Calgary, Canada)
Message:
Be glad to make your trash into someone else’s treasure by remembering to give.
GLAD sought out to encourage acts of kindness and demonstrate how one act of
giving can inspire another.
Market Condition:
This campaign was made in 2016 on the cusps of the holiday time where most
people give away old items in the anticipation of getting new ones.
Media Reach:
This campaign incorporated a lot of usage of celebrity and online influencers to
share their stories of giving. They used the platforms from influencers to share
GLAD’s message. They also started the online movement #GladtoGive across
multiple platforms such as Twitter, Instagram, and Facebook to encourage their
audience to share that they’re Glad to give.

6. Media
Digital media through the collaborations between celebrities and
social influencers were their main source of advertisement. Images and video
showcased each philanthropist giving the shirt off their back, food off their plate
or socks off their feet to inspire their followers and communities to give back.
Ayesha Curry made a blog post to showcase what she was glad to give
(https://ayeshacurry.com/2016/10/24/why-im-glad-to-give/)
Other celebrities like Katie Holmes interviews or videos to encourage the
community to give back (https://www.dailymail.co.uk/tvshowbiz/article-
3343165/Katie-Holmes-looks-chic-embroidered-dress-urges-fans-gifts-
charityholiday-season.html#v-7302448018868253835).

7. “When can a trash bag be something more than just a trash bag?”
“It turns out that what you put in a trash bag dramatically changes its meaning. So when can a trash bag
be more than a trash bag: When it’s used for donations.”
“We tapped into the American spirit of giving and created Glad to Give. First we needed an icon: the glad
to give yellow bag. We invited people to request them online. “
“Our site provided information for almost every charity in the US and made It easy to know where you
could drop off your yellow bag. That’s how you make giving simple, make people happy....”

8. “And make a brand stand out and stand for something. That’s why we’re Glad to Give and we’re only just
getting started.”
Television Ad
Example of their story-telling aspect of the campaign

9. Option 3
Brand:
Bagel Bites
Campaign: “Pizza on a Bagel – we can all agree with that”
Agency:
Johannes Leonardo (New York, USA)
Message:
There are a lot of quirky fun things to debate about but pizza on a bagel is
something we can all agree on.
Market Condition:
This campaign was made in 2020 while more people are staying home and stocking
up their pantries but sprung from social listening to unearth some of the sillier
discussions people were having from home in isolation.
Media Reach:
This campaign primarily relies on cute and humorous ads displayed on television
and online. It is a social campaign designed to make their audience smile during this
unusual time, but also to thrust Bagel Bites back into the spotlight after not having
an on air ad since the early 2000s.

10. Media
Digital media on their social media relied on circle diagrams to show different
cultural arguments that people may have a hard time deciding on while Bagel
Bites always remain the one thing people agree on.
Quirky animated television ads were meant to capture the attention of children
and linger in the minds of young adults who might find it humorous and then
agree to eat Bagel Bites as a snack.
Which came first: the chicken or the egg?

11. How should a dog wear his pants?
z
Which is cuter: a unicorn or a pony?
Are clowns funny or scary?