Mark Mason

In March of 2022, Ukrainian President Volodymyr Zelenskyy addressed Canadian parliament. He asked us to imagine war on Canadian soil; he asked us to feel what Ukrainians feel every day.

So we answered his plea.

Through an immersive omni-channel campaign, we helped the average Canadian visualize what war would look like here – an effort that helped raise over ten million dollars for Razom, a leading charitable organization providing humanitarian relief in the Ukraine.

An activation for Warner Brother’s launch of Mad Max: Fury Road took the idea of a car wash and turned it on its head. Instead of going in dirty and coming out clean, you went in clean - and came out covered in dirt and dust. Artists were hired to stencil the movie name and launch date in the dirt on the cars, effectively making any of our carwash patrons a roving billboard for the movie. Until the next time it rained of course.

The Advertising Standards Council of Canada made it difficult to show cars engaging in what it deemed “dangerous driving” (dangerous driving includes going over the speed limit). So how do you launch the most powerful and fun to drive Sentra ever? Build a 1/32 scale model of it and have it tear through the streets of San Francisco demonstrating its power and handling all while complying with the ASC’s rules.

With distinct Hot Wing and Blue Cheese flavoured chips in one bag, the launch of Doritos Collisions turned the taste experience into a turf war.

AMI-tv, with described video, makes media accessible to everyone.

We all get slightly grumpy when we’re a little hungry.

The power of reversing time. Oil Of Olay Wrinkle Smoothing Cream.

Magnetic mock keyholes were placed on cars outside bars, nightclubs, and other drinking establishments. On the reverse, a message asked people to consider whether they were fit to drive.

In a follow-up campaign, we created specially designed GUINNESS cans, bottles, and pint glasses with our “drink responsibly” message and placed them where they would be seen at the most relevant point of contact: consumption.

We created postage stamps that were available to purchase online via Canada Post and be used, with the faces of missing Canadian children.

Courier logistics made well, ummmmm…. easy. Kind of?

Package design.

We invented an entirely new fundraising platform for the Canadian Cancer Society: The Fearless Challenge. People decide what personal fear they want to face, to raise money for the CCS. Cancer will never be eradicated, but with funding and research, we can make a diagnosis less fearful.

Many people in “first world” countries don’t know what it really means to be a refugee. Therefore they don’t donate. Using hidden cameras, in upscale neighborhoods, we brought the plight of refugees closer to home and presented the issue in a way that people living in “first world” countries could relate to. This approach allowed us to educate, raise awareness and drive donations all at the same time.

A clean, simple way to demonstrate the flavour offering and portability message of Campbell's Soup at Hand.

A campaign featuring guys and girls caught in the moment of loading up a can of SoBe Arush Energy Drink.

You prime, you perform, you recover.