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Goodwill

Weekly Recap

Weekly Recap (October 14 – October 20)

October 20, 2017

In the world of advertising and marketing, a lot can happen in a week-not to worry, we have you covered. Check out some of the biggest trends, ads, and stories that have been happened this week in our recap below!

Written by: Dak, Malick, Nick and Kathleen

Sport Chek repositions itself in the fashion world

D: When you think of Sport Chek, what comes to mind? For me it’s certainly running shoes and athletic equipment. With their latest spot promoting their “Lifexstyle Collection”, the sportswear company is making an effort to showcase the apparel they offer. The 60 second spot features several different dancers dressed in brands that Sportk Chek carries like Nike, Adidas, and Vans. What it does a great job in communicating is that the clothes they carry serve an athletic purpose but they are also fashionable.”Whether it’s for the gym or to wear on the street, it’s about connecting our customers with whatever fashion or sport-inspired apparel that meets their needs.”, says Erika DeHaas, the AVP of FGL Sports. Check out the spot below.

Automotive brands are innovating the customer experience

N: The automotive industry is seemingly in permanent disruption.  And while the tech behind cars is getting a major overhaul (think electric engines, onboard computers, guided driving) brands aren’t forgetting about the consumer experience either.

Take Ford, who now has an app.  The FordPass will find you parking and gas stations, store your vehicle info, let you know your fuel level, and unlock and start your car.  This literally puts Ford at consumers’ fingertips.

Or would you rent-a-Porsche?  Subscribe and drive a Porsche on demand.  Registration, insurance, and maintenance all covered. That said, the cheap plan will run you $2,000/month.

Hyundai’s reimagining what it means to buy a car might be the most innovative.  Imagine starting the purchase process online, scheduling a test drive that starts in your driveway, and returning it in 3-day if it doesn’t fit.

Uniqlo puts their jackets to the test

D: Why try it on when you can try it out? The exact question that Uniqlo Canada asks in their latest spot that promotes their new “Ultra Light Down” jacket. The 60 second video shows a fun interaction that an in-store activation had with users. The machine let the public try on the jacket and choose an activity to pair with it. Some of the examples we see are axe-throwing, cycling, yoga, and more fun activities that you clearly need to bring your ultra light Uniqlo jacket for. It’s a cheerful spot that shows people having fun with the brand’s product. Does it get better than that? Uniqlo previously debuted a campaign where upon trying on a new flannel shirt, people had the choice between getting the shirt for free or giving it to a new Canadian. Both spots promote the trial of their products with an added benefit. It’ll be interesting to see what other similar executions the brand runs with. Check out both spots below.

Bud Light

M: . Whether you’re  fan of Bud Light or not, their latest :60s spots are pretty good. Agency Wieden + Kennedy New York have creative two ads that are set to play during some pretty big events happening this Sunday. My favourite out of the two is “The Heroes Return”, which is to be first aired during the Patriots and Falconns rematch . The spot opens with the hero returning from a long quest to get beer from the concession stand at Gillette Stadium. The characters are recast in an old school New England setting with the plot focused around the return of the colonial Patriot. Check out the spot below:

The other spot is set to air during the premiere of season 8 of the Walking Dead. You can find this one below:

With the focus on contextually relevant advertising, these spots are definitely set to be a hit in my eyes.

#DeviceFreeDinner

K: Whether we want to admit it or not we are all guilty of using our phones during dinner with friends or family. We are either checking social media or taking pictures of what we are eating to post on social media. If you haven’t noticed this yet it’s probably because you are on your phone. These new ads from Goodby Silverstein & Partners for the non-profit Common Sense Media, dramatize the situation a little bit with the help of Will Ferrell. There are several different videos for this campaign, below is my favourite one. Do you think this is a growing issue? Let us know your thoughts.

Device Free Dinner with Will Ferrell from Will Ferrell

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our thoughts on the latest Pepsi ad. Think we missed something important? Let us know! Also, be sure to follow us on FacebookInstagram, and Twitter.

Weekly Recap

Weekly Recap (October 7 – October 13)

October 13, 2017

In the world of advertising and marketing, a lot can happen in a week-not to worry, we have you covered. Check out some of the biggest trends, ads, and stories that have been happened this week in our recap below!

Written by: Dak, Malick & Kathleen

 

Burger King Beefs with Wendy’s

D: 2017 is going to be quite the year to explain. The current U.S. president, the social media challenges popping up every month, the natural disasters, and now amongst the list…Burger King is throwing shade at Wendy’s. After Wendy’s removed their popular spicy nuggets earlier this year, fans were outraged to say the least. They showed their frustration through tweets, and even an online petition to bring the nuggets back. Now that Burger King is introducing their own spicy nuggets, they are actually turning those negative Wendy’s tweets into promoted posts. They are essentially creating ads using people’s frustration with Wendy’s, and people are loving it. Due to the hilarious brand voice that Wendy possesses on Twitter, I don’t think it will be long until we have a response. Check out some of the promoted tweets below:

 

 

Volkswagen: Rain

M: Ever want to ride in one of those old school Volkswagen hippie vans? So do I. In their latest spot, Volkswagen takes a trip down memory lane.With the focus of the ad being their latest People First Warranty, Dutch executive creative director Todd Riddle explains that the spot is about putting people first, and it does just that. He explains that the goal of the commercial was to celebrate the emotional connection that people have to Volkswagen. He goes on to explain that this connection is the soul of the brand, it’s drivers, uniqueness, optimism, and kindness. And what better way to do that then with a throwback featuring their classic van, a trip to Woodstock (or what seems to be Woodstock), and a very 60’s vibe. Advertising is all about drawing emotion, and I think they knocked it out of the park with this one. Check out the spot below:

Quaker Offers Canadians a #WarmWelcome

D: In an effort to take the Quaker brand beyond food and into a more emotional realm, the brand will be donating $0.05 of every quaker oatmeal and granola bar purchased (specially marked) towards the purchase of a winter coat for new Canadians. Upon first glance, $0.05 doesn’t seem like much until you account for the billions in revenue each year and the fact that this deal will last up to $350,000. A number that they are sure to hit. The great part about this initiative is that it’s two-fold. Firstly it looks great on the Quaker brand from the perspective of Canadian citizens. It’s great to see a brand help others in need in any way. Secondly, what a way to create new loyal customers in the Canadian immigrants. Check out the 30 second spot below.

Pedigree Adoptable Mask

K: I’m sure most of us like using a Snapchat filter, even if it’s just once in a while. Since Snapchat became very popular other social media apps needed to improve too. We now have Instagram and Facebook stories and face filters, or like Facebook likes to call them “masks”. Pedigree decided to use Facebook’s masks feature to help shelter dogs find a home. It’s providing a fun user experience and using the latest technology. Users will go through different cartoon like filters of dog breeds that are usually found in U.S shelters. Check out the video below to see how it works.

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our thoughts on the latest Pepsi ad. Think we missed something important? Let us know! Also, be sure to follow us on FacebookInstagram, and Twitter.

Malick Ba

Tim Hortons Is Way Too Canadian For It’s Own Good(will).

January 27, 2016

In the last month, we’ve seen some pretty big changes with everyone’s favourite thrift shop Goodwill. According to The Toronto Star , in the last few weeks the second hand clothing store has seen 16 stores and 10 donation centers in Ontario shut down without much communication from upper management. What I mean by that is Goodwill employees had shown up for their respective shifts only to find a note on the door saying that the store has been closed.  On top of that, one of the biggest issues with this that I have is that Goodwill is known to hire a plethora of individuals with disabilities. With a combination of horrible communication and laying off 430 employees (many with disabilities) from a public relations perspective, this looks really really bad. To flip the script a little bit, there is one organization in Canada that truly embodies what it means to be inclusive, helpful, and truly Canadian: Tim Hortons.

A note posted on the front of one of the 16 Goodwill stores closed.

A note posted on the front of one of the 16 Goodwill stores closed.

It has been reported by The Toronto Star that Mark Wafer, a Tim Hortons franchise owner of 6 has reached out on social media to (former) Goodwill employees  (disabled or nondisabled) and has been offering them a place to work. Wafer himself identifies as being deaf, only being able to listen with 20% hearing.

Mark Wafer and Employee

Mark Wafer and one of his employees.

This is not some sort of elaborate PR stunt. This is not a marketing tactic to get people to buy more coffee. This is a story of someone who is truly able to embody what it means to be a loving, helping Canadian. Whether he knows this or not, Wafer carries the characteristics of the type of person that Tim Hortons’ brand should want to employ in their organization in management positions. Canadian businesses should look to Wafer as to how they can improve employee relations, business practices, and public image.

This situation reminds us about the difference between good management, and bad management. Goodwill ownership has fumbled pretty hard with public image because of their colossal lack of effective communication. The Tim Hortons brand has a gem in Mark Wafer. This is a prime example of a person who can improve business and perpetuate the positive Tim Hortons’ culture of what a true, inclusive Canadian leader would do in a situation like this.

Somehow, Wafer made Tim Hortons even more Canadian eh?

Canada_flag

Malick Ba is currently an aspiring marketing professional living in Toronto, Canada. His academic background includes a Bachelor’s of Arts in Communications with a minor in Sociology from the University of Ottawa. Currently, Malick is a senior at Humber College and is looking forward to what he can provide to the marketing world upon graduation. Follow him onTwitterInstagram, and connect with him on LinkedIn.