Mackie Biernacki Projects
People tend to view insurance as a necessary transaction – a grudge purchase. So we pulled out to show the bigger picture. Real stories were used to demonstrate the greater good that Definity is doing for its customers, employees, and communities across Canada.
Since 1956, Cloverdale Mall has been an important gathering place ingrained in the local memory of Etobicoke. To introduce its redevelopment, we needed to respect its role in the community while demonstrating a more user friendly environment for tomorrow. This covered brand identity, brand systems, signage, engagement pieces and modular architectural installations and exhibits.
Instead of abandoning the past, we pulled Cloverdale Common into this decade. We updated and elevated the 70’s dated clover icon and old green colour into a new wordmark, logo, and identity system. We discovered and then scoured the incredible photo archives that were idling away and used them to breathe life into the brand.
Our second pair of custom MB kicks have arrived. Thanks in large part to good friends who helped us manoeuvre through the Converse USA billing and shipping debacle, including a generous and willing mule who drove the entire order up from the States.
After steady decline, Whiskas needed to get noticed. And research told us that cat owners were proud of how idiosyncratic (aka strange) their pets were. So that’s what we did. And it worked. This campaign gave Whiskas 23% growth, making it the #1 cat food in Canada (Previous agency.)
Audi was outspent by Mercedes and BMW, so we had to break through with creative ideas. And it worked. Monthly sales across Canada increased every year of this campaign. (CD’s at former agency)
Proud to help create brand strategy, marketing, design and a custom e-comm site for Canada’s best winery. pearlmorissette.com
We are very proud to have worked with such a worthy organization. Our task was to bring awareness and urgency to the fact that kids’ mental health is incredibly over-looked and under-funded. With each year of the campaign, we focussed on a different connection point, which is represented by the films below.