Working with our talented crew of DJs, Artists and Bartenders, we take a closer look into the different facets of Sapporo: Convergence of Cultures. We hear about their experiences, outlook and art forms from East and West.

Agency / The&Partnership Canada
Executive Creative Director / Ron Smrczek
Creative Director + AD / Yvette Reitner
ACD + Writer / Andrew Rennie
Agency Producer / Kasia Zeniuk
Account Director / Patti Ann Cochren

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Production / Steam Films
Director & Cinematographer / Goh Iromoto
Line Producer / Courtney Iromoto
Artist Casting & Co-ordination / TokyoDex
Editorial / Outsider Editorial
Editor: Art / John Gallagher
Editor: Bartender / Cam Anderson
Editor: DJ / Calum Moore
Assistant Editor / Nathan Olszewicki
Colour Facility / REDLAB
Colourist / Jason Zukowski
VFX & Online / theVanity
Online Artist / Sean Cochrane
Audio / Oso Audio
Audio Director / Harry Knazan

It's not often that the production process mirrors the concept. In the midst of a pandemic, we worked with Goh Iromoto to bring this crazy idea to life—as Goh travelled to Japan to work with a countless number of dedicated talent and crew.

Along with our production partners, we're proud to present Sapporo: Convergence of Cultures.

Agency / The&Partnership Canada
Executive Creative Director / Ron Smrczek
Creative Director + AD / Yvette Reitner
ACD + Writer / Andrew Rennie
Agency Producer / Kasia Zeniuk
Account Director / Patti Ann Cochren
Sr. Strategist / Matthew Michels
Managing Director / Lesley Rivard

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Production / Steam Films
Director & Cinematographer / Goh Iromoto
Line Producer / Courtney Iromoto
Artist Casting & Co-ordination / TokyoDex
Editorial / Outsider Editorial
Editor / Alison Gordon
Assistant Editor / Nathan Olszewicki
Colour Facility / REDLAB
Colourist / Jason Zukowski
VFX & Online / theVanity
Online Artist / Sean Cochrane
Audio / Oso Audio
Audio Director / Harry Knazan

Toronto Public Health has giant bowls of free, self-serve condoms. Just show up and help yourself. But not enough people know about it, especially teens. To make them aware, we had to tell them that condoms are just sitting there, waiting to be taken.

But what do condoms do while they sit around? How do they kill time before the inevitable? Probably like this.

Executive Creative Director / Ron Smrczek
Strategy Directors / Melissa Boyd & Lindsay Stanford
Associate Creative Directors / Yvette Reitner & Jake Bogoch
Art Director / Yvette Reitner
Copywriters / Jake Bogoch & Jordan Mark
Account Manager / Kirsten Rosenkrantz
Producer / Tara Cochrane
Illustration & Animation / Blame Your Brother
Music & Sound / TA2

ADCCs GOLD in Content Series

Creative Director + AD / Yvette Reitner
Group Creative Director / Noreel Asuro
Creative Director, Retail / Brooke Hennessy
Copywriters / Kurtis Martin & Arjang Esfandiyari
Head of Strategy / Tim Hopkins
Managing Director / MJ Cadorette
Account Supervisor / Maurine Cardoso
Head of Production / Hanna Bratt

ADCC Bronze: TV Single, Over 30 Seconds

The Message / The Mighty List:
Creative we loved in 2020

In a time where “everything is different, yet all the same”—TELUS celebrates the ups and downs of parenthood in welcoming baby Leah to the world.

Creative Directors / Yvette Reitner & Jake Bogoch
Group Creative Director Noreel Asuro
Strategy Director / Erika Maginn
Account Director / Ashleigh McEwan
Head of Production / Hanna Bratt

With the TELUS #EndBullying campaign launching earlier in 2018, we saw an opportunity to further amplify the message during National Anti-Bullying Week in November 2018. Since you can’t fight bullying with a commercial alone—a leap into pop culture was the right fit. We commissioned an anti-bullying anthem with rapper SonReal, a well-respected Canadian musician who spoke to the right demographic. Leveraging SonReal’s huge following on social media, shooting a music video, releasing the single on all major streaming platforms, appearances at WeDay and iHeart Radio—the song became a hit. The single “No More” has been streamed over three million times, and the project won a Bronze Lion in Entertainment.

Executive Creative Director / Ron Smrczek
Strategy Director / Melissa Boyd
Creative Director Noreel Asuro
Associate Creative Directors / Yvette Reitner & Nabil Rachid
Art Director / Yvette Reitner
Copywriter / Nabil Rachid
Account Director / Ashleigh McEwan
Account Manager / Lauren McCord

Creative Director / Yvette Reitner
Sr. Art Director / Jenn Saunders
Writer / Andrew Rennie
Sr. Strategist / Matt Michaels
Group Account Director / MJ Cadorette
Account Supervisor / Lauren McCord
Head of Production / Hanna Bratt

Creative Directors / Yvette Reitner &
Jake Bogoch
Junior Art Director / Carissa Cruz
Junior Copywriter / Steve Running
Senior Strategist / Parker Mason
Group Account Director / Sophie Couvrette
Account Supervisor / Tanya Lonceravic

GoCo launched in the Spring of 2020. As a new player in bespoke SMB communications solutions, and living under the TELUS Business umbrella, GoCo wanted to portray the importance of connection. With that in mind, we designed the logo on geometric forms—mirroring the “g” in “go” to “co.” From there, a business system that further explores the idea of connection and simple brand elements that allow for the logo to stand alone.

Creative Director / Yvette Reitner
Senior Art Director / Gus Gonzalez
Art Director / Carissa Cruz
Senior Strategist / Parker Mason
Group Account Director / Sophie Couvrette
Account Supervisor / Tanya Lonceravic

The Wall Street Journal wanted to recruit the world’s most powerful business leaders to join an elite business discussion group. But how to reach these busy and exceptionally private people, with respect and discretion?

We created personal billboards directly beside the CEOs’ offices. These anonymous “billboards for one” respected the CEOs’ privacy by inviting them solely through bio data. Written about one person, each billboard highlighted individual achievements—the very reason the CEO were invited to the elite discussion group. We also created newspaper wrap ads featuring the same bio data and handed them to staff at the corporation.

Most direct mail response rates hover around the 4% mark. We saw an 80% response rate from our targeted CEOs. And most of them responded within the first 24 hours.

Executive Creative Director / Ron Smrczek
Head of Strategy / Andre Louis
Associate Creative Directors / Yvette Reitner & Jake Bogoch
Account Director / Jenni Cowdy

ADCCs GOLD for Direct Marketing

Purolator was born 60 years ago. Today, it remains the world’s only global courier that specializes in Canada. Purolator knows Canada so well, they’re more than 97% on time. They’ve been a partner for Amazon, have renowned customer service, and deliver over 1 million parcels every single day. Despite all that, it’s been overlooked.

To help customers and businesses get reacquainted with the brand, it was time for a bolder approach: Connecting Canada is no small feat. We’re the second largest country on earth. 
We have the lowest population density. This wild land is 90 percent uninhabitable yet, somehow, we own the busiest road in North America. It’s not easy for Purolator to work here, but we do.

When we bring it, we bring it.

Executive Creative Director / Ron Smrczek
Head of Strategy / André Louis
Strategist / Anna Bloshimi
Associate Creative Directors / Yvette Reitner & Jake Bogoch
Art Director / Yvette Reitner
Copywriter / Jake Bogoch
Producer / Kasia Zeniuk
Account Director / Lindsay Di Tolla

Canada is one of the best places to live in the world. But in the digital world? Not so much. We’re ranked among the 5 worst nations for cyberbullying.

TELUS committed a long-term initiative to tackle cyberbullying. It began with a youth movement. Research confirmed kids wouldn’t step up for each other unless they knew others were behind them.

To give them that sense of “strength in numbers”, we had to be everywhere. So we took over ever medium we could, from a WiFi networks, Canada’s largest youth empowerment group, and the hiphop streaming charts.

Executive Creative Director / Ron Smrczek
Strategy Director / Melissa Boyd
Associate Creative Directors / Yvette Reitner & Jake Bogoch
Art Director / Yvette Reitner
Copywriter / Jake Bogoch
Producer / Angela Carol
Account Director / Ashleigh McEwan

During the 2018/19 World Juniors tournament, Maxime Comtois was bullied online after missing a penalty shot in the quarter finals against Finland. Instead of staying silent against his attackers, Max stood up to bullying, releasing an inspirational message to young hockey players and fans alike.

TELUS #EndBullying is a program that aims to educate youth and parents on the importance of being a good digital citizen—whether it’s for yourself or for some one who needs help. In partnership with Hockey Canada, we were proud to support Max and the 2019/20 Team Canada—as we looked to spread positivity with fans across the globe.

With an inspirational spot featuring real fans that stood up for Max during his time of need, we also put up two
out-of-home boards in the Czech Republic that streamed tweets from fans—displaying messages of support from home (and around the world) to the team during their media blackout.

Executive Creative Director / Ron Smrczek
Strategy Director / Erika Maginn
Group Creative Director / Noreel Asuro
Creative Director / Yvette Reitner
Art Director / Barry Hann
Copywriters / Jaclyn Manishen & Chris Dow
Producer / Kasia Zeniuk
Group Account Director / Ashleigh McEwan
Account Director / Nadia Nauth

Giving back to communities in Canada by means of technology has been a part of the TELUS DNA since it was Clearnet—yet they are only known as a telecommunications company. To help bridge the gap for consumers, TELUS launched its Master Brand campaign with a spot titled “Wonder,” where we explore the different ways TELUS has used technology to improve the lives of Canadians every day.

Executive Creative Director / Ron Smrczek
Head of Strategy / André Louis
Associate Creative Directors / Yvette Reitner & Jake Bogoch
Art Director / Yvette Reitner
Copywriter / Jake Bogoch
Producer / Clare Cashman
Account Director / Zeeshan Hussain

Sexually transmitted diseases are back in Toronto. Young people weren't using condoms for some reason. To make them interested in protection, we held a contest to design an official condom for Toronto.

To promote it, we wondered: What happens if you actually win? We wondered how your life would change. You'd be condom famous. That would be (mostly) great.

Executive Creative Director / Ron Smrczek
Digital Strategy Director / Marcel Zierfuss
Art Director & Graphic Designer / Yvette Reitner
Copywriter / Jake Bogoch
Account Director / Jenni Cowdy

Few people knew about MSN News. Even fewer people knew that human editors choose the stories rather than algorithms to ensure accurate, balanced coverage.

To make our point, we waded into a white-hot issue that began with a single article: anti-vaccination. This movement began when Dr. Andrew Wakefield’s fraudulent research was published in The Lancet. It has reverberated for decades.

Our strategy worked. Within two days, social media interaction with MSN went up over 2000% and app downloads increased 112%.

Executive Creative Directors / Cam Boyd & Troy McGuinness
Associate Creative Directors / Yvette Reitner & Jake Bogoch
Graphic Designer / Yvette Reitner