The Challenge

40% of food is wasted in America 

It's a shocking statistic that few know. Our first goal was to educate by highlighting the enormous environmental effort it takes to bring food to our door. The larger task was to change behaviour. 

The solution

a fully integrated campaign committed to long term change

Partnering with The Ad Council and Publicis Sapient, NRDC launched a Save the Food brand to directly address food waste. A cross platform "Best If Used" awareness campaign also included education, tools and hints online and off. We partnered with Amazon to provide STF functionality to Alexa so that the AI tool can dish out advice on smarter food storage, tips for evaluating whether something is still safe to eat, and tricks to revive food that's past its prime. We worked with Disney to contribute the Oscar and Grammy award winning soundtrack and enlisted renowned chef, Dan Barber, to create gourmet meals for unsuspecting foodies made from food that would normally be tossed away. I was client CD on this project. 

See the site here.

The Challenge

Skyrocketing cases of syphilis 

An alarming number of Syphilis cases have been reported prompting the health ministry to take immediate action. Most of this was attributable to a large population of 18 to 24-year-olds who knew about safe sex practices, but were jaded by traditional sexual health messages.

 

The solution

Speak to the target in their language

This integrated campaign, playing off the name of a well known dating site, was one of the most successful heath care initiatives in Alberta history. It made news in all mainstream media. On a personal note, one of my proudest professional moments was when I repeatedly overheard strangers talking about it.

The Challenge

Encourage KFC to stop UNNECESSARY use of Antibiotics

With a limited budget, we needed to convince the Colonel to stop feeding antibiotics to his chickens. 

Feeding antibiotics routinely to animals that are not sick kills off weak bacteria and creates an environment for antibiotic-resistant bacteria to thrive which threatens public health. The practice promotes drug-resistant superbugs that infect two million Americans a year. 

Unfortunately, data-driven science was not convincing enough to make KFC change course.

The solution

create a character they can't ignore

Auntie Biotic, an improv comedian in a pill-covered chicken suit, visited KFC spreading the word about antibiotic use to the audience KFC cares about most—its customers.

We filled KFC’s social media channels, Tweeting and Facebooking her way to more than 500,000 video views in her first month of life. Followers could petition KFC and donate to support the message. She appeared on a mobile billboard outside of their head office in Kentucky. She went on the road to major cities across the county. 

Within six hours of the campaign’s launch, the phone rang at NRDC… it was the Colonel. And within the year KFC publicly announced it would no longer regularly use antibiotics.  

The Challenge

Many people hate "the phone company"

TELUS is one of the biggest telecommunications providers across Canada and OptikTV is their IP TV service. In Western Canada, they are a direct descendant of the company that once had a monopoly on telecommunications—in other words, “the phone company.” 

The solution

Be honest and admit the mistake

Customers love to hate their phone company, and this video is part of a bold effort, the Telus/YOU campaign, with which Telus announces fixes for the kind of disservices that anger even the nicest people. Things like hidden fees, confusing bills, and in this case charging extra to get HD channels with your TV service.

The Challenge

Reposition Save On as a local supporter

Save On Foods had sourced from local producers long before the farm-to-table movement. The challenge: celebrating those relationships in an authentic way to customers who didn’t think of Save On Foods as a “buy local” grocery store. 

The solution

Chat with our partners about their pride

Farmers have a distinct way of speaking that isn’t heard in many cities—that was the first touchstone of our approach. We overlaid the warm, heartfelt voices over editorial-style still photography to create an experience that felt approachable, local and of the land.

The Challenge

The world’s largest online retailer gets a lot of attention

Opinions on Amazon's sustainability vary, with some praising its renewable energy initiatives and carbon-neutral goals, while others criticize its environmental impact from packaging, shipping, and data centers. Our goal was to swing those in between.

The solution

but you Can’t argue with data

Storytelling often fails to convince people because it feels anecdotal. In contrast, confirmed data can persuade even hardened skeptics. Presenting complex issues clearly, backed by solid data, was our path forward.

The Challenge

3.29 billion people are watching

Meta's Human Rights messaging outlines the company's efforts to identify, address, and mitigate potential human rights impacts across its platforms globally. It promotes transparency and accountability in how Meta manages issues like privacy, freedom of expression, and user safety. 3.29 billion people use at least one of its core products daily, and 3.98 billion people use these products monthly. For context roughly 40% of the world’s population uses a Meta product every day. Needless to say it is one of the most important documents it publishes because their family of apps touch so many and is scrutinized by NGO’s as well as governments.

The solution

don’t disappoint them

A raised fist is often associated with peaceful protests. Using Meta’s famous hand emoji as a multicolor pattern, we created a woman’s face that reflects the global and inclusive nature of the company’s mission. An accompanying website was developed to be highly user-friendly, allowing seamless navigation through complex topics. Data-heavy content was thoughtfully organized with clean layouts, intuitive infographics, and interactive elements to make the material more engaging and accessible to those 3.29 billion.

The challenge

an UNPARALLELED opportunity

A company with a presence in nearly every country has an unparalleled opportunity—and responsibility—to drive global impact. PepsiCo’s sustainability website, built around its pep+ (PepsiCo Positive) strategy, showcases the company’s commitment to building a more sustainable food system by embedding environmental and social goals throughout its operations, supply chain, and product portfolio.

The solution

Be comprehensive and transparent

We developed PepsiCo’s comprehensive sustainability website around five key pillars: Agriculture & Sourcing, Products & Nutrition, Environmental Impact, People, and Strategy. To amplify the message, we also created an animated video that highlighted the core themes—later adopted by several of PepsiCo’s billion-dollar brands to support their own communications efforts.

The Challenge

Position a fortune 50 company as a leader in sustainability

AT&T is the world's third largest telecommunications company and has a successful sustainability story to tell. Our role was to amplify that story to a specific audience through web, and IR reporting.

The solution

AI generated solution to answer any sustainability question

We proposed a stand alone AI-first website GPT model using natural language processing to generate summaries of complex sustainability issues from long format documents. Messaging echoed through all touchpoints including AT&T’s annual report and sustainability summary.

Annual Report

Sustainability Summary

The Challenge

"What do they do again?"

Boys and Girls Clubs of Canada provides a safe, inclusive and reliable after-school environment for children and youth. Through guidance and mentoring, they equip kids for life and help them realize their full potential. The challenge was to get the word out. 

The solution

SHow successful Alumni as Children

BGCC has many success stories. One alumnus is Anthony Bennett, the first Canadian to be drafted number one overall in the NBA. Not bad. We created a series of videos that featured several accomplished former members but not as they are today but as they were then. 

The Challenge

Rebrand the world’s largest paper company

Rebranding International Paper involves transforming a legacy brand into a visually compelling and emotionally resonant identity that reflects innovation and sustainability. We needed to craft a modern aesthetic that honors the brand’s heritage while appealing to a global, eco-conscious audience. The challenge lies in developing a cohesive visual language—logo, typography, color, and packaging—that feels both timeless and forward-looking across all touchpoints.

The solution

position for what’s next

The design solution for rebranding International Paper focused on creating a modern, unified identity that honored that legacy. The logo reflected a “leaflett” to reflect the natural foundation of the company. A nature-inspired color palette, clean typography, and AI created imagery were implemented to reflect the company’s global presence. Comprehensive brand guidelines were developed to ensure consistency across all markets and sub-brands while allowing flexibility for regional adaptation. This approach successfully repositioned International Paper as a forward-thinking, purpose-driven leader in sustainable materials.

Customized terminals and crossbars of the logotype to include part of the icon “leaflet”

AI generated vector illustration as part of the global rebrand. We supplied the templates and set AI prompts for in-house consistency.

The Challenge

Young, SIngle vacationers are at risk

Picturesque Bow Valley has one of the highest rates of of sexually transmitted disease in the country. 

The solution

Don't bring something home you may regret

An unexpected and unwelcome keepsake is something to be avoided. 

The Challenge

raise awareness of pesticide alternatives for young home owners.

The creative challenge was to break through the clutter and speak to our audience in an original and lasting way.

The solution

in our backyard—literally.
The common gnome. 

Who better to be sensitive to the hazards of harsh pesticide use than him? Using striking imagery that was unexpected yet beautiful we managed to break through the clutter and resonate with our very media-savvy audience. 

The Challenge

REGRETTABLY, Hate speech is Ubiquitous

Homophobic language is too often used thoughtlessly, even if it’s without malice. But rather than tell people to think before speaking, we showed them what they were saying.

The solution

It's so common it's happening this moment

In real time, via live tweets, homophobic language was displayed for all to see, without judgment or comment from us. Visitors to the site could, however, interact with the tweeters featured. Within 24 hours, the site had over a hundred thousand visitors, and was trending on Twitter. It received global media coverage from the likes of The Economist, The Atlantic, The Guardian, CBS, Reddit, Upworthy, CBC, CTV, Mashable, BuzzFeed, and even Aljazeera. Note: I left the agency before this project was completed. 

The Challenge

An indifferent public and government that was not responding to convincing facts

The Alberta Wilderness Association had tried more conventional ways to get the government to put grizzly bears on the endangered species list. But facts like statistics on habitat loss weren’t resonating with key decision makers, or the general public. 

The solution

use bold satire to gain attention 

It almost seemed as if people wanted to eradicate the bears instead of saving them. And from that observation, No More Grizzlies was born. The message got through. Within a few months, legislators declared the grizzly a threatened species, and put the necessary protections in place. A monumental step forward.

The Challenge

Chiro is thought of as a fringe health solution

Chiropractors in Alberta had to deal with the toughest kind of challenge a brand can face: they were perceived as less than entirely legitimate, fringe health care practitioners, and people didn’t fully trust them. Though they had high awareness, the stigma stuck, and people tended to visit a chiropractor only after other treatment options had failed. We discovered, though, that more than half of Albertans had actually seen a chiropractor within that past five years. 

The solution

reposition chiro as mainstream

Therein lay the key to changing the pubic perception, and getting people to view chiropractors as mainstream medical practitioners. From there, we created The Everyday Stuntman, a character whose days were numbered thanks to the fact that most people get the help they need from a chiropractor.