"It tastes real. As real as I thirst for freedom," says one Coca-Cola bus shelter poster in a campaign created by Marketel McCann-Erickson, Montreal. Three shelter ads (the other two stressed love and self-respect) and two related TV spots were part of the push, which appeared in four major cities in Quebec from June to September 1996. The creative director was Lili Cote, art director was Gilles DuSablon and copywriter was Alain Bourgeois.
Richmond Savings, small credit union based in British Columbia, has used bus-side ads and a radio campaign over the past year to take on the handful of "fat cats" and "dinosaurs" that dominate Canada's financial services industry. While its competitors are known for bureaucracy and bad service, Richmond Savings, with help from agency Palmer Jarvis, Vancouver, presents itself as a fresh alternative. The ads are the work of Art Director Jan Trudel and copywriters Kerrie Couttie and Marc Stoiber.
Devil may care:
La Maison des Futailles, a subsidiary of the government-run alcohol distributor Societe des Alcools du Quebec, unleashes Demoniaque, "The New Possessed Vodka." This flavored vodka ("Devilish" in English) is "a spicy potion that will put a spell" on your Bloody Marys, claim posters shelf-talkers and tent cards, which began appearing in December 1996 throughout Quebec. The ad was produced by Creative Director Paul Abraham, Artistic Director Pierre Pilon and Copywriter Stephane Jean at Allard, Montreal.
To introduce itself as a new low-cost, intra-Canada airline, Greyhound Air opted to be eye-catching-and irreverent. The campaign, which Palmer Jarvis, Vancouver, broke in April 1996, used outdoor posters, newspaper ads and a TV spot to tell customers that the Canadian subsidiary of the U.S.-based company company was "marking new territory." The print, created by Art Director Ian Grais and Copywriter Alan Russell, is still running.