Built from nothing 10 years ago, a Toronto startup set out its goal to make brands tower like giants—while always acting like gentlemen.
Giants & Gentlemen vividly demonstrates the isolation of abuse
Today, Giants & Gentlemen has developed into a vibrant full-service strategy, creative and design agency. In the past year, the founders launched Brave Film Productions and are looking to create an alcohol product named after the agency.
As part of one of its biggest campaigns last year, G&G partnered with the Canadian Internet Registration Authority to capture more Canadian customers with a .ca business domain rather than a .com. Through its commercials, which brought the campaign strategy to life by featuring far-fetched scenarios—for example, a stream fisherman literally reeling in a human customer—that positioned .ca as the best way to attract customers to their business online.
As part of a larger campaign themed "Make Your Website True North Strong," the spots helped advertising recall climb 21%, contributing to a 7.1% increase in domain registrations versus the year prior, according to G&G.
Another campaign, “The House With No Escape,” addressed challenges faced by domestic abuse victims and was created in partnership with the Assaulted Women’s Helpline. “The House With No Escape” was filmed in Toronto, showcasing a home that was completely bricked in without an entry or escape point in sight. Passersby were greeted with a lawn sign that read: “When you live with abuse, there’s no easy way out.” A series of out-of-home spots carried the same message.