Linda Carte

Paralympians had an identity problem. Not only did people feel sorry for these athletes, Paralympians were often being confused with Special Olympians. Paralympians wanted to be recognized for their athletic accomplishments and not be pitied. We developed a strategy on the merit of the athleticism these athletes compete at. We wanted people to see these Paralympians as fierce competitors, high achievers and total badasses.

Harlequin Romance books publish in over 60 languages globally. Harlequin always had a healthy consumer base. Over the past year our target was being bombarded with a myriad of entertainment options, streaming platforms, movies, other books, as a result she was reading less and reading fewer of our books. We needed to re connect with her, make her feel heard and let her know that we have exactly the kind of escape she is looking for.

Visa Infinite is a prestigious credit card. There are many benefits of having one. The business problem was that Infinite had low awareness, including people that actually had the card in their wallet, over 70% of people didn’t know they actually had the card. Further, they had no idea what the benefits were. We developed a campaign that was tailored to this sophisticated audience and spoke directly to them. We offered a bucket list of ideas these travel savvy consumers could indulge in.

Peacebuilders needed doners to help fund it’s legal costs and programs. Trouble is they had very low awareness of what they actually do. Peacebuilders is a restorative justice program, consisting of legal help, restitution and group therapy for first time offenders and wrongly accused at risk youth. Youth have a 20% reoffend rating after going through the program compared to an 80% reoffend record if no help is given. We wanted to show these youth as vulnerable, and wanted people to see their own child in their eyes. Most of all we wanted people to realize that one lapse in judgment shouldn’t brand a child for life.

Since 1986, Visa’s commitment to the Olympic Movement and individual athletes has been an important factor in ensuring the continuance and success of the Olympic Games and Paralympic Games. In the PyeongChang Winter Olympics, Visa wanted to make sure Canadians felt a connection to their athletes. 

The 360 campaign was made up of over 50 unique videos, snapchat posts, social posts and congratulation posts. We wanted to be in the big moments as they happened.

Real Progress

Prince Edward County was the best kept secret of southern Ontario. We needed to let people know the richness of the wineries, farm to table restaurants and artisans that were only a short drive away. At the same time PEC wanted to make sure people knew they were going to keep true to the things that made them special and not bend to what others view of progress is.

The Ted Rogers Scholarship was created in honour of Ted Rogers. Launching in 2017, the goal of the scholarship is to ensure the success of future generations of Canadians by helping young leaders across the country succeed in their educational aspirations.

The 360 campaign was developed to signal that whether you live in a small town or big city, potential lives everywhere. We wanted to make sure Canadian youth were aware there was a  scholarship  to support them in higher learning.

Sunnybrook Hospital takes on patients that other hospitals have labelled impossible to fix, treat or heal. They meet insurmountable challenges with expertise and compassion. They are Canada’s #1 emergency hospital.

The campaign let people see a side of Sunnybrook that only doctors and nurses had up until now. We went deep into operating theatres, emergency ward trauma rooms, delivery rooms and even the ICU. We shot the frontlines of healthcare with two world renowned war photographers - Ron Haviv and Christopher Morrison.

The campaign was honest and raw. We let the public really see how every day Sunnybrook makes the impossible - possible.

Go to Bringustheimpossible.ca to see the full site

Merrell boots have always been a fixture of the trail, but now the box they come in cements these credentials. With the Most Useful Shoebox in the World, each component has been designed to prove useful in the case of an emergency in the wild. Taking something as disposable as product packaging and turning it into something indispensable.

The RBC Blue Water Project is a wide-ranging, multi-year program to help foster a culture of water stewardship.

The campaign was launched to raise awareness of the ever mounting water crisis and how RBC is taking steps to ensure we have fresh water for generations to come.

Hamish Hamilton is a boutique publishing imprint with a commitment to literary value, embracing established and emerging authors, selectively publishing titles that align outstanding local talent with the most exciting voices from around the world.

The print and poster campaign wanted to highlight how exclusive it is to be published by Hamish Hamilton. We also wanted to recognize the authors of these select novels.

Everyone has a bottle of Bailey’s in their cupboard. Trouble is it only comes out on special occasions, and sometimes only once a year at Christmas. We wanted to remind people that there are a lot of little things to celebrate in their day to day lives.

NOTE* Bailey’s should be kept in the fridge!