Without A Wingnut

post no bills

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Creative Challenge:
Pick a company, marketer, or organization.
Put yourself in the marketing team’s shoes.
Develop concepts for what the company should do for April Fools’ Day.
I chose Google

Creative Challenge:

Pick a company, marketer, or organization.

Put yourself in the marketing team’s shoes.

Develop concepts for what the company should do for April Fools’ Day.

I chose Google

Filed under Google April Fools' Day

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Writing for Online

My writing class for this semester is “Motion Storytelling”, or “Writing for Television” as it was previously named. We learn to write scripts for :30, :60, :90 etc spots but now commercials are online and the big ones are not at a conventional length. The time restrictions for creative seem to have disappeared, but of course this is not the case.

YouTube has two types of advertisements: the ones you can skip and the ones you can’t. The spots you can’t skip cannot be too long and the ones that viewers can won’t last past the five second count down. As writers, should we focus on those first five seconds? It is now another restriction added to the list.

I don’t have stats on YouTube videos but as one could guess, millions of videos are watched every day. People expect to see commercials on TV but don’t want them while watching music videos, “how to” tutorials and home made cat videos. Is the exposure worth the possibility of an annoyed audience?

Filed under copywriting advertising

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The Newsroom

My parents do not have a great selection of channels, this upsets me. They do have an on demand option which includes movies and HBO original series which I browse through but I rarely pick something to watch. My sister suggested The Newsroom and told me to listen carefully to the first scene. So I did. 

I was hooked.

Now hopefully whomever is reading this has watched the series, or at least up to the fourth episode. If you have, then you know what I am about to talk about.

This.

I am highly invested in this show, and once I finish the series (probably later tonight), I will be devastated. 

What fascinates me is the integrity of their work, the ambition to do something worth doing. I have had many friends from my program talk about their doubts in advertising, either their work or the industry itself and I would be lying if I said I did not share those same feelings sometimes. 

Those who have these doubts should watch this video. This is relative to any industry, news, advertising, anything. Producing good, honest work is something is something to strive for. Maybe it is too cliche to say that the new year is a great time to start fresh but that is when the new semester starts so it just works out that way. 

Filed under The Newsroom

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Ogilvy Inspired - Schneider’s Oh Naturel Meatless Burgers
This piece was from my Advertising I class (pretty much Ad 101). The class was divided into groups and assigned one of four advertising philosophers, my group drew the David Ogilvy straw. We were to find 10 ads that shared principles from Ogilvy’s early ads and then change a previous Schneider’s ad into something he would make. 
The burger shoot too too long, and several photos later I decided on one worth of the ad. It was also embarrassing taking dozens of photos of a veggie burger in the school cafeteria. If I had silver serving trays and covers, the image would have been 100% original. Unfortunately, I had to settle on a stock image.  
A few notes I made for the presentation:
Introducing Healthy living in the comfort of your own home. No quality compromised. Schneiders Oh Naturel Meatless Burgers.
The headline does not mention any expensive cars, gold watches or million-dollar mansions. It says you can enjoy this burger in your home. The headline ties together with the image, the butler serving the burger with a silver tray on top, making the viewer believe that they live a life of luxury, without the wealth. 
The copy at the bottom does include information about the product itself, but since that is not the most important part, it takes up the smallest part of the ad, remember only 5% read the copy where 30% read the headline. 
Those who pick these up from their supermarket do not buy these burgers because they taste great, they will buy it because it will add years on their life, all those other meaty, fatty, burgers from the past will disappear. They can see their children grow up, there is no worries about paying for college tuition because when they sink their teeth into our natural burgers, all their worries go away. 
Mortgage payments? They already bought their house, they bought their dream house. 
They may not have a butler serving their favorite food, but they dont need one, their vision of a luxurious life only includes their loved ones. 
When they drive their Ford Focus, its as if they are strolling along in a Cadillac STS, newly purchased. 
Nothing in their life is compromised, not their family, not their lifestyle, not their food.
What I would change? I would add more copy, something Ogilvy’s ads did not lack. And if i could change something else, it would be the decision to eat the burger after the shoot, bad idea. 
The image of the burger and plate was taken by myself. All other logos and images were taken from Google Images and they are owned by its respective designers and photographers. No copy right infringement intended.

Ogilvy Inspired - Schneider’s Oh Naturel Meatless Burgers

This piece was from my Advertising I class (pretty much Ad 101). The class was divided into groups and assigned one of four advertising philosophers, my group drew the David Ogilvy straw. We were to find 10 ads that shared principles from Ogilvy’s early ads and then change a previous Schneider’s ad into something he would make.

The burger shoot too too long, and several photos later I decided on one worth of the ad. It was also embarrassing taking dozens of photos of a veggie burger in the school cafeteria. If I had silver serving trays and covers, the image would have been 100% original. Unfortunately, I had to settle on a stock image.

A few notes I made for the presentation:

  • Introducing Healthy living in the comfort of your own home. No quality compromised. Schneiders Oh Naturel Meatless Burgers.
  • The headline does not mention any expensive cars, gold watches or million-dollar mansions. It says you can enjoy this burger in your home. The headline ties together with the image, the butler serving the burger with a silver tray on top, making the viewer believe that they live a life of luxury, without the wealth.
  • The copy at the bottom does include information about the product itself, but since that is not the most important part, it takes up the smallest part of the ad, remember only 5% read the copy where 30% read the headline.
  • Those who pick these up from their supermarket do not buy these burgers because they taste great, they will buy it because it will add years on their life, all those other meaty, fatty, burgers from the past will disappear. They can see their children grow up, there is no worries about paying for college tuition because when they sink their teeth into our natural burgers, all their worries go away.
  • Mortgage payments? They already bought their house, they bought their dream house.
  • They may not have a butler serving their favorite food, but they dont need one, their vision of a luxurious life only includes their loved ones.
  • When they drive their Ford Focus, its as if they are strolling along in a Cadillac STS, newly purchased.
  • Nothing in their life is compromised, not their family, not their lifestyle, not their food.

What I would change? I would add more copy, something Ogilvy’s ads did not lack. And if i could change something else, it would be the decision to eat the burger after the shoot, bad idea.

The image of the burger and plate was taken by myself. All other logos and images were taken from Google Images and they are owned by its respective designers and photographers. No copy right infringement intended.

Filed under David Ogilvy Schneiders

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Pride Week

This is another poster I made for Jer’s Vision, this time it was to advertise the events for Pride Week. The main event was the Boat Cruise. 

All of the pictures were originals but all the text was given to me. Since the spotlight was on the boat cruise, I decided to have a blue background, and the rainbow just made sense to have. 

The second poster was Jeremy’s idea, having the rainbow as waves. I was not a fan of having the sponsors’ logos at the bottom (or having them at all), but their funding helps. 

Filed under Jer's Vision Pride Week

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Heres the sandwich board outside the restaurant I work at, The Grand. Im not too sure about it. The “warm up, dry off” part was added by the hostess. I’d rather it not be there but ideas change as soon as they happen. 
George and William are streets if you were wondering. 
And they need some quotation marks too.

Heres the sandwich board outside the restaurant I work at, The Grand. Im not too sure about it. The “warm up, dry off” part was added by the hostess. I’d rather it not be there but ideas change as soon as they happen. 

George and William are streets if you were wondering. 

And they need some quotation marks too.

Filed under The Grand Pizzeria

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This is an idea for a commercial for the Ottawa Race Weekend. Unfortunately the race happened last weekend but I started this piece the week before. The idea stemmed from walking around aimlessly; I passed by Confederation Park on my way to the Bridgehead on Bank St. I noticed the banner for the race and remembered that the weekend will be busy at the restaurant, carb loading the day before the race. I sat down with my coffee and started working, mostly checking my Twitter and many advertising blogs. I decided to do something for the race, at first it was going to be a poster, but I decided to do a commercial spot when I started listening to this song:

Japandroids’ Continuous Thunder.
The Strategy
Everyone has a reason for running, fitness, a hobby and even a possible career. People often do things without a reason, mindlessly acting on instinct, but no one signs up for a full marathon (42 km) without a passion for running. The young, inexperienced runners may partake in the 2, 5 or the 10 km races. It takes someone with dedication to challenge themselves to a full marathon. Participating in something so challenging would be easier if they were doing it for a reason, for someone they love.
We want to open the eyes of the inactive runners, as well to attract the current runners who are up for the challenge.
What’s your reason to run?
You tell us.
Creative Brief
Client: Ottawa Race Weekend - Ottawa Marathon
Project: My Reason to Run
Date: May 31st 2012
Why are we advertising?
- The race weekend attracts runners from all over North America. The ad is intended to have runners challenge themselves for the marathon.
Who are we talking to?
- Derrick, a young runner. The audience follows his running career from a child to an adult. Derrick’s father, Paul, used to be a runner but gave it up when he started a family. Like many young boys, Derrick wanted to follow in his father’s footsteps, which made them very close.
What do they think now?
- Running is their passion, not a hobby he does on the weekend. He trains, even in the pouring rain. It’s all worth it because he is doing something he loves with someone he loves.
What do we want them to think?
- The Ottawa Race Weekend is something worth doing, it is an accomplishment as a runner. Having the support from loved ones will give them strength.
Why should they?
- Marathons are not a cake walk. They take years of training, dedication, persistence and discipline. Finishing is not easy and they should be proud of just participating. 
Compelling Truths
- Its takes years of training, new runners will not participate in this years race.
- Not everyone will run the marathon, some will run in the shorter races.
- Not everyone will finish
- What happens when they finish? They do another race. Then what happens after that?
Emotions
- Heartwarming: the relationship between a father and son is a sacred thing. As the son becomes more involved in running, he becomes closer to his father. Even when the sons loses the race when younger, his father comforts him.
Mandatories
- “Continuous Thunder” by Japandroids (edited), visual cuts, fades, headline at the end - “What’s your reason to run?”

This is an idea for a commercial for the Ottawa Race Weekend. Unfortunately the race happened last weekend but I started this piece the week before. The idea stemmed from walking around aimlessly; I passed by Confederation Park on my way to the Bridgehead on Bank St. I noticed the banner for the race and remembered that the weekend will be busy at the restaurant, carb loading the day before the race. I sat down with my coffee and started working, mostly checking my Twitter and many advertising blogs. I decided to do something for the race, at first it was going to be a poster, but I decided to do a commercial spot when I started listening to this song:

Japandroids’ Continuous Thunder.

The Strategy

Everyone has a reason for running, fitness, a hobby and even a possible career. People often do things without a reason, mindlessly acting on instinct, but no one signs up for a full marathon (42 km) without a passion for running. The young, inexperienced runners may partake in the 2, 5 or the 10 km races. It takes someone with dedication to challenge themselves to a full marathon. Participating in something so challenging would be easier if they were doing it for a reason, for someone they love.

We want to open the eyes of the inactive runners, as well to attract the current runners who are up for the challenge.

What’s your reason to run?

You tell us.

Creative Brief

Client: Ottawa Race Weekend - Ottawa Marathon

Project: My Reason to Run

Date: May 31st 2012

Why are we advertising?

- The race weekend attracts runners from all over North America. The ad is intended to have runners challenge themselves for the marathon.

Who are we talking to?

- Derrick, a young runner. The audience follows his running career from a child to an adult. Derrick’s father, Paul, used to be a runner but gave it up when he started a family. Like many young boys, Derrick wanted to follow in his father’s footsteps, which made them very close.

What do they think now?

- Running is their passion, not a hobby he does on the weekend. He trains, even in the pouring rain. It’s all worth it because he is doing something he loves with someone he loves.

What do we want them to think?

- The Ottawa Race Weekend is something worth doing, it is an accomplishment as a runner. Having the support from loved ones will give them strength.

Why should they?

- Marathons are not a cake walk. They take years of training, dedication, persistence and discipline. Finishing is not easy and they should be proud of just participating. 

Compelling Truths

- Its takes years of training, new runners will not participate in this years race.

- Not everyone will run the marathon, some will run in the shorter races.

- Not everyone will finish

- What happens when they finish? They do another race. Then what happens after that?

Emotions

- Heartwarming: the relationship between a father and son is a sacred thing. As the son becomes more involved in running, he becomes closer to his father. Even when the sons loses the race when younger, his father comforts him.

Mandatories

- “Continuous Thunder” by Japandroids (edited), visual cuts, fades, headline at the end - “What’s your reason to run?”

Filed under Ottawa Race Weekend Japandroids

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Yes, this is a big rip off of the letter Donald Draper ran for SCDP, entitled “Why I’m Quitting Tobacco”. It was intentional. 
I am currently sitting in my room working on headlines and one-liners for the sandwich board outside the restaurant where I work. On one side there is the day’s specials, and on the other is our saying “Enjoy life, one pizza at a time”. If I can come up with something better (not that hard to do), then maybe we could change it. The problem? its the unofficial motto. The owners like it. 
Whatever I come up with must be jaw-dropping, to say the least. 
What does this have to do with smoking? Nothing at all. I decided to write, and write about anything. If I start off with something, maybe the creative juices will start to flow and I can put out something worth writing home. 
So far, it’s not working.
Maybe: “Our wood-buring pizza oven is better than yours”
Maybe not.

Yes, this is a big rip off of the letter Donald Draper ran for SCDP, entitled “Why I’m Quitting Tobacco”. It was intentional. 

I am currently sitting in my room working on headlines and one-liners for the sandwich board outside the restaurant where I work. On one side there is the day’s specials, and on the other is our saying “Enjoy life, one pizza at a time”. If I can come up with something better (not that hard to do), then maybe we could change it. The problem? its the unofficial motto. The owners like it. 

Whatever I come up with must be jaw-dropping, to say the least. 

What does this have to do with smoking? Nothing at all. I decided to write, and write about anything. If I start off with something, maybe the creative juices will start to flow and I can put out something worth writing home. 

So far, it’s not working.

Maybe: “Our wood-buring pizza oven is better than yours”

Maybe not.

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Rideau Centre Interior Bus Card
This was an assignment for the Rideau Centre, the main shopping mall in downtown Ottawa. The ad was intended to be placed for interior bus cards for the OC Transpo. 
I know no one uses qr codes anymore, but I thought since they are on the bus, maybe they would like to know if they are on the right one to get to the Rideau Centre. A problem with this is that everyone knows how to get to the Rideau Centre. It’s the busiest stop downtown. My instructor liked it, I consider her the art director of all of the assignments we do in that class. 
I used a play on phrase, “From a to z” turned into “From American Eagle to Zara”, using two of the stores featured in the mall. The corresponding images right above the store titles are myself wearing clothing that would be sold in those store. A white t-shirt and jeans with a fedora for American Eagle, and a crisp, well tailored navy suit for Zara. If this advertising thing does work out, modelling will be my next ambition. I finished the headline off with “Come Together”, as in, the AE side of me can come together with the Zara side, I’m still the same person. 
The background image was shot on my iPhone using a panoramic app called Photosynth. I chose to snap the tunnel from the mall to The Bay because anyone who has been to the mall knows of that tunnel. It is very recognizable. 
All photos were taken on my iPhone, shot by myself. Trust me when I say it was more than difficult timing the shots perfectly. 
The name and logo of the Rideau Centre is owned by its respected owners and there was no copyright infringement intended. 

Rideau Centre Interior Bus Card

This was an assignment for the Rideau Centre, the main shopping mall in downtown Ottawa. The ad was intended to be placed for interior bus cards for the OC Transpo. 

I know no one uses qr codes anymore, but I thought since they are on the bus, maybe they would like to know if they are on the right one to get to the Rideau Centre. A problem with this is that everyone knows how to get to the Rideau Centre. It’s the busiest stop downtown. My instructor liked it, I consider her the art director of all of the assignments we do in that class. 

I used a play on phrase, “From a to z” turned into “From American Eagle to Zara”, using two of the stores featured in the mall. The corresponding images right above the store titles are myself wearing clothing that would be sold in those store. A white t-shirt and jeans with a fedora for American Eagle, and a crisp, well tailored navy suit for Zara. If this advertising thing does work out, modelling will be my next ambition. I finished the headline off with “Come Together”, as in, the AE side of me can come together with the Zara side, I’m still the same person. 

The background image was shot on my iPhone using a panoramic app called Photosynth. I chose to snap the tunnel from the mall to The Bay because anyone who has been to the mall knows of that tunnel. It is very recognizable. 

All photos were taken on my iPhone, shot by myself. Trust me when I say it was more than difficult timing the shots perfectly. 

The name and logo of the Rideau Centre is owned by its respected owners and there was no copyright infringement intended. 

Filed under Rideau Centre American Eagle Zara

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Venture Blvd. Tattoo Studio Aftercare Pamphlet

I won’t go too much into this one. It is mostly design based and I would like to comment more on copy writing from now on. Plus this assignment was more on how to create tables, double checking for typos and making the appropriate margins and boarders for anything that was to be folded. 

The star and the anchor was made by myself using Adobe Illustrator, but the other images were lifted from Getty Images. 

The theme was 50’s greaser/ biker tattoos. 

All images not created by myself are owned by their respectful owners, the logo and name of Venture Blvd. Tattoo Studio is property of the rightful owners. 

Filed under Venture Blvd. Tattoo Studio

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B2B Assignment - ThoughtControl
Yes, it sounds like something out of 1984, but it is a fictitious software, so don’t freak out. 
Another one from my copywriting class. After receiving a terrible grade for a Banana Republic ad (one that I will never post), my group had to pull up our boot straps on this one. The assignment was to make three headlines, choosing one as the top pick, and write two paragraphs for the software ThoughtControl. ThoughtControl was a user-friendly, cloud based software to keep track of retail purchasing, stock management, and customer purchasing patterns. We had to use “you” a lot in this one, not too many “we”s and almost no “our”s. 
My group and myself decided it was best to work on this together, after coming up with concepts on our own. Although I did not work as much on the headlines, I did take most control over the copy paragraphs. After every single sentence we came up with, we said everything out loud, it felt like a record skipping by the end of it. Tedious yes, but it did help, everyone had a feel of how the reader would say it out loud or in their head. Since it is a B2B assignment, there was no surprises or witty copy, it was straight forward. 
I think we nailed it, at least judging by our mark I think we did. 
Equal recognition for this work is split between Olivia Leblanc, Rebecca “Bri” Johnson, and myself. 

B2B Assignment - ThoughtControl

Yes, it sounds like something out of 1984, but it is a fictitious software, so don’t freak out. 

Another one from my copywriting class. After receiving a terrible grade for a Banana Republic ad (one that I will never post), my group had to pull up our boot straps on this one. The assignment was to make three headlines, choosing one as the top pick, and write two paragraphs for the software ThoughtControl. ThoughtControl was a user-friendly, cloud based software to keep track of retail purchasing, stock management, and customer purchasing patterns. We had to use “you” a lot in this one, not too many “we”s and almost no “our”s. 

My group and myself decided it was best to work on this together, after coming up with concepts on our own. Although I did not work as much on the headlines, I did take most control over the copy paragraphs. After every single sentence we came up with, we said everything out loud, it felt like a record skipping by the end of it. Tedious yes, but it did help, everyone had a feel of how the reader would say it out loud or in their head. Since it is a B2B assignment, there was no surprises or witty copy, it was straight forward. 

I think we nailed it, at least judging by our mark I think we did. 

Equal recognition for this work is split between Olivia Leblanc, Rebecca “Bri” Johnson, and myself. 

Filed under B2B ThoughtControl