Shaw Cablesystems Case study TOGETHER IS AMAZING by BBDO Toronto

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TOGETHER IS AMAZING

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Industry Telecommunications Services
Media Case study
Market Canada
Agency BBDO Toronto
Director Jacksonkarinja
Associate Creative Director Todd Cornelius, Jamie Marcovitch
Art Director Mike Donaghey
Designer John Tisdall-Designer
Illustrator Andy Smith
Editor Ross Birchall @ Bijou Editorial
Released October 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: SHAW CABLESYSTEMS G.P.
Product/Service: SHAW CABLESYSTEMS G.P.
Agency: BBDO CANADA
Date of First Appearance: Oct 1 2010
SVP, Executive Creative Director: Peter Ignazi (BBDO Toronto)
SVP, Executive Creative Director: Carlos Moreno (BBDO Toronto)
Associate Creative Director: Jamie Marcovitch (BBDO Toronto)
Associate Creative Director: Todd Cornelius (BBDO Toronto)
Art Director: Mike Donaghey (BBDO Toronto)
Writer: Chris Joakim (BBDO Toronto)
V.P., Group Account Director: Martina Ivsak (BBDO Toronto)
Agency Producer: Tracey Azzopardi (BBDO Toronto)
Director: +JacksonKarinja (Radke Films)
Cinematographer: +JacksonKarinja (Radke Films)
Editor: Ross Birchall (Bijou)
Music & Sound: Antfood (TA2)
Designer: John Tisdall (BBDO Toronto)
Illustrator: Andy Smith (BBDO Toronto)
Agency Producer/Choreography: Rea Kelly (BBDO)
Production Company/Choreography: (OPC)
Directors/Choreography: Woods & Low (OPC)
Cinematographer: Adam Marsden (OPC)
Editor/Choreography: Gord Koch (Ricochet Post Production)
Song Writer: Jean O'Brien
Media placement: TV - Global, CTV - Sept. 20, 2010
Media placement: OOH - Western Canada - Oct. 25, 2010
Media placement: Website - togetherisamazing.com - Sept. 1, 2010
Media placement: TSA - Vancouver & Calgary - Oct. 25, 2010

Describe the campaign/entry
More and more people are realizing that the more we use our technology together, the less we actually do together.
And for Shaw, Canada’s largest Telecommunications company - with over 10 million customers - this was a bit of a concern.
So for Shaw’s new brand campaign, we wanted to show people how technology can actually help provide true, meaningful togetherness - not just the superficial kind.
Instead of continuing to focus Shaw’s advertising on pricing and products that have the potential to pull people apart, we focused it on how their products can literally provide togetherness.
We thought: what if we could somehow use Shaw’s technology to get all 10 million customers to do something amazing together.
We brought our idea to life with Shaw’s new brand mantra: "Together is Amazing."

Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign had two phases:

We launched with a mass campaign that spanned TV, Out of home, online, DM and a new brand website that was focused on actually facilitating togetherness.

Once people were aware of Shaw’s new positioning, we helped millions of Canadians do something amazing together – fill Canadian food banks. The goal was collecting 1 million pounds of food. We used our new website, mass advertising, Shaw vans, business partnerships and even a telethon to help get donations.

Give some idea of how successful this campaign/entry was with both client and consumer
We successfully filled Canadian food banks and exceeded our goal of 1 million pounds, raising over 2 million mounds of food – making it the most successful food drive in Canadian history.