Edward Pond Design & Branding EDWARD POND'S CREATIVE CHEF by Taxi Canada

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Industry Photo Development
Media Design & Branding
Market Canada
Agency Taxi Canada
Copywriter Mike Blackmore, Jacob Greer
Designer Kammy Singh, Tyler Adam Smith
Illustrator Tyler Adam Smith
Released November 2011

Credits & Description

Category: Consumer Services
Advertiser: EDWARD POND
Product/Service: PHOTOGRAPHER
Creative Director/Design, North America: Dave Watson (Taxi Canada)
Designer: Tyler Adam Smith (Taxi Canada)
Designer: Kammy Singh (Taxi Canada)
Copywriter: Jacob Greer (Taxi Canada)
Copywriter: Mike Blackmore (Taxi Canada)
Illustrator: Tyler Adam Smith (Taxi Canada)
Mac Artist: Dave Kinsella (Taxi Canada)
Print Producer: Tara Greguric (Taxi Canada)
Account Manager: Kristen Sheridan (Taxi Canada)
Media placement: Participant Invite (Chocolate Bar) - Direct Mail - Aug. 22, 2011
Media placement: Participant Secret Ingredient Bag - Direct Mail - Aug. 22, 2011
Media placement: Event Posters - Direct Mail - Aug. 31, 2011
Media placement: Online Video - Online - Sept. 1, 2011
Media placement: Event Tickets - Purchased Online Then Mailed Out - Sept. 1, 2011
Media placement: Event Wine Bottles - Live Event - Sept. 22, 2011
Media placement: Participant Apron - Live Event - Sept. 22, 2011
Media placement: Creative Chef Awards Annual - Direct Mail - Nov. 2, 2011

Describe the brief from the client
The brief was simple but challenging: increase awareness within the advertising and design community for Toronto-based food photographer Edward Pond.

Describe the challenges and key objectives
In recent years, it has become increasingly difficult for photographers to promote their work with creative directors. Getting face time with them has become close to impossible. The client’s objective for this assignment was to increase awareness and build long-term relationships with the leaders in the advertising and design industries.

Describe how you arrived at the final design
Our approach to this problem targeted the very people Edward was trying to reach through 'Edward Pond’s Creative Chef', a cook-off between the top creative directors in the country. In front of a packed room of industry onlookers, the CDs were tasked with impressing a panel of professional chefs with their cooking skills. After the event, the promotion culminated in a Creative Chef Awards Annual, showcasing both the winners and Edward’s photography.

Give some indication of how successful the outcome was in the market
Tickets to the event sold out in under a week, with all proceeds going to a local charity. At the event, Edward was able to spend an entire evening with the same people he couldn’t get 10 minutes with before. Within a month of the event, a third of the participating CDs had commissioned Edward to shoot for them. Plans for next year’s event are already underway, with a number of major brands interested in sponsoring the evening. More importantly, Edward has never been busier.