Canadians know the importance of insurance, but it seems daunting and complex. It often causes anxiety rather than peace of mind.
Thankfully, TD Bank’s hosts provide the insurance content you need, in bite-sized pieces, with a straightforward and down-to-earth delivery. Set in a whimsical and vibrant world, our hosts tell it like it is, with a warm and human delivery—and a little bit of humour.
This social video first campaign helped Canadians feel a little more confident and lot more secure about insurance.
Role: Senior writer.
In 2023, Diamond helped Accor roll out the pink carpet, giving Fairmont guests the chance to stay in Canada’s first suite inspired by the global icon, Barbie.
Every inch of this fabulous experience immersed guests into Barbie's dream world. From an incredible tea party, spa days fit for a Barbie girl, or even a slumber party for friends — this BeyondLIMITS experience was anything but beige.
Role: Senior writer. From the suite to treats, I helped concept the experience as a whole. I also wrote copy for the landing page, press release, emails, etc.
Creatives: Dave Stevenson, Lucas Longman, Rebecca Dunnet
Agency: Diamond
Nothing compares to yelling BINGO
OLG was looking to reach a younger demographic of women to play Instant Bingo. The problem? This generation doesn’t know how fun it is to yell B-I-N-G-O when you win. With this simple insight in mind, we created videos showcasing how nothing compares to the excitement of playing Instant Bingo.
The results? More women playing Instant Bingo and a successful platform that spawned multiple spots of women yelling “BINGO” for years to come. Talk about a win.
Role: Senior writer
Agency: BBDO
Team: Sherry Dubeau, Rana Chatterjee, Jeff Cheung
We all know and love oddly satisfying content, but what about ‘simply satisfying’ videos? A brand new mouthwatering genre of social-first videos we created to introduce Lay’s Cheddar Jalapeño chips to Canada.
Role: Senior Writer
Team: Rebecca Dunnet, Derek Blais
Agency: BBDO
During the summer, we’ll compare the current temperature of Toronto, Ontario with the temperature found inside a parked car. This will remind passersby that a summer day is anything but mild for dogs left alone in hot cars.
Carte Blanche - Third Place.
Good and Bad Unexpected
When people travel, they’re expecting to try new food and visit historic landmarks — not trip and break their wrist mid selfie. Accidents happen though, and to gently remind travellers of this we created a couple of lighthearted spots that encouraged people to be prepared and get insurance.
Role: Senior Writer
Team: Mark Holden, Dave Stevenson, Jinah Lee, Claire Demarco
Excite Everyday
MBNA Canada needed a new way to demonstrate how everyday purchases are more exciting when you can earn points and rewards on them. And we did just that by transforming everyday purchases, like take-out, into objects truly bursting with excitement.
The results? The social campaign exceeded expectations with ‘Excite Everyday’ now serving as the brands new creative platform for years to come. Exciting!
Role: Senior Writer
Team: Mark Holden, Dave Stevenson
At student campuses across Canada, we created an experience to get students excited about trying Skip Express Lane. And what better way to do this than by giving them the chance to win their favourite Skip goodies. How it worked? Players attempted to roll a soda can across a table and into a specific zone to win a prize. Needless to say, many happy students went home with toilet paper and ramen.
Role: Senior writer. I helped concept the idea and wrote all the materials, including signage, vouchers, floor decals, t-shirt copy and more.
Agency: Diamond.
To launch Maple Leaf Natural Selections Pizza Snacks on social, we illustrated a series of obstacles your average (well, maybe not average) Pizza Boy has to endure.
A collection of headlines I've written for Alterna.
When Heineken launched an alcohol-free (yet tasty) beer across Canada, they needed a clever series of headlines for out of home and digital to grab people’s attention.
Role: Senior copywriter
Agency: Sid Lee
Toys, clothing, diapers and more diapers — there seems to be a never-ending list of items new babies need. With so many things to purchase, the items parents really need can get lost in the shuffle — like a hydraSense aspirator.
Virgin Mobile wants Canadians to know that they're not just getting more data and perks — they're getting more out of every moment.
We know money's tight during back-to-school season. Tangerine wants students (and well, everyone) to sign up for a no-fee Tangerine Savings Account to earn 3% interest on deposits.
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Songs often celebrate excessive spending and living lavishly, but this lifestyle isn't always a financial reality.
Knowing this, we inserted our ads into songs that mention reckless spending on Spotify. For instance, when Drake raps, “We need some really big rings”, our ad will pop up.
On Valentine’s Day, we took over Project Consent’s instagram feed with a series of informative, yet playful cue cards to help their followers identify more verbal and non-verbal cues of consent.
