Marketing campaign ads for pitch proposal

CNETS CANADA

While working with BrandEQ, a Toronto based Advertising agency, I  was handling various client accounts. One of them was CNETS Canada, which is Carcinoid-NeuroEndocrine Tumour Society of Canada. They were looking to create awareness about the cancer type and their cause. I was adamant of doing a couple of proposal ads for our pitch proposal meeting. They had mentioned in one of the conversations that it is a rare type of illness which is not known to general masses and is restricted to the medical fraternity associated with it alone.

Through extensive online research about this cancer type, a lot of new facts came to my knowledge. One of them was that Steve Jobs had suffered this deadly disease. So, I drew inspiration from this finding and made my first draft. Jobs – the Digital Guru is known by one and all. My idea was to use his popularity to draw people’s attention towards the cause. This way people will be able to relate easily. For this purpose, I illustrated one of his famous posters and crafted the copy around my thought “We can not afford losing more digital leaders”. Here is my first ad for CNETS.

Did I mention that such a unique disease was not even famous amongst the medical students from other fields? Yes, it’s true. I got this information when interviewing members of the society. So, my next task was to solve this problem. The inspiration for my second ad comes from CNETS’s logo, which is a zebra. Yes a zebra. That was exactly my question to them too. Why a zebra? There is a medical school saying “When hearing hoofbeats, think horses Not zebras”. NeuroEndocrine cancers are rare so considered a ‘zebra’. Hence the logo.

I used this philosophy to draft my second ad with a medical school focus. I envisioned such an ad to be part of their seminar promos and stuck on billboards close to medical departments of colleges so that more and more doctors, medical practitioners and students become aware and associate with CNETS for this cause. Thus, my second proposal ad  for CNETS with my thought “We understand zebras just like horses” came into being. It communicated that this group is a set of well learned people who understands the rare illness and wants more interested individuals to join them so that its cure can be as easy as understanding horses (in their terminology). The zebra photograph is one of my captures while visiting the African Lion Safari at Hamilton, ON. :) Visual put to good use.

Web campaign ads

Edkent media

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Facebook ad campaign for Edkent's social media promotion, targeting businesses who are looking for a one-stop shop for all their marketing needs and also expressing how partnering with Edkent will help them weight down their competitions.

Email campaign material - sell sheets

League

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By using my limited knowledge of the League brand, I designed potential sell sheets that League could distribute via emails/events to tell employers of SMBs why League is a better option for their company benefits. My design standpoint was to attract employers by expressing how they could become heroes and leaders for their teams by utilizing the power of League’s products. I wrote headline copy and body copy, crafted icons to support text and added relatable imagery to convey the concept. Since, on of League's marketing goals was trying to promote its digital app, so I used file and tablet layouts for overall look and feel of the content.

Social media campaign ads

Immigration law office of Ronen Kurzfeld

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Curated facebook ad campaign for an immigration law firm from start to finish. The concept was to strike an emotional connect with its potential customers, assuring them that new immigrants can fulfill their wish-lists of being with family, or getting their work permits done without stress, or applying to be permanent residents here. All of it with the law office's support, while promoting their services. A research study on top reasons on what new immigrants/temporary workers need help with when they are new to the country was conducted for ideation. I created the entire content from conceptualization to execution - copy, visual graphics, layout

Social media campaign ads

Kazembe law

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A Toronto law firm was going to a cruise event for its peers, clients, staff and prospective business. I was involved in its social media marketing as part of a branding agency. Here are some of the social media engagement posts which I had created for the campaign by utilizing their old photos from past cruise events. I conducted a thorough research of the firm’s previous events and brainstormed to jot down situations/moments/behaviours which their potential guests would relate to, and strategized a content plan. A background research and audience-focused approach helped me frame my designs better.

For example –

SIGN-IN ON THE DOCKS: Last moment decision makers often register at the event area inter of pre-registration. I created a post to communicate that guests would be able to sign-in even if they arrive late due to unforeseen circumstances. This helps remove the anxiety of not having to commit earlier and also increases the chances of people to show up.

SPREAD THE BUZZ: The campaign wanted to promote the hashtag #kazembecruise so that they could gauge engagement. I sifted through previous years photos to find images of guests using their phone to showcase how they can use their devices to spread the buzz.

WHAT'S IN YOUR SWAG BAG?: Another aspect was the 'swag bag' which the guests look forward to each year. The element of surprise also attracts people to this event. I used this strategy to create a social media post to evoke curiosity for the audience about the swag bag. It might have made them pleasantly surprised last year and the happy memory could possibly be another reason to register for the event.

LET THURSDAY BE THE NEW SATURDAY: Since the event was on a weekday (Thursday), it was hard to imagine for folks that the event would be as fun as a weened event. So, I strategized to promote the event by expressing that even Saturdays can be the new Thursdays meaning that the event will not lack any elements of weekend fun and that you can make any day a Saturday.

Social media (instagram) post/ad

ACHEV - LINC Home Study Program

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I created this instagram post which would serves as an ad and a call-to-action for Achev's LINC Home Study program. A student testimonial copy was provided as a brief. The choice of using a diverse people for the stock image was because the LINC home study program targets new immigrants/ is popular among newcomers to Canada who are looking to learn English online.

My visual storytelling involves a Mother-daughter duo, where the mother is playfully listening to her kid with a laptop near her indicating she is able to take the course at her own pace, without stress. I tried to capture the essence of the student testimonial brief through this art direction. Throughout the creation, Achev's brand guidelines was religiously followed for choice of colours and fonts (Mulish).

REEL IN REAL

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Creative Re-imagination of famous movie posters through self-clicked photographs.

HOW TO TRAIN YOUR DRAGON. Photo shot at SK Queen City parade

SPIDERMAN. Photo shot at SK Queen City parade

THE LION KING. Photo shot at African Lion Safari, ON

TRANSFORMERS – AGE OF EXTINCTION. Photo shot at Royal Tyrell Museum, AB

THE LEGO MOVIE. Photo shot at downtown Regina, SK

SAGO MINI

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Since the time my cousin had downloaded sago mini apps for her then 2 year old, I was attracted to the cuteness of its characters. I love the fact that Sago Mini’s playful products make kids wonder and help expand their imagination.


With such thoughts in mind, I envisioned a few promotional ads for the brand by using my photographs, some copy, coffee and typography. My art directed pieces derive inspiration from and are based on how sago’s apps feed little curious minds with new learning and how they never fail to amaze the young buds.

TRIP ADVISOR – CANADA

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Reviews are very crucial for a business. Specially in an age of extreme communication where reviews can either make or break your brand value. In a discussion regarding the genuineness of online reviews, I came across viewpoints that stated that many of the online reviews are growth hacked or fake. I wasn’t too convinced because the ones I had consulted on trip advisor for all my travels were pretty much, facts. I used this ideation to envision ads for Trip Advisor, Canada which I think I could used as a campaign for them. Hopefully, this will help travellers like me keep the faith alive in genuine online information.

GET CRACKING – EGG FARMERS OF ONTARIO

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During my daily commute to work by bus/subway, my favourite pass time besides reading a book/listening to music on my phone is observing billboards and areas they put up ads on. I find them fascinating and sometimes try to predict the thought behind an ad campaign. In 2016, Egg Farmers of Ontario’s ads were all over the subway – promoting the support for egg farmers and how healthy their produce are. Torontonians will relate to this for sure. The campaign was so huge that I came across these ads almost everyday of my travels for many days/months. I researched them and it was a very interesting read. I was in particular interested in the phrase ‘Get Cracking’ which I found to be catchy and cool. They also had a website for it which offered egg involved recipes, cooking techniques etc.

I noticed that all of the ads which they ran across subways where focussed on insights into the high-quality care Ontario farmers give to deliver the eggs and selling the local grocery stores and their stories. But, none were done about communicating this fun visually engaging area that could potentially engage their audience and make them read more and buy more. Who wouldn’t love healthy egg recipes? I wanted to use this perspective to create communication that would raise audience’s curiosity and liking and increase EFO’s brand awareness as an engaging bunch of egg enthusiasts. This is how eggs became by inspiration.

Enjoyed my storytelling? Let’s Chat. Drop me a message at mailbox.ruchikaur@gmail.com