TitleConsent is Simple - Vagina
Agency
Campaign Consent is Simple
Advertiser Project Consent
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PostedFebruary 2018
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Media Type Poster
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Art Director E..a Ka......vic Subscribers Only
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Senior Digital Strategist S..a N...oo Subscribers Only
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About Juniper Park\TBWA

We are a full-service marketing and communications agency offering brands integrated communications, brand strategy, in-house production, digital expertise and branding & design services. Located in the heart of North America’s fourth largest city, Juniper Park\TBWA is a world-class agency that just happens to be headquartered in Toronto.
Our true competitive advantage is our Disruption® methodology. We identify the cultural or market conventions to overturn. We scrutinize the future to determine what could lift the brand higher. And we define a Disruption platform that inspires the way the brand behaves and communicates. Over its 25+ year history as part of the TBWA collective, our agency has continued to evolve the Disruption® methodology to fit the ever-changing needs of our clients. We find new ways to break conventions, innovate in the marketplace, connect with consumers at the speed of culture and deliver unprecedented brand and business results on behalf of our clients.
Achieving positive results requires strong partnerships. Our collaborative client list includes brands such as CIBC, Nissan, Capital Group, PepsiCo, GoDaddy, GSK Consumer Healthcare, Intuit, and many more.
DiversityWe have one of the most talented, diverse creative teams in North America because we believe that great talent is the cornerstone of great creative work. 57% of our agency team is female. This is incredibly rare in our industry. 51% of our team has lived in other parts of the world, including our CCO, Graham Lang, who joined the team from South Africa, and our Managing Director, David Toto, who is from France. We believe that diversity is a uniquely important ingredient when marketing to global citizens, and diverse communities across North America.
Strategy Embracing strategy as a core discipline has helped us stand out versus the competition. Our Strategy team consistently carves out the strategic direction for our clients, and our agency’s creative work. Brand Planners, Digital Strategists, Social Strategists, Community Managers and our Data Scientist each play unique and critical roles throughout the campaign process, helping define and articulate opportunities to insert our clients’ brands into modern culture.
Design Iconic branding that is consistent yet fluid across mediums, big & small, is our visual trademark. This gift to our clients is baked into all our work.

Latest News

New CIBC Run For The Cure Campaign Reminds Us Why We Run

 

After two years of moving to a virtual format, the Canadian Cancer Society CIBC Run for the Cure is back in person, with local runs taking place across Canada on October 2nd. To raise awareness for the fundraising initiative, the Canadian Cancer Society and CIBC collaborated with creative agency Juniper Park\TBWA to develop an emotional yet uplifting campaign reminding audiences of the many lives that are impacted when someone is diagnosed with breast cancer.

This campaign is anchored around a sobering statistic: one in eight women will be diagnosed with breast cancer in their lifetime. By highlighting the many different women in our lives and communities, the campaign brings humanity to this statistic, encouraging the audience to participate in the initiative with the closing line, “This is why we run. We run today, to save lives tomorrow.”

"It’s because of the funds raised through the CIBC Run for the Cure that we know more than ever before about how to prevent, diagnose, treat and live with and beyond breast cancer," says Pamela Mollica, Interim Executive Vice President, Communications and Marketing at the Canadian Cancer Society. "That's why a compelling campaign is critical to inspire Canadians to join us in changing the future of breast cancer."

“For Team CIBC, it’s a personal cause and one that our bank has supported for over three decades,” says Tammy Sadinsky, Senior Vice President, Brand and Marketing, CIBC. “This campaign captures the raw emotion felt by women and those closest to them when someone is diagnosed with breast cancer. CIBC remains dedicated to a shared purpose with our clients and the Canadian Cancer Society to change the future of breast cancer.”

Instead of focusing on the need and the outcome, which is a common strategy in charity communications, this campaign puts emphasis on the action by tapping into the viewer’s personal connection to the cause. It aims to motivate registrations and donations by reminding the audience that we all have women in our lives, and therefore, all have a reason to sign up and help change the future of breast cancer.

“We intentionally cast a mix of real people – including some cancer survivors – in the spot, to drive home the message that the impact of breast cancer is more than a statistic; it affects real people in our lives, every day,” says Paul Little, Group Creative Director, Juniper Park\TBWA. “This was an opportunity to capture intimate human moments that go beyond the surface level tropes and remind audiences of all the women who have shaped us – mothers who always knew what bedtime story to read, teachers who were kind when we needed it most, daughters who have grown up but will always be children in our minds. This is our motivation, and it reminds us that if we don’t run, these are the people we stand to lose.”

The campaign launches nationally today across TV, OOH, Social, and Digital, and will be in market until October 2nd. The campaign was directed by Fantavious Fritz and produced by OPC. Post-production was handled by Studio Feather, editing by School Editing, music and sound design by Oso Audio, and media was handled by MediaCom.

You can view the extended 45-second spot here. 

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