TitlePost Mortem Post: Top Selects
Campaign Post Mortem Post
Advertiser Gilda's Club Greater Toronto
Brand Gilda's Club Greater Toronto

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PostedJune 2022
StorySubscribers Only
Media Type Web Film

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

Whatever kind of fun you're seeking, there's a Nissan to match your vibe


Revving their engines at the starting line of 2024, Nissan Canada is kicking the year off by encouraging drivers to have fun on every journey in their new campaign, ‘Sets You Free’. The campaign features a familiar face on the Canadian television scene. Karine Vanasse, a long-time Nissan Canada brand spokesperson in Quebec, takes the driver’s seat to show off her driving alter egos in the brand’s more popular nameplates. The campaign, created in collaboration with Juniper Park\TBWA and Tam-Tam\TBWA, speaks directly to Canadian drivers who are tired of the mundane and crave switching gears to a more exhilarating driving experience, regardless of the destination.

‘Sets You Free’ shows how Nissan unleashes every driving personality and inspires drivers to discover their own. In the campaign, you see Karine’s personalities multiply and come along for the ride as she transitions between the Nissan Z, Rogue, and ending in the Pathfinder. Nissan knows Canadians’ desires are different for every drive they go on. A fun night in town, adventuring in the wilderness, or racing to work should unleash a little something thrilling/ Regardless of the vibe of your drive, Nissan has a vehicle to fit your ever-changing needs.

“The campaign has a sneakily subversive quality to it. It skillfully pushes Canadians’ post-pandemic buttons, without calling them out,” says Bill Chamness, VP, Director of Strategy, Juniper Park\TBWA.

The campaign keeps things light and exciting, with an upbeat and energetic soundtrack, mirroring the feeling you get while driving a Nissan. A stark contrast to the traditional focus on brand spec and feature, Nissan turns the spotlight on the driver and their desires.

“Our vehicles are built to serve functional purposes, but there is a very emotional aspect to driving. The message of enjoying your drive is really the core of this campaign, connecting live moments and different aspects of people’s personalities in a lighthearted way. We really enjoyed seeing the campaign come to life and hope it resonates with Canadians,” says Alannah David-Clark, Senior Manager, Marketing Communications, Nissan Canada Inc.

“There’s no denying that our vehicles reflect our personalities and lifestyles, and life’s too short to drive something that doesn’t make you live life a little more,” says Neil Walker-Wells, Executive Creative Director, Juniper Park\TBWA.

The campaign launched on January 8th across Canada on TV, digital, social and display. 

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