Thesus - "Boots on the Menu"

Juniper Park\TBWA

Juniper Park\TBWA Toronto, Canada

1194

Brand: Thesus
Country: Canada

Advertiser: Thesus

Title	Boots on the Menu
Agency	Juniper Park\TBWA
Campaign	Boots on the Menu
Advertiser	Thesus
Brand	Thesus
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Posted	June 2022
Business Sector	Subscribers Only
Media Type	Web Film
Length	67 seconds

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

Inspired by the selfless good deeds of kind-hearted Canadians, the makers of SUNLIGHT® laundry detergent are helping community heroes fund their initiatives while highlighting their remarkable stories. This is SUNLIGHT® laundry detergent’s second campaign with global Toronto-based creative brand experience company, Juniper Park\TBWA.

This work builds upon the campaign insight: when you have help with the little things, like laundry, you can focus on the big things that matter most. Once the first SUNLIGHT® laundry detergent campaign wrapped up, the team began looking for other spaces for the brand to continue helping Canadians. In collaboration with the Juniper Park team, they identified examples of charitable people and programs the brand could possibly partner with, which led them to Nancy and her laundromat initiative. Sharing Nancy’s story was a clear next step in showing the impactful difference Canadians can make in their communities, and how SUNLIGHT® laundry detergent can assist.

“Few categories are as steeped in conventions, and Sunlight had an appetite to break through the clutter to really connect with their customers on an emotional level.” - Bill Chamness, VP of Strategy, Juniper Park\TBWA.

To rewind a bit, back in 2020, Toronto laundromat owner Nancy Seto noticed one of her customers wasn’t drying their freshly washed clothes due to financial constraints. Nancy was moved to action when she realized that the choice between spending the extra money on drying and being able to support their families was a reality for many Canadians. Starting with paying for the customer’s drying, she extended the offer to create a free laundry access program for anyone in need.

As a small business owner who is helping people in her community shine, Nancy’s story was the perfect fit with Sunlight’s brand values, as well as their laundry product. The campaign was built to help Nancy continue, while highlighting her role as a real, local Canadian hero. As this idea grew, it became clear to the makers of SUNLIGHT® laundry detergent that they could use their platform and fame to help more Canadians doing amazing things in their communities.

“We had extensive conversations with consumers, going way deeper than just laundry. Below the surface we uncovered a few insights where SUNLIGHT® laundry detergent can have a meaningful role.” - Bill Chamness, VP of Strategy, Juniper Park\TBWA.

Moving past helping one Canadian, the makers of SUNLIGHT® laundry detergent expanded their initiative to lend a hand to 10 more deserving people. In a contest hosted by The Morning Show, SUNLIGHT® brand knew they could find more Canadian heroes like Nancy. Calling on viewers to nominate these people, SUNLIGHT® brand is giving away thousands of dollars to help deserving recipients make a bigger impact in the communities they serve.

The creative approach aimed to get SUNLIGHT® laundry detergent away from category conventions. Rather than shooting an ad that spoke to effectiveness, the team tapped into the emotional side of their product.

“After meeting with Nancy, we stripped back on the production bells and whistles. We really wanted her incredible selflessness, and commitment to her community to shine through, and sharing the reality of the scene and situation was key.” Neil Walker-Wells, Executive Creative Director, Juniper Park\TBWA

While preparing for this campaign, the makers of SUNLIGHT® laundry detergent spoke to the people Nancy had helped. They wanted to get the full authentic story and ensure the campaign would relate to customers, feel good, and show the real impact of their support. They knew a story with this much power could launch a nationwide initiative to reward others, moving beyond laundry to help Canadians truly shine.

“Our SUNLIGHT® brand is near and dear to Canadian hearts, having been in homes for over 100 years, and we wanted to give back to the community that we serve. We are proud to support local heroes making a difference in Canada, and we’re glad that we can contribute to making Canadians shine every day.” - Heidi Chiu, Head of Marketing, Henkel Canada.

The campaign launched across Canada on August 14th, 2023, with TV, Digital and Social. It will be live until October 15th, 2023, for the contest and they will be celebrating winners into 2024.