William Joseph Communications

Celebrating Canada's 150th Birthday

Oh Canada! As we gear up to celebrate the sesquicentennial of our home and native land, marketers revel in Canadiana as they vie for advertising supremacy. This year, we’ve seen creative campaigns that fall into three categories: those that pull on the heart-strings with feel-good vibes, bandwagon jumpers waving a maple leaf for no rhyme or reason, and those unexpected campaigns that succeed with their originality.

As advertisers and brands try to articulate what it means to be Canadian in 2017, one thing is certain – Canadians are proud of the values our country champions: diversity, community and equality. An emphasis on values over cultural history in Canada 150 advertising opens the door to more brands, including those non-native companies that want a piece of the tourtière.  What’s important when dabbling in patriotism is forming an authentic, emotional connection. Instead of merely relying on assumed Canadian iconography, it’s important for brands to tell an authentic story and embody the values they’re pushing. The task herein, then, lies in how effectively and creatively brands position their identity within the Canadian landscape.

There’s no denying that Canada is having a moment; our cultural capital has skyrocketed over the past few years thanks to the likes of our celebrity exports (Ryan Gosling, the Biebs and Drake, to name a few), our photogenic Prime Minister and our reputation for being inclusive, welcoming and kind. With so much cultural relevance to draw on, brands have had to determine which angle they’ll take when crafting Canada 150 campaigns. Whether it’s a nod to our heritage, a tribute to our current social street cred or a focus on the future, Canada is a hot commodity. Better yet, the official Canada 150 logo is free to use, even on items for sale, (as long as companies apply for a license from the Department of Canadian Heritage).

Here’s a look at how some of Canada’s biggest brands are celebrating, and marketing our 150th birthday.

Loblaws
To celebrate Canada’s 150th birthday, Loblaws created a heart-warming video that is an ode to unity, diversity and community.  Running just under 3 minutes, this video spot marks a clear departure from the usual ads we’ve come to expect from the grocery giant and excels in storytelling, while providing a coy commentary on Canada’s cultural qualities that have helped define our nation.

Loblaws held a contest under the theme of eating together, and has used social media to ask Canadians to talk about their own culinary influences and how they are inspired by the diversity of cultural backgrounds.

Hudson’s Bay Co.
The Bay is launched a 58-piece collection of souvenirs and apparel in all 90 of its stores across the country and online, including Canada-themed keychains, mugs, iPhone cases, and t-shirts. The retailer’s Canada 150 campaign focuses on raising funds for the Great Trail project, which will connect 24,000 kilometres of trails across the country into one route by the end of this year. Ten per cent of the products’ sales will be donated to the project, and two products – a $20 mini-canoe paddle keepsake and a $5 paddle keychain – will direct 50% of sales to fundraising for the trail’s completion and future upkeep.

Roots
The Canadian clothier mecca created a Canada 150 campaign that includes a Canada Day countdown, capsule collection, special edition bags honouring our diverse landscapes, plus travel tips for Canadians and fun facts about our nation. The campaign lives on its own independent landing page on the Roots website and is an informative and it is fun.

RBC
RBC launched its #Make150Count campaign before the new year and is giving more than 3,000 young Canadians $150 for community projects. The #Make150Count project asks the recipients to share their stories, which will be used as content for social, digital, TV and print ads running until July.

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Friday, February 15th, 2019 at 11:05am
The latest edition to the WJ art collection is very special! Did you know Freddie had a diploma in graphic design and created multiple album covers and the now famous Queen crest? As an agency with a strong design foundation, we're honoured to be in such company. #FreddieMercury https://t.co/tU6sG0Jgrv wj_agency photo
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William Joseph Communications

We are the difference between momentary achievement and enduring success.Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
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William Joseph CommunicationsFriday, February 15th, 2019 at 4:23pm
We love TWT Group Inc. and wanted to show them just how much on Valentine's Day yesterday! These will come in handy for the long weekend!
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William Joseph CommunicationsFriday, February 15th, 2019 at 1:46pm
The latest edition to the William Joseph art collection is a special one!

A talented showman (to say the least), Freddie Mercury had a keen sense for both theatrics and design. The Queen front man had a diploma in graphic design from Ealing College of Art and applied his visual talents to various Queen projects, including multiple album covers and the now famous Queen crest. Did you know that the creatures included in the logo (two lions, two fairies and a crab) represent the zodiac signs of each band member?

Coincidentally, many pop culture legends have or had a background in graphic design, including Pete Townshend, David Bowie and Alan Rickman.

As an agency rooted in creativity and built up of many talented artists ourselves, it's safe to say we're pretty fortunate to be in such company.
William Joseph Communications
William Joseph Communications added 3 new photos.Thursday, February 14th, 2019 at 10:25am
Happy Valentine's Day from ours to yours - we love you SEO much!
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William Joseph CommunicationsWednesday, February 13th, 2019 at 4:57pm
The website for our client Hillcrest Financial is live! We've had a blast working with their team on this project and are proud to share it with you all.

Take a look at our work and the amazing services Hillcrest offers!
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William Joseph CommunicationsMonday, February 11th, 2019 at 11:52pm
Grande Prairie - A Valentine’s Day surprise. A Ryan’s Roundup in Feb 13 at the Skylark Lounge at the Pomeroy Hotel after work. Who’s in?

https://www.eventbrite.ca/e/ryans-roundup-in-gp-tickets-56390809429

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