Canada has the worst rate of drunk-driving deaths in the developed world. The LCBO needed to remind people not to drink and drive on summer long weekends. So we created the Muskoka Chair Crash - a symbol of Canadian Cottage Country - made from the mangled wreckage of cars that had been involved in the very collisions we want people to avoid.
We created four chairs in total, each of which was displayed at a prominent LCBO location en route to a popular cottage destination.
The campaign was covered by over 20 news outlets internationally, garnering over 3 million impressions.
PRESS
Stimulant
The Star
BlogTO
AdNews
Cottage Life
Creative Director - Jon Lane
Art Director - Ben Egnal
Metal Artist - Trevor McIntyre
Simply put, 2020 could not have been fucking worse. So we wanted to give people the ability to give a big middle finger to 2020, but for a good cause. When someone texted 🖕to 1-877-EFF-THIS, $5 was donated to The Mental Health Coalition. Fortunately, we found out that quite a lot of people were pissed off and eager to help.
In the first week alone, the video was viewed +2 million times. It was also shared by countless celebrities, websites and blogs. Fortunately, this meant a lot of middle fingers were sent. Which meant a lot of donations for The Mental Health Coalition. Which meant that maybe 2020 became a little bit less fucked #EFF2020
PRESS
Adweek
Muse by CLIO (#2 Story of 2020)
FastCompany
Campaign
Yahoo
The Message
Stimulant
Little Black Book
Narcity
BlogTo
Creative Director - Guy Barnett
Art Director - Ben Egnal
Copywriters - Robert Ramsay,
Julian Battersby-Morris
Director - Brendan Gibbons
Editor - Gina Bucci
Music - Ari Posner
Every judge who voted to overturn Roe vs Wade claims they’re pro-life. Every politician who sits on the Pro-Life Caucus claims they’re pro-life. But some of them weren’t pro BLM. Others weren’t pro 2SLQBTQ+. And still others are not pro immigrant life. Which begs the question, can you be pro-life when you only value certain lives?
Nearly 10 million American seniors are struggling with hunger and eight million seniors live in isolation.
We created this campaign for Meals on Wheels America to show how a little bit of help and human connection can brighten the lives of seniors across America. Please give a little bit if you can.
PRESS
Little Black Book
Adweek
The Message
Stimulant
Ads of the World
Creative Director - Guy Barnett
Art Director - Ben Egnal
Strategy - Joyce Kim
Music - Patrick Oliver
Animation - Polyester Studio
Last year in Toronto, the Jewish community remained the most targeted group for hate crimes with 70 total reported cases. We needed to find a way to build awareness of the current prevalence of antisemitism and the best ways to combat it. We created 70 newspapers: one for each antisemitic crime reported. The papers featured real stories of antisemitism that took place in the past year, but depicted them in a way that felt archival to convey the idea that antisemitism is not old news.
The campaign received coverage from 20+ national and international media outlets, generating 12.5 million impressions. More significantly, it started a dialogue with city policymakers, including Toronto Mayor John Tory, on the prevalence of antisemitism, and the best practices to combat it.
PRESS
CBC
CP24
The Sun
Global News
Jewish News Sydicate
Israel National News
Creative Directors - Guy Barnett, Jon Lane, Jason Levine
Art Director - Ben Egnal
Copywriter - Adam Langton
Designer - Luisa Bojaca
Client Strategy - Mila Schneider
Undocumented residents face barriers to essential services like healthcare, legal representation and the Police Department, but are essential to what makes our city great. To raise awareness for this problem, we created a campaign to showcase what Toronto looked and felt like from the perspective of actual undocumented residents, highlighting that we have their backs.
Thanks to the efforts of the campaign, Mayor John Tory officially proclaimed August 24th Undocumented Residents Day in Toronto.
PRESS
CBC
OMNI
Ads of the World
The Star
Creative Director - Guy Barnett
Art Director - Ben Egnal
Copywriter - Julian Battersby-Morris
Director - Gina Bucci
Clean drinking water is something we take for granted in Canada. But in almost 70 Indigenous communities, individuals are told to boil their water before they use it. The government said they’d fix this five years ago. But so far, they’ve done precisely... f*ck all. We figured it was about time we changed that.
Since the petition at effingwater.ca.
Creative Director - Guy Barnett
Art Director - Ben Egnal
Producer - Kat To
Editor - Gina Bucci
Director - Brendan Gibbons
For the first time in 150 years, Canada had a vote in the American Presidential Election. Using a pizza poll where one pizza bought equaled one vote, North of Brooklyn gave Canadians a chance to vote for Hillary Clinton or Donald Trump with their minds and mouths.
The best part? An anonymous dual American-Canadian citizen donated their vote to the pizza contest winner.
PRESS
VICE
Huffington Post
Breakfast Television
CityNews
CP24
The Star
BlogTO
The Observer
Stimulant
AdsoftheWorld
Creative Director - Anthony Wolch
Art Director - Ben Egnal
Copywriters - Anthony Wolch,
Ben Egnal
Client Services - Jesse Abrams
Production - Highrise Pictures
Editor - Bradley Silverberg
To encourage developers to build apps for Windows, we created Code Kwondo. With guidance from the Code Sensei, developers could learn how to build apps and win prizes. Developers earned belts through a series of engaging challenges, working their way to become the next Code Sensei.
Creative Director - Dave Stevenson
Art Director - Ben Egnal
Copywriter - Karlie Hopf
Director - Max Sherman
Illustrator - Jode Thompson
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An opportunity gap exists in marginalized communities across Canada when it comes to sport. Thousands of youth are deprived of the opportunity to play.
Each year, Jay’s Care Foundation hosts a charity event entitled Play Ball, raising funds to help ensure a level playing for all youth across Canada. We were tasked with completely redesigning the Play Ball, ensuring that play was apparent at every touch point of the event. If guests wanted swag, they needed to play for it. If they wanted a picture, they were going to have to get playful. Games and fun moments lined every corner of Rogers Stadium. Thanks to the power of play, over 1,300 guests helped Jays Care Foundation raise an impressive $1.8 million — all in one night.
PRESS
MLB
Associate Creative Director - Ben Egnal
Designer - Zaehen Ghanshani
Copywriter - Michael Porfirio
To celebrate Mother's Day, TELUS created a special video.
Creative Director - Mike Nicolson
Director - Bryan Reid
Associate Creative Directors - Brad Cowan, Ren Olivieri
Art Director - Ben Egnal
Producers - Mike Mills, Gemma Knight
Milk-Bone understands that dogs are going to be dogs. They get up to no good when they’re bored. They chew on whatever they happen to find lying around the house. Fortunately Milk-Bone has products to ensure that dogs can be the very best dogs they can be.
Creative Directors - Paul Giannetta, Kohl Forsberg
Art Director - Ben Egnal
Copywriter - Justin Tabakian
