Summer - Fall 2016 | Canada
Rogers Wireless
The holiday season is a critical time for sales in the wireless sector, and retailers anticipate the season, perhaps even more than consumers. This National campaign was unique in that the design framework needed to scale to fit four events – Black Friday, Cyber Monday, "Holiday" and Boxing Day.
The creative needed to translate across multiple mediums – online banners, in-store animations, social, digital signage, print, OOH, boxes, gift bags and radio – but modified to fit the medium and context.
A highly price sensitive category, offers and handsets needed to be updated, often on the fly, making it an extremely complex campaign. Some additional creative examples and how the content and event design elements scaled across mediums follow.
Rogers Wrapped in Red Event
Instagram Boomerang
Email blast
Banner ad
My Role
I was the Senior Digital Art Director on this campaign. I conceptualized and created all of the digital concepts and oversaw and approved the production of all assets. I worked in close partnership with the Senior Art Director, Print as well as the Mass TV and Store teams to ensure the campaign held together as one.
The Team
Senior Art Director, Digital: Bronwyn Anderson
Senior Art Director, Print: Tania Forsyth
Writer: Sean Butler
Senior Production Artist: Aileen Seko
Digital Content Developer: Richard Jose
Video Editing/3D Animation: Andrew Hobbs
VP Creative Director: Dan Gaede
SVP Executive Creative Director: Mike Kasprow
Account Supervisor: Kimberly Hyde
VP, Group Account Director: Sandra Gin