portfolio - brett macfarlane july 2013

7/28/2019 Portfolio - Brett Macfarlane July 2013

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!EFG6HBGG!DBGF47G!Campaign picked up in 20 markets.

Systemwide over-acheivement on brand

measurement and sales metrics. Historic

agency performance review high.

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revenue growth.

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Agency of the Year

2010 Bessies Digital Gold

2011 Bessies Broadcast Gold Lotus best Non Traditional/Guerilla

Creativity Feature (USA)

Campaign Feature (UK)

Featured by Jimmy Fallon, ESPN and

Conan O’Brien

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Best promotion in 20 years

3 million organic views online

Regularly ranked as YouTube most

popular and viewed in 2008!

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Communication Arts

Cannes & Clio short list

D&AD

Lüezers Archive

2 x CMA (Automotive & Retail)

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Lüezers Archive – Volume 6 feature profile !10 x Lotus Awards (November 2008)

12 x Bessies

2009 Bessies Best in Show

Miami Ad School UGC Film Contest

FWA Digital Film of Day !

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PAGEA34

PAGE A33MAKE • SAVE • SPEND GORDONCLARK (EDITOR) • 604-605-2020 • [email protected] R SUNDAY, APRIL 8, 2007

Bigfoot barker for Boston PizzaSPOKESBEASTIES: WhyRichmond-based chain chosea sasquatchas itsfront man

BY PAULLUKEBUSINESSREPORTER

He’s tall,dark and hungry — andhe has joined the zoo that adver-tisers are building in yourbrain.

He’s Louie, a meatball-lovingsasquatch Boston Pizza Interna-tional has just hired as its spokes-thing.

Theseven-foot-tallmoptopisthestarofamultimillion-dollaradver-tising campaign the Richmond-based chain has launched acrossCanada.

The use of animal advertisers, which began with the snake Satanhired in the Garden of Eden, haslasted too long to be a mere trend.Butonething’sforsure:Consumerscan expect the parade of spokes-beasties to getlongerand longer.

“Animalscanbeprovocative.They can be very powerfulcommunica-tors,” says Tim Silk, a professor atthe University of B.C.’s SauderSchoolofBusiness.

“People are genuinely interestedin animals and are, perhaps, evenhard-wiredtopayattentiontotheirbehaviour.” Animals also have the big advan-

tageofbeingable toaceacriminal-record check.

Human spokespersons not only costbucketsofmoney—theydam-ageabrand when theyscrew up intheirpersonallives,experts say. William Shatner’s integrity as a

spokesman is as spotless as the Aflac duck’s — tha t’s part of hisenduringappealforadvertisersandconsumers.Butimaginethefalloutif he were found in a car wit h a white powder said to be Romulanlaundry s oap and t wo hookersdressed as Klingon transvestites.

“Celebrities can blow up in yourface,especiallyiftheywindup withcriminal records,” says Lindsay Meredith,amarketingprofessoratSimon FraserUniversity.

“Acartooncharacterissomething you have a lotmore controlover.”

When a co mpany settles on aspokescreature, consumers willhave to learn to live with it for a while.

Ittakesrepeatedexposuretocon-sistentmessagesforaconsumertoforgealastingassociationbetweena productand an animal,Silk says.

“Confusion or interference canoccur if people have difficult y creatinganassociationbetweenananimaland a message,” Silk says.

“Because you’re competing for afinit e am ount of as s ociat ionstrength,itbecomes difficult.”

One of the biggest challenges in

t he advert is ing world is t o cutthrough the “clutter”ofcompetingmessages,Meredith says.

Ithas been estimated an averagepersoncommutingtoworkinacity is exposed to 3,000 to 5,000 adver-tising messages a day,he says.

“People develop defence mecha-nisms that screen out a lot of thatstuff,” he says.

“How do I get through to you?How do Imake you notice me?”

Boston Pizza, which has previ-ously used comedian Howie Man-delandactorJohn Ratzenbergerasspokesmen, decided a sasquatch was the answer.

Therewasaslightchallenge,how-ever,for the pizza chain and DDBCanada,its advertising agency.

Companies ranging from Koka-nee beerto CingularWireless havealreadyenlistedbigfeetasmascots.

DarylGardiner,associatecreative

directorin DDB Canada’s Vancou-ver office and the brains behindLouie,saysearliersasquatcheshavebeen port rayed as elus ive andmysterious.

Louie, he says, is different: Hespeaks,hasrough-hewncharmandhis character will develop as theadvertising effortprogresses.

He’s disarming enough he won’tpolarizeviewersintothosewholovehim andthosewhocan’tstandhim— as often happens with celebrity spokespersons,Gardinersays.

DDB cons idered t wo ot herspokescharacters forBoston Pizza— arobotanda fictionalathlete—butabandoned both ofthose con-cept s in favour of a legendary critter who is, psychologically, ablank slate.

“People assume he knows noth-ing about the world around him,”Gardinersays.

“For Boston Pizza,that becomesa good device to convey a lot of tactical information in an enter-taining way.”

Boston Pizza launched Louie inprint and t elevis ion s pot s las tmonth.Joanne Forrester,the com-pany’svice-presidentofmarketing,says the Louie campaign will cost$14 million to $17 million.

B.C.’sJohnDeSantis,asix-foot11-inch actorwhose resume includesa stint as Lurch in television’sThe

New Addams Family , was cast asLouie. Whether Louie, who looks like a

Wookie-Neandertha l cross, canspark a rush to Boston Pizza’s 272Canadian locations remains to beseen.

UBC’s Silk says the public oftenperceivesadvertisersascalculating,highly methodical machines thatknow how t o choos e s pokes -creaturesthatwillpushconsumers’buttons.

“That’s notalways the case.A lotof these decisions are made fairly quickly and they don’t necessarily have a lotofforethought,” he says.

“An idea may be good,butitmay notbeexecutedwell,andall weseein public is the execution.”

[email protected]

DarylGardineisthebrainsbehind‘Louie,’BostonPizza’snewspokes-sasquatch. LES BAZSO — THEPROVINCE

S&P/TSXIClosed for

Easter DOWIClosed for

Easter TSX VenturesIClosed for

Easter NasdaqIClosed for

Easter DollarIMarketsclosed

Thewombat,dungbeetle and gila monster haveyet to makemuch ofa splash in theworld of advertising.

But theadvertisingworld’s animal houseis bustingattheseams with other four-,six-and eight-leggedmouthpieces.

Herearea few members oftheglobal marketing

menagerie:RCA Victor’s dalmatian,Telus’smonkeys and lizards,Aflac’s duck,theBell beavers,Fido’s dogs,A&W’s Root Bear,theMGMlion,Coke’spolar bears,Taco Bell’s chihuahua,Frosted Flakes’ Tony theTiger,Budweiser’s bull terrier SpudsMacKenzie,Borden’s Elsiethecow (Elmer,her hus-band,was spokesbull for Elmer’s Glue),9Lives catfood’s Morris theCat.

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2 x Media Innovation Awards

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Bob Scarpelli, DDB

George Helliwell, Economist

Photographer Albert Normandin

Terry McBride, Nettwerk Records

James Chutter, NYU Film School

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Canned Japan: A look into Japanese

vending machine culture.

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Foodists: Columnist for online food and

gastronomy publisher.

http://foodists.ca/author/brett-macfarlane !

Everyday Paris: Insight driven cultural

briefings for the curious contemporary

traveler (September 2013 release.)

http://www.everyday-paris.com

!

Age of Conversation 2, 3 and 4:

Contributor discussing technology and

brand structures.

http://www.ageofconversation.com/ !

portfolio - brett macfarlane july 2013

Documents