Not just anyone can really relate to the tender relationship between clients and agencies, or all the passion and turmoil that goes into creating great work. So in order to promote the talents of a Toronto photographer who is in tune with the ups and downs of working in the advertising industry, the Publicis-owned Red Lion took the concept of the daily grind to a new, very literal level.
The Toronto agency recently developed an idea for Westside Studio on behalf of Tyler Gray, one of the photographers Westside represents. The idea focuses on three unique coffee bags – one for creative directors, one for art directors and one for copywriters – featuring photos that Gray himself shot.
Cheeky copy on the side of each bag targets to each of the positions. The bag for copywriters, for example, references the “constant butchering of your copy by various associations and governing bodies.” The one for creative directors features a bit of ego stroking with an “oh captain of industry, winner of awards” reference.
Westside Studios had hundreds of the bags delivered to “key creative teams” across the Toronto area two weeks ago, said Red Lion chief creative officer Brett Channer.
Channer said Red Lion wanted to use a holistic approach that went beyond a TV or print execution. He said Gray has an appreciation of the stresses that go into making strong ideas, and the team at Red Lion wanted to bring that notion to life in a way that had, well, shelf life. “Usually if you send [promotional materials to agencies], it’s thrown in the garbage within five minutes,” he said. By contrast, this calling card is practical for coffee-loving (read: addicted) advertising creatives.
