I’ve been very fortunate to work on a variety of amazing print pieces that involved not only national level clients, but also custom photoshoots to get the all-important visual looking perfect. Print is a fantastic medium and it’s been great to work with such talented art directors to bring concepts to life.
Toyota Prairie Dealers – Corolla Brand Awareness Campaign
A Toyota Corolla is virtually indestructible, and this print advertisement was created to showcase just that. Running nationally in newspapers and magazines, this campaign also featured an online component in the form of rich media banners (see my portfolio’s Online section) and Google text ads. This campaign had the added bonus of working with a 3D artist to create the background, traffic light and flying cars. I played both a concept and copywriting role in this project.
Copywriter: Heather Berard
Art Director: Jack Adamson
Creative Director: Steve Williams
Toyota Prairie Dealers – Various Retail Print Executions
While creating retail advertising isn’t that stimulating for the Art Director, there’s still fun to be had for the copywriter when it comes to headlines. To write engaging headlines, I had to learn about the different strategies involved in selling cars, trucks and SUVs, and every last detail of the vehicles – you never know which feature will be fodder for a memorable line.
Copywriter: Heather Berard
Art Director: Jack Adamson
Creative Director: Steve Williams
UNICEF Canada – Brand Awareness Newspaper Advertisement
UNICEF is a household name for many North Americans, but what most people don’t realize is that UNICEF was the driving force and creator of a document called Convention on the Rights of the Child. This document outlines the basic rights entitles to any child regardless of where they live, and it’s been 20 years since its inception. This advertisement highlights the 20-year anniversary, while displaying that UNICEF is both an experienced leader in helping children and a children’s rights pioneer. I played both a concept and copywriting role in this project.
Copywriter: Heather Berard
Art Director: Jack Adamson
Creative Director: Steve Williams
Toyota Parts & Service Canada – National Winter Tire Campaign
Toyota dealerships wanted their customers to know that there is no better place to get your tires that at your Toyota dealership. The reason? Tires are one of the most important parts of a vehicle's safety and can have built-in technology that should only be trusted to a Toyota Service Specialist. This concept ran as a full page magazine ad and as a poster inside Toyota Prairie dealerships.
Copywriter: Heather Berard
Art Director: Jack Adamson
Creative Director: Steve Williams
Photographer: Jean Perron
Canadian Pacific - Spirit Train National Campaign
Awards: ADDY Silver Photography Campaign Division (ADDYs Utah)
To build up excitement for the 2010 Olympic Games in Vancouver, Canadian Pacific is sending the Spirit Train to move the Olympic spirit across Canada. The train will make stops across Canada and bring with it an Olympic village, performers and many other festivities. Canadian Pacific wanted to show Canadians visually that the Olympics would be coming to their backyard. Click on the image to view the full campaign.
Copywriter(s): Heather Berard, Kevin Simcock
Concept: Heather Berard, Kevin Simcock, Keely Portsmouth, Jason Sweet
Art Director(s): Keely Portsmouth, Jason Sweet
Photographer: Anthony Redpath
(Redpath Studios Vancouver)
Banff and Lake Louise Tourism - National Geographic UK 'Traveler'
This advertisement was created for the front inside cover of National Geographic UK's Traveler Magazine. This campaign ran exclusively in the UK, urging skiers to choose Banff National Park over European ski destinations.
Copywriter: Heather Berard
Art Director(s): Keely Portsmouth, Jason Sweet
Photographer:Henry Georgi
AIDS Calgary - Film Festival Sponsorship Poster
AIDS Calgary needed a poster for display at a local film festival. They wanted a message that promoted safe sex in a fun way while at the same time acknowledging the film festival's ten years of success.
Copywriter: Heather Berard
Concept: Heather Berard, Keely Portsmouth, Jason Sweet
Art Director(s): Keely Portsmouth, Jason Sweet
Photo-Illustration::Jason Sweet
Moxie's - Zombiefest
Halloween 2008 will see the undead rising from their graves to party their brains out at Moxie's. This piece is the promotional poster for the national event.
Copywriter(s): Heather Berard, Kevin Simcock
Concept: Heather Berard, Keely Portsmouth
Art Director: Keely Portsmouth
Photographer: Clayton Didier
Calgary International Film Festival - Sponsorship Poster
To show Rare Method’s support for the CIFF, this poster was created to show just how much the agency loves movies too. The poster appeared at various CIFF venues around Calgary in 2007.
Copywriter(s): Heather Berard, Dave McKean
Art Director: Brian Close
Banff and Lake Louise Tourism – Various Magazine Executions
Banff and Lake Louise Tourism runs ads in various vacation and affluent lifestyle publications on a regular basis. These three executions were aimed at getting high income earners from Seattle and Toronto to make the trip to Banff National Park.
Copywriter: Heather Berard
Art Director: Keely Portsmouth