No Time for Sick
Personalized digital campaign . Wunderman Thompson . Associate Creative Director . 2018 – 2020
ECD: Cass Zawadowski . ACD Copywriter: Karen Oakley . Copywriter: Erin Beaupre
Buckley’s always feels like something really special to work on. It’s a storied Canadian brand that found it’s niche in the 80’s when it launched its tagline “Tastes awful, but it works”. The onboarding for this brand is actually pretty long and arduous. It’s a tricky tone that takes quite a bit of trial and error. 2019 was my second year on the brand. And with ambitions to build a robust digital campaign and 100 years to celebrate, we had a lot to accomplish.
Example of Youtube Director Mix Campaign.
Yup. We were asked to do that. I guess it makes sense, we all get sick, but we wanted our Buckley’s campaign to feel a little more personal. So we created over 100 unique peices of creative, each one focusing on a unique audience. In social, we targeted gamers, sports fans, pet lovers and everyone in between with creative that spoke to their interests. And rather than doing a traditional OLV campaign, we created a director mix campaign that swapped out headlines depending on what you were about to watch.
100 years of bad taste.
To compliment our greater social campaign, we worked with Saatchi to develop a campaign that truly celebrated 100 years of Buckleys. The super talented guys at Saatchi shot 100 people in period clothing doing the Buckley’s taste test. They used these assets to takeover a subway in Toronto. Along side their photoshoot, we had video shot of each person so that we could create looping gifs for social and OLV’s for preroll. We also decided to take it one step further and created a Spotify playlist with the 100 worst songs of the past century, one for each year. Yes, I helped choose the songs, and yes I will happily defend my picks.
The home of bad taste.
The final piece to our puzzle was building a modern website for Buckley’s. This was basically a brand new website since the original Buckley’s site was built in 2005 and honestly looked like it belonged on Geocities. I was responsible for the small team that created this site, from UX to design to content and development.