Rory Braunstein

When we won the business, we built upon Labatt's Canadian heritage and repositioned the brand as a catalyst for disconnecting with friends in the great outdoors. We reimagined The Bear as a heroic figure representing the fun-loving, adventurous spirit that lives within all of us. 

TV, radio, POS, OOH, promotions and social activations have made this a true 360 program that continues to build momentum for the brand.

Labatt maintains a strong relationship with hockey, both through the NHL and the more grass roots organizations in their key markets. The Bear fits nicely into an action-oriented approach for NHL team sponsorships while the brand's undomesticated perspective led to a no-frills celebration of pond hockey.

xAd is the leader in location-based mobile marketing.

They use precise geographical data to help their clients deliver relevant, personalized messages based on the places people actually visit.

Conceived, approved, shot and finished in 21 days, this spot playfully illustrates the frustration we all face when we’re hit with mobile ads we just don’t need.

People are playing less golf these days and The PGA asked us to help them turn that trend around. Non-golfers are intimidated by the country club image, the etiquette and rules, and the belief that you have to be a strong player to have a good time. The truth is, golf is a great way to spend an afternoon with friends and you can have a lot of fun no matter how high or low you score.

TV, print, radio and digital communications all work to change perceptions, inspire participation and grow the game.

As the original hamburger chain and still family owned, White Castle is a true original. Their  "Cravers" drive hundreds, if not thousands, of miles to grab sliders by the case and occasionally, even get married there. 

The brand had been saying, “The Crave is a Powerful Thing” for a long time, but we thought we could help the uninitiated better understand why that was true.

While McDonald’s was getting ready to announce their extended breakfast hours, we beat them to the punch with our “Anything, Anytime” story. We personified The Crave as a being a little rebellious and a whole lot more fun.

While developing this new “The Crave is____” platform, we also quickly created spots and digital videos to launch new menu items with a focus on real, passionate Cravers.

Seagram's Escape was in desperate need of a refesh. The brand was feeling dated and its consumers were misunderstood and underappreciated. Rather than solitary and uninspired, we discovered that these ladies were actually quite creative and very social.

They look for colorful ways to elevate their get-togethers and are proud to share fun finds with their friends. This campaign gave the brand immediate sophistication and style, helping grow distribution and solidify its position as the #1 flavored malt beverage. 

The In The Raw family of sweeteners faced a number of obstacles. The threat from generics was increasing, shelf space for the ITR products was fragmented and many consumers believed that they were generic brands themselves.

The brand was not getting credit for having a complete line of sweetener options and its homegrown story was not being told. Modern animation, an origin story and an iconic family tree visual device has helped begin to sweeten things up for the brand.

Product-specific POS and digital communications are helping round-out the story and inspire purchase.

The Sprinter Van was facing challenges from new vehicles entering the market and needed to assert its strength and reaffirm its credentials. We looked to the animal kingdom for inspiration and found that the brand has no true predator.

This was a really tight program that garnered great results and Carrie Underwood was a blast to work with. Because it was so successful, the campaign was refreshed and extended, and has been running for 3 years.

This was another brand that basically created the category but was losing relevance and shelf space with critical retailers. We appealed to moms and families with a message that encouraged them to have fun food experiences at home and on the road, giving them the confidence that Wet-Nap has them covered.

Print, new packaging and POS has helped strengthen distribution and the brand now has a clear reason for being and a new fun point of view.

Our success with Labatt Blue earned us the opportunity to help our client launch their high-alcohol light beer to take on Bud Light Platinum and others in this emerging category.

Made for pre-gaming and the nightlife scene, we helped the brand stand out by showing how its adventurous icon takes his nights to the next level.

This is a great brand that needed a point of view to help secure shelf space and differentiate itself in the minds of chocolate-loving consumers. We built on the insight that people indulge not only to celebrate good times, but also as consolation when things aren't going so well.

The brand's promise of delicious taste and reduced consequences makes it the perfect treat every day.

We updated the packaging for a more modern and sophisticated image and created media-specific print and digital executions for Shape, Parenting and Star magazine.

Mercedes-Benz also markets its Sprinter Van under the Freightliner nameplate to appeal to a more blue-collar consumer base. This campaign draws a strong parallel between the vehicle itself and those hard-working men and women who depend on it to help them build their business.

Tough people need a tough boot that's as relentless as they are.

Straightforward, aggressive and heroic, this campaign helped the brand connect with consumers and grow their business in a cluttered and competitive landscape.

"My dog goes crazy for this treat". That's what we heard over and over from consumers, so we built on that canine excitement with a spot that continues to run year after year as well as rack up the views on YouTube.

The brief from this family-run brand was always the same: make it cool, keep it inexpensive and discover new ways to connect with the hip-hop consumer. I spent a lot of time in the studio with recording artists and DJs incuding De La Soul and Funkmaster Flex, as well as with premiere effects houses and directors to deliver breakthrough work year in and year out.

We had a lot of success with this brand by sharing the insight that cats are not just physical beings, but also emotional creatures that need more than just good food. We positioned Cat Chow as a resource that goes beyond nutrition to provide ways to help you care for your cat physically and emotionally.