Mar 2017 11

bbdologo

Eight years ago, while scurrying through Pearson airport here in Toronto (probably late for a flight, let’s be honest) a row of giant backlit ads caught my eye. The tagline – ‘Avioners can do that’ for the RBC Credit Card with travel rewards. It was a tagline I wrote almost a year before this and until that moment, I had no idea the clients bought it. That’s the life of a freelancer – sometimes you write things and never know what happened to the work, unless you see it out in the world. While late for a flight.

Here we are, 2017 and I find myself full-circle working on the brand again. My task recently was to come up with a new creative radio platform for the brand. Something that could live over multiple spots for at least a year, and communicate that Avion is the travel rewards card for people who were tired of the restrictions that their current card puts on them – seat or period blackouts, too few destinations or airlines.

Here’s where we landed. The Avion Travel Rewards Card phrase of the day. Learn how to complain about your current credit card using different languages. The first spot is below and whether written by me or not, in the future there are more to come.

‘Not Worth a Bag of Olives’ :30

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AGENCY: BBDO, Toronto
CLIENT: RBC Avion
COPYWRITER: Andrew Bradley
GROUP CREATIVE DIRECTOR: Chris Booth
DIRECTOR: Clive Desmond, TA2
PRODUCER: Adriana Laborde
PRODUCTION: TA2

Mar 2017 11

bbdologo

Eight years ago, while scurrying through Pearson airport here in Toronto (probably late for a flight, let’s be honest) a row of giant backlit ads caught my eye. The tagline – ‘Avioners can do that’ for the RBC Credit Card with travel rewards. It was a tagline I wrote almost a year before this and until that moment, I had no idea the clients bought it. That’s the life of a freelancer – sometimes you write things and never know what happened to the work, unless you see it out in the world. While late for a flight.

Here we are, 2017 and I find myself full-circle working on the brand again. My task recently was to come up with a new creative radio platform for the brand. Something that could live over multiple spots for at least a year, and communicate that Avion is the travel rewards card for people who were tired of the restrictions that their current card puts on them – seat or period blackouts, too few destinations or airlines.

Here’s where we landed. The Avion Travel Rewards Card phrase of the day. Learn how to complain about your current credit card using different languages. The first spot is below and whether written by me or not, in the future there are more to come.

‘Not Worth a Bag of Olives’ :30

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

 

AGENCY: BBDO, Toronto
CLIENT: RBC Avion
COPYWRITER: Andrew Bradley
GROUP CREATIVE DIRECTOR: Chris Booth
DIRECTOR: Clive Desmond, TA2
PRODUCER: Adriana Laborde
PRODUCTION: TA2

RMW Guitar Pick Biz Cards
Feb 2013 27

Here are some fun self-promo items we did recently at RMW. Plastic business cards that have a punch-out guitar pick. On one side our info, and on the other a message of support to the wannabe Jack White in all of us.

 

UPDATE FEBRUARY 4TH, 2016

NOTE: I have received a lot of emails recently about these. Like 10 or so, just this year. Which is very cool, but very odd. I don’t MAKE guitar picks. I merely did the writing, and oversaw some of the design for these. We used a 3rd party company to ‘make’ them. So although I’m flattered you like them, I don’t construct plastic business cards with punch out guitar picks. I wish I did at the moment, I could have made a lot of money the last month. THX.

No, my photos aren’t so goodish but until I replace them with more ‘professional’ shots, I will just say there’s only so much an iPhone 5 can do I guess.

DESIGN: Shelley Hayes
CW: Andrew Bradley

A Fuji Tamale Heritage Moment

Some thoughts on finding a billboard I wrote ten years ago, still up and forgotten in downtown Toronto.

Most ads I’ve worked on have a short life. Both in the real world and in my memory. You work on them a couple of weeks and then you see them in real life and then they’re gone never to be seen again. Then we’re on to the next one. That’s why I went looking for this one. Something I wrote ten years ago that I had a hunch might still be up on the same wall it was posted on in downtown Toronto.

Painted on the south-facing side of the Duke of Argyle pub, this mural for Alexander Keith’s India Pale Ale used to face King street at John overlooking a big parking lot. A few years ago the empty ‘lot’ became the site of the Toronto International Film Festival headquarters (and condos). The Duke closed (it became the construction office) and the tower went up right in front of the mural.

I’ve never had a copy of it for my portfolio, so recently I thought I’d walk through some dangerous back alleys to see if it was still there. (Okay, it’s not that dangerous although I was offered a BJ back there.) Was it there? Yup. Facing the loading dock of the TIFF tower.

It was kind of comforting still seeing it. It was like coming across an old diary and re-reading it years later. I remember that time in my life very well. The area was different then (remember when the Club District wasn’t just in name only?). And it was a different life for me – Downtown Partners, the agency I wrote it at doesn’t even exist anymore. And it was just before my career-changing time at Zig that made me love advertising all over again.

I have a feeling its days are numbered so I’m glad I got to take a last look. It’s not the best headline I ever wrote, but I guess in a strange way I identify with the mural itself. Ten years on and we’re both still in the ad game. Albeit a bit more in the back alleys but happy.

BTW, I do miss the old Keith’s tagline: Those who like it, like it a lot. It was easy to write to. And it was true.

Alexander Keith’s OOH

 

AGENCY: Downtown Partners
Copywriter: Andrew Bradley
Art Director: Craig Markou
CD: Dan Pawych

 

‘Fuck Ya!’: the RMW integrated campaign

If you’ve seen one “Congratulations to the agencies we were involved with” ad in an awards annual, you’ve probably seen them all.

So RMW Music wanted to do something we hadn’t seen before. The result was our first self-promotional sort-of-integrated campaign. A regular ‘ol print ad that drove people to web.

Mavericks, I tell ya.

We took out an ad in this year’s Applied Arts Advertising and Interactive Awards issue (on newsstands now, don’tcha know!) that drove people to this page on the RMW Music website where they would hear RMW’s own special way of saying ‘Congratulations’ to Agency 59, Doug & Serge, CP+B and John St.

You can go to the page, or just listen below. Both ‘explicit’ or ‘clean’ versions were available. You can guess which one I’ve posted here.

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

“Fuck Ya” 1:30

In English, it’s ‘congratulations’
In Hindi, it’s ‘subhkamna’
In Hebrew, they say ‘mazel tov’
But we like to say ‘Fuck Ya!’
At RMW, we just say ‘Fuck Ya!’

So ‘Fuck Ya!’ Agency 59
There are 58 agencies numbered before you
but we still think you’re really good

And ‘Fuck Ya!’ Doug & Serge
You make us think of an expensive restaurant
that we couldn’t afford to eat at

And ‘Fuck Ya!’ CP+B
You can Bogusky our Cripsin Porter anytime you want to
if you catch our drift

And ‘Fuck Ya!’ to John St.
If you ever have to move, you’re really really screwed
but you guys are smart and you’ll figure it out
(repeat)

Fuck Ya! Fuck Ya! You guys are in the annual
Super smart warm blooded mammals
Fuck Ya! Fuck Ya! Fuck Ya!
Fuck Ya! Fuck Ya! Fuck Ya!!

Music/Performance: Jim Guthrie
Lyrics: Andrew Bradley

Applied Arts print ad
AD: Daniel Charron
CW: Andrew Bradley

Produced September, 2011
 

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