February 7, 2018

Recently, I’ve realized that I don’t have a lot of ‘finished’ work to show for the last few years of working as a Freelance Copywriter in Canadian Advertising. Frequently, a freelancers work never goes forward or it’s taken over by another team or it’s for a new business pitch and the end work doesn’t even resemble what we did.

So instead, here are a few quotes from some agencies that I’ve worked at over the last few years.

“Always returned the men’s bathroom key when he was done with it” – Giants & Gentlemen

“Showed up at some point usually during business hours and opened his computer like he was writing stuff. Could’ve just been on internet, but looked like he was writing stuff.” – FCB Toronto

“Ah, yes. We know Andrew Bradley” – BBDO Toronto

“Great posture” – Philippe Garneau

* all fabricated and actual reviews may differ but feel free to contact any of the above people and ask about my effectiveness or attempts at

bbdologo

 

The RBC Avion is a credit card with Travel Rewards perks. Their main point of difference from others? A lot less restrictions like blackout periods, seat restrictions, airlines. It’s a category where we’re mainly trying to cannibalize from other credit cards IE: new applicants are secondary to converting people who have other cards.

During my recent freelance stint at BBDO Toronto, I was tasked with coming up with a new radio platform to demonstrate that with AVION, you experience fewer pain points (see the above crappy things) than with other cards.

The idea?
The Avion Travel Rewards Card Phrase of the Day.

How it works?
Learn how to complain about your current travel rewards credit card in other languages. A subtle nod to travelling and a bit of humour to drive the points home. Avioners can do that. Coincidentally, a tagline I actually wrote 7 years ago and came full circle on.

Thanks to BBDO for the opportunity. Lots of fun.

‘Not Worth a Bag of Olives’ :30

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‘Hit Me In The Head With a Wooden Clog’ :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

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

Batman is my kind of superhero. Since I was a little kid, Batman just spoke to me. Not sure if it was the brooding, loner thing. Or the rich playboy with gadgets thing. Maybe it’s cause I realized Batman was the only superhero who earned his powers. He didn’t get bitten by a spider from being in the wrong radioactive lab at the wrong time like Spiderman. He didn’t get born into fish royalty like Aquaman. And Superman? On his home planet, without a yellow sun, he’s just another guy who gets Kryptonian sand kicked in his face by some bully at the beach.

Nope, Batman earned his powers. Instead of a good therapist after his parents were murdered, he opted for Plan B: ‘Get badass’.

Anyhow, I digress. Here are the latest radio spots I worked on with the lovely clients at Mastermind Toys. The LEGO movie featured some hilarious bits with Batman and they’ve expanded that role into his very own feature, The LEGO Batman Movie, coming out on February 12th. LEGO is celebrating with lots of cool new LEGO, and of course Mastermind Toys, being the kick-ass toy store they are, is celebrating too.

Thanks to Mastermind Toys for the project, and letting me have a bit of fun involving my childhood and continuing hero. Retail radio can still be fun radio.

 

‘Batman Voice’ :30

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‘My Daughter, The Joker’ :30

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Client: Mastermind Toys
RoninRadio Team:
Copywriter, Producer, Director: Andrew Bradley
Sound Engineer, Sound Design: Vlad Nikolic
TA2 Team:
Exec Producer: Dana Gadsden
Theme by TA2

Aired: January, 2017

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