Posts by Ryan Ward

Memorable Moments – RW’s Top 5 Articles of the Month

September 21st, 2018 Posted by Uncategorized 0 comments on “Memorable Moments – RW’s Top 5 Articles of the Month”

I love to read. And I love to share those article that resonate with me, not only for others to see, but to use as my ‘rolodex of thought-starters’ for inspiration when working on that new brief or to open the conversation with clients.

In the hopes of inspiring your next great idea, every month I share my top five articles on everything from great experiential campaigns to game-changing tech. This month, my top picks were all grounded in some great consumer insights and truths that led each agency and/or brand to deliver memorable campaigns.

1. Ok, I have to be honest, my love of Halifax donairs was the first thing that drew my attention to this campaign. But what really resonates with me is the idea that it doesn’t always take big shops and big budgets to come up with great campaigns – it can be done with a great idea and some simple insights. The first example outlines a solid strategy grounded on some Albertan insights that led to a memorable stunt by DonAir.

DonAir CamRead the full post here

2. Since consumers are already looking to Airbnb as a company that focuses on exciting experiences, Carlsberg partnered with them to provide a unique opportunity for guests to raise a pint in a memorable way at the Carlsberg Cabin.

Carlsberg Cabin

Photography by George Fielding

Read the full post here

3. Trust me, I know that trying to get the kids off of their tablets to enjoy the outdoors can be a painful task…Which is exactly why I loved this initiative by OMO, which gave kids a “magical” experience as encouragement for getting outside and getting their hands dirty.

OMO Book of Dirt Watch the full video here

4. As a fan of the outdoors and going on nature hikes with my kids and pup, I loved how The North Face stayed true to its mission to ‘inspire a global movement of exploration’. The brands pop-up shop in the Italian Alps (featuring limited-edition items by famous explorers) really stays authentic to the brands message to “never stop exploring” and encourages consumers to take an amazing adventure in the Alps.

NorthFace Italian AlpsRead the full post here.

5. I’ll admit I’m not handy around the house, and I’m pretty sure I’m not the only one – which is why Lowes’ AR and VR in-store experience “hits the nail on the head” to visualize projects in-store. This is a great use of emerging tech to provide shoppers the opportunity to experience and gain confidence on ‘do-it-yourself-‘ home projects.


Lowes in-store AR/VRRead the full post here.

Stay tuned for more.

Cover Photo by Katya Austin on Unsplash

Inspiring Innovation – RW’s Top 5 Articles of the Month

July 10th, 2018 Posted by Uncategorized 0 comments on “Inspiring Innovation – RW’s Top 5 Articles of the Month”

I love to read. And I love to share those articles that resonate with me, not only for others to see, but to use as my ‘rolodex of thought starters’ for inspiration when working on that new brief or to open the conversation with clients.

In hopes of inspiring your next great idea, every month I share my top 5 articles on everything from great experiential campaigns to game-changing tech. This month, I’m sharing the top 5 innovative tools and events that have stood out amongst a whirlwind of updates.

  1. As a single Dad of two, I’ve always been a fan of the ‘What Can We Make Out of This Empty Box’ game to encourage creativity in my little ones. This month, Ikea brought some new ideas to the table by leveraging new, innovative tech. Bonus? Less cardboard waste.

IKEA App

 

2. BMW offered a great example of increasing the consumer value and experience of what generally is looked at as just a ‘shuttle service’. Your cruise around an event just turned into the ultimate test drive, and gets me thinking of many ways that brands and products can align with sponsorships as a way drive deeper consumer experience.

BMW Sponsorship Branding

 

3. Corona’s ‘Wave of Waste’ put the amount of plastic waste that gets disposed into Australia’s oceans each day into perspective during World Oceans Day. This thought-provoking installation flips the way we often view “paradise” in an effort to get Australians to re-think their waste contribution.

Corona Wave of Waste

 

4. A clever joint venture between NBC, Walmart, and AMC Theatres promoted the launch of the new Jurassic World films while driving consumers to stores in search of dinosaurs.

Jurrassic World Promo

5. While I’m sure the City of Montreal wasn’t impressed, I couldn’t help but appreciate this Golf Quebec initiative that turned the city’s pothole problem into a hole-in-one! This is a great example of using the space around you to leave a lasting impression.

Golf Quebec Pothole Initiative

Stay tuned for more.

Tech Experience

Going Tech – RW’S Top 5 Articles of the Month

May 31st, 2018 Posted by Brands, Thoughts 0 comments on “Going Tech – RW’S Top 5 Articles of the Month”

I love to read. And I love to share those articles that resonate with me, not only for others to see, but to use as my ‘rolodex of thought starters’ for inspiration when working on that new brief or to open the conversation with clients.

In hopes of inspiring your next great idea, every month I share my top 5 articles on everything from great experiential campaigns to game-changing tech.

This month, aside from one example that took me down memory lane and one clever take on a ‘touchy subject,’ my favourite articles have revolved around technology with some brands making the most of the latest tech innovations.

Here are the articles that made the roster:

1. This really resonated with me because years ago we launched a surfer/beach/lifestyle beer brand in Canada and this would have been the perfect vehicle to provide our target audience a unique experience while enjoying a cold one (or two). Read more about the Truck Surf Hotel

Truck Surf Hotel

2. Custom whiskey bottle creation aside, the thought that using algorithms to match particular taste pallets to one of six new blends is what makes this personalization campaign by Johnnie Walker especially unique, engaging, and memorable. Read on about Johnnie Walker My Edition launch here.

Johnnie Walker My Edition

3. Coming from a self-proclaimed Sneaker Head (in my dreams), I love seeing shoe campaigns leverage the latest technology and creative platforms to launch limited edition kicks! Check it out.

Nike Kendrick Lamar
4. As someone who recognizes the importance of music playing a key strategic role in how  brands engage with their target market, this technology really got me thinking about the next great music festival experience. See the video here.

Yamaha AI System

5. Not only is this a great way to turn an often uncomfortable issue into one that encourages proactive conversation, it also increases awareness of the statistics surrounding prostate cancer and the importance of early detection. Thumbs up! (pun intended) Check out the microsite here.

The Famous Finger Collection - Abraham Lincoln

 

Stay tuned for more.

Talk About Experiential – RW’s Top 5 Articles of the Month

May 7th, 2018 Posted by Uncategorized 0 comments on “Talk About Experiential – RW’s Top 5 Articles of the Month”

It took an 8-month stint working client-side at Toronto Pearson International Airport for me to realize my true career passion, XM.

Without completely dating myself, it’s amazing to see the transition over the years and the way XM is now perceived by marketers and brands. What once was an afterthought – a way to use up that last $50 or $100K of the annual marketing spend – now plays a key role in this experience-driven world we live in. Gone are the days of giving out samples on the street corner and expecting that to change brand perception or intent to purchase. XM has moved from the kids’ table to the adult table and the opportunity to create unique, memorable experiences for a brand is what gets me up and excited to start another work day (that and my kids jumping on the bed).

I start most days skimming through industry articles and social feeds, looking for new technology, what brands and agencies are doing with it, and what great XM experiences are going on around the world. I then share the ones that resonate with me, not only for others to see, but to use as my ‘rolodex of thought starters’ for inspiration when working on that new brief or to open the conversation with clients.

Here is a selection of my favourites from the last couple of months:

 

1. Lexus launches a swanky ‘watering hole’ amongst the numerous boutiques, art galleries, and exclusive clubs that make up NYC’s trendy meatpacking district – an interesting experiential approach to tapping into affluent consumer bases. Read on psfk.com here.

 

2. During the Grammy’s, Lyft drew attention by having its cars perform a rendition of one of the hottest songs of the summer. What better way to enter the mainstream than to play the most mainstream pop hit of all – ‘despacito’? Read in the next web here. 

 

3. If they can’t make it to the activation – bring the activation to them. Check out Coca-Cola’s virtual tour of its FIFA World Cup Trophy place here.

 

4. Hot Wheels made car lovers’ – both young and old – dreams come true with its larger-than-life activation at the Canadian Autoshow. Learn more about how the idea came to life here.

 

5. I really like the holistic approach of the following activation – bringing the fans, stars, and thrill of the Super Bowl and Olympics together for an awesome experience. Read in Event Marketer here.

 

And in hopes of inspiring your next great idea, I will be sharing my top 5 industry articles every month – so stay tuned for more.