Using playful imagery and hard facts, we were able to tackle a tough issue and reinforce to members they were not alone. Direct mail pieces and in-branch posters set the tone and brought the come-out-of-your-shell consolidation loan to life.

The campaign set out to help the target market do the one thing they were most afraid of - decide on a career. The "Profile Campaign" was designed to help students make a connection in a way that was engaging, eye-catching and interactive. A non-scientific test was developed that asked questions about interests, like, dislikes and resulted in a profile of what program they would be best suited for.

Humber's key business programs were highlighted, and included the types of careers students could expect, as well as salary, job title, and how to get on the right path. A direct contact to program coordinators gave students a go to for more information.

Incorporating testimonials given by actual graduates of their postgraduate programs, we used head turning lines that would spark interest and familiarity with the reader. "I earned my undergraduate degree - now I want a piece of the action." The messages are targeted and suggestive of the next step, pointing directly to the postgraduate programs to help them get the career they want.

"What can we do for you?" The Starnews Credit Union Challenge was born. Real testimonials from staff talk about "challenges" members have brought to them and how they came up with creative solutions. The credit union wants to make a connection with their audience and position themselves as offering a specialized service to their members. The message is designed to motivate the target market to come in to the credit union with their own challenge.

"More for your life" RRSP Investment Solutions used brand colours and an inspirational image to connect members to the benefits of investing. The image portrays a professional young women meditating in the street. It is playful yet calming, and suggests to viewers they deserve "more for your life". Posters, postcard, brochure, newsletter and web banner carried the message to their target audience.

"Get On Your Game!" was developed to make members feel that this is something they can't afford to miss. Striking poses reflect the new role of HR in the workplace, that of the referee, problem-solver and manager. It shows an understanding of the target-markets frustration as well as their desire to learn how to "deal with the tough stuff". Real HRPAO members were used to show depth and scope of the membership as well as to get that all important "word of mouth" advertising.

"The ALLtimate Race" was developed and all campaigning focused around the idea "you could win a brand new car". Whimsical and playful imagery, bold graphics and brand colours set the tone for the campaign and were an economical way to streamline their pieces over the course of the year. In-branch posters, stuffers, web banners and the e-newsletter all encouraged and helped move the message out to their membership.

The question "See the difference" was developed with the imagery based on three identical apples that sit side-by-side. This is the lead in to the answer... "You can't SEE the difference in insurance companies. The only way to compare is to call for a FREE quote."

The playful imagery and bold colour palette offer a fresh alternative to the standard set by other insurance companies. Once the apple DM piece was circulated, it was switched up to pears and oranges. Several playful images were developed underscoring the appeal of Mass.