New work at STC

Canadian Medical Association:
Choosing Wisely Canada – Launch Campaign

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April 2, 2014  In a first for Canada, nine national medical organizations today released lists of 40 tests, treatments and procedures that patients do not need in all circumstances. The lists have been developed to spur dialogue between doctors and their patients and to ensure delivery of high-quality medical care. The lists are based on definitive evidence that these specific interventions provide no benefit to patients. They are the foundation of Choosing Wisely Canada, an awareness campaign launched today to help physicians and patients engage in conversations to make smart and effective choices to ensure high-quality care.

The national campaign, developed in partnership with Scott Thornley + Company, will be featured in print, online, television and radio. All campaign elements will drive target audiences to visit www.choosingwiselycanada.org – a website which possesses clear and straightforward materials to support decisions on what procedures are required or necessary, and what are not. For example, Choosing Wisely Canada would not recommend the ordering of diagnostic imaging for lower-back pain of less than six weeks duration unless there are red flags.

“Choosing Wisely Canada is about changing the culture that more is always better when it comes to medical tests and procedures,” said Dr. Wendy Levinson, founder of Choosing Wisely Canada, and a faculty member at the University of Toronto. “The goal of this is about providing good care with the right patient getting the right test and treatment and avoiding unnecessary tests and procedures.” The Canadian Medical Association (CMA) is a lead partner in the campaign, which is focusing on linking best available medical evidence to both physicians and their patients. “The Choosing Wisely Canada lists and materials being developed are not only a valuable conversation starter, but also a way for patients to get good, useful and trustworthy information,” said Dr. Chris Simpson, CMA President-Elect. “Choosing Wisely Canada will empower both physicians and their patients to be true partners in care.”

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National Arts Centre Orchestra: 2014-15 Season – Brochure

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March, 2014

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National Arts Centre – Ad

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March 1, 2014 “It’s hard to top last week. However, the Margaret Atwood ad in this weekend’s Globe and Mail comes very, very close. The ad is so beautiful – the colours rich, the photo engaging and the storytelling compelling – all the elements are present to create a memorable moment. The new visual identity is the icing on the cake. Bravo.”

Diane Landry, Director of Marketing, National Arts Centre

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National Arts Centre – Branding

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February 25, 2014 “We knew that designing the National Arts Centre’s new visual identity would be a delicate and complicated task. That’s why we turned to one of the best design agencies in the country – Scott Thornley + Company. They are more than designers, they are artists in their own right and led brilliantly by their Principal and Creative Director, Scott Thornley. This wonderful team has been part of the NAC family for many years and they approached this important mission with the utmost respect, creativity and thoughtfulness. We are thrilled with the NAC’s new visual identity. It will carry us forward and help communicate our aspirations to create a national stage… to truly be a catalyst for performance, creation and learning in every corner of this great country.”

Diane Landry, Director of Marketing, National Arts Centre

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National Arts Centre – Ad

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November 2, 2013 “The Alexander Shelley announcement ads that ran on Saturday looked fantastic. What great creative! It really captured the message we were trying to convey. Thank you again for the amazing work.”

Diane Landry, Director of Marketing, National Arts Centre

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Canadian Museum of Nature: Frogs – Branding

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October, 2013

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Quark Expeditions – Guidebook 2014/2015

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October, 2013

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University Health Network:
Peter Munk Cardiac Centre – “First” Campaign

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September, 2013 The Peter Munk Cardiac Centre is Canada’s premier cardiovascular care centre and a hub for education, research and innovation. Six bold and colourful quarter page ads (running on consecutive pages of the first section of the Globe and Mail) had a significant impact. They told the stories of the legacy of medical breakthroughs developed at the Centre, and the difference they made to humanity. The campaign culminated in a full page “Thank You” ad acknowledging the generosity and vision of Peter and Melanie Munk, while announcing the official dedication of the Peter Munk Building.

“The ads looked great – all seven of them! Thank you for your creative insight and media strategy. You understood exactly what we needed – and delivered a first-rate campaign that brilliantly told the stories of our legacy of medical breakthroughs. We are getting incredible feedback and know we have made an impact in the community.”

Nadine Hubert, Director of Communications, Toronto General & Western Hospital Foundation, University Health Network

 

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