David Trusca - Art Director/Strategist Dani Perez - Art Director/Designer Hiu In Tsang - Designer Aryan Jolly - Designer/Web Designer
Objective/Explanation:
For this project, we were given a brief by Petro-Canada to create something with ice (their best-seller) that's culturally relevant and keeps Petro-Canada top of mind. They specifically wanted something that generates earned-centric media.
Our idea was simple for this: we wanted to make a campaign with ice sculptures, an important Canadian art, crafted into Canadian symbols. Each province and two territories would get custom ice sculptures at Petro-Canada locations in key locations crafted into important symbols to them.
The idea also included a social media campaign, a custom, archival website, museum-style posters, and province-specific ice merchandiser decals.
"HSBC Red is more than a colour. It's a symbol of prosperity, interconnectedness, and it's grounding."
This campaign is incredibly important to me. It's one of the ones I'm most proud of, and I love the final executions and message.
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