http://cargocollective.com Meagan Eveleigh Wed, 17 Apr 2013 23:00:30 +0000 http://cargocollective.com en http://www.meaganeveleigh.com/Extrio-by-Extreme-Fitness-app-and-website http://www.meaganeveleigh.com/following/meaganeveleigh.com/Extrio-by-Extreme-Fitness-app-and-website Wed, 17 Apr 2013 23:00:30 +0000 Meagan Eveleigh 5400865 In order to improve Extreme Fitness' current 58% membership retention rate, I created Extrio: a new fitness program create to motivate members to work out smarter. <img src="http://payload155.cargocollective.com/1/6/207784/5400865/Screen shot 2013-04-18 at 12.11.06 AM_18.png" width="415" height="167" width_o="415" height_o="167" src_o="http://payload155.cargocollective.com/1/6/207784/5400865/Screen shot 2013-04-18 at 12.11.06 AM_18_o.png" data-mid="29247570" border="0" align="left"/> The program will pair up two members based on personality and fitness levels, and will then match the pair with a personal trainer. Together they will form a complete support system. The program will utilize personal training sessions, the app, and the website. Credits: Art Directed and copywriten by Meagan Eveleigh. Created at OCADU, Thesis project 2013. <img src="http://payload155.cargocollective.com/1/6/207784/5400865/App_fitness.jpg" width="670" height="372" width_o="900" height_o="500" src_o="http://payload155.cargocollective.com/1/6/207784/5400865/App_fitness_o.jpg" data-mid="29104662" border="0" align="left"/> The trainer will create personalized fitness programs for both members on his team. So even if a member does not have a personal training session on any given day, he or she will still have a plan to follow. <img src="http://payload155.cargocollective.com/1/6/207784/5400865/App_nutrition2.jpg" width="670" height="372" width_o="900" height_o="500" src_o="http://payload155.cargocollective.com/1/6/207784/5400865/App_nutrition2_o.jpg" data-mid="29229509" border="0" align="left"/> Each member will also have a personalized nutrition plan to follow. The colorie count at the top of the screen will adjust itself as the member eats through out the day, as well as after he or she has worked out. <img src="http://payload155.cargocollective.com/1/6/207784/5400865/App_Goals.jpg" width="670" height="372" width_o="900" height_o="500" src_o="http://payload155.cargocollective.com/1/6/207784/5400865/App_Goals_o.jpg" data-mid="29229284" border="0" align="left"/> The member can set goals for him or herself, using before and after pictures as motivation. The trainer will create the fitness and nutrition plans based around these goals. <img src="http://payload155.cargocollective.com/1/6/207784/5400865/App_accomplishments.jpg" width="670" height="372" width_o="900" height_o="500" src_o="http://payload155.cargocollective.com/1/6/207784/5400865/App_accomplishments_o.jpg" data-mid="29229288" border="0" align="left"/> Members can see how far they've come on the accomplishments page. <img src="http://payload155.cargocollective.com/1/6/207784/5400865/App_teamchat.jpg" width="670" height="372" width_o="900" height_o="500" src_o="http://payload155.cargocollective.com/1/6/207784/5400865/App_teamchat_o.jpg" data-mid="29242278" border="0" align="left"/> By hitting the "team chat" button in the top right corner, members get immediate access to both their partner and trainer. The support system is always there. <img src="http://payload155.cargocollective.com/1/6/207784/5400865/App_teamwork2.jpg" width="670" height="372" width_o="900" height_o="500" src_o="http://payload155.cargocollective.com/1/6/207784/5400865/App_teamwork2_o.jpg" data-mid="29243594" border="0" align="left"/> By hitting the "Samantha" button, the member can see her partner's, Samantha's, entire app. She can see her partner's fitness plan, nutrition plan, everything. This creates complete transparency in the group, and it means that a member is held completely accountable for his or her own fitness goals to his or her partner. If a member's partner is falling of plan, she can send her a motivational poke. If Samantha is successful in completing her fitness plan, the member would get a notification back congratulating her on her motivational success. Website The website mirrors the general functionalities of the app. When users first sign in, they get their fitness and nutrition plans for the day. <img src="http://payload155.cargocollective.com/1/6/207784/5400865/1WEB_today.jpg" width="670" height="658" width_o="1862" height_o="1829" src_o="http://payload155.cargocollective.com/1/6/207784/5400865/1WEB_today_o.jpg" data-mid="29245106" border="0" align="left"/> Once the member enters the site, she can check out her fitness plans by the day. As she scrolls over each day, the square changes colour, and then expands once she selects it. <img src="http://payload155.cargocollective.com/1/6/207784/5400865/1WEB_Fitness.jpg" width="670" height="658" width_o="1862" height_o="1829" src_o="http://payload155.cargocollective.com/1/6/207784/5400865/1WEB_Fitness_o.jpg" data-mid="29244613" border="0" align="left"/><img src="http://payload155.cargocollective.com/1/6/207784/5400865/1WEB_fitness2.jpg" width="670" height="658" width_o="1862" height_o="1829" src_o="http://payload155.cargocollective.com/1/6/207784/5400865/1WEB_fitness2_o.jpg" data-mid="29244731" border="0" align="left"/><img src="http://payload155.cargocollective.com/1/6/207784/5400865/1WEB_fitness3.jpg" width="670" height="658" width_o="1862" height_o="1829" src_o="http://payload155.cargocollective.com/1/6/207784/5400865/1WEB_fitness3_o.jpg" data-mid="29245247" border="0" align="left"/><img src="http://payload155.cargocollective.com/1/6/207784/5400865/1WEV_fitness4.jpg" width="670" height="658" width_o="1862" height_o="1829" src_o="http://payload155.cargocollective.com/1/6/207784/5400865/1WEV_fitness4_o.jpg" data-mid="29245285" border="0" align="left"/> Nutrition <img src="http://payload155.cargocollective.com/1/6/207784/5400865/1WEB_nutrition.jpg" width="670" height="658" width_o="1862" height_o="1829" src_o="http://payload155.cargocollective.com/1/6/207784/5400865/1WEB_nutrition_o.jpg" data-mid="29245449" border="0" align="left"/> Goals <img src="http://payload155.cargocollective.com/1/6/207784/5400865/1WEB_goals.jpg" width="670" height="658" width_o="1862" height_o="1829" src_o="http://payload155.cargocollective.com/1/6/207784/5400865/1WEB_goals_o.jpg" data-mid="29245454" border="0" align="left"/> Accomplishments <img src="http://payload155.cargocollective.com/1/6/207784/5400865/1WEB_accomplishments.jpg" width="670" height="658" width_o="1862" height_o="1829" src_o="http://payload155.cargocollective.com/1/6/207784/5400865/1WEB_accomplishments_o.jpg" data-mid="29245480" border="0" align="left"/> The chat bar along the bottom of the site allows the member to be in constant contact with the rest of her team. <img src="http://payload155.cargocollective.com/1/6/207784/5400865/1WEB_chat.jpg" width="670" height="658" width_o="1862" height_o="1829" src_o="http://payload155.cargocollective.com/1/6/207784/5400865/1WEB_chat_o.jpg" data-mid="29245737" border="0" align="left"/> Just like the app, the member has the ability to see her partner's entire fitness plan. In order to make it clear whose screen the user is looking at, the background is inverted for her partner's plans. <img src="http://payload155.cargocollective.com/1/6/207784/5400865/1WEB_Sam.jpg" width="670" height="658" width_o="1862" height_o="1829" src_o="http://payload155.cargocollective.com/1/6/207784/5400865/1WEB_Sam_o.jpg" data-mid="29245740" border="0" align="left"/> In order to improve Extreme Fitness' current 58% membership retention rate, I created Extrio: a new fitness program create to motivate members to work out smarter. ... http://www.meaganeveleigh.com/Extrio-by-Extreme-Fitness-campaign http://www.meaganeveleigh.com/following/meaganeveleigh.com/Extrio-by-Extreme-Fitness-campaign Wed, 17 Apr 2013 23:00:29 +0000 Meagan Eveleigh 5431487 In order to target current members, this campaign will begin on the inside of the gym and work its way out. Once Extreme Fitness feels as though its member retention numbers have gone up enough, it will then advertise the new program outside of the gym to try and bring in new members. Credits: Art Directed and copywriten by Meagan Eveleigh. Created at OCADU, Thesis project 2013. 1. Teaser posters in all Extreme Fitness locations <img src="http://payload156.cargocollective.com/1/6/207784/5431487/Educate3.jpg" width="670" height="867" width_o="1275" height_o="1650" src_o="http://payload156.cargocollective.com/1/6/207784/5431487/Educate3_o.jpg" data-mid="29246040" border="0" align="left"/><img src="http://payload156.cargocollective.com/1/6/207784/5431487/Motivate3.jpg" width="670" height="867" width_o="1275" height_o="1650" src_o="http://payload156.cargocollective.com/1/6/207784/5431487/Motivate3_o.jpg" data-mid="29246043" border="0" align="left"/><img src="http://payload156.cargocollective.com/1/6/207784/5431487/Support3.jpg" width="670" height="867" width_o="1275" height_o="1650" src_o="http://payload156.cargocollective.com/1/6/207784/5431487/Support3_o.jpg" data-mid="29246051" border="0" align="left"/> 2. Teaser pre-roll on all cardio machines <img src="http://payload156.cargocollective.com/1/6/207784/5431487/Treadmill preroll.jpg" width="670" height="502" width_o="1024" height_o="768" src_o="http://payload156.cargocollective.com/1/6/207784/5431487/Treadmill preroll_o.jpg" data-mid="29246210" border="0" align="left"/> 3. iPad stations will be set up around the gym, with Extreme Fitness representatives encouraging members to create Extrio profiles. These are what the gym will use to pair members together and then match them with a personal trainer. <img src="http://payload156.cargocollective.com/1/6/207784/5431487/Screen shot 2013-04-17 at 11.10.30 PM.png" width="670" height="642" width_o="800" height_o="767" src_o="http://payload156.cargocollective.com/1/6/207784/5431487/Screen shot 2013-04-17 at 11.10.30 PM_o.png" data-mid="29246227" border="0" align="left"/> 4. An email will go out to all members explaining the program in further detail. It will also include a link to the profile creation site so that members can sign up at home as well as in the gym. <img src="http://payload156.cargocollective.com/1/6/207784/5431487/Introductoy email with heading.jpg" width="670" height="803" width_o="1500" height_o="1798" src_o="http://payload156.cargocollective.com/1/6/207784/5431487/Introductoy email with heading_o.jpg" data-mid="29246325" border="0" align="left"/> 5. A direct-mail piece will go out to non-active users. By placing their smartphones on the card, members can create Extrio profiles directly from their phones. <img src="http://payload156.cargocollective.com/1/6/207784/5431487/Smart Step DM_v3.jpg" width="574" height="710" width_o="574" height_o="710" src_o="http://payload156.cargocollective.com/1/6/207784/5431487/Smart Step DM_v3_o.jpg" data-mid="29246388" border="0" align="left"/><img src="http://payload156.cargocollective.com/1/6/207784/5431487/Smart Step DM iphone _v3.jpg" width="574" height="710" width_o="574" height_o="710" src_o="http://payload156.cargocollective.com/1/6/207784/5431487/Smart Step DM iphone _v3_o.jpg" data-mid="29246386" border="0" align="left"/> 6. A week later, members can come back to the iPad stations and see who they've been paired up with for Extrio. <img src="http://payload156.cargocollective.com/1/6/207784/5431487/Screen shot 2013-04-17 at 11.10.58 PM.png" width="670" height="640" width_o="796" height_o="761" src_o="http://payload156.cargocollective.com/1/6/207784/5431487/Screen shot 2013-04-17 at 11.10.58 PM_o.png" data-mid="29246432" border="0" align="left"/> 7. If the member chooses to connect with her partner on Facebook, a post will go out on her partner's wall. <img src="http://payload156.cargocollective.com/1/6/207784/5431487/Screen shot 2013-04-02 at 12.08.03 AM.png" width="670" height="303" width_o="909" height_o="412" src_o="http://payload156.cargocollective.com/1/6/207784/5431487/Screen shot 2013-04-02 at 12.08.03 AM_o.png" data-mid="29246470" border="0" align="left"/> 8. The post will lead others to the Extrio Facebook App. This is where anyone, even non-Extreme Fitness members, can create Extrio profiles. <img src="http://payload156.cargocollective.com/1/6/207784/5431487/Facebook create profile_v3.jpg" width="670" height="511" width_o="2048" height_o="1562" src_o="http://payload156.cargocollective.com/1/6/207784/5431487/Facebook create profile_v3_o.jpg" data-mid="29246710" border="0" align="left"/><img src="http://payload156.cargocollective.com/1/6/207784/5431487/Facebook your trio_v3.jpg" width="670" height="511" width_o="2048" height_o="1562" src_o="http://payload156.cargocollective.com/1/6/207784/5431487/Facebook your trio_v3_o.jpg" data-mid="29246714" border="0" align="left"/> 9. There will be transit ads around the gym locations, showing Torontonians that Extreme Fitness is not the intimidating gym it comes across as, but a motivational gym that will support its members in all of their fitness goals. <img src="http://payload156.cargocollective.com/1/6/207784/5431487/Transit1.jpg" width="670" height="971" width_o="794" height_o="1151" src_o="http://payload156.cargocollective.com/1/6/207784/5431487/Transit1_o.jpg" data-mid="29246957" border="0" align="left"/><img src="http://payload156.cargocollective.com/1/6/207784/5431487/Transit2.jpg" width="670" height="971" width_o="794" height_o="1151" src_o="http://payload156.cargocollective.com/1/6/207784/5431487/Transit2_o.jpg" data-mid="29246966" border="0" align="left"/><img src="http://payload156.cargocollective.com/1/6/207784/5431487/Transit3.jpg" width="670" height="971" width_o="794" height_o="1151" src_o="http://payload156.cargocollective.com/1/6/207784/5431487/Transit3_o.jpg" data-mid="29246972" border="0" align="left"/> 10. Online, Extreme Fitness will have a commercial playing along side web banners, that allow the user to personalize the commercial he or she is currently viewing, and to send it to a friend via Facebook. <img src="http://payload156.cargocollective.com/1/6/207784/5431487/CItytv.ca personalize video.jpg" width="670" height="513" width_o="967" height_o="741" src_o="http://payload156.cargocollective.com/1/6/207784/5431487/CItytv.ca personalize video_o.jpg" data-mid="29247129" border="0" align="left"/> In order to target current members, this campaign will begin on the inside of the gym and work its way out. Once Extreme Fitness feels as though its member... http://www.meaganeveleigh.com/Gillette http://www.meaganeveleigh.com/following/meaganeveleigh.com/Gillette Wed, 17 Apr 2013 21:58:56 +0000 Meagan Eveleigh 4394511 The ask: Create a monthly email to Gillette subscribers highlighting their Odor Shield deodorant, inviting users to participate in Men's Heath Urbanathalon, and introducing the new mobile website. Credits: Art Directed by Meagan Eveleigh and Coprywriten by Lins Ricon. Created while interning at Proximity Canada. <img src="http://payload104.cargocollective.com/1/6/207784/4394511/Aug_eCRM.jpg" width="670" height="1196" width_o="800" height_o="1429" src_o="http://payload104.cargocollective.com/1/6/207784/4394511/Aug_eCRM_o.jpg" data-mid="23270583" border="0" align="left"/> The ask: Create a monthly email to Gillette subscribers highlighting their Odor Shield deodorant, inviting users to participate in Men's Heath Urbanathalon, and... http://www.meaganeveleigh.com/Monster http://www.meaganeveleigh.com/following/meaganeveleigh.com/Monster Wed, 17 Apr 2013 21:58:41 +0000 Meagan Eveleigh 4394569 The ask: Promote on of Monters COOL jobs through eCRM, while not only highlighting the Partnership Management position, but also introducing the Social Media Driver Contest. Credits: Art directed by Meagan Eveleigh, copywriten by Laura Rothstein and creative directed by Sherry Tang and Dan Gaede. Created while interning at Proximity Canada <img src="http://payload104.cargocollective.com/1/6/207784/4394569/Q4 Cool jobs F1 racing_driver_small-ver3.jpg" width="670" height="1063" width_o="750" height_o="1191" src_o="http://payload104.cargocollective.com/1/6/207784/4394569/Q4 Cool jobs F1 racing_driver_small-ver3_o.jpg" data-mid="23271092" border="0" align="left"/> The ask: Promote on of Monters COOL jobs through eCRM, while not only highlighting the Partnership Management position, but also introducing the Social Media... http://www.meaganeveleigh.com/The-Present-website http://www.meaganeveleigh.com/following/meaganeveleigh.com/The-Present-website Wed, 17 Apr 2013 21:57:30 +0000 Meagan Eveleigh 4831836 The Present Clock is a clock that does not keep track of minutes or hours, but focusses on the seasons and make one full turn every year. Its creator felt as though his life was passing him by too quickly and he didn't have time to enjoy it, so he create the Present to forget about the time and to focus on the moments. The ask: Create a launch campaign for the Present using a website as the prime medium. Build a well considered 360 degree brand that really aspires to be meaningfully connected to its audience. The idea: An online hub that helps you set goals, keep track of them and share them with your friends and family. Users will be more connected to one another because they are sharing some of their most precious life goals with one another. By sharing their goals they will also help and encourage each other to reach those goals. Credits: Art directed and copywriten by Meagan Eveleigh. Created at OCADU. <img src="http://payload126.cargocollective.com/1/6/207784/4831836/Home2.jpg" width="670" height="421" width_o="1310" height_o="825" src_o="http://payload126.cargocollective.com/1/6/207784/4831836/Home2_o.jpg" data-mid="25812822" border="0" align="left"/> Home page Headline: Do good. Copy: Time passes us by in the blink of an eye. You know it and I know it. Days and weeks go by without us knowing, and without us doing anything good with our time. And no we don’t mean good like walking the dog or going to dinner at your parents good, we mean GOOD. Set some goals that you would like to accomplish. Real, life long goals, and all of the steps you need to take to get you there. Time is going by too fast, and before you know it, it will have been too late to reach any of those goals. Don’t let another moment pass you by. CTA: Create account CTA: Log in <img src="http://payload126.cargocollective.com/1/6/207784/4831836/Set new goal.jpg" width="670" height="421" width_o="1310" height_o="825" src_o="http://payload126.cargocollective.com/1/6/207784/4831836/Set new goal_o.jpg" data-mid="25812450" border="0" align="left"/> Set new goal Headline: Set a goal. CTA: Add photo CTA: Invite a friend <img src="http://payload126.cargocollective.com/1/6/207784/4831836/Set new goal2.jpg" width="670" height="421" width_o="1310" height_o="825" src_o="http://payload126.cargocollective.com/1/6/207784/4831836/Set new goal2_o.jpg" data-mid="25876328" border="0" align="left"/> Copy: Drag your goal on to the Present timeline and give yourself a target to complete it by. <img src="http://payload126.cargocollective.com/1/6/207784/4831836/My goals.jpg" width="670" height="421" width_o="1310" height_o="825" src_o="http://payload126.cargocollective.com/1/6/207784/4831836/My goals_o.jpg" data-mid="25876297" border="0" align="left"/> My goals <img src="http://payload126.cargocollective.com/1/6/207784/4831836/My accomplishments2.jpg" width="670" height="421" width_o="1310" height_o="825" src_o="http://payload126.cargocollective.com/1/6/207784/4831836/My accomplishments2_o.jpg" data-mid="25812863" border="0" align="left"/> My accomplishments <img src="http://payload126.cargocollective.com/1/6/207784/4831836/The Present2.jpg" width="670" height="421" width_o="1310" height_o="825" src_o="http://payload126.cargocollective.com/1/6/207784/4831836/The Present2_o.jpg" data-mid="25812868" border="0" align="left"/> The Present Headline: Finally, a clock that lets time stand still. Copy: Standing still isn’t impossible, even though to you, it might seem that it is. The Present is a clock that does not count seconds, minutes or hours. It moves at a snails pace through out the seasons and makes one full turn in a year. It is impossible to see time move by, while looking at The Present. So don’t let it. Enjoy each moment as it comes and let your day slow down, if only for a moment. CTA: Order the Present <img src="http://payload126.cargocollective.com/1/6/207784/4831836/The app 2.jpg" width="670" height="421" width_o="1310" height_o="825" src_o="http://payload126.cargocollective.com/1/6/207784/4831836/The app 2_o.jpg" data-mid="25812878" border="0" align="left"/> The app Headline: Challenge a moment in time Copy: The Present challenges its users to take a moment in time out of their day and set a goal for themselves. It could be a long term goal, or a short term goal. It could be completed later that day or later in the season. One goal each day, that’s all we ask. One tiny moment in time that will make a positive impact on all the other moments in your day. Now, with the iPhone app, you can keep your goals with you at all times. Check up on how you’re doing, share your updates and add new goals whenever inspiration hits. Challenge yourself and make a little difference, in a moment of time. CTA: Get the app The Present Clock is a clock that does not keep track of minutes or hours, but focusses on the seasons and make one full turn every year. Its creator felt as though... http://www.meaganeveleigh.com/Scouts-Canada-1 http://www.meaganeveleigh.com/following/meaganeveleigh.com/Scouts-Canada-1 Wed, 23 Jan 2013 09:34:05 +0000 Meagan Eveleigh 4830207 The ask: Show parents that Scouts Canada gets their kids outside. Where they should be. Credits: Art directed and copywriten by Meagan Eveleigh. Created at OCADU. <img src="http://payload126.cargocollective.com/1/6/207784/4830207/Scouts Can redesign screen2-01.jpg" width="670" height="856" width_o="2048" height_o="2616" src_o="http://payload126.cargocollective.com/1/6/207784/4830207/Scouts Can redesign screen2-01_o.jpg" data-mid="25805828" border="0" align="left"/><img src="http://payload126.cargocollective.com/1/6/207784/4830207/Scouts Can redesign tweet2-02.jpg" width="670" height="853" width_o="2048" height_o="2609" src_o="http://payload126.cargocollective.com/1/6/207784/4830207/Scouts Can redesign tweet2-02_o.jpg" data-mid="25805608" border="0" align="left"/> <img src="http://payload126.cargocollective.com/1/6/207784/4830207/Scouts Can redesign facetime2-03.jpg" width="670" height="856" width_o="2048" height_o="2616" src_o="http://payload126.cargocollective.com/1/6/207784/4830207/Scouts Can redesign facetime2-03_o.jpg" data-mid="25805524" border="0" align="left"/> The ask: Show parents that Scouts Canada gets their kids outside. Where they should be. Credits: Art directed and copywriten by Meagan Eveleigh. Created at OCADU.... http://www.meaganeveleigh.com/Second-Cup http://www.meaganeveleigh.com/following/meaganeveleigh.com/Second-Cup Mon, 16 Apr 2012 09:49:20 +0000 Meagan Eveleigh 3214000 The ask: Demonstrate why Second Cup is better than Starbucks. Plain and simple. The idea: Playfully take a jab at Starbucks in highlighting the fact that you don't need a manual to order a cup of coffee at Second Cup, because they put more care and creativity into making the drinks, and less into the way they're named. Credits: Art directed and copywriten by Meagan Eveleigh. Created at OCADU. <img src="http://payload45.cargocollective.com/1/6/207784/3214000/date.jpg" width="670" height="867" width_o="2048" height_o="2650" src_o="http://payload45.cargocollective.com/1/6/207784/3214000/date_o.jpg" data-mid="16459861" border="0" align="left"/><img src="http://payload45.cargocollective.com/1/6/207784/3214000/coffee run.jpg" width="670" height="867" width_o="2048" height_o="2650" src_o="http://payload45.cargocollective.com/1/6/207784/3214000/coffee run_o.jpg" data-mid="16459868" border="0" align="left"/><img src="http://payload45.cargocollective.com/1/6/207784/3214000/prof.jpg" width="670" height="867" width_o="2048" height_o="2650" src_o="http://payload45.cargocollective.com/1/6/207784/3214000/prof_o.jpg" data-mid="16459880" border="0" align="left"/> Print <img src="http://payload45.cargocollective.com/1/6/207784/3214000/headache long copy.jpg" width="670" height="867" width_o="2048" height_o="2650" src_o="http://payload45.cargocollective.com/1/6/207784/3214000/headache long copy_o.jpg" data-mid="16459889" border="0" align="left"/> Copy: You know the ones I’m talking about; the headaches that crave a cup of coffee. ASAP. The ones that don’t have time to wait for you to order a tall, half-skinny, half one percent, extra hot, split quad shot latte with whip. Because hearing you say that not only prolongs the long awaited coffee, but the jibberish also adds to the headache. Immensely. We understand that the quicker and easier it is for you to order, the better it is for your headache. And for your spouse. So tomorrow morning stop in at a Second Cup, where a cup of coffee won’t add to your headache, it will make it disappear. ASAP. Radio "The tall small" :30 SFX: Bells chime as a door is opened Peter: Uh, hi can I get a small latte please. Barista: Sure, that’s one tall latte coming up. Do you want whip with that? Peter: Whip? Wait, not tall, I said small. Barista: Yes sir, that’s a tall. Peter: What is? I asked for a small. Barista: Ya, a small is a tall. Peter: How can a small be tall!? I just want a small latte!! Barista: Sure… of course. And would you like whip on that? Peter: Ughgh!! ANNC: If you were at second cup, a small latte would be a small latte. Effortlessly enjoyable. The ask: Demonstrate why Second Cup is better than Starbucks. Plain and simple. The idea: Playfully take a jab at Starbucks in highlighting the fact that you... http://www.meaganeveleigh.com/Peta http://www.meaganeveleigh.com/following/meaganeveleigh.com/Peta Mon, 02 Apr 2012 21:29:28 +0000 Meagan Eveleigh 2913509 The ask: Come up with a non-traditional approach to promote PETA and its mission to get people to reconsider killing and eating fish. The idea: In order to show North Americans that fish will be extinct by the year 2048, we gave them a taste of what life would be like without fish. A fish and chip truck would drive around the city selling the favourite English classic. After an individual purchased their meal, they would unwrap the newspaper to find only chips, no fish. The newspaper wrapping would then explain that it wasn't a mistake, but a message from PETA informing them that if they don't change their eating habits, that is what they would have to look forward to in the year 2048: a fishless world. Credits: Art directed and copywriten by Meagan Eveleigh. Created at OCADU for the One Show, Young Ones competition, spring 2012. <img src="http://payload30.cargocollective.com/1/6/207784/2913509/fish and chip truck_small.jpg" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload30.cargocollective.com/1/6/207784/2913509/fish and chip truck_small_o.jpg" data-mid="14820128" border="0" align="left"/><img src="http://payload30.cargocollective.com/1/6/207784/2913509/DSCF7121.JPG" width="670" height="893" width_o="974" height_o="1299" src_o="http://payload30.cargocollective.com/1/6/207784/2913509/DSCF7121_o.JPG" data-mid="14820138" border="0" align="left"/><img src="http://payload30.cargocollective.com/1/6/207784/2913509/DSCF7130.JPG" width="670" height="893" width_o="974" height_o="1299" src_o="http://payload30.cargocollective.com/1/6/207784/2913509/DSCF7130_o.JPG" data-mid="14820144" border="0" align="left"/> Newspaper<img src="http://payload30.cargocollective.com/1/6/207784/2913509/newpaper_oneshow_finalbw.jpg" width="670" height="433" width_o="2000" height_o="1294" src_o="http://payload30.cargocollective.com/1/6/207784/2913509/newpaper_oneshow_finalbw_o.jpg" data-mid="15030944" border="0" align="left"/> Headline: Welcome to life in 2048. There are no more fish. Anywhere. Sub-head: When you eat fish, you support animal cruelty. You support the inhumaine catching, sickening decompression and ruthless suffocating of fish. Stop eating fish. Save our oceans. Copy: Yes you are correct, there is no fish with your chips. And no it’s not a mistake. It is estimated that by the year 2048, there will be no more fish. Anywhere. Gonzo. Nadda Zilch Zippo. So we’re just preparing you for what your favourite fish and chips meal would be like without the fish. Kind of sad looking isn’t it? Well so are all of the fish after they’ve had their stomachs shoved out of their mouths and their eyes out of their sockets just so that you can have your favourite English classic. It seems a bit selfish to us. Stop eating fish. Because before you know it, all that will be left are the chips. Print<img src="http://payload30.cargocollective.com/1/6/207784/2913509/packaged on may 06 2048.jpg" width="670" height="867" width_o="2048" height_o="2650" src_o="http://payload30.cargocollective.com/1/6/207784/2913509/packaged on may 06 2048_o.jpg" data-mid="14820227" border="0" align="left"/> Copy: By the year 2048 there will be no more fish. Anywhere. Gonzo, nadda, zilch, zippo. The only type of fish left will be in the form of a cracher. Or a gummy if you're really lucky. Stop eating fish. Save our oceans. The ask: Come up with a non-traditional approach to promote PETA and its mission to get people to reconsider killing and eating fish. The idea: In order to show... http://www.meaganeveleigh.com/Kids-Help-Phone-1 http://www.meaganeveleigh.com/following/meaganeveleigh.com/Kids-Help-Phone-1 Mon, 02 Apr 2012 21:27:59 +0000 Meagan Eveleigh 3129691 The ask: Tackle bullying in schools across the country. The idea: Dark and sappy anti-bullying ads don't get to kids the way they do adults. Kids need to take action. Kids Help phone is creating a day to help kids stand up to the bullies in their lives. T-shirts can be ordered online and are encouraged to be warn on April 27th, national Stand Strong day. Credits: Art directed and copywriten by Meagan Eveleigh. Photography by Lindsay Hepburn, Cara Lau and Darya Klymenko. Created at OCADU. Posters in transit and schools <img src="http://payload41.cargocollective.com/1/6/207784/3129691/MEveleigh_bullying_revised.jpg" width="612" height="792" width_o="612" height_o="792" src_o="http://payload41.cargocollective.com/1/6/207784/3129691/MEveleigh_bullying_revised_o.jpg" data-mid="26508212" border="0" align="left"/><img src="http://payload41.cargocollective.com/1/6/207784/3129691/MEveleigh_bullying_revised2.jpg" width="612" height="792" width_o="612" height_o="792" src_o="http://payload41.cargocollective.com/1/6/207784/3129691/MEveleigh_bullying_revised2_o.jpg" data-mid="26508215" border="0" align="left"/><img src="http://payload41.cargocollective.com/1/6/207784/3129691/MEveleigh_bullying_revised3.jpg" width="612" height="792" width_o="612" height_o="792" src_o="http://payload41.cargocollective.com/1/6/207784/3129691/MEveleigh_bullying_revised3_o.jpg" data-mid="26508219" border="0" align="left"/><img src="http://payload41.cargocollective.com/1/6/207784/3129691/MEveleigh_bullying_revised4.jpg" width="612" height="792" width_o="612" height_o="792" src_o="http://payload41.cargocollective.com/1/6/207784/3129691/MEveleigh_bullying_revised4_o.jpg" data-mid="26508222" border="0" align="left"/><img src="http://payload41.cargocollective.com/1/6/207784/3129691/MEveleigh_bullying_revised5_20.jpg" width="612" height="792" width_o="612" height_o="792" src_o="http://payload41.cargocollective.com/1/6/207784/3129691/MEveleigh_bullying_revised5_20_o.jpg" data-mid="26508319" border="0" align="left"/><img src="http://payload41.cargocollective.com/1/6/207784/3129691/MEveleigh_bullying_revised6_21.jpg" width="612" height="792" width_o="612" height_o="792" src_o="http://payload41.cargocollective.com/1/6/207784/3129691/MEveleigh_bullying_revised6_21_o.jpg" data-mid="26508321" border="0" align="left"/> The ask: Tackle bullying in schools across the country. The idea: Dark and sappy anti-bullying ads don't get to kids the way they do adults. Kids need to take... http://www.meaganeveleigh.com/LCBO-Williams-Sonoma-Barchef http://www.meaganeveleigh.com/following/meaganeveleigh.com/LCBO-Williams-Sonoma-Barchef Mon, 05 Mar 2012 13:41:54 +0000 Meagan Eveleigh 2940373 The ask: Create a transmedia campaign contest featuring the cocktail, sponsored by the LCBO, Williams-Sonoma and Barchef. The idea: A three phase campaign, first asking consumers to name the next great cocktail classic, second to create the drink to match the new name, and third to attend the unveiling of the winner of the Create the Next Classic contest. The campaign uses newspaper ads, in store "Creation Stations" , a website, banner ads on the three sponsors' sites, a cocktail book of the top entries, and in store ads. Credits: Art directed and copywriten by Meagan Eveleigh, Christopher Fantuzzi and Stephanie Cruz. Created at OCADU Phase 1: Name it Newspaper<img src="http://payload32.cargocollective.com/1/6/207784/2940373/newspaper1.jpg" width="670" height="1330" width_o="1008" height_o="2002" src_o="http://payload32.cargocollective.com/1/6/207784/2940373/newspaper1_o.jpg" data-mid="14972071" border="0" align="left"/><img src="http://payload32.cargocollective.com/1/6/207784/2940373/newspaper2.jpg" width="670" height="1330" width_o="1008" height_o="2002" src_o="http://payload32.cargocollective.com/1/6/207784/2940373/newspaper2_o.jpg" data-mid="14972096" border="0" align="left"/><img src="http://payload32.cargocollective.com/1/6/207784/2940373/newspaper3.jpg" width="670" height="1330" width_o="1008" height_o="2002" src_o="http://payload32.cargocollective.com/1/6/207784/2940373/newspaper3_o.jpg" data-mid="14972124" border="0" align="left"/> In store "Creation Stations" where customers can enter a new drink name<img src="http://payload32.cargocollective.com/1/6/207784/2940373/creationstation2.jpg" width="670" height="487" width_o="703" height_o="512" src_o="http://payload32.cargocollective.com/1/6/207784/2940373/creationstation2_o.jpg" data-mid="14972157" border="0" align="left"/><img src="http://payload32.cargocollective.com/1/6/207784/2940373/site_inmonitor.jpg" width="670" height="670" width_o="1298" height_o="1298" src_o="http://payload32.cargocollective.com/1/6/207784/2940373/site_inmonitor_o.jpg" data-mid="14972176" border="0" align="left"/><img src="http://payload32.cargocollective.com/1/6/207784/2940373/apppreview.jpg" width="670" height="732" width_o="1505" height_o="1645" src_o="http://payload32.cargocollective.com/1/6/207784/2940373/apppreview_o.jpg" data-mid="14972184" border="0" align="left"/> Link on each website featuring the colour coordinated bands <img src="http://payload32.cargocollective.com/1/6/207784/2940373/ws_phase1.jpg" width="670" height="501" width_o="1198" height_o="896" src_o="http://payload32.cargocollective.com/1/6/207784/2940373/ws_phase1_o.jpg" data-mid="14972196" border="0" align="left"/> Phase 2: Make it Newspaper<img src="http://payload32.cargocollective.com/1/6/207784/2940373/LBW_NEWSPAPER_BlazingCheetah.jpg" width="670" height="1330" width_o="1008" height_o="2002" src_o="http://payload32.cargocollective.com/1/6/207784/2940373/LBW_NEWSPAPER_BlazingCheetah_o.jpg" data-mid="14972210" border="0" align="left"/><img src="http://payload32.cargocollective.com/1/6/207784/2940373/LBW_NEWSPAPER_FunkyMonkey.jpg" width="670" height="1330" width_o="1008" height_o="2002" src_o="http://payload32.cargocollective.com/1/6/207784/2940373/LBW_NEWSPAPER_FunkyMonkey_o.jpg" data-mid="14972223" border="0" align="left"/><img src="http://payload32.cargocollective.com/1/6/207784/2940373/LBW_NEWSPAPER_SpreadEagle.jpg" width="670" height="1330" width_o="1008" height_o="2002" src_o="http://payload32.cargocollective.com/1/6/207784/2940373/LBW_NEWSPAPER_SpreadEagle_o.jpg" data-mid="14972241" border="0" align="left"/> Website where participants submit their drink entry <img src="http://payload32.cargocollective.com/1/6/207784/2940373/web_app.jpg" width="670" height="556" width_o="1154" height_o="958" src_o="http://payload32.cargocollective.com/1/6/207784/2940373/web_app_o.jpg" data-mid="14972273" border="0" align="left"/> LCBO website with banner<img src="http://payload32.cargocollective.com/1/6/207784/2940373/lcbo_phase2.jpg" width="670" height="629" width_o="952" height_o="895" src_o="http://payload32.cargocollective.com/1/6/207784/2940373/lcbo_phase2_o.jpg" data-mid="14972276" border="0" align="left"/> Phase 3: Drink it Newspaper <img src="http://payload32.cargocollective.com/1/6/207784/2940373/LBW_NEWSPAPER_P3.jpg" width="670" height="1330" width_o="1008" height_o="2002" src_o="http://payload32.cargocollective.com/1/6/207784/2940373/LBW_NEWSPAPER_P3_o.jpg" data-mid="14972286" border="0" align="left"/> Barchef website with banner<img src="http://payload32.cargocollective.com/1/6/207784/2940373/bc_phase3.jpg" width="670" height="634" width_o="919" height_o="870" src_o="http://payload32.cargocollective.com/1/6/207784/2940373/bc_phase3_o.jpg" data-mid="14972294" border="0" align="left"/> The winner's ingredients featured at the LCBO after the contest is over<img src="http://payload32.cargocollective.com/1/6/207784/2940373/LCBOdisplay2.jpg" width="670" height="924" width_o="720" height_o="994" src_o="http://payload32.cargocollective.com/1/6/207784/2940373/LCBOdisplay2_o.jpg" data-mid="14972312" border="0" align="left"/> A booklet to be sold at Williams-Sonoma with all of the winners and notable entries in the contest<img src="http://payload32.cargocollective.com/1/6/207784/2940373/mixologists memoir.jpg" width="612" height="396" width_o="612" height_o="396" src_o="http://payload32.cargocollective.com/1/6/207784/2940373/mixologists memoir_o.jpg" data-mid="14972321" border="0" align="left"/><img src="http://payload32.cargocollective.com/1/6/207784/2940373/mixologists memoir2.jpg" width="612" height="396" width_o="612" height_o="396" src_o="http://payload32.cargocollective.com/1/6/207784/2940373/mixologists memoir2_o.jpg" data-mid="14972325" border="0" align="left"/><img src="http://payload32.cargocollective.com/1/6/207784/2940373/mixologists memoir3.jpg" width="612" height="396" width_o="612" height_o="396" src_o="http://payload32.cargocollective.com/1/6/207784/2940373/mixologists memoir3_o.jpg" data-mid="14972328" border="0" align="left"/> The ask: Create a transmedia campaign contest featuring the cocktail, sponsored by the LCBO, Williams-Sonoma and Barchef. The idea: A three phase campaign, first...