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The Co-operators brand ads, September 2007
To go with the launch of the new TV commercials that Creative Services produced, I was given the task of designing new brand ads that had to tie into the same theme (where a regular Joe meets a Co-operators agent and proceeds to fire off insurance related questions which the agent calmly answer). The question was how to present this idea with no action. The solution was to catch "normal-everyday poeple" going about their life, but to surrond them with all of the questions that they have about insurance in that life.
The photos are by Michael Davidson. The shoots were co-art directed by myself and Brenda McKinney and all of this was Creative Directed by Don Twerdun. Seven shoots in various locations from Guelph to Toronto in three days left us with plenty of shots and seven distinct ads that appeared in a variety of publications.
