The original vodka infused lemonade that started an avalanche of new product development in the alcoholic beverage industry.

Promoting a brand with this level of irreverence is a dream project.

I was asked to develop the ‘Mike’ brand and promote the introduction of both the Cranberry Lemonade and Ice Tea product extensions.

It was very important to maintain the gorilla nature of the brand positioning by using non traditional media, street based promotions and on site advertising.

I utilized bathroom advertising, post cards, drink coaster and transit shelter advertising along with point of sale and packaging promotions that fit with the idea that ‘Mike’ would never pay for something he thought he could get for free. All directed by the concept that Mike made the drink in the basement of his Mom’s house with the help of his buddies.

Even the transit advertising was made to look like Mike had slipped his poster in unused sites without paying.

When all said and done the copy on all the promotional items made the campaign a great success.

Certified Management Accountants of Canada is a national Accounting Designation specializing in the training of Business Finance Management.

As part of a series of promotional activities focused on attracting University graduates to their information sessions, I produced an award winning press campaign to challenge graduates to think about the career decisions they make at this important crossroads in their lives.

I used archive images of odd situations to highlight the funny side of making the wrong career decisions.

I was also invited to write an article in ‘Marketing Magazine’ to showcase the ads.

The campaign won a Lotus Award in the category of best advertising Campaign.

Zepter International is a global enterprise which produces, sells and distributes exclusive, high-quality consumer goods around the world principally by way of direct sales and also through high-end stores.

Masterpiece cookware is a revolutionary stackable cooking system designed to cook without using salt, water or oil, thus allowing food to retain its natural aromas, flavours, vitamins and nutritional properties.

I was asked to produce a magazine campaign that would capture the beauty of this spectacular cookware, crafted from surgical steel.

As a relatively unknown brand in North America I wanted to capture a distinctly North American identity for the brand while generating interest in the Zepter Name.

I created a series of three ads targeted to three different markets I had identified for the cookware, Natural, Beauty and Health. I wanted to challenge the audience to think of the cookware differently from ‘normal’ pots and pans. I used a headline of “For a Life Less Ordinary”.

One of Greater Vancouver’s largest shopping malls situated in Burnaby, with more than seventy stores under one roof.

I was asked to produce a series of transit campaigns in the surrounding areas. With heavy competition in other areas which had the advantage of being closer, I needed to be bold, and attract a young style conscious audience who would shop at the stores.

I produced transit shelter, interior and exterior posters for all 4 seasons.