January 25 – 29
Join the Canadian advertising and marketing community for an exciting, week-long celebration of our craft. Advertising Week is a limited, once-a-year opportunity to explore the dynamic world in which we live and work. The week is full of seminars, creative presentations and educational sessions that will both stimulate and inspire. Come to learn, to think, to challenge and to catch up with friends and colleagues. Don’t miss it.
Toronto agency, John St. has come out with a new campaign for Maple Leaf that will bring joy to bacon lovers everywhere. There are currently three TV spots that show the love that people, especially men, have for bacon. The commercials are supported by a complimentary website, featuring videos and articles devoted to a declaration of love for bacon.
From the press release:
“In researching bacon, the creatives at john st. discovered a cult-like following behind it. “We found all sorts of bacon related goodies – from bacon band-aids to bacon scarves to bacon ice cream recipes,” says Paul Constantakis, copywriter, john st. “We decided to harness this love for bacon into a place bacon lovers can call home and the Republic of Bacon was born.”
Three broadcast spots, “Proposal”, “Spa” and “Sorry”, all direct traffic to the microsite republicofbacon.com. Like any country, Republic of Bacon, has many attractions: A casino where you can win bacon for a decade. A Red Light District where you can watch edgier videos. Restaurants where you can find select bacon recipes, a Public Service Announcements section where a Bacon Safety Sergeant provides bacon safety tips and where you can find the national anthem of the Republic of Bacon. There’s a community that features bacon bloggers from around the net and so much more.
“Originally, the brief was ‘experience the joy of bacon with Maple Leaf bacon’,” says Angus Tucker, co-creative director, john st. “When brainstorming, we had come up with all sorts of ideas revolving around the joys of bacon. The ‘Republic of Bacon’ was our way of housing all these ideas under one roof.”
