The D&AD Awards are synonymous with creative excellence. To win the coveted Pencil isn’t easy, but it is possible. To motivate prospective entrants, we challenged them to “Make it a Pencil” – a campaign that invited people to literally do just that using each piece of the campaign itself.

To launch Cadbury Screme Eggs we pitted consumers’ favourite Easter treats against their ghoulish Halloween brethren, and watched as the resulting Goopocalypse played out beneath our feet.

The campaign didn’t just resonate here in Canada. It was picked up in the UK and featured on Devour, Fast Company and Creativity. We were also interviewed for a feature in Japanese design magazine Brain.

With no contracts, hidden fees or overinflated bills Koodo offers people the leanest mobile service nationwide. To launch the brand, we said goodbye to cellular cellulite and hello to fat-free mobility.

Sure this one’s a bit dated, but represents over a year of work, sequestered with some of the best creatives in the business. What’s more, this campaign was honoured with Best Brand Launch at the CMAs and let me live out my childhood neon dreams.

Campaign to raise awareness for water conservation. This entry, which won gold at the NAA, sent me to Cannes many moons ago when I didn’t need to sleep and rosé was my friend.