This is the story of how a brand motivated Deric to change 30-years of past behaviour and ultimately his life. If you work for Y&R and are looking to make a change or conquer a fear, Deric also has an idea that could help.
1. Think like a TV Writer In her conversation on character and creativity, Sarah Jessica Parker reflected on the success of Sex and the City. She pointed to the “right moment in time” as the reason the show was so popular- saying it was the right time in culture and society to tel
1. Steal from stand-up comedians A good strategic truth should feel like a great joke – it should make people experience that moment in a really good standup comedy act where the audience thinks “Yes! That’s so true, I have NEVER thought about it that way!” Similarly, our
Y&R Toronto wanted to create a promotional piece for type designer Paul Sych that was as unique as his hand-drawn typefaces. Taking inspiration from the experiments of Dr. Masaru Emoto, who demonstrated that words can change the physical structure of water, they used the power of
ASSAULTED WOMEN’S HELPLINE The Assaulted Women’s Helpline is a confidential service in Toronto that often has trouble communicating with its target – women experiencing abuse. Their challenge has always been getting their essential, but hard-to-memorize number (1-866-863-0511) o