http://www.montreal.ad/en description en MVC RSS http://www.montreal.ad/taxi/taxi-reel Wed, 14 Jan 2009 08:42:53 EST d410c021-2ca1-47ba-b02a-9164c46879b8 Taxi . http://www.montreal.ad/taxi/reversa Tue, 27 Jan 2009 12:29:51 EST 14b53c18-60ae-4867-bf2a-cca09429b63a TAXI What do confident boomer women want? Reversa, a line of anti-aging skin care, knows. The answer lies in the company’s ad campaign launched in 2006. The ad featured an elegant, mature woman sitting on a couch with a handsome, young, naked man sprawled out beside her. The provocative ad then invited women to visit www.seemoresideeffects.ca to learn more about Reversa’s products and their positive side effects. The concept is sexy and, addresses women in a bold, consumer-focused manner, as opposed to the science and chemistry angle favoured by other skin care companies. This campaign focused on the real benefits of Reversa on women – sex appeal. http://www.montreal.ad/taxi/taxi-planb Tue, 27 Jan 2009 12:39:44 EST a3ad18d9-ca4d-4464-b751-33599924c2b8 TAXI The ____ Pill campaign exposed young women to risky sexual behaviour in a number of ways. A straight-forward candy-wrapped message on Out of Home Boards, in magazines and Web Banners caught their attention and showed Plan B as real lifesaver for when they screwed-up. In some cases they were asked to “share their oops” and interact with the boards and banners themselves. The lines they submitted were sent directly to shareyouroops.ca; a Microsite where they were free to enter and redesign more lines as well as vote on them online, thus talking openly and teaching each other about risky sex situations, rather than be taught by Plan B, a brand they didn’t know. Women created a sense of community and took ownership of the campaign.