We are a full-service marketing and communications agency offering brands integrated communications, brand strategy, in-house production, digital expertise and branding & design services. Located in the heart of North America’s fourth largest city, Juniper Park\TBWA is a world-class agency that just happens to be headquartered in Toronto.
Our true competitive advantage is our Disruption® methodology. We identify the cultural or market conventions to overturn. We scrutinize the future to determine what could lift the brand higher. And we define a Disruption platform that inspires the way the brand behaves and communicates. Over its 25+ year history as part of the TBWA collective, our agency has continued to evolve the Disruption® methodology to fit the ever-changing needs of our clients. We find new ways to break conventions, innovate in the marketplace, connect with consumers at the speed of culture and deliver unprecedented brand and business results on behalf of our clients.
Achieving positive results requires strong partnerships. Our collaborative client list includes brands such as CIBC, Nissan, Capital Group, PepsiCo, GoDaddy, GSK Consumer Healthcare, Intuit, and many more.
DiversityWe have one of the most talented, diverse creative teams in North America because we believe that great talent is the cornerstone of great creative work. 57% of our agency team is female. This is incredibly rare in our industry. 51% of our team has lived in other parts of the world, including our CCO, Graham Lang, who joined the team from South Africa, and our Managing Director, David Toto, who is from France. We believe that diversity is a uniquely important ingredient when marketing to global citizens, and diverse communities across North America.
Strategy Embracing strategy as a core discipline has helped us stand out versus the competition. Our Strategy team consistently carves out the strategic direction for our clients, and our agency’s creative work. Brand Planners, Digital Strategists, Social Strategists, Community Managers and our Data Scientist each play unique and critical roles throughout the campaign process, helping define and articulate opportunities to insert our clients’ brands into modern culture.
Design Iconic branding that is consistent yet fluid across mediums, big & small, is our visual trademark. This gift to our clients is baked into all our work.
SPORTS INTERACTION COMBINES SPORTS, SKETCH COMEDY AND SOCIAL FILMMAKING IN HUMOROUS NEW CAMPAIGN
Presenting Multiple Outcomes, The Campaign
Emulates The Feeling Of Sports Betting In Real Life
Canadian online sports betting company Sports Interaction launches a new campaign that draws upon the edge-of-your-seat feeling of suspense that comes with sports betting. The campaign was created in collaboration with global Toronto-based creative brand experience company, Juniper Park\TBWA.
Half of the thrill of sports betting is trying to figure out which way it’s going to go. To land this insight, Sports Interaction created a campaign that delivers that same sense of unpredictability, which is dramatized through the endless story possibilities of a halftime snack run. The result is a decidedly off-beat format that serves up variable scene options and outcomes from one viewing to the next. From battling a (stuffed) beaver, to getting a hockey hair make-over, to launching a football into orbit, each version serves up something different by mimicking the surprise inherent to betting in an innovative way.
Audiences will notice many small set and scene differences peppered throughout the story. As the campaign rolls out into its next phase, digital iterations will be able to amplify this variable format even further.
Sports Interaction continues to remind audiences of its quintessentially Canadian heritage by tapping into Canadian sports culture cues and leaning into the sketch comedy genre that Canada is so famous for. Stylistically, the campaign takes a big swing, working closely with director Matt Atkinson from Undefined to workshop scenes alongside an ensemble cast.
The team also approached the production in a completely new way: “We embraced the agility and unashamedly unpolished social filmmaking mindset to create some solidly bonkers spots,” says Jenny Glover, Chief Creative Officer, Juniper Park\TBWA. “The content that audiences consume is showing up differently and being made in new ways and if the client and brand are right, it’s something we need to embrace.”
“The key to making the ‘Wanna Bet’ project a success was a collaborative, open and curious approach to how Sports Interaction differentiates ourselves in the marketplace,” says Katelin Bernard, CMO, Sports Interaction. “With so many brands fighting for their share of voice and resonance, we wanted to have a campaign that leaned heavy on wit, sport and Canadian ‘moments’. The result is a disruptive, multi-tiered storyline that creates curiosity and intrigue, with an approachable and easy going platform inviting players to ‘wanna bet’ on life’s events.”
With a campaign line that asks “think you know what way it’s gonna go?”, it is only fitting that the work serves up something that keeps audiences guessing.
The campaign launched last month. The spot was produced by Undefined, post production by School Editing and The Vanity, music and sound design by OSO, and media was handled by Spark Foundry.