Maynards’ Most Wanted

Outdoor that drives online. Online that drives to outdoor. It’s rare that one campaign does both well. We wanted to change that.

The original brief asked for three transit shelter ads. The client loved the idea so much, they asked us to increase it to six.

Interacting with our TSAs did more than launch the mobile website, it made consumers an active participant in the story.

We followed up interactions with emails, which encouraged the consumer to capture more, and bridged the gap between mobile and Facebook.

Facebook was the hub. That’s where consumers could keep track of their captures, capture their first, and deepen their experience with the brand.

The campaign included newspaper ads . . .

. . . and online media, which trained consumers to look for Maynards’ Most Wanted offline.

The full candy criminal lineup:

The seven-week campaign was featured in industry and technology publications, won an Applied Arts Interactive award and was one of three campaigns Grip Limited included in its submission for Strategy’s 2011 Digital Agency of the Year Award, which received an Honourable Mention.

Creative Directors: Scott Dube, Randy Stein
Art Director: Joel Holtby
Writer: Ian Mackenzie
Account Manager: Lynn Summers
Photography: Peter Schafrick
Interactive Producer: Meg Norton
Programming: Dylan Dempsey
Technical Director: Justin Krinke, Jacoub Bondre
Print Producer: James Graham

  • Client: Cadbury
  • Date: August, 2011
  • Role: Copywriter