“Radio”

Big Mac Bacon Buds

McDonald's Canada

The successful Big Mac Bacon campaign gained traction with two friends arguing over whether a Big Mac Bacon is actually a real Big Mac. So when people started social distancing from friends, McDonald’s wanted to keep the discussion going by making the Big Mac Bacon available for a limited time on from McDelivery. Through radio, we brought back the beloved characters and showed how McDelivery is a great way to send a birthday gift from afar, and spark the heated Big Mac Bacon debate again with your buds online.

Island-ish Getaway

Granville Island

So, this pandemic thing happened in 2020. And it really stunk for tourism because of, you know, the travel bans. But the good thing for people living in Vancouver, BC, is that they live in one of the most desirable places in the world with plenty of destinations globetrotters would want to see—like Granville Island. So we made a post-card-inspired campaign, reminding locals that they have an island-ish getaway—that people from all over the world wish they could visit—right in their own backyard.

Normal Family

Ronald McDonald House

Imagine being a little kid battling serious illness. Now imagine being the parents of this child, doing everything they can to support and find treatment through this tough time. Now imagine that treatment was hours and hours away from the place you call home. One of the biggest things parents in this situation hope for is to be able to have some sense of normal when their kid is on this difficult journey. And for many families who live too far from the treatment their child needs, Ronald McDonald House BC & Yukon is a home away from home where they can get the best treatment in the province while also being together as a family—like normal. This radio spot was written to show potential donors and philanthropists the incredible healing power of normal family time that RMHBC & YK provides for kids and parents in hard times.

We’re Here

Uber

I could’ve put this in the digital section because there was a digital and outdoor component to this. But sometimes you gotta keep it separated, as the Offspring once said. No Offspring fans out there? Whatever.

ROLES: Copywriter/Concept

National Hiring Day

McDonald's Canada

McDonald’s has it’s National Hiring Day every year to bring on new staff: employees and managers. So we created two different radio spots geared towards both target audiences (i.e., young adults looking for their first job, and experienced managers with an education in business).

Summer Drink Days

McDonald's Canada

In the summer, McDonald’s fountain drinks are only $1. Which is surprising to anyone. Even a fountain drinks expert. So I found one to tell Canada the sweet deal was on. But it was really a talented voice actor. Advertising. It’s all lies!

ROLES: Copywriter/Concept

Know-It-All Dad

Capilano Suspension Bridge Park

Know-It-All Dad has become a character synonymous with Capilano Suspension Bridge Park. He’s a well-meaning, outspoken ass hat with “knowledge” about everything. But despite his misguided statements, this loveable ignoramus has made audiences laugh and increased awareness for the park every year. And for me, he represents an important experience in writing for an established character/concept and taking it to the next level.

ROLES: Writer/Studio Direction

Slurpee Report

7 Eleven

This first spot holds a special place in my heart, and my career. Not just because 7-Eleven is a national client, but because this was my first radio spot—and I wrote it as an intern. The original concept came from my creative director, but I was tasked with writing it and injecting some humour. This, ladies and gents, is my first radio ad!

ROLES: Writer

All-Around Amazing

Capilano Suspension Bridge Park

Every summer, people all around the world come to Vancouver looking for adventure. Enter Capilano Suspension Bridge Park, one of Vancouver’s biggest tourist attractions. With three towering bridges and naturally thrilling views everywhere you look, the whole experience can only be described as all around amazing. So that’s how we described it in this campaign. And the radio let audiences hear it loud and clear with lots of character.

ROLES: Concept/Writer

Harrison Hot Springs: Dream Sequence

Radio

Going away for a family holiday can be a headache: travel time, activity planning, and pleasing everyone is impossible. But not at Harrison. It’s close to Vancouver, it’s not crazy everywhere, and it has something for everyone. It’s the dream vacation that everyone wants in on.

ROLES: Concept/Writer/Studio Direction