I designed an ad that matched the typography and layout of a trade magazine's regular articles. The content of my “article” would be Flynn’s repair and maintenance work at Santa's north pole manufacturing and fulfillment facility.
Naturally these ads were placed in the December issue, which happened to have bonus distribution at major trade shows. The concept was also repurposed as a social media post and sponsored content on LinkedIn, where engagement was substantially higher than usual.
An "Open letter to the carefree cottager" was an ad disguised as a letter written from a worn-out dock's point of view.
Lamenting the woes of the average Muskoka deck, while producing hope in the form of GemThane's polymer-coated deck boards, the "letter" was inserted in a Muskoka newspaper for the midsummer long weekend, paired with a more traditional ad.
Traveling to and from the cottage was a potential category entry point (at the very least, CEP-adjacent) for GemThane's wooding siding and decking products. I designed this billboard to spark discussion within cottagers' vehicles.
