Christina Day

Happy holidays! Every year, all year, our team keeps our eyes on ads seen on screens around the world. And when the holidays roll around, it’s time to celebrate— and share—some of the most memorable ones we’ve watched throughout the year.

When you see a great ad, you know it. It’s got the power to cut through the noise. Grab attention. Give you a laugh. Push you to tears. And, of course, the best ads have the power to change how you feel or even how you think.

Here are just 7 of the memorable ads we saw in 2023 from around the world.

Far Enough, Vote Yes – Voice Referendum Australia

Cheeky. Humorous. And effective. This ad cuts through voters’ excuses surrounding the Voice Referendum, urging Australians to just google it. “You need to tell people about that. The googling thing. They should know about that.”

Forward Faster – UN Global Compact

This is a two-minute video, but it starts with what every great ad needs: a brilliant hook, right off the top, that compels viewers to just keep watching.

Proudly the Second Best – IKEA

We aren’t a corporate ad agency and there aren’t a lot of ads selling products that we really love. But this series of ads from IKEA is smart. It proudly positions IKEA products as only the second best; the connection between parents and their kids will always be better. Talk about knowing your audience—and speaking directly to it. Kudos.

Deconstructed Closets – United Nations Population Fund (UNFPA)

The UN Population Fund worked with one of the biggest ad agencies in Argentina to turn old closets into Pride murals, transforming symbols of oppression and prejudice into new artworks of celebration and solidarity.

The Polite Bouncer – Icelandair

Every year, our annual list of memorable ads seems to feature something we’ve seen – and loved – from Scandinavian advertising. (Last year’s OutHorse Your Email to Iceland’s Horses still makes us giggle with delight). This year, we saw Icelandair launch a social-first campaign with cute, on-brand ads like this:

Forgotten Places – John Fetterman’s Senate Campaign

Okay, okay, this ad isn’t from 2023! It’s from 2022. But we watched it again – and loved it again – so it deserves an honourable mention in this year’s list. It’s a beautiful ad featuring Fetterman’s central campaign message: “We can’t leave anyone behind.”

Vote Social, Vote SP – Dutch Socialist Party

A fun and upbeat get-out-the-vote ad from the Socialist Party in the Netherlands that delivers a simple message: Make sure you leave the polling station feeling good!

Enjoying the creative inspiration? Check out some of our favourites from previous years here and here.

From everyone at The NOW Group, happy holidays and happy new year!

Every parent knows. It’s a struggle to find childcare. And once you’ve got it, the daily routine can be hectic.

Rushing for drop-off. Running late for pick-up. Juggling schedules. And always racing against the clock. It’s a daily struggle for busy families, adding stress and worry that parents—and kids—just don’t need.

What if there was a better way to deliver safe, affordable, and accessible childcare for thousands of BC families?

Now, there is!

CUPE BC has been campaigning for public childcare for years. In their latest digital campaign, Seamless Childcare Now, they’re continuing the fight. And our team is proud to partner with BC’s largest union to help make life better for parents.

While BC is making progress to improve public childcare and reduce costs for families, there’s more to do. And seamless childcare in public schools is the perfect next step.

By putting empty classrooms to use and delivering before- and after-school childcare inside all of BC’s public schools, the province can create thousands of new spaces for school-aged childcare without building a single new facility. And BC’s education support workers are trained, qualified, and ready to deliver the before- and after-school childcare that families need.

It’s a practical solution. And for parents, it couldn’t be easier. One drop-off, one pick-up, and the confidence of knowing that your kids are getting the care they need, at school, all day long.

Our brand new digital ads take a creative approach to engaging BC’s parents, showing that empty classrooms are one of BC’s greatest untapped resources. Instead of leaving parents to worry about making complicated childcare arrangements, seamless childcare is the simple solution that could make life so much easier for families—and deliver the safe, affordable, and accessible childcare we all need for our kids.

At The NOW Group, we love building fresh and engaging digital campaigns that connect with parents—and help build support for the public services that make life better for people. And every day, we work with our clients to support and improve public education for millions of kids across Canada.

Want to talk about new tools for your next digital campaign? Reach out here or give us a call. Our team is ready to help.

At The NOW Group, we create winning campaigns for good causes. Our work is about making life better for people, building stronger communities, and strengthening the public services we all count on.

It’s never about collecting awards. But, when award season arrives, it’s a nice surprise to be recognized by our peers in the advertising industry—for good work that makes a real impact.

And this week, we’re thrilled to announce that we’ve won 5 awards at the Summit Creative Awards, an international advertising competition featuring entries from 28 countries.

Plus, for the fourth year in a row, The NOW Group has been named a Top Agency in recognition of our team’s creative excellence.

But we couldn’t do it alone.

All our clients are working to improve life for Canadians. And we’re honoured to work with you.

Here’s a look at our award-winning campaigns.

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Canadian Cancer Society – About Life

Silver Award for Health / Medicine Marketing

Everyone in Canada has a right to access palliative care. But for too many people and their loved ones, it’s not there when they need it.

We worked with the Canadian Cancer Society to create a national, bilingual campaign to raise awareness of the benefits of palliative care—and call for better access for all.

Our team travelled to meet Canadians who have lived experience of palliative care. We listened to their stories and filmed them at home and in their communities. The result is About Life, an ad featuring the voices and stories of real people and their loved ones, and complemented by four longer form videos, focusing on each person’s experiences.

At its heart, the campaign helps to address one of the biggest misconceptions about palliative care: It’s not about death.

It’s about life—and the ability to focus on what matters, when it matters most.

Check out the campaign at cancer.ca/palliativecare.

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uOttawa Faculty of Medicine – Ottawa’s Academic Health Network

Silver Award for Health / Medicine Video

From unlocking the secrets of genetics to finding novel therapies for rare diseases, new discoveries are occurring every day inside Ottawa’s hospitals and health faculties. And these discoveries are improving care for patients and families around the world.

That’s a story worth sharing.

In partnership with the University of Ottawa’s Faculty of Medicine—Canada’s first and largest bilingual medical faculty—we worked to help raise awareness of Ottawa’s Academic Health Network. The challenge was clear. Each of Ottawa’s hospitals and health faculties has a unique identity, its own character, and strong brand awareness with its key audiences. Each institution is known for its unique expertise.

But what isn’t widely known is the power of their partnership.

Our job was to elevate them, together. To build awareness amongst medical researchers about Ottawa’s Academic Health Network, we needed to show the connection and collaboration amongst these institutions – and the unique opportunities this cooperation creates for conducting world-leading health research in Ottawa. Read more about the project here.

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National Union of Public and General Employees (NUPGE) – Brand Refresh

Silver Award for Logo Redesign

There’s so much we love about NUPGE! It’s a unique family of unions that serves as the national voice for its provincial components, representing 425,000 members who deliver public services of every kind.

It’s a leader in the fight to improve working conditions and protect public services for Canadians. And by uniting provincial unions, NUPGE speaks with a truly unique national perspective.

NUPGE’s previous logo was over 20 years old and feeling a bit dated. The logo wasn’t fully capturing the real strengths of this “union of unions” or reflecting the warmth of an organization that brings people together.

To help change that, we set out on a collaborative branding process to strengthen and modernize NUPGE’s look. We listened and learned from NUPGE’s team, conducted extensive consultations and discovery sessions together, and worked in partnership to deliver the refreshed brand tools that the union needs.

Our goal? To help NUPGE look its best. Read more here.

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CUPE 503 – In Our Communities. For Our Communities

Silver Award for Public Service Campaign

CUPE 503 represents almost 10,000 members across Eastern Ontario, delivering public services that help strengthen our communities.

Together, we worked to give CUPE 503 a fresh new look, new tagline, and new campaign—that showcases the vital work members do every day. 

The new ads showcase the beauty of a community where strong and reliable public services make it possible to learn, grow, play, and care for each other. And the new tagline says it all: CUPE 503 members are in our communities, for our communities.

See more of the campaign and rebrand here. 

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Ontario NDP – Election 2022

Gold Award for Political Marketing

As the lead ad agency for the Ontario NDP in the 2022 election campaign, we crafted a wide range of creative content including three signature television ads.

A lot of voters love to hate political advertising. But these ads are different. Believe stood out for its unscripted authenticity and grit. It was down-to-earth and elevated the real voices of workers. Hard Work built on that message, showing that the NDP is committed to fixing health care instead of cutting it, fixing seniors’ care instead of neglecting it, and bringing down the costs families face.

And Ping Pong? Well, it’s just a great ad! Filmed with 2,000 orange ping pong balls, it used humour and a smart metaphor to help turn pessimism and cynicism into hope and optimism. And it transformed the other parties’ strength—their long history of governing in Ontario—into their biggest weakness.

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Congratulations to all our clients and production partners across Canada. We can’t wait to see what we do next, together!

With increasing costs for families, profits soaring at big corporations, and public services struggling after years of cuts, it all adds up to one thing:

Workers need wins.

So it’s no surprise that a “summer of strikes” has given new visibility to the collective power of workers. And with high-profile negotiations dominating headlines, this Labour Day more people are paying attention to bargaining efforts across a wide range of sectors.

From actors and writers in Hollywood and beyond, to workers at ports, grocery stores, liquor stores, transit services, automakers and more across Canada, working people are demanding change. And here’s a few things you’ve probably noticed.

Effective spokespeople are as important as ever. SAG-AFTRA’s Fran Drescher is getting lots of deserved attention for taking on the powerful studios, making a powerful and compelling case, and bringing the public on side.

But it’s not just Hollywood where effective communicators make a difference. Across Canada we’re seeing lots of examples of great leadership—and confident, clear communications.

Wages can be worth talking about. For a long time, many labour communicators have assumed that talking about pay is tough. But there’s lot of evidence that that’s changing.

With inflation at its highest in decades and cost-of-living top-of-mind for millions of families, more people than ever understand that wages need to increase.

In 2022, CUPE education workers in Ontario delivered a highly-effective message:

“$39,000 is not enough, for education workers or anyone.”

And in Manitoba, MGEU has launched a great campaign—Catch Up, Keep Up—to mobilize members in the fight for wages that increase with the cost of living.

It’s clear. When workers talk about the impact of below-inflation offers, people today intuitively understand that that just won’t cut it.

It’s about connecting with where people are at. The most effective bargaining messages are uniquely relevant to the moment, giving them the power to reach and resonate with your audience.

For instance, this summer, we’ve heard grocery store workers saying

“I can’t afford to shop at the grocery store where I work.”

People know it’s true—everyone’s seen the cost of groceries skyrocket—and in just one sentence it explains exactly why grocery store workers need better wages now.

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So how do we put all of this into action to keep momentum for workers going?

1. Know your audience, do some research

People’s attitudes, perceptions, and opinions don’t stand still. We’re all constantly being influenced and impacted by the pressures around us (like the anxiety of the cost-of-living, the price of housing, and the sense that few people’s wages are keeping up with prices). Public opinion shifts, and the last thing you want is to miss an opportunity to connect with people’s top-of-mind concerns.
Building an effective communications strategy for bargaining means knowing where both your rank-and-file members and the public are at. We all make assumptions. But it’s crucial to test your assumptions.

2. Frame the conversation.

Making your best case for better wages and better working conditions requires a clear message that connects with your members and the public; shows the contrast between what the employer wants and what you’re working to achieve; and paints the picture of how wins for your members will help to make life better for working people.

You might want to focus on one powerful fact that shows exactly what the problem is. For instance, CUPE 561 members in the Fraser Valley focused their message on the fact that transit workers are making 32 percent less than workers doing the same job in neighbouring communities.

They repeated that fact, over and over, in advertising and earned media—making the case that workers simply couldn’t afford to keep going without higher wages. And after 124 days on strike, members won a six-year collective agreement that narrows the wage gap and introduces a pension plan for these dedicated workers.

3. Equip your team to deliver your message.

Once you have a message backed up by solid research, your communications strategy should always involve training your team in how best to use and share the message. Consider training sessions for your key spokespeople, communications staff, and local presidents to ensure that everyone has the tools they need to communicate with confidence.

And if you’re planning to launch an advertising campaign – from a smaller-scale social campaign to a large multi-platform campaign—don’t forget that there’s lots of ways to get earned media and also ensure that your members can share the campaign and extend its reach.

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Of course, bargaining will always throw unexpected curveballs at your negotiating team, but a strong and effective communications strategy will serve you well. It’s about keeping your focus on what connects your members and the public—and how a win for your members is a win for all workers.

Back-to-school should be the best time of year. As parents, we have big hopes for our kids. And teachers are doing everything they can to help students thrive.

But as students return to class this year, a new campaign from the Saskatchewan Teachers’ Federation is putting a spotlight on the biggest problem facing public schools—and delivering a message that’s hard to miss.

Cuts to education in Saskatchewan are getting in the way of learning. And putting too many obstacles in the way of our kids’ success.

From big cities to rural communities, more and more students are feeling the impacts of government cuts to education.

Once a leader in the funding of public schools, Saskatchewan now funds public education worse than seven out of 10 provinces. And the result is clear.

Crowded classrooms. Fewer teachers. And less time for the one-on-one attention that every student needs.

The STF has built a proud reputation as the leading voice for great public education in Saskatchewan. And its new fall campaign is part of its ongoing commitment to speak up for what kids need—and advocate for the best learning conditions for every student.

Launching provincewide on digital, social, Connected TV, and broadcast channels, the new ads put a spotlight on the impacts that cuts are having on our kids.

With bold text that dominates almost every scene, the ads highlight the unmissable impact of cuts in classrooms. They’re causing big problems—and taking up way too much space, when students should be able to focus on learning.

The new video ads are also complemented by custom audio ads that listeners will hear on popular podcasts. Digital audio has become a great way to reach more parents, with podcast audiences growing and nearly half of younger Canadian adults reporting that they tune-in to podcasts each month.

Together, the new campaign is designed to raise public awareness of the impact that underfunding education is having on our kids. But most importantly, the campaign reminds parents that it really doesn’t have to be this way.

With proper funding for public education, Saskatchewan could make it so much easier for our kids to learn—and thrive.

The BC Teachers’ Federation has launched a new digital and social campaign to raise awareness of the teacher shortage inside BC’s schools. And the message is clear.

It’s time to fix it.

We all know that it takes a teacher to provide the supports and opportunities that students need. And school just isn’t school without a teacher for every class.

But today, there’s a shortage of teachers in BC. It’s being felt in communities across the province. And it’s impacting more students in more classrooms.

Without enough teachers, BC schools are pulling librarians, special education teachers, teachers for English Language Learners, and others out of their own duties to cover classrooms. That impacts everyone in the school, causing library closures and disruptions in supports for the most vulnerable learners.

A shortage of teachers should not be the new normal. That’s why the BCTF is working to raise public awareness—and call for change.

The new campaign features two signature ads, which use different creative approaches to show how the shortage is impacting both teachers and students.

Morning Announcements feels light-hearted, but it’s not far-fetched. Featuring kids’ facial expressions as they react to what the teacher shortage will mean for their school day, the ad focuses attention on how the shortage is impacting kids. It’s frustrating—and they can feel it.

Hallway Shuffle takes a different approach to show how BC’s teachers are being pulled in every direction—because there just aren’t enough of them. As one teacher moves back and forth between rooms, viewers see that teachers are doing their best, but no one can be in two places at once.

Launched in mid-April, the ads are being featured on digital and social channels throughout May.

By investing in students and the province’s public schools, BC can find the right solutions to solve the teacher shortage and ensure every student can focus on learning.

After all, it’s as true as ever.

Our kids and their teachers are worth investing in.

If you’re at the Canadian Labour Congress convention in Montréal, you’ll see something fresh from NUPGE.

It’s a new look, logo, and visual identity for the National Union of Public and General Employees. And our team is proud to help make it happen.

There’s so much we love about NUPGE. It’s a unique family of unions that serves as the national voice for its provincial components, representing 425,000 members who deliver public services of every kind.

It’s a leader in the fight to improve working conditions and protect public services for Canadians. And by uniting provincial unions, NUPGE speaks with a truly unique national perspective.

NUPGE’s previous logo was over 20 years old and felt a bit dated. The logo wasn’t capturing the real strengths of this “union of unions” or reflecting the warmth of an organization that brings people together.

To help change that, we set out on a collaborative branding process to strengthen and modernize NUPGE’s look. We listened and learned from NUPGE’s team, conducted extensive consultations and discovery sessions together, and worked in partnership to deliver the refreshed brand tools that the union needs.

Our goal? To help NUPGE look its best. We aimed to design a vibrant visual identity that better reflects a dynamic and growing national union. And we’re excited by the results.

See the new brand in action at nupge.ca, built by our friends at Metric Strategies.

The new logo exemplifies the sense of coming together—and working together—to build something stronger. Just like a hive or hub, NUPGE is a central resource for its components and members. And the new logo features fluid letters and colours, transforming from navy through green, to represent NUPGE’s role as a catalyst for change and to embody the union’s growing membership.

It’s a bold, contemporary wordmark. It embraces the national union’s connectiveness through letterforms, while the modern font speaks to NUPGE’s confidence and unique character. And the new colour palette is warm, welcoming, and friendly—just like the union itself.

Plus, the new tagline—Unions for Public Good—says it all. It instantly tells people that NUPGE brings unions together and works for the benefit of all Canadian workers.

This project has been a labour of love for our team. For years, we’ve worked with many of NUPGE’s provincial components to fight privatization and increase support for investments in public services. And we’re thrilled to be part of the effort to build a stronger national union.

We love building brands that speak volumes and help deliver a great message—on behalf of clients that are dedicated to making life better for people.

If you want to talk about refreshing the brand for your union or non-profit organization, give us a call. We’re always here to help!