Doner Media

To launch the 2010 MAZDA3 into Canada’s Quebec province amid the worst car market in history, we needed to build awareness and buzz around the launch and show the young Quebecois that Mazda “gets” them. Young Quebec drivers ages 18 to 34 are among the most marketed-to consumers and are cynical about advertising messages but embrace social media.  So we created an Alternate Reality Game to take them on a virtual thrill ride that began on April 20 with a multi-station roadblock at 9:58PM with a mysterious pirated message from a young woman pleading for help to save the future.  We led viewers through a series of puzzles, code tasks and live hunts for 33 keys to recover the Essence (the car as hero). Clues and dead ends were set across the province using billboards, streaming video, guerilla placements, a fake TV show hijacked for the game, mobile, radio, TV roadblocks, social media and live events, all leading up to a final moment where one of the 33 keys would start the custom 2010 Mazda3 and save the future.

Chief Creative Officer: Rob Strasberg
Interactive Executive Creative Director: Justin Smith
Executive Creative Director: Steve Chavez
Associate Creative Directors: Jason Jakubiak
Vice President, Creative Directors: Mark Gray & Dan Willey
Senior Art Director:  Jim Ward
Art Directors: Dave Wysocki & Travis Brevard
Additional Writing Credits: Roe Laophermsook & Lukasz Sokolewicz
Technology: Rebecca Krug & Scott Faculak
Production: Laura Squillace, Sheldon Cohn & Adam Simmons
Senior Vice President, Associate Director of Broadcast: Kurt Kulas
Production: 1976 Productions/Stéphane Raymond (and team)
Technology: Don Behm
Associate Media Director: Kyle Lin
National Account Supervisor: Kathryn Long

Download – Video (Arg)
Download – Video (Unifos)
Download – Video (TV Spot 1)
Download – Video (TV Spot 2)
Download – Video (TV Spot 3)
Download – Video (TV Spot 4)
Download – Image (Car)
Download – Image (Email)
Download – Image (Graffiti)
Download – Image (Graphs)
Download – Image (Key Tube)
Download – Image (Key Winners)
Download – Image (MCP Billboards)
Download – Image (Unifos)
Download – PDF (Location Sticker)
Download – PDF (Pre Promo Card)
Download – Logos
Download – Radio

Kids need the right nutrition to grow. And there’s a special kind of nutrition you can only get from visiting the Detroit Zoo. It’s the unique moments and immersive interactions that stay with children for a lifetime. It’s Vitamin Z, and it’s part of a complete childhood.

Chief Creative Officer: Rob Strasberg
Creative Director:Jimmy Kollin/Karen Cathel
Art Director: Jason Henderson
Copywriter: Derek Clark
Agency Producer: Alex Page
Production Company: MBC Productions and Paydirt Pictures
Director: Ian Mackenzie
Editor: Adam Lisagor
Photographer: Roy Ritchie
Sound Design Company: Elias Arts, Dave Gold – Creative Director
Sound Design: Dean Hovey
Composer: Jimmy Haun
Sound Mix Company: Goldsound
Audio Engineer: Clint Stuart

As we continue our consumer analysis research in “The Art of the Possible” series, we point out that the idea of consumers becoming more innovative with their spending habits has caught on. We conducted an exclusive, one-on-one interview with Erin Burnett, financial news anchor for CNBC and NBC after we were inspired by a comment Erin made on a Today Show segment regarding the correlation between recessions and innovation and creativity. With these insights, our Creativity & Innovation bulletin provides six ideas on how to engage consumers with creativity and innovation.

The :30 Electrolux TV commercial “Husband” features the Versatility upright vacuum portraying how its unique quick-release hose and wand brings everything within reach. The spot is running exclusively on the Scripps Networks (HGTV, DIY, Fine Living, Food Network and GAC). The plan also includes multiple co-produced product-integration broadcast vignettes as well as online banners and an extended web presence.

Chief Creative Officer: Rob Strasberg
Creative Director: Jimmy Kollin
Associate Creative Directors: Derek Clark/Jason Henderson
Producer: Laurie Irwin

Download – Husband

This year, Del Taco brought back the ever popular Crispy Shrimp Taco to coincide with the Lenten season. In addition to radio, print and point of purchase materials, Doner produced a :30 television execution to support this limited time offer. The execution, known as “Holy Shrimp,” features triplet brothers who replace expletives with the word ‘shrimp’ while dining on Crispy Shrimp Tacos at Del Taco. This initiative is one of seven planned 2009 Del Taco promotions for which Doner will play a key strategic and creative role on marketing elements such as television, radio, print and POP.

Chief Creative Officer – Rob Strasberg
Creative Director- John Grammatico, John Garlock
Art Director – Braden Belmonte
Copywriter – Stephen Bantien
Agency Producer – Paul Renusch

Download – Holy Shrimp