jonathan careless

MINI

When TAXI launched MINI in Canada, the brief described the car as 'The little shit-disturber.' It's a phrase you don't often see a client sign off on. But they did. And it went on to set the tone for all the marketing to come.

WRITER: Jonathan Careless ART DIRECTION: Vladamir Karastoyanov CREATIVE DIRECTION: Zak Mroueh AGENCY: TAXI CLIENT: MINI

WRITERS: Jonathan Careless, Jane Murray ART DIRECTION: Vladamir Karastoyanov CREATIVE DIRECTION: Zak Mroueh AGENCY: TAXI CLIENT: MINI

Scarborough Health Network

‘Love, Scarborough’ launched Scarborough Health Network Foundation’s first ever mass-media fundraising campaign. An open letter to the citizens of Toronto designed to shed light on health care inequities, and to encourage the entire city to back Scarborough up. The outpouring of support was massive. $1 million was raised in the first day and $100 million in the first year. The provincial government also committed $1 billion to Scarborough hospitals.

Love, Scarborough

WRITERS: Jonathan Careless, Noah Feferman ART DIRECTION: Heather MacDonald, Brian Allen CREATIVE DIRECTION: Brian Murray, Noah Feferman, Brian Allen, Megan Farquhar DIRECTOR: Scott Cudmore AGENCY: Ogilvy CLIENT: SHN Foundation

WRITERS: Jonathan Careless, Noah Feferman ART DIRECTION: Heather MacDonald, Brian Allen CREATIVE DIRECTION: Brian Murray, Noah Feferman, Brian Allen, Megan Farquhar AGENCY: Ogilvy CLIENT: SHN Foundation

Special Olympics

The Special Olympics was founded on the simple notion that sport can transform lives. Special Olympic athletes take their training and competition just as seriously as their counterparts without intellectual disabilities. This campaign tried to capture that important message.

WRITER: Jonathan Careless ART DIRECTION: Gerald Schoenhoff CREATIVE DIRECTION: Rick Kemp AGENCY: Grey CLIENT: Special Olympics

IKEA

When we started work on IKEA, the Swedish furniture maker had saturated the university dorm, first apartment market. People needed to know they could also buy IKEA for their grown-up homes.

WRITER: Jonathan Careless ART DIRECTION: Deborah Prenger CREATIVE DIRECTION: Elspeth Lynn, Lorraine Tao AGENCY: Zig CLIENT: IKEA

WRITER: Jonathan Careless ART DIRECTION: Deborah Prenger CREATIVE DIRECTION: Elspeth Lynn, Lorraine Tao AGENCY: Zig DIRECTOR: The Perlorian Brothers CLIENT: IKEA

Air Canada

Air Canada is the flag carrier and largest airline in Canada by fleet size and passengers carried. It’s one of those brands nearly everyone has an opinion about. But they must be doing something right because Air Canada carries an average of 50 million passengers a year and recently celebrated its 80th anniversary.

WRITERS: Jonathan Careless, Nancy Crimi-Lamanna ART DIRECTION: Troy McGuiness CREATIVE DIRECTION: Nancy Crimi-Lamanna, Jeff Hilts, Jonathan Careless, Troy McGuiness AGENCY: FCB DIRECTOR: Cole Webley CLIENT: Air Canada

Terry Fox Foundation

When Terry Fox's brother Darrel Fox bought this campaign he reminded us of two astonishing facts about Terry. One, that Terry ran the distance of a marathon per day, every day, until he no longer could. And second, that had he stuck to the Trans-Canada Highway, instead of running off the main route to visit small towns and communities, Terry would have made it all the way to the Rockies.

WRITER: Jonathan Careless ART DIRECTION: Chris Hobson CREATIVE DIRECTION: Joe Amaral AGENCY: TBWA CLIENT: Terry Fox Foundation

McDonald's

Every day 10% of Canada eats at McDonald's. Yet they're still not the largest restaurant chain in the country. That title falls to a certain donut franchise. It's no surprise then, that the category is fiercely competitive. In other words, a great environment to be advertising in.

WRITER: Jonathan Careless ART DIRECTION: Troy McGuinness CREATIVE DIRECTION: Jonathan Careless, Troy McGuinness AGENCY: Cossette DIRECTOR: Matt Smuckler CLIENT: McCafé

WRITERS: Jonathan Careless, Darby Clarke, Jonathan Dick ART DIRECTION: Troy McGuinness CREATIVE DIRECTION: Jonathan Careless, Troy McGuinness AGENCY: Cossette DIRECTOR: Michael Clowater CLIENT: McDonald's

WRITER: Jonathan Careless ART DIRECTION: Troy McGuinness CREATIVE DIRECTION: Jonathan Careless, Troy McGuinness AGENCY: Cossette CLIENT: McCafé

The Source

With over 1,000 stores across Canada, The Source is the local go-to place for cool tech. The brand's tagline, 'I Want That' comes from that. Say those three magic words and get what you want almost instantly.

WRITER: Jonathan Careless ART DIRECTION: Randy De Melo CREATIVE DIRECTION: Alan Madill, Terry Drummond AGENCY: Juniper Park DIRECTOR: Matt Swanson CLIENT: The Source

Greenpeace

Everybody needs toilet paper. What people don't need is for that toilet paper to be made from virgin forests. This campaign aimed to raise awareness of the insanity of cutting down trees for nothing more than toilet paper, when it could so easily come from recycled sources.

WRITER: Jonathan Careless ART DIRECTION: Deborah Prenger CREATIVE DIRECTION: Elspeth Lynn, Lorraine Tao AGENCY: Zig CLIENT: Greenpeace

Pringles

Fun fact, Pringles are reconstituted potato chips That means they're made from the dust and crumbs of other potato chips. Which is why they all look the same. Now you know.

WRITER: Jonathan Careless ART DIRECTION: Gerald Schoenhoff CREATIVE DIRECTION: Rick Kemp AGENCY: Grey CLIENT: Pringles

Emergen-C

Emergen-C broke onto the market as a Vitamin-C drink with a very non-specific claim. Kind of makes you feel better. Sort of. Or as a pharmacist we spoke to said, "Can't hurt. Might help." Good enough. We'll call that Kapow Time!

WRITER: Jonathan Careless ART DIRECTION: Ryan Teixeira CREATIVE DIRECTION: Alan Madill, Terry Drummond, Barry Quinn AGENCY: Juniper Park CLIENT: Pfizer

WRITER: Jonathan Careless ART DIRECTION: Randy De Melo CREATIVE DIRECTION: Alan Madill, Terry Drummond, Barry Quinn ILLUSTRATOR:
Kyle Webster AGENCY: Juniper Park CLIENT: Pfizer

Virgin Mobile

Like the brand itself, Virgin’s support of Pride has always been cheeky and fun. Even as more and more corporations come out in support of Pride, Virgin's messaging continues to stand out with a playful wink.

WRITER: Jonathan Careless ART DIRECTION: Carolyn Shaw CREATIVE DIRECTION: Alan Madill, Terry Drummond AGENCY: Juniper Park CLIENT: Virgin Mobile

Tropicana U.S.

During a freezing cold week in January, Tropicana U.S. took over the biggest boards in Times Square with their sponsorship of the Superbowl. Because what goes better together, than chicken wings and orange juice?

WRITER: Jonathan Careless ART DIRECTION: Randy De Melo CREATIVE DIRECTION: Alan Madill, Terry Drummond AGENCY: Juniper Park CLIENT: Tropicana U.S.

Pick an orange from The Tree of Giving and Tropicana will donate a glass of juice to Breakfast For Learning. Featured on BT.
WRITERS: Jonathan Careless, Courtney Brown ART DIRECTOR: Randy DeMelo INTERACTIVE STUDIO: Unit9 CREATIVE DIRECTION: Alan Madill, Terry Drummond AGENCY: Juniper Park CLIENT: Tropicana

Worldwide Short Film Festival

The Worldwide Short Film Festival is a celebration of the best short films from around the world. Naturally it needed its own ad campaign. One that reminded people short films are short.

WRITER: Jonathan Careless ART DIRECTION: Lance Martin CREATIVE DIRECTION: Zak Mroueh AGENCY: TAXI CLIENT:
Canadian Film Center

ROGERS WIRELESS

Long before every kid had a cellphone, every kid had a pager. Or at least that was our client’s dream. It was a simpler time, where you would get a number on your hip and then run to the nearest payphone to dial that person back.

WRITER: Jonathan Careless ART DIRECTION: Catherine Wong CREATIVE DIRECTION: Marta Cutler, Dave Kelso AGENCY: MacLaren McCann CLIENT: Rogers Wireless

McDonald's (CD)

Is a Big Mac with bacon still a Big Mac? That simple question launched this very popular campaign. Up until this point, the Big Mac had been sacred. McDonald’s had tweaked the recipes of other menu items here and there, but they had never messed with their most famous burger of all. So, when they decided to add bacon to it for just the Canadian market we had to ask the question.

WRITER: Jordan Hammer ART DIRECTION: Spencer Dingle CREATIVE DIRECTION: Jonathan Careless, Ed Morris AGENCY: Cossette DIRECTOR: Michael Clowater CLIENT: McDonald's

BMW (CD)

BMW is facing competition like never before. The brand that describes itself as ‘The Ultimate Driving Machine’ now lives in a world where people don’t care much about the way a car drives. So how do you convince customers to keep spending six figures on your cars? You remind them what separates BMW from its competition like Tesla. Namely, emotion and engineering.

WRITER: Scott Sickle ART DIRECTION: Sanna Kula CREATIVE DIRECTION: Jonathan Careless, Troy McGuinness, Jeff Hilts, Nancy Crimi-Lamanna AGENCY: FCB CLIENT: BMW

WRITER: Jeff Topol ART DIRECTION: Zuheir Kotob CREATIVE DIRECTION: Jonathan Careless, Troy McGuinness, Jeff Hilts, Nancy Crimi-Lamanna, Ian Mackenzie AGENCY: FCB DIRECTOR: Scott Drucker CLIENT: BMW

VitaminWater (CD)

In 2007 Coca-Cola bought vitaminwater for $4.1 billion, making rapper 50 Cent a very rich man. Since then, Coca-Cola really hasn’t supported the brand that much in the Canadian market. This campaign represented the first big push to get vitaminwater back on people’s radars. Without being too specific about what it could actually do.

WRITER: Shannon McCarroll ART DIRECTION: Troy McGuinness CREATIVE DIRECTION: Jonathan Careless, Troy McGuinness AGENCY: FCB CLIENT: Coca-Cola

GLAD (CD)

Glad for Change was a major shift for Glad Canada. Unlike their American parent who continued solely to focus on strength and smell, Glad Canada recognized that Canadians were becoming more and more aware of the impact of their choices on the environment. So Glad wanted to help Canadians waste better and waste less, diverting 3 million tonnes of waste from landfills by 2030. To make Glad a force for good.

WRITER: Shannon McCarroll ART DIRECTION: Elma Karabegovic CREATIVE DIRECTION: Jonathan Careless, Troy McGuinness DIRECTOR: David Quinn AGENCY: FCB CLIENT: Glad

Radio

Radio is both the scariest and most rewarding medium to write in. Scariest, because you can't hide behind your partner's art direction. Rewarding, because if you get it right it's just your words on the page. And great voice talent. You can still hide behind great voice talent.

IKEA - Bryan

WRITER: Jonathan Careless Creative Direction: Elspeth Lynn, Lorraine Tao
Sound: RMW Agency: Zig CLIENT: IKEA

W Network - Four Weddings and a Funeral

WRITERS: Jonathan Careless, Deborah Prenger CREATIVE DIRECTION: Elspeth Lynn, Lorraine Tao SOUND: Pirate Radio AGENCY: Zig CLIENT: W Network

Crown Royal - Moving

WRITERS: Jonathan Careless, Gerald Schoenhoff CREATIVE DIRECTION: Rick Kemp SOUND: Pirate Radio AGENCY: Grey CLIENT: Diageo