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  • Indigo Books & Music – Holiday 2016

    Posted: 09Jun2017
    Heading into the Holiday season in 2016, Indigo Books & Music wanted to be positioned as Canada’s top destination for holiday gifts, including books, toys, entertainment, and lifestyle products. Indigo’s primary audience for its Holiday campaign was dubbed the “Life Maximizer,” which our research indicates look to gift guides for holiday shopping inspiration. Understanding […]
  • Always – #LikeAGirl

    Posted: 25Apr2017
    The Challenge Through its Always brand, P&G was on a mission to take the commonly used insult "Like A Girl" and change its connotation to one that would mean downright amazing things. P&G enlisted MSLGROUP Canada to help transform the very definition of the phrase “Like A Girl” in the minds of Canadians. The Solution Working closely with […]
  • Pantene – #ShineStrong

    Posted: 25Apr2017
    The Challenge P&G’s Pantene brand was debuting a new global platform dubbed Shine Strong, which was designed to inspire and empower young women to be strong, believe in themselves, and shine. P&G challenged MSLGROUP Canada to drive conversations on YouTube and Instagram that would break through with millennial women (18-24), cementing Pantene as a brand that […]
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