• Citizenship in Canada: Meaningful Involvement

    Active Citizenship means Meaningful Involvement
    Canadian Millennials’ perspective on active citizenship comes down to two words: meaningful involvement. To Millennials, this means being civic minded:

    – participating in their community
    – voting
    – getting involved when help is needed
    – volunteering their time
    – companies getting […]

  • Indigo Books & Music – Holiday 2016

    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 […]

  • Always – #LikeAGirl

    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 […]

  • Pantene – #ShineStrong

    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 […]