Torys Law

Integrated Advertising Campaign

Game On

  • Role Strategy, Design, Writing, Direction & Post-Production
  • With Redpoint Media

Torys LLP is a respected international business law firm with a reputation for quality, innovation and teamwork. With offices in Toronto, Montréal and New York, the firm was already well-established in the East. With a new location in Calgary, and rapidly increasing their energy sector expertise, Torys wanted to ‘introduce’ themselves to the neighborhood. The team at Torys was sensitive to the differences between East and West business cultures. The campaign had to be bold and confident, but not condescending.

Rather than taking the easy route — a ‘cowpoke’-theme would have been too obvious, and too contrived — we created a campaign that pays homage to the ambitious, ‘early-to-rise and last-out-the-door’ attitude found throughout Western Canada’s business environment. The ‘Game On’campaign included a PR video, a Calgary-specific microsite, multiple print and digital ad concepts, and strategic media buys in The Calgary Herald, The Globe & Mail, Alberta Venture, Oilweek and other publications.

Watch the Video