Local Legends

At the height of the pandemic, Mazda Canada pledged $1 million towards rebuilding small businesses across Canada. These efforts were promoted with 3 mini-documentaries, social media assets and traditional advertising. The Mazda Local Legends campaign, created by Elma, resulted in 74.2M earned media impressions, 163 earned media hits and a 103% increase in positive social sentiment. Year after year the platform continues to live on and reignite the brands CSR initiative.

With most award shows, entries must run in the real world to be considered. The National Advertising Awards (now National Advertising Challenge) takes a different approach by having entrants create work for the show itself. No approvals, constraints, or as this online film Greg wrote on points out, no focus groups.

Focus Group

The power of Toronto.

With millions of customers, Toronto Hydro distributes electricity to Canada’s largest city. In 2023, Elma worked to develop a digital campaign consisting of six original OLV’s, digital banners and paid social adverting to reach the audience. The campaign allowed customers to peek behind the curtain in terms of the investments they make in local communities, Investing In Your Community, as well as educational content that amplifies how the grid works by way of street interviews, Powering Our Future.

Real Holiday Tales

In winter 2023, Wellness Together Canada wanted to support those struggling with stress or anxiety, challenging family relationships or substance use. Elma’s Real Holiday Tales, a series of OLVs supported by social and online advertising, used influential voices including Vivek Shraya, Andrian Makhnachov and Jamie Pandit to bring the Wellness Together Canada mission to life.

Promises Delivered.

While agency-side, Greg led a rebrand for Purolator — Canada’s largest courier company. With TV, radio, OOH, print, direct mail, digital, social, employee messaging and even delivery truck wraps it was a massive campaign, and one that reminds Canadians to this day that Purolator means Promises Delivered.

Dying to be a priority.

Cancer Action Now, a coalition of 30 organizations and companies, highlights the pandemic's impact on cancer care. Crafted by Elma, the Dying To Be A Priority campaign worked to raise awareness of the issue, urging the government to prioritize cancer care. The digital campaign proved to be a success by driving the audience to the campaign website to learn more and engage by sharing lived experiences.

Toronto for All

Greg’s efforts with the City of Toronto and various community groups tackled islamophobia, anti-Black racism and transphobia across mediums including OOH and social. The work generated significant media attention (36M earned impressions for the anti-islamophobia campaign) and was called an ‘absolute cancer’ by therebel.ca. Lol. Greg’s Toronto For All theme has since been adopted by the city and remains the name of its public education initiative.