Canadian Ad Agency Puts The White In A Winter Wunder-Land There’s one thing Canadians know about Christmastime – it typically involves a fair amount of snow and advertising. But for a pair of partners in a small ad agency based in Halifax, Nova Scotia, ‘tis…
Canadian Ad Agency Puts The White In A Winter Wunder-Land
There’s one thing Canadians know about Christmastime – it typically involves a fair amount of snow and advertising. But for a pair of partners in a small ad agency based in Halifax, Nova Scotia, ‘tis the season for a unique spin on the theme of a White Christmas.
Stephen Flynn and Mike Postma of Wunder were kicking around ideas for their company holiday card. The concept of creating the most thoughtful thing an ad agency could do is what led to the Jerry Seinfeld-style ad campaign about nothing.
Well, maybe at first glance it appeared that way. In reality, all the white space used in the ads became a message in itself. Call it an anti-ad campaign if you wish but Wunder did something truly Wunder-ful by buying up $10,000 worth of ad space and kept those spaces blank.
No specials. No limited-time offers. No deals you have to act on. Instead, just white space. They didn’t even give themselves credit in the ads – which appeared in transit shelters, on buses, ferry terminals, billboards, a full-page print ad, and social media ads.
Why would anyone buy a full-page newspaper ad and keep it blank? Because until now, it had never been done before and the first person to do such a thing is remembered longer than the second person. Yes, it was bold and brave, but that’s what you should expect from Canadians.
They are kind of used to the white stuff that makes winter in Canada different from many other places in the world. And for a small ad agency tucked into the Canadian Maritimes, it will be no small Wunder that their brand of White Christmas will put them on the map.
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