The Fine Art of Communication

THE FINE ART OF COMMUNICATION The Metrick System

Our Experience Since 1991: ALS Division of MDA Baycrest Biovail Budget Car & Truck Rental Bugle Boy Burgundy Asset Management Black Creek Summer Music Festival CN Tower Cadillac Fairview Child Find Choice Hotels Christie CHUM Radio Coca-Cola Denon Earthday Edmonton Eaton Centre Elle Magazine Elte Extreme Pita Ford Four Seasons Hotels & Resorts Ginger’s Harry Rosen The Hazelton Hotel Hazelton Lanes Highland Museum for Cape Breton Island Holt Renfrew Jaguar Journey’s End KFC Kodak Lamar Snowboards LGL Louis De Poorere MDS Metro City of Montreal Mount Sinai hospital Mr.Sub Mudd Jeans Napa Auto Parts National post Ontario Attorney General Reebok Sports Club New York Rio Can The Ritz Carlton Rogers Sheridan College Sphere 3D Sprott Asset Management TELUS The National Advertising Awards Toca Restaurant TD Securities Totes The City of Toronto Toronto Star Viagra

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Philosophy The Metrick System is a multi-disciplined agency specializing in adVertising, video production and digital communication.

We believe that advertising is not an art form, it is a sales tool. Making it relevant, memorable and salesdriven is what we do best.

What makes us different? When was the last time your advertising agency waited on tables to learn about designing menus, displayed jeans in a department store to learn about retail, stocked magazine shelves, answered customer service lines and sold newspapers?

We do it all the time so we can learn more about your customers.

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CONTENTS Advertising ‘Less Kvetching, More Stretching’

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Editorial 13 ‘Boys Will Be Boys’

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Mr.Sub Promotional Campaigns

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Billboard 19 Product Catalogue EXPERIENTIAL

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Mr.Sub Shootout

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The Bugle Boy Hot Air Balloon Tour

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National Advertising Awards

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WEB

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The Metrick System Website Redesign

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Reebok Sports Club Virtual Tour

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Elte Website Redesign

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Social Media Facebook & Social Media Management Video Video Reels

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Advertising

‘Less Kvetching, More Stretching’ Client: Miles Nadal Jewish Community Centre

There are right answers and wrong ones. However, wrong answers are often the right ones in search of a different question. By collecting a number of wrong answers, you just may find the right question, so don’t be afraid to explore. Whether it is a headline or an easier way for Clients to understand our invoicing, it all helps.

THIS PAGE Interior Posters OPPOSITE Exterior Signage

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PHOTOGRAPH BY DAVID DREBIN

PHOTOGRAPH BY DAVID DREBIN

80 Ronald Avenue, Toronto, Ontario (416) 785-7885 or (888) 276-3583 elte.com

80 Ronald Avenue, Toronto, Ontario (416) 785-7885 or (888) 276-3583 elte.com

Editorial Client: Elte

BUILD IT AND THEY WILL COME — Elte is one of PHOTOGRAPH BY DAVID DREBIN

PHOTOGRAPH BY DAVID DREBIN

80 Ronald Avenue, Toronto, Ontario (416) 785-7885 or (888) 276-3583 elte.com

80 Ronald Avenue, Toronto, Ontario (416) 785-7885 or (888) 276-3583 elte.com

the world’s largest home décor stores with four acres of beautiful products under one roof. Our audience was already motivated - we set out to inspire them. Photography by David Drebin.

PHOTOGRAPH BY DAVID DREBIN

PHOTOGRAPH BY DAVID DREBIN

80 Ronald Avenue, Toronto, Ontario (416) 785-7885 or (888) 276-3583 elte.com

80 Ronald Avenue, Toronto, Ontario (416) 785-7885 or (888) 276-3583 elte.com

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‘Boys Will Be Boys’ Client: Bugle Boy

Bugle Boy merchandise consists of casual clothing distributed through

THE HICCUP: After one complaint to Advertising Standards Canada,

major chains and department stores throughout the country. They are

we were asked to remove the billboard as the photo was taken with an

up against all the major brands in every way. Bugle Boy’s niche is high

adult encouraging two minors to partake in lewd behaviour and deface

quality, value-priced jeans targeting young boys to men.

public property. WE REFUSED. In fact, the photograph is actually five photos, one of each model, the brick wall and an art-board illustration of the graffiti.

THE OBJECTIVE: To create awareness and encourage continuing sales after the traditional Spring season in one market.

THE RESULT: We sent a Press Release to all the radio and TV stations

THE APPROACH: Present all three categories (youth, teen and men) on

major market.

one billboard while creating an ad that people would take more than a passing glance at.

THE CREATIVE: We were able to successfully position a father and his two sons in an urban location, all wearing the three age specific brands: Bugle Boy and BB Classics.

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about the refusal to be censored, resulting in radio talk shows in every

AUDIENCE: 6,000,000

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Mr.Sub Promotional Campaigns Client: Mr.Sub

OUR BABY BORN IN CANADA, 1968

CELEBRATE WHO YOU ARE — These Mr.Sub campaigns defined our client as the Canadian sub chain in a sea (to shining sea) of sandwich makers.

THIS PAGE Assorted Cold Cuts Sub, Promotional Poster OPPOSITE Turkey Bacon Caesar, Promotional Poster Southwest Chicken Combo, Promotional Poster

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PROPERTY OF MR.SUBMARINE LIMITED

TURKEY BACON CAESAR SUB

MAKE IT A

COMBO

SUB + DRINK + BAG OF CHIPS OR 2 COOKIES

GRILLED BREADED

FACEBOOK.COM/MRSUBCANADA WWW.MRSUB.CA

PROPERTY OF MR.SUBMARINE LIMITED | ®/MD Coca-Cola Ltd., used under license | Renée's and the Renée's Gourmet Logo are trademarks of Intercorp Excelle, Inc., used with permission.

PROPERTY OF MR.SUBMARINE LIMITED | ®/MD Coca-Cola Ltd., Used Under Licence

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Billboard Client: Ginger’s

We create experiences for your customer to positively associate with your brand, forever. Photography by David Drebin.

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Product Catalogue Client: Elte & Ginger’s

Product catalogue with two gift cards.

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THIS PAGE Elte Spring 2012 Catalogue OPPOSITE Elte Fall 2011 Catalogue

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EXPERIENTIAL

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Mr.Sub Shootout Client: Mr.Sub

THE FINAL SCORE — From coast to coast, 400 stores participated in a national contest where 12,454 customers purchased product to enter. 454,000 hits to the website within 2 months. Winners took 800 dream shots against former NHL goalies at The Air Canada Centre.

THIS PAGE Collateral Campaign Materials OPPOSITE Contest Website (Top) Promotional Contest Poster (Bottom Left) Promotional Product Poster (Botttom Right)

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The Bugle Boy Hot Air Balloon Tour Client: Bugle Boy

The distribution of Bugle Boy clothing is through major chains and department stores. We had to break new ground, be fresh, creative, memorable and above all sell jeans in 22 markets. We needed a program that could extend the buying season beyond the traditional 10 weeks of Spring and Back to School.

TARGETS: Males 4 to 54.

STATS: The Bugle Boy Floating Billboard is 12,500 square feet of active moveable signage •

172’ tall, tallest hot air balloon in the world

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1465” waist

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Baseball cap could smother a car

THE TACTIC: Outdoor Advertising THE VEHICLE: Hot Air Balloon THE CAMPAIGN: Local promotion, one market at a time RESULTS: 22,000,000 impressions, 80% recall the event two years later

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National Advertising Awards Client: National Advertising Awards

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WEB

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The Metrick System Website Redesign Client: The Metrick System

HTML5, CSS3, PHP, Javascript, Final Cut Pro, InDesign CS6, Graceful Degradation and CSS3 media-queries adapted for desktop, laptop, tablet and mobile.

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Reebok Sports Club Virtual Tour Client: Reebok Sports Club, NYC

HTML5, Flash, CSS3, PHP, Javascript, Final Cut Pro, InDesign CS6.

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Reebok Sports Club Virtual Tour Client: Reebok Sports Club, NYC

HTML5, Flash, CSS3, PHP, Javascript, Final Cut Pro, InDesign CS6.

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Elte Website Redesign Client: Elte

HTML5, CSS3, PHP, Javascript, InDesign CS6

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Social Media

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Facebook & Social Media Management JOIN IN — Building your social network is more than clever posts and photos from your phone. It’s about utilizing intelligent targeting, appealing images, engaging writing, events, and polls coupled with media. We have grown communities from 1,200 to 90,000 fans in under six months.

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Facebook & Social Media Management JOIN IN — Building your social network is more than clever posts and photos from your phone. It’s about utilizing intelligent targeting, appealing images, engaging writing, events, and polls coupled with media. We have grown communities from 1,200 to 90,000 fans in under six months.

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Video

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Video Reels Client(S): Telus, National Advertising Awards, Harry Rosen, Elte, Minto Group, Mr.Sub, Crescent School, National Post, CN Tower, Sphere3D, Overland Storage and Reebok Sports Club.

We use a unique style of movie making to create powerful stories that communicate your message. All of our services are under one roof: from writing and direction to shooting high definition format TV commercials on our green screen sound stage, editing them in our digital editing suites, and helping you find your voice — figuratively speaking — in our recording studio. Our production company is called Trailerworks Studio.

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TRAILER TRASH TALK

DESIGN

CULTURE

TECH

BUSINESS

ODDS N’ ENDS

ABOUT

THE METRICK SYSTEM

GO

SEARCH

FEATURE POST

PLAYLIST OF THE WEEK BY: MARINA | CULTURE | APRIL 5, 2012, 9:00a

JOKE OF THE DAY BY: MARINA | ODDS N’ ENDS | APRIL 5, 2012, 9:00a

12 345 678 NOTES

TWEETS

MARINA LUONG • “Playlist of the Week – April 5, 2012”

SHARES

• “Geodes” Street Art Project • Joke of the Week

It’s no surprise that street art has been taking over urban spaces by storm. The appeal of installing something that doesn’t belong is what draws the attention of the public and makes them notice what “is not supposed to be there”. The “Geode” Street Art Project by A Common Name is no different. Read more...

YOHANN PARIS • “Playlist of the Week – April 5, 2012” • “Geodes” Street Art Project • Joke of the Week

LISA STEELE • “Playlist of the Week – April 5, 2012” • “Geodes” Street Art Project • Joke of the Week

CHRIS MORRIS • “Playlist of the Week – April 5, 2012” • “Geodes” Street Art Project • Joke of the Week

KAYLA PODOLAK • “Playlist of the Week – April 5, 2012” • “Geodes” Street Art Project • Joke of the Week

SIMON KIM • “Playlist of the Week – April 5, 2012” • “Geodes” Street Art Project • Joke of the Week

MARINA LUONG • “Playlist of the Week – April 5, 2012” • “Geodes” Street Art Project • Joke of the Week

YOHANN PARIS

RESTAURANT REVIEW BY: MARINA | ODDS N’ ENDS | APRIL 5, 2012, 9:00a

• “Playlist of the Week – April 5, 2012” • “Geodes” Street Art Project • Joke of the Week

12 345 678 NOTES

TWEETS

SHARES

LISA STEELE • “Playlist of the Week – April 5, 2012” • “Geodes” Street Art Project • Joke of the Week

It’s no surprise that street art has been taking over urban spaces by storm. The appeal of installing something that doesn’t belong is what draws the attention of the public and makes them notice what “is not supposed to be there”. The “Geode” Street Art Project by A Common Name is no different. Read more...

CHRIS MORRIS • “Playlist of the Week – April 5, 2012” • “Geodes” Street Art Project • Joke of the Week

KAYLA PODOLAK

Trailer Trash Talk • “Playlist of the Week – April 5, 2012” • “Geodes” Street Art Project • Joke of the Week

SIMON KIM

• “Playlist of the Week – April 5, 2012” • “Geodes” Street Art Project • Joke of the Week

ARCHIVES 2012

Trailer Trash Talk is a combination of ideas, interests and amusements • January • February • March • April • May • June • July • August • September • October • November • December

we all contribute to and share with those who like (and dislike) what 345 about 678 IPADthe agency12but we post. It’s THE notNEW about those who work at the BY: MARINA | TECH | APRIL 5, 2012, 9:00a

NOTES

TWEETS

SHARES

Metrick System and what we feel might be of interest to each other and It’s no surprise that street art has been taking over urban spaces by storm. The appeal of installing something that doesn’t belong is what draws the attention of the public and makes them notice what “is not supposed to be there”. The “Geode” Street Art Project by A Common Name is no different. Read more...

hopefully you.

Take a moment and visit us: www.trailertrashtalk.ca.

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THE METRICK SYSTEM CANADA 100 Miranda Avenue, 2nd Floor Toronto, ON M6B 3W7 Canada THE METRICK SYSTEM USA 11601 Wilshire Boulevard, Suite 500 Los Angeles, CA 90025 USA metricksystem.com