Paralympians had an identity problem. Not only did people feel sorry for these athletes, Paralympians were often being confused with Special Olympians. Paralympians wanted to be recognized for their athletic accomplishments and not be pitied. We developed a strategy on the merit of the athleticism these athletes compete at. We wanted people to see these Paralympians as fierce competitors, high achievers and total badasses.
Harlequin Romance books publish in over 60 languages globally. Harlequin always had a healthy consumer base. Over the past year our target was being bombarded with a myriad of entertainment options, streaming platforms, movies, other books, as a result she was reading less and reading fewer of our books. We needed to re connect with her, make her feel heard and let her know that we have exactly the kind of escape she is looking for.
Visa Infinite is a prestigious credit card. There are many benefits of having one. The business problem was that Infinite had low awareness, including people that actually had the card in their wallet, over 70% of people didn’t know they actually had the card. Further, they had no idea what the benefits were. We developed a campaign that was tailored to this sophisticated audience and spoke directly to them. We offered a bucket list of ideas these travel savvy consumers could indulge in.
Hackergal, a not-for-profit organization, is dedicated to empowering young women to code, create, and lead in the tech industry. Despite women comprising only 23% of the tech workforce as of 2023, they dominate one area: voice assistants. Ironically, the most recognizable women in tech are the voices behind our devices, like Alexa.
To highlight this disparity and raise awareness for Hackergal, we launched a compelling campaign. Through strategic use of posters, social media, and guerrilla marketing, we challenged the public to rethink why the most prominent women in tech are virtual assistants.
The results were outstanding. Hackergal experienced a substantial boost in donations and online engagement, including a remarkable 406% increase in Instagram reel views. The campaign resonated so deeply that followers even inquired about purchasing the posters, all in support of amplifying women’s voices in tech.
Peacebuilders needed doners to help fund it’s legal costs and programs. Trouble is they had very low awareness of what they actually do. Peacebuilders is a restorative justice program, consisting of legal help, restitution and group therapy for first time offenders and wrongly accused at risk youth. Youth have a 20% reoffend rating after going through the program compared to an 80% reoffend record if no help is given. We wanted to show these youth as vulnerable, and wanted people to see their own child in their eyes. Most of all we wanted people to realize that one lapse in judgment shouldn’t brand a child for life.
Sinai Health is a pioneering academic health science centre, renowned for integrated care and innovative solutions. Since 2015, they have excelled in hospital, community, and home care through Mount Sinai Hospital, Hennick Bridgepoint Hospital, the Lunenfeld-Tanenbaum Research Institute, and Circle of Care.
Their mission is to deliver compassionate, comprehensive care, push health solution boundaries, and educate future leaders. They discover and deliver life-changing care, creating possibilities and offering hope.
To celebrate Sinai’s 100th anniversary we needed to communicate the importance of the discoveries and world renowned care it has offered over the last century. To continue to raise the bar in research and care we launched a fundraising campaign to ensure they will continue life changing advances for the next 100 years.
In Canada’s biggest city, Toronto, housing prices have skyrocketed, surpassing even those of Tokyo. To spotlight this pressing issue and support Mainstay Community Housing, we unveiled “The Gingerbread Housing Crisis.” This initiative features a meticulously crafted 1ft x 1ft scale model of a typical Toronto bungalow.
By listing this charming gingerbread home on Kijiji through our newly launched real estate company, we invited the public to “purchase” it via donations to Mainstay Housing. The campaign generated significant media buzz and substantial contributions, bringing those excluded from the housing market a step closer to experiencing the warmth of a home this Christmas.
Having been a former Miami Ad School instructor, I was shocked by the school’s sudden closure. Students were left without direction, and I felt a responsibility to ensure they still had support from the industry. That’s how Ossington Ad School was born—a one-day bootcamp I led with the team at FUSE Create to reconnect students with the industry they were preparing to enter.
On August 12th, we hosted the program at our Toronto headquarters—a crash course in modern advertising covering strategy, social thinking, pitching, and portfolio development. Led by myself and the FUSE team, and supported by external creatives and clients, the day concluded with a networking mixer, giving students direct access to industry professionals.
Rather than replicate a formal class, we focused on hands-on learning and real-world connection. While attendance prioritized former students, the broader creative community showed up to support—offering momentum, mentorship, and a clear path forward.
Since 1986, Visa’s commitment to the Olympic Movement and individual athletes has been an important factor in ensuring the continuance and success of the Olympic Games and Paralympic Games. In the PyeongChang Winter Olympics, Visa wanted to make sure Canadians felt a connection to their athletes.
The 360 campaign was made up of over 50 unique videos, snapchat posts, social posts and congratulation posts. We wanted to be in the big moments as they happened.
Real Progress
Prince Edward County was the best kept secret of southern Ontario. We needed to let people know the richness of the wineries, farm to table restaurants and artisans that were only a short drive away. At the same time PEC wanted to make sure people knew they were going to keep true to the things that made them special and not bend to what others view of progress is.
The Ted Rogers Scholarship was created in honour of Ted Rogers. The goal of the scholarship is to ensure the success of future generations of Canadians by helping young leaders across the country succeed in their educational aspirations.
The 360 campaign was developed to signal that whether you live in a small town or big city, potential lives everywhere. We wanted to make sure Canadian youth were aware there was a scholarship to support them in higher learning.
Sunnybrook Hospital takes on patients that other hospitals have labelled impossible to fix, treat or heal. They meet insurmountable challenges with expertise and compassion. They are Canada’s #1 emergency hospital.
The campaign let people see a side of Sunnybrook that only doctors and nurses had up until now. We went deep into operating theatres, emergency ward trauma rooms, delivery rooms and even the ICU. We shot the frontlines of healthcare with two world renowned war photographers - Ron Haviv and Christopher Morrison.
The campaign was honest and raw. We let the public really see how every day Sunnybrook makes the impossible - possible.
Go to Bringustheimpossible.ca to see the full site
In October 2025, CIBC launched The Ambition Collection—a curated pop-up at Toronto Pearson International Airport designed to showcase Canadian entrepreneurship on a global stage. Blending retail and storytelling, the experience featured three CIBC clients whose products embodied Canadian craftsmanship and ambition.
The initiative responded to renewed consumer interest in buying Canadian following U.S. tariffs on imports. In partnership with the Greater Toronto Airports Authority, the activation transformed a high-traffic terminal into a shoppable, immersive space with founder storytelling, QR-enabled purchasing, and live pop-up events.
Brand ambassadors and founder appearances brought the space to life, while earned media and social amplification extended reach beyond the airport. The campaign reinforced CIBC’s commitment to small businesses by demonstrating how it helps turn ambition into action.
The activation has generated 10.1M+ impressions, 1,300+ QR scans, and engaged nearly 100,000 visitors, with 80% staying up to 10 minutes. Brand ambassadors delivered 140+ hours of engagement and distributed 6,400+ giveaways. Importantly, referrals drove an 18% account sign-up rate, demonstrating real business impact.
The Ambition Collection successfully elevated Canadian brands while delivering measurable results for both CIBC and its clients.
Merrell boots have always been a fixture of the trail, but now the box they come in cements these credentials. With the Most Useful Shoebox in the World, each component has been designed to prove useful in the case of an emergency in the wild. Taking something as disposable as product packaging and turning it into something indispensable.
In the bustling metropolis of Toronto, housing prices have skyrocketed, surpassing even those of Tokyo. To spotlight this pressing issue and support Mainstay Community Housing, we unveiled “The Gingerbread Housing Crisis.” This initiative features a meticulously crafted 1ft x 1ft scale model of a typical Toronto bungalow. The cost of a 1 x 1 foot square home in Toronto is currently $1,000, so that became the market price for our home.
By listing this charming gingerbread home on Kijiji through our newly launched real estate company, we invited the public to “purchase” it via donations to Mainstay Housing. We posted a realtor “walk through” of the property and fielded questions as well as offers.The campaign generated significant media buzz and substantial contributions, bringing those excluded from the housing market a step closer to experiencing the warmth of a home this Christmas.
The RBC Blue Water Project is a wide-ranging, multi-year program to help foster a culture of water stewardship.
The campaign was launched to raise awareness of the ever mounting water crisis and how RBC is taking steps to ensure we have fresh water for generations to come.
Hamish Hamilton is a boutique publishing imprint with a commitment to literary value, embracing established and emerging authors, selectively publishing titles that align outstanding local talent with the most exciting voices from around the world.
The print and poster campaign wanted to highlight how exclusive it is to be published by Hamish Hamilton. We also wanted to recognize the authors of these select novels.
Everyone has a bottle of Bailey’s in their cupboard. Trouble is it only comes out on special occasions, and even then maybe just at Christmas. We wanted to remind people that there are a lot of little things to celebrate in their day to day lives.
NOTE* Bailey’s should be kept in the fridge!
One of the best ways for creatives to grow is through portfolio reviews. But as any junior will tell you, those sessions can be stressful—well-meaning senior creatives can sometimes bruise egos while reviewing books.
So, we decided to change that.
As a proudly independent agency, FUSE Create is committed to supporting emerging talent and helping young creatives hone their craft. We hosted a portfolio night for Art Directors and Copywriters designed to deliver honest, constructive feedback—without the unnecessary harshness. Or, as we put it, without being dicks about it.
To spread the word, we leaned into an inside joke: at FUSE, we affectionately call ourselves “FUCRs” (FUse CReate). This became the foundation of a poster campaign promising feedback without being jerks, just FUCRs. The tone captured the reality of tough feedback while keeping our ethos front and centre.
We promoted the event through social channels, OOH posters in the Ossington neighbourhood, and outreach to local advertising schools. The response was immediate: 2,575 social impressions, 100 engagements, trade coverage from Indie Agency News, and strong support from agencies, marketers, and educators. The event sold out in under 72 hours.
Because when you’re trying to cut through the clutter and make an emotional impact, it helps to be a bit of a FUCR.
Over a long weekend in August, we gave Torontonians an upgraded fitness experience—transforming a bare-bones outdoor gym into a high-end workout destination, without the high-end price tag. All brought to you by the protein bar that refuses to compromise.
This wasn’t just a pop-up; it was a full-scale glow-up. The space featured classes led by top local instructors, live DJ sets, fitness competitions, towel service, and plenty of Grenade samples to fuel every workout. We drove awareness through social, PR, wild postings, geo-targeted placements, playful spoofs of Toronto construction signs, influencer partnerships, and even ads on The Weather Network to catch people planning their long weekend.
The results spoke for themselves:
8,000 samples distributed (160% of goal)
500 samples per hour
81K engagements (401% of goal)
69.2M media impressions (352% of goal), 88% earned
Just months after launch, Grenade Salted Caramel became the #1 selling protein bar in Canada by the end of 2024—proving the Grenade Upgrade truly raised the bar.
Following its first North American campaign, Soles4Souls launched its first Canadian activation by turning a storefront window on Toronto’s Ossington Avenue into a fashionable shoe shop.of
Called “Not So New Arrivals,” the pop-up featured heavily worn shoes to highlight a simple truth: something many of us take for granted can be life-changing for someone in need. A proper pair of shoes. A QR code in the window allowed passersbys to donate instantly.
The activation extended to additional retail space and was supported by PR, social, influencers, and a mix of low-cost, high-impact tactics—from Eventbrite to local community partnerships—designed to spark conversation and drive awareness.
More than just a donation driver, the campaign aimed to shift perspective, framing Soles4Souls’ mission in a more direct, thought-provoking way, while reaching both potential partners and Canadians looking to make a meaningful impact.
