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	<title>darren wilson</title>
	<link>http://darrenwilson.com</link>
	<description>strategic // creative // communications</description>
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		<title>Have a look around…</title>
		<description><![CDATA[As i sat down to re-design my site for probably the sixth or seventh time since 1995 or so, it became apparent that building yet another static site from scratch just wasn&#8217;t going to cut it. The same applied to re-populating my printed portfolio with my latest work. Cracking open the old InDesign file and [...]]]></description>
		<link>http://darrenwilson.com/siterenovation/</link>
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		<title>Bell eStore: Turning a site around&#8230; literally</title>
		<description><![CDATA[In 2001, our team at Capgemini (formerly Cap Gemini Ernst &#038; Young) worked with Bell Canada on a multi-vendor project to completely re-vamp the Bell.ca eStore. At that time, most of Bell&#8217;s site was brochure-ware: Lots of information up front, but transactional functionality – buying and activating cell phones, home phone service, satellite TV, etc. – [...]]]></description>
		<link>http://darrenwilson.com/bell-estore/</link>
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		<title>TIFF: Promoting the ‘festival of festivals’</title>
		<description><![CDATA[For the 2007 Toronto International Film Festival, we were asked to come up with a promotional campaign that would reach new audiences. We developed a campaign that focused on having the audience self-identify as their favourite genre. The ticket mnemonic with &#8220;Admit one&#8221; tagline was a play on words, instructing the festival to admit films [...]]]></description>
		<link>http://darrenwilson.com/tiff-promoting-the-festival-of-festivals/</link>
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		<title>Co-operative Development Foundation: Campaigning for women</title>
		<description><![CDATA[We were approached by the Co-operative Development Foundation (the heart of the Canadian Co-operative Association&#8217;s international development efforts) to help them craft a campaign to solicit donations for their international women&#8217;s program. These donations would be used to help women in communities around the world to attend a global Co-operative conference. Drawing inspiration from a [...]]]></description>
		<link>http://darrenwilson.com/cdf-campaign/</link>
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		<title>Grocery Gateway: Enabling a new category</title>
		<description><![CDATA[The brief for this project was interesting. The branding agency&#8217;s research showed that people liked the tangible elements of shopping for groceries. It was the logistical problems they didn&#8217;t care for&#8230; getting to the store, loading the kids into a cart, carrying bags, loading up the car with the bags (and the kids) and unloading [...]]]></description>
		<link>http://darrenwilson.com/grocerygateway/</link>
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		<title>Strategic creative: Scenarios and concept development</title>
		<description><![CDATA[Working closely with Capgemini&#8217;s Digital Asset Management consulting group in 2003, i led a creative team to collaborate and brainstorm over a couple of days to develop scenarios and storylines for a future media landscape 5 to 10 years into the future, specifically geared around consumption of media and how digital asset management (and rights [...]]]></description>
		<link>http://darrenwilson.com/strategiccreative/</link>
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		<title>Crest Whitestrips: Advocacy marketing</title>
		<description><![CDATA[How do you create a promotional campaign for a product that's difficult to sample? Create a grass-roots "consumer advocacy" program to get people to try the product and talk about their experiences with their peers.]]></description>
		<link>http://darrenwilson.com/crest-whitestrips-advocacy-marketing/</link>
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		<title>Caramilk: A ‘secret’ identity</title>
		<description><![CDATA[At Reactor, we had the pleasure of doing a lot of collaborative work with various agencies. One assignment that came in was to develop a mnemonic device or visual identity that could be used in campaigns that centred around &#8220;The Caramilk Secret&#8221;. After a few rounds of creative exploration, this is what we ended up [...]]]></description>
		<link>http://darrenwilson.com/caramilk/</link>
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		<title>Visa Canada: Leveraging cultural sponsorship</title>
		<description><![CDATA[Sonar was instrumental in getting Visa into the sponsorship of film festivals. But the art of sponsorship is more than just getting the logo onto the media wall. Sonar created custom content – originally syndicated radio programming, which later evolved into online video features – starting in 2005 as a way of leveraging Visa&#8217;s sponsorship of [...]]]></description>
		<link>http://darrenwilson.com/visa-canada-red-carpet-diary/</link>
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		<title>Mackenzie Investments: Expressing ‘organic growth’</title>
		<description><![CDATA[Our client at Mackenzie Investments came to us with a interesting situation. They were without in-house creative director and had not yet committed to retaining another full-time replacement. We were asked to step in as &#8220;acting creative director&#8221; to address their immediate needs, and assess strengths and weaknesses within their department and with their process [...]]]></description>
		<link>http://darrenwilson.com/mackenzie/</link>
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