Hello Canola
Canola is a major contributor to our economy, but most Canadians only know canola for its cooking oil. That’s why Canada’s top canola growers associations came together to change Canadian’s perception of canola. With Canola being used globally in everything from biofuel to cosmetics, there’s a lot more that Canadians should know about this Canadian crop.
And thus, the award winning Hello Canola campaign was born. We positioned Canola as a loveable new Canadian character, and a global celebrity that the world has fallen in love with. We developed a new brand and logo, campaign video, website, a slew of social content, and some fun swag in this fully integrated campaign that continues to connect with Canadians.
Role: Concept development, art direction, logo design, storyboarding
Agency: FleishmanHillard Highroad
Production company: WILIM
Director: Ian Robertson, Raj Dhillon
Meet Canadian Canola
She’s equal parts loveable, humble and quirky. She’s quintessential Canadian, and a quiet force that helps drive our economy. And she’s here to connect with Canadians on a personal level, while educating them on the many uses of this all Canadian crop.
Campaign Branding
In order to stretch the legs of this campaign over multiple years, we developed the Hello Canola campaign branding to help establish a consistent tone, while maintaining a sense of unity across all assets.
The branding is meant to feel playful and inviting, while being heavily influenced by Canadian modernism design.
The colours reflect the diverse industries Canola influences while also representing Canada. The typeface is Canadian, invoking a sense of Canadian pride for those that interact with the brand.
