We all knew we were creating a media first, and that path is never easy. Our job was to convince the Publisher that the concept really did align to the Canadian editorial code of ethics.Canadian House & Home came to the table with their variations of our idea, none as captivating as what we proposed to them. In the end they joined us in a media first that would captivate readers, but respect their sacred editorial. For the first time ever a brand message was seamlessly integrated into the editorial layout of a magazine. In the March issue of Canadian House & Home readers enjoyed the latest makeover story. They were forced to do a double take when they turned the page to see the muddy prints on the floor that had been in the editorial photos on the proceeding page had been cleverly “Swiffered” out.

The strong collaboration between the agency and the publication was the key to the executions success, the proof is in the great results. The execution was covered by multiple trade books and embraced by Ryerson University as creativity in the publishing space. Consumers have embraced the execution:“I will remember the company, the product AND the article. Is it an ad, or is it clever product placement? Either way, it's innovative and fantastic!”Our research proved that this is what we needed to do to engage consumers. An impressive 15% increase in overall purchase intent and 64% brand awareness.