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Scott McKay is a Toronto strategist, writer, creative director, patient manager, half-baked photographer and forcibly retired playwright.

This little site is designed to introduce him and his thoughts to the world. (Whether the world appreciates the intro is another matter.) If you'd like to chat, then you can guess what the boxes below are for.

 

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    Sunday
    Jan102010

    LifeScan "Inspiration" campaign


    the challenge: to boost sagging share of the blood glucose meter market for LifeScan by going straight to consumers living with type 1 diabetes – encouraging them to live an active life, and standing out from the competition in a very product-focused category

    the creative strategy: to inspire people with the story of Sébastien Sasseville, the first Canadian with type 1 diabetes to climb Mount Everest

    the execution: a crew followed Sébastien to Everest base camp to create :60 and :30 DRTV spots that were truly authentic and conveyed his sense of passion and achievement, along with DM and online banners

    the result: in an unprecedented success for the category, we were close to meeting target within 3 weeks (before legal issues forced campaign off air, sigh)

    the team: Ian Martin (AD), Scott McKay (CW and co-CD), Andy Montague (co-CD) at MacLaren MRM

    Sunday
    Dec272009

    AOL Canada awareness TV

    the challenge: to boost awareness of AOL Canada in order to support flagging response to their unaddressed "free CD" acquisition mailing program

    the creative strategy: to show the wide range of uses of the service, along with the service's down to earth users, and demonstrate that AOL Canada offered a safe and familar environment

    the execution: a mix of :30s and :15s using fun testimonials from existing AOL Canada users – ordinary Canadians as well as figure-skating champion Kurt Browning

    the team: Debi De Santis (AD), Rob Stofega (CW), Scott McKay (CD) at Wunderman Cato Johnson

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