Rachel Abrams

A creative leadership role on Staples Canada with an agency move in the middle.

It started with the ever curious Howie Mandel. We tapped into our customers’ curiosity, voicing the musings we all have inside our heads. Staples tackled these questions with a host of solutions, a positive attitude and brand new tagline: let’s find out.

Campaign Canada
Campaign US
Strategy
and another one

Then, things got weird. A new agency, a giant red beacon, and a new way to focus on the many ways Staples makes it easy for customers every day.

Campaign US

This work was created for the American B2B side of Staples. In the midst of an exciting AI turning point, we doubled down on our greatest asset - the expert humans who make work happen. This 360 launch campaign deeply permeated the organization and became a rallying cry to reignite their brand in the B2B market and celebrate their entire workforce. It also earned ROI within 10 days of launch.

For Accor, luxury is about knowing what guests want even before they do. So we created a way to side step rational decision-making and get to the heart of what they truly desire.

Introducing Seeker: A first of its kind biometric discovery tool for destination planning.

It’s not everyday you get to rebrand Canada’s largest newspaper. With the election on the horizon, our message was focused on empowering our greatest voting bloc. It launched with a front page takeover - a first for the Globe in their 175 year history. Following were a series thought-provoking OOH boards, repurposed wild postings that explained the issues, and insightful digital videos challenging viewers to think as hard about their vote as they do other important things in their lives. Finally, we took down the paywall on all election coverage, bringing the information to the people and rallying the under 35 vote like never before.

In 1969 legislation was passed that initiated the decriminalization of homosexuality in Canada. 50 years later, The Royal Canadian Mint commemorated this moment on our currency. With a very limited budget, aggressive timeline, and great pride in the progress we have made as a nation, we created an elegant animated spot honouring all who struggled and continue to push for a better, more inclusive Canada.

Canada Goose has always braved the harshest winters, but this year they were out of their element. We needed to show the world they belong in spring. So we created a content campaign to tell a new story of connection to the Earth, its elements, of being immersed, and of unwavering spirit - all told by three truly unweathered souls.

We rebranded Intact Insurance. Each commercial told the story of a different imaginary customer. I imagine trekkies and ping pong protégés need insurance too.

For over 10 years, 10¢ from every Happy Meal in Canada was donated to Ronald McDonald Houses and Canadians didn't even know it. To help guests understand the impact of their donations, every meal served at all 1,400 restaurants across Canada included handwritten cards with heartfelt 'thank yous’ from families who have benefitted from their support. On the back of each card was a url leading to a microsite which hosted every card from every family. This video was created to help amplify the impact of the event. 

If you're feeling generous after watching, please consider making a donation here.

St Felix is a non-profit organization located in downtown Toronto. They support people experiencing extreme poverty, homelessness, mental illness, and addiction. A shelter opened close to our agency just before the coldest part of winter. We decided to use our advertising powers for good with this clothing drive campaign. If you are able to, please make a donation.

Every year, the SickKids Adventure Walk raises money for the hospital. But many of the families who need the most help can't attend the event as their child needs round the clock care. So this year, we brought the walk to them. This is Evan's experience.

Here are some of the campaigns I've created for the McDonald's brand in Canada. 

I spent years working on the print portion of the FedEx brand. Every year our campaigns became more iconic than the last. Our Cheers execution was shortlisted at Cannes, the International Shipping campaigns were also highly awarded. The Hockey execution is still up today at The Rogers Centre in Vancouver. 

Hamish Hamilton is a prestigious and selective imprint of Penguin Books. These posters appeared in bookstores across the country announcing its Canadian launch.

This series of OOH was the nicest part of a fully integrated National retirement campaign for RBC. It got lots of attention from consumers - one of them even wrote a creepy note to me using only numbers. I wish I kept it. Also, I can spell "boobies" on a calculator. 5318008

Rhinoplasty anyone? Just visit torontoplasticsurgery.com

Men have Mo-vember. Women have Julyna – a non-profit organization that encourages creative grooming to raise money and increase awareness of cervical cancer and HPV during the month of July. These print campaigns helped promote their events, and raised awareness of the program.