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THE EMPIRE STRIKES BACK.
MAC’S FROSTER SPOT CENSORED BY CINEMA.



Click to view Mac's STFU spot on YouTube
http://www.youtube.com/watch?v=OozXJ7F2BrY

Ci’s latest cinematic sensation has hit the big screen for summer. Well, at least half of them anyway. One of the two brand-name national cinema chains took one look at our text-message inspired ode to MAC’s popular frozen carbonated beverage and said OMFG! All of which was music to our ears since that was exactly what WE said on one of several transit-shelter Froster ads promoting both the product and the web driven contest and prize giveaway. Seems the Big Screen ad, featuring the by-now ubiquitous text message STFU (which EVERYONE knows means ‘suck the Froster up’) was just too inspired for some folks at a certain unnamed national cinema chain. What with the potential for customers stampeding out of the theatres in search of the nearest MAC’s’ store (not to mention the possible misinterpretation by those less-enlightened members of the audience of the very benign meaning of those four colossal letters onscreen), an alternate PC version of the spot was cut. So now, in one cinema, frozen carbonated beverage lovers will be encouraged to ‘Suck The Froster Up’, while in another, those same good folk will simply be encouraged to, well…’SUCK’.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

SIGNS OF INTELLIGENCE


 

 

 

 

 

 

 

 

 

 

 

 

Since moving into our little brownstone (okay, brown cinderblock then) combo office-warehouse digs last November, we’ve been steadily bringing the interior up to Ci code by way of our now fully-functional lobby coffee bar – replete with multiple coffee makers and an immediate opening for an aspiring barrista. In addition, wayfinding has come a long way with in-house signage that not only separates the men from the boys – but in typical Ci fashion, also separates the men from the…uh…other gender. In other words, XX marks the spot. (But only if you’re a woman.)

 

RARE ELEMENTS.
NEW TALENT JOINS THE Ci TEAM.

 

 

 

 

 

 

 

 

 

If attracting and retaining great people is the number one challenge facing businesses these days, then perhaps we’re doing something right. Lena Tretyak (claiming no relation to Hockey God Vladislav) joins Client Services as an Account Executive while the Ci Studio has bolstered its ranks with the addition of Finishing Stylist Michelle Sander. And creative horsepower just got a serious upgrade with the arrival of Senior Art Director Ernie Burden (perhaps the only creative guy in Canadian history to have worked on all three coasts). And finally, the smartest thing to come out of Windsor, Ontario since the original minivan, Jamie Morris holds down the front line (not to mention the front desk) as the world’s coolest Account Coordinator.

 

WHAT DO RESEARCH,
RAILWAYS AND PATIO FURNITURE
HAVE IN COMMON?

 

 

 

 

They all represent recent additions to the Ci client roster. A spring pitch brought Alberta Research Council into the fold. (Apparently, they were attracted to our periodic table of elements inspired Branding. See? It really does all boil down to Chemistry.)

Canada’s oldest railway, Canadian Pacific Came aboard with a hush-hush project to help launch a major expansion in their service to the booming oilsands industrial sector. And with all the extra excitement, we really just wanted a place to sit and relax. Fortunately, Calgary’s own Kitchens & Patios came through the door for assistance in selling some of the world’s swankiest (read ‘worth more than your car’) lawn and patio ensembles.

We’re delighted these respected and established names are working with Ci in pursuit of even more Positive Reactions for their brands.

 

Creative Intelligence