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Amy Creyer

creative director

I'm a multi-hyphenate creative with deep experience across advertising, photography, and the creator economy. My work has been covered extensively in the press and recognized at industry award shows.

Nutter Butter Brand Relaunch

Nutter Butter hadn't run a commercial since the 1970s and it was relegated to the most unreachable shelving at grocery stories. So to relaunch the brand as a treat for teen boys and get retailers excited to give it more space, the brand was relaunched from the shelf out.

 

The omni brand relaunch personified Nutter Butter with a post-ironic 50th birthday party celebrated in-store, on social, and at pop-up events. The cookie was given a voice and personality as a meta memelord complete with romance storylines and rivalries. Jelly, who? 

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Coca-Cola Energy Canada Launch

High-adrenaline stunts, xxxtreme sports, and testosterone normally dominate the energy drink space. But what if there was an inclusive new energy drink designed to boost...everyone?

Coca-Cola Energy launched in Canada the day after Daylight Savings Time, the most tiring day of the year by putting energy directly into people’s hands in the moments they needed it most.

Pantene Hairstyle Challenge

When Millennial's hair care habits shifted away from usage of shampoo & conditioner together, Pantene needed to find a way to get the hair care duo back into baskets as an unbreakable pair. 

 

Our challenge? We had to demonstrate the product benefit of 2X stronger hair with a Target-specific customer program, while delivering on the brand's mission of strengthening the bonds between women.

 

Our Insight? Children build friendships by playing with each others' hair. But as they grow up, hair care becomes a more serious, more private routine of daily grooming. Yet Millennials remain nostalgic for those core memories of strengthening their friendships by braiding each other's hair on the playground.

From that insight, the Pantene Hairstyle Challenge were born.

 

Pantene and Target gave Millennials permission to embrace their inner child with two-person hairstyle challenges, designed to need two people to complete. The consumer engagement strengthened friendships between over 700 pals, anchored around a product demo that reminded everyone that together, the O.G. haircare besties shampoo & conditioner, strengthen hair, too.

ACE Bakery

brand platform refresh

To escape the beige that dominates grocery store bakeries and refresh the brand from the shelf out, we looked to Canada's love for ACE Bakery products. No longer a side dish or a foundation for toppings, the 2023 brand platform was built on the truth that ACE Bakery is the love in the lunchbox BLT, the first-date butterflies in a baguette. 

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Occasion tableaus shot by renowned food photographer Ryan Szulc captured the spirit of the new brand platform, Love Every Bite.

A new colour palette was developed with muted pastel tones to help the bread shine. The typeface was chosen for its romantic, understated feel, and headlines expressed a culinary intimacy that's only believable from the best artisanal breads.

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Charming :15 OLV videos with social cutdowns drove directly to retailer websites to shop a variety of ACE Bakery products. 

The brand's refreshed presence on retailer websites expressed the love in everything ACE Bakery touches, from the hands who knead the dough to the hands who take us home. 

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Samsung SUHD TV Launch

The SUHD TV’s astoundingly lifelike picture quality has the power to transport you to new places, transforming the passive act of watching TV into an immersive experience that reimagined where a television can take us.

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Revanesse Rebrand

Dermal fillers are traditionally marketed as surgical products. But years ago, after a certain hard-working celeb known for her lip-focused makeup line finally admitted to getting her “lips done,” it was game-on for lip fillers. Culture had changed.

The Revanesse brand relaunch inspired badass bossbabes and hard-working hustlers to proudly and openly reward themselves by getting (the) work done.

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Cadbury Canada
10-Year Omni Platform

An international brand that symbolizes generosity, Cadbury needed a new omni-led brand purpose platform unique to Canada that could endure in the marketplace for the next 10 years.

 

So, how could buying a chocolate bar become an act of generosity? We looked to the places where acts of giving are needed the most. Beginning with the pandemic and compounded by inflation, food insecurity has skyrocketed in Canada since 2020. By March 2023, 1 in 8 Canadians were visiting food banks at least once a month.

The Share Goodness 2023 omni program launched the Cadbury brand new cause-driven platform in Canada, linking purchase of a Cadbury Dairy Milk Bar to food bank donations. Every major retailer in Canada took the program. And through customer-specific programming, Cadbury enhanced retailer's own food banks donation programs. 

The omni brand platform was then extended above-the-line with a robust social, PR, and OLV campaign.

Ritz
Welcome New Flavours

consumer engagement platform

Canada's multiculturalism is built on centuries of sharing meals with each other. But with inflation on the rise, it's harder for Canadians to get to know their neighbours through food.

 

That's why Ritz partnered with three influencers to share their unique heritage with followers, while reimagining a family recipe as a Ritz recipe. 

Hundreds of store-specific grocery store gift cards were given away to make it easier for Canadians to buy new ingredients and drive traffic back to the retailers where they purchased the product.

 

The program was rolled out as a tri-lingual campaign in English, French, and Chinese, an industry first for shopper marketing in Canada. And every major retailer in Canada accepted the program.

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Tim Hortons Ice Cream

product launch

Summer in Canada is a vibe. Lounging lakeside at the cottage, hiking among maple trees, and sitting around the campfire are all better with a pint. Yet Tim Hortons is synonymous with coffee and its cafés, not ice cream in the camping cooler.

So to show shoppers that Tim Hortons froze the taste of Canadian summertime, legendary advertising photographer Adrian Armstrong photographed surrealist interpretations of each flavour. The campaign was rolled out on social, digital, in-store and eComm, sparking double-double takes across Canada.

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