Winter Campaign for Maple

Ahead of flu season, we set out to modernize Maple's winter creative beyond the "There for you" system from prior years, leaning into a bolder "BLANK your BLANK" tagline structure that could flex across GP, dermatology, mental health, and allergy services, and scale from Ontario to Québec with province-specific service swaps (mental health replaced by RAMQ-covered allergy care in QC).

Context

Digital Marketing and Out-of-Home

Role

Creative Concept Design

Timeline

2021

Collaborators

Sr. Copywriter

Out-of-home poster mockup for Maple's winter campaign, reading "Break your fever" over a photo of a man holding a thermometer.
Concept Work

Two visual directions were explored across the full channel matrix, print, landing page, and social, before funnelling into three core services: GP, Dermatology, and Mental Health for Ontario, with Allergies replacing Mental Health for Québec. French-language posters were also explored within the concept phase to confirm the system held up bilingually.

  • Version 1: A colour-blocked headline treatment, with each key word set inside its own solid colour tile over the photography.

  • Version 2: A larger, editorial-style type treatment, with the full tagline set in oversized type directly over the image for a cleaner, more confident read.

Concept board comparing Version 1 and Version 2 headline treatments for Maple's winter campaign across print, landing page, and social, alongside bilingual tagline copy, colour palette options, and wordmark colour treatments. Version 1 was selected as the final direction.
Final

The approved direction became a breadth-of-services OOH system built around a consistent "BLANK your BLANK" tagline, paired with a cream background and bold colour-blocked type. It scaled across Ontario and Québec, swapping Mental Health for RAMQ-covered Allergy care in Québec, and paired Maple's master brand with its subbrands (Skin by Maple, Mind by Maple) throughout. Production on the campaign was handed off to another designer after the concept phase.

Final English out-of-home mockups for Maple's winter campaign, showing subway takeover posters for GP, dermatology, and mental health services, plus a horizontal car card ad with app download badges.
Final French-language out-of-home mockups for Maple's winter campaign in Québec, showing subway posters for GP, dermatology, and allergy services with RAMQ-covered care messaging.