Before you can think outside the box,

you need to understand what box you’re in.

Creativity is more than just coming up with good ideas, it’s about exploring unique ways of how

those ideas are displayed to the public. My objective, when it comes to advertising, is to find

interesting ways to deliver a message to the consumer in order to captivate them.

David Andrew LarsenSenior Art Director/Designer

email: dalphoto@rogers.com

cell: 416-624-1253

website: www.wix.com/dalarsen/David-Andrew-Larsen

TV spots: DavidAndrewLarsenTV - YouTube

April 2015- prESENT - FrEElANcE SENior ArT DirEcTor Clients include: Stonemill Bakery / PureFacts Financial Solutions Inc. / Fish Out of Water Design

ocToBEr 2014 - April 2015 @ FiSh ouT oF wATEr DESigN (6 month Contract position)Clients include: Sobeys / OLG / Safeway / Burnbrae Farms

MArch 2014 - ocToBEr 2014 - FrEElANcE SENior ArT DirEcTorClients include: CHI Partners N.Y. / Agency 59 / Stonemill Bakery / Bob’s Your Uncle Ad Agency

July 2012 - MArch 2014 @ pErENNiAl DESigN (Full-time contract position)Accounts: Coca Cola Canada (Lead designer of all Coca Cola promotional packaging for Canada)

April 2008 - July 2012 - FrEElANcE SENior ArT DirEcTorClients include: Perennial Design / Inspire / Stonemill Bakery / BBDO / Padulo / Yield Advertising ISTCL / Wunderman / Scotiabank / CBC / Giants & Gentlemen Advertising / Brainstorm Group Rosetta / Disney / Armstrong Group / Digital Cement / KIA Canada

Nov. 2007 - April 2008 @ hElliN MArkETiNg - ASSociATE crEATivE DirEcTor (Full-time position)Accounts: Scotiabank International

April 2003 - Nov. 2007 @ proxiMiTy cANADA BBDo - SENior ArT DirEcTor (Full-time position)Accounts: RBC / Sears / Ernest & Julio Gallo Wines / Ministry of Economic and Trade Wrigleys / Campbell's / Ministry of Health / Cara Foods / Effem / Porter Airlines / Kids Help Phone

ocToBEr 2000 - April 2003 - FrEElANcE SENior ArT DirEcTorClients include: Perennial Inc. / The Marketing Store / TBWA Chiat Day Direct / Roundtable Northern Response Inc. / ISTCL Technology / Agensky and Co. / Axmith Mcintyre Wicht / The Wolf Group R

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ocToBEr 1999 - ocToBEr 2000 @ DrAFT/FcB (Full-time position)Accounts: Quaker / Tetley / Hong Kong Tourism / Nabisco / SC Johnson / CP Hotels / Taco Bell Burnbrae Farms / Payless Shoesource / Life Network / Alberto Culver / Schering Plough

JuNE 1998 - ocToBEr 1999 @ BozEll worlDwiDE (Full-time position)Accounts: Alberto Culver / Schering Plough / Cottonelle / Hershey / Jackson-Triggs Winery Labatts / Taco Bell / Town Shoes Also worked for partner company Stein Rogan in New York City

MArch 1997 - JuNE 1998 @ BATES cANADA (Full-time position)Accounts: One 2 One Dating Service / Warner Lambert / Teledyne WaterPik Carter Horner / The Royal Ontario Museum

MArch 1995 - MArch 1997 @ vickErS & BENSoN (Full-time position)Accounts: McDonald’s / Bank of Montreal / British Airways / IQ Media / Royal Dalton

NovEMBEr 1994 - MArch 1995 @ ogilvy & MAThEr DirEcT (Full-time position)Accounts: IBM / American Express / Dupont

EDucATioN: grADuATED FroM oNTArio collEgE oF ArT AND DESigN - 1992 MAJorED iN coMMuNicATioN & DESigN

Re

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me

AWA

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s CANNES FINALIST EG Gallo Wineology Game Board

GOLD SUMMIT AWARD Sears Spring Appliance 30 Sec. TV

SILVER SUMMIT AWARD Sears Spring Appliance 30 Sec. TV

GOLD CMA AWARD EG Gallo Wineology Game Board

GOLD ECHO AWARD EG Gallo Wineology Game Board

GOLD CMA AWARD EG Gallo Wineology Game Board

GOLD CMA AWARD EG Gallo Wineology Game Board (Creative Budget over $100,000)

GOLD CMA AWARD EG Gallo Wineology Game Board (Consumer Products & Services)

GOLD SUMMIT AWARD EG Gallo Wineology Game Board

GOLD SUMMIT AWARD Campbell’s Asian Broth DM Campaign

GOLD CMA AWARD Campbell’s Power 2 Cook Program

GOLD AWARD Canada Post Retail Store of the year award Chain Store Age’s Design competition

2007

2002

2004

2005

2006

We were asked to create a direct mail promotion to help build sales for the

EJ Gallo Turning Leaf Wine brand. The creative was open to all ideas.

I had previously conceived an idea for my portfolio based on a wine game similar to Trivial Pursuit.

We used that concept for this promotion and it became an instant hit with both the client and the consumer.

It won numerous awards including a Gold echo as well as placing in the top 10 at Cannes.

BRiefSales for Gallo Turning Leaf Wines had dropped in Canada. They wanted to lift sales by 12% through non-traditional advertising.

solutionDistributed through online fulfillment and wine fairs, the “Wineology Wine Tasting Game” allowed consumers to learn more about their wines by playing a fun and interactive wine game. In order to play the game, consumers had to purchase all 5 varieties, resulting in more sales.

Results• 21% lift in sales, exceeding objective by 75%

• 69% of game owners have purchased these wines

• 71% of those said they would buy them again

Wine Tasting GamePromotion

GAme ConTenTs

Knorr & Kraft were leading the market with their recipe based programs.

Campbell’s asked us to create a competitive program to help consumers make easy recipes for

families using Campbell’s soups as their main ingredient. The unique idea was to distill recipes into

2 or 3 basic steps making them easier to follow. We developed the program name as well as the

look and feel for the brand. As a result, Campbell’s expanded the program to include 9 TV spots.

BRiefCampbell’s wanted to create a program focused on easy cooking methods.

solutionWe created a sub branded multi-channel program which featured various Direct Marketing executions that were accompanied by 9 TV spots with a strong call to action to their website.

Results• Website increased by 52%

• Registrations went up 222%

• email subscriptions tripled.

Dm slideReveal mailer

9 different TV spots were created to help promote the program

Website

Asian fan Dm mailerTV spot

The program expanded to include unique ways of cooking with the NEW Asian broth line of products.A direct mail piece was developed in the shape of a fan.We also developed a TV spot to help promote it.

JACkson tRiGGs Wine PRomotion We created a stunning visual image to reflect the distinctive “tasting notes” for all of the Jackson Triggs Proprietors’ Selection Wines. Floral, Oak, Velvet and Pear images poured out of each variety creating an intriguing identity for the brand. 4 distinct music compilation CD’s were made to enhance the mood while couples enjoyed these wines.

ADVeRTIsInG

We were asked to create awareness of the increasing HIV infection rates among teenagers

in the suburbs of Ontario. After a few days talking to counselors at ACT and researching information

about the issues, I came up with a few headlines that spoke to parents about the problem.

AIDS Committee of Toronto

toRonto ACt PosteR

toRonto ACt BillBoARD

Guess JeAns niPPle PosteRTo help promote a new line for Guess jeans, 2 embossed jean rivets, resembling erected nipples, were used to arouse curiosity for the brand.

whose new line of jeans are about to excite you?

BARBeRiAn’s steAk house PosteR

life netWoRk PosteR

YmCA PRomoTo help promote the health benefits of the YMCA gym program, we printed their logo and contact info on the bottom of a Häagen-Dazs ice cream product.

GRAvol BillBoARD

PRomoTIonAL ADVERTISING

“the neW WoRlD” movie PRomotion

How do you promote a movie based in the year 1595? You re-create that era in the current world. In order to promote this movie we pitched ideas that included converting traditional billboards into a billowing sail as well as placing suction cupped (URL stamped) arrows on car windshields parked in shopping malls.

In the heat of the summer, a huge 10’x 10’ block of ice would be placed in Dundas Square. Frozen within this block of ice contained a number of plastic Carlsberg bottles with redeemable online vouchers inside. As the ice melted, each bottle would eventually be exposed allowing people to grab their prize.

CARlsBeRG “BReAk the iCe” outDooR ConCePt

RBC created an Olympic Tour Event which traveled across Canada to help promote the Vancouver 2010 Olympic Games. We designed the tent graphics as well as the interior displays for the event.

RBC 2010 olYmPiC flAG CAnADiAn touR event

When I was studying at OCAD in 1993, I came up with a unique idea that involved stop animation

using a subway tunnel. Several posters would be placed in sequence along the tunnel. When the subway

car passed by them at high speeds it would produce an animated effect similar to a flip book.

SUBWAY ANIMATIONConCePT

SUBWAY ANIMATION ConCePT

T.V. SPOTS

To view a few of the TV spots I have created please visit: DavidAndrewLarsenTV - YouTube