After years of running with a similar TV campaign, the client came to us with a fresh challenge: elevate the core reason to believe (RTB) behind our 100% clear skin claim.

But they didn’t just want another spot—they needed something that could show the dramatic transition to clear skin, highlight the importance of connection and intimacy, and do it all within a series of 30-second vignettes.

The solution? We crafted a series of short, engaging vignettes that hit our messaging sweet spot. We delivered these in a way that was both entertaining and informative, all while seamlessly integrating traditional information design. These vignettes weren’t just TV spots; they were versatile pieces that could be cut down for social media and serve as the backbone for a new consumer-facing website.

On top of that, we shot and developed two new educational dosing videos, separate from the campaign, to ensure we covered every base. These videos added another layer of value, giving consumers the information they need in a clear, accessible format.

In the end, it wasn’t just about making another ad—it was about creating a cohesive, multi-channel experience that elevated the brand and delivered on the promise of 100% clear skin.

Agency: Grey NY
CD: Gerard Adderley
ACD: Julia Hunter
AD: Gerard Adderley, Avrom Coodin,
Ed Lea
CW: Janhavi Dabir, Julia Hunter

Taltz (ixekizumab) is a cutting-edge medication designed to tackle autoimmune conditions like psoriasis and psoriatic arthritis head-on. It’s a monoclonal antibody that homes in on the interleukin-17A (IL-17A) cytokine, a key player in inflammatory processes.

Our mission? To create a global Health Care Practitioner (HCP) campaign that elevates the awareness of our nearly 100% clearance claim. Our winning concept zeroed in on the joy and reactions of patients achieving 100% clear skin.

Plaque psoriasis can strike anywhere on the body, with common battlegrounds being the scalp, elbows, knees, lower back, palms, soles, face, neck, and even those private areas we often shy away from mentioning.

Now, picture this: sitting down with your physician and hearing the life-changing news that you’re 100% clear of plaque psoriasis. How would you celebrate? Our campaign chose to capture that raw excitement and empowerment, showing a patient confidently reclaiming the life they once had, no longer needing to hide or cover their skin in shame. It’s about breaking free, embracing life, and celebrating every moment with unbridled joy.

Agency: Grey NY
CD's: Gerard Adderley, Doug Flynn, Shawn Taylor 
ACD: Julia Hunter
AD's: Gerard Adderley, Shawn Taylor, Avrom Coodin
CW's: Janhavi Dabir, Julia Hunter, Shawn Taylor 

Pythian, a global IT powerhouse, knows a thing or two about moving from on-site infrastructure to Google Cloud. But here’s the twist—a small budget OLV campaign for YouTube and LinkedIn, born out of sheer necessity. I was onboarding, asking the usual: Do we have a CTO or a KOL to wax poetic about their seamless data migration with Pythian?

We didn’t.

So I thought, who’s got the biggest, oldest data management system on the planet? Who could seriously use the AI muscle of Google Cloud to sort through mountains of data and make it sing? Santa Claus. Who else?

One day, a basement, and less than 15K later, we whipped up a series of charming little videos. The setting? Our GM’s basement. The star? Father Christmas himself. The story? How Pythian is helping Santa manage the Naughty and Nice list with Google Cloud’s AI, making the impossible possible. It’s all about delivering delight with a wink and showing exactly how Pythian can make magic happen—even for Santa.

Agency: Titan ONE
Creative Director: Gerard Adderley
Art Director: Gerard Adderley
Writer: Maggie Pycherek

The First Week Challenge is not just a motivational tool; it's the lifeline that anchors patients to their quit journey.

We know the first week is the toughest, where withdrawal symptoms and cravings hit with relentless force. This isn't about promising the moon; it's about setting a tangible, achievable goal: one week. That's it.

But here's the kicker—getting through that first week with a solid plan doesn’t just set the tone for the rest of the journey; it multiplies the chances of quitting for good by a factor of nine.

It’s about giving patients the confidence to tackle that critical first step, knowing that the hardest part is also the most rewarding. This is where the real work begins, and where success becomes not just a possibility, but a reality.

Agency: GSW Canada
EVP ECD: Kevin Fox
ACD: Gerard Adderley
Art Director: Yaping Liu
Writer: Andrea Ashby

Fibristal (ulipristal acetate) is a breakthrough treatment for women facing the moderate-to-severe symptoms of uterine fibroids during their childbearing years. These symptoms include heavy menstrual bleeding, energy-draining anemia, and relentless pelvic pain that disrupts everyday life.

Understanding the need for a powerful narrative, Healthwise developed the ‘White Campaign’ to launch Fibristal’s new treatment indication. This wasn’t just another marketing push; it was a carefully crafted initiative designed to resonate with ObGyns and their patients. The campaign showcased Fibristal's remarkable efficacy and the renewed confidence it brings, vividly illustrating how this treatment can transform women’s lives.

The ‘White Campaign’ hit home because it wasn’t about pushing a product; it was about telling a story of transformation. It offered hope and empowerment, showing how Fibristal helps women reclaim their lives from the grip of uterine fibroids. Through striking visuals and authentic testimonials, the campaign underscored that Fibristal offers a reliable, effective solution, allowing women to live free from the burden of their symptoms.

Agency: Healthwise Creative
CD: Brian Groves, Gerard Adderley 
Art Director: Kevin Buirst, Kevin Chiu, Gerard Adderley
CW: Brian Groves

Bayer’s Contour Next isn’t just another blood glucose monitoring system—it’s a reliable partner for anyone managing diabetes. It delivers the accuracy and consistency you need, with a meter and test strips that you can depend on. But what really sets Contour Next apart is its Second-Chance® Testing feature. If your first blood sample comes up short, you can add more to the same strip. No wasted strips, no unnecessary frustration—just clear, dependable results every time.

This feature wasn’t just an afterthought; it was born from a powerful insight: not everyone gets a second chance. We tapped into that truth by using nostalgic high school photos, reminding us that we all deserve a do-over, even when we think we got it right the first time. The Contour Next system captures this sentiment perfectly. By reducing wasted strips, it doesn’t just make managing diabetes easier—it also saves you money. Those savings add up over time, making Contour Next more than just a tool; it’s a second chance at managing your health with precision and confidence.

Our challenge wasn’t just another run-of-the-mill Canadian adaptation of U.S. material. This was a whole different beast. We had to take the PRADAXA Red Fish campaign and mold it into something that would not only meet the strict guidelines of the ASC and Health Canada but also genuinely connect with a Canadian audience.

The solution? We went beyond the obvious and crafted an original, unbranded awareness campaign, putting the spotlight on the risks associated with blood thinners for stroke prevention in Afib. This wasn’t just about awareness; it was about igniting meaningful conversations between patients and their physicians—conversations that could lead to finding the right blood thinner for their specific needs. If you’re curious about where it all began in the U.S., take a look at the spot here: https://bit.ly/2MSLNn5.

Agency: GSW Canada
VP CD: Susannah Curry
ACD: Gerard Adderley
Art Director: Gerard Adderley, Ilana Korn
CW: Mary-Ellen Ross

Without change, there is no news.

Until Sunday, April 26th, 1998, London, Ontario, and its neighbouring communities were left to leaf through national newspapers for their Sunday scoop. But here’s the twist—The Sunday Free Press wasn’t just another paper; it was a creation by Londoners, for Londoners. It wasn’t merely a Sunday paper; it was their Sunday paper.

We seized this insight and ran with it, turning every headline and every story into a declaration that the London Sunday Free Press was a gem in its own right, something truly exceptional.

We took delight in poking fun at the high-flying big-city lifestyle, lampooning pro-athletes with their sky-high demands for scribbling, and gently ribbing senators living it up on the public’s dime. Every ad, every article was crafted to make Londoners feel they were part of something special—just like their Sunday paper.

And if you're up for a little challenge, see if you can spot me in those pages.

Agency: Tenzing
CD: Gary Lintern, Gilles Chateau 
AD: Gerard Adderley, Steve Priebe
CW: Gary Lintern

This concept was part of a pro bono series we presented to Lung Cancer Canada for an ad placement in McLane’s magazine, generously donated. Lung cancer charities receive the least donations due to the stigma of smoking and the perception that it's a self-inflicted, preventable illness. To counter this, we avoided depicting people and drew on an insight from my years with Pfizer Animal Health. Pet owners often see their animals as family, sometimes prioritizing their pets' health over their own.

So, we centered our campaign on beloved pets, suggesting a rise in lung cancer among them. This wasn't true, but it highlighted that over 30,000 people would be diagnosed with lung cancer this year. While the idea was well-received, Lung Cancer Canada opted for a more traditional message. Interestingly, we didn’t include dogs in our campaign because lung cancer is actually on the rise among our canine companions.

Agency: Titan ONE
Creative Director: Gerard Adderley
Art Director: Gerard Adderley
Writer: Brian Groves

Dexilant isn't just another proton pump inhibitor (PPI)—it's your shield in the battle against excess stomach acid, tackling the tough conditions like GERD, erosive esophagitis, and heartburn. This isn't just about reducing stomach acid; it's about reclaiming your life from the grip of relentless discomfort. Dexilant stands at the forefront, cutting through the acid and ensuring you can move through your day without being weighed down by the burn.

And then there's the Dexilant Knight—a symbol we conceived to embody the relentless, vigilant defense that Dexilant provides. This isn't just about a pill; it's about having a guardian on your side, always at the ready to fend off the attacks of GERD.

As the campaign evolved, we took our knight and scaled him down, showing that this protective force is always with you, no matter where you go. It's more than a character; it's a creative expression of the unyielding support Dexilant offers, every day and every night.

Agency: GSW Canada
VP CD: Susannah Curry
ACD: Gerard Adderley
Art Director: Gerard Adderley,
Ilana Korn
CW: Mary-Ellen Ross

Jeffrey Simbrow and Associates wasn’t just a healthcare marketing and advertising firm; it was a trailblazer in the industry. Renowned for its bold creative strategies and branding, the agency delivered campaigns that didn't just make noise—they made a lasting impact. Eventually, this powerhouse evolved into GSW Canada, continuing its legacy of setting the gold standard in healthcare marketing.

Before I officially came on board, they called me in to spearhead a campaign built around the tagline, "UNLEASH YOUR BRANDS." The winning concept? We took a page from nature. Think of animals—once tamed by humans, their raw power and majesty only truly shine when they’re set free. We applied that to branding. We didn’t just create ads; we unleashed brands. The insight was sharp: true brand power isn’t found in the ordinary. It’s found when you let the brand break free, showing the world what it’s truly capable of.

Agency: JSA
CD: Elly Miller
AD: Gerard Adderley

Bridgestone’s OTR (Off the Road) division was on the hunt for a campaign that would not only energize their sales force but also drive traffic to their upcoming trade show. And being the industry titan that they are, they had a real ace up their sleeve—VIP tickets to the Vancouver Indy as a tantalizing incentive.

In the high-stakes world of forestry and mining, downtime means lost revenue. If tires, technicians, and service teams aren’t on the ball and ready to roll at a moment’s notice, clients will quickly jump ship to a competitor. The OTR team, while they might not wear flashy uniforms, operates with the precision and speed of a top-notch pit crew. Naturally, we wanted to capture that essence. We pitched a concept, got the green light, and leaped into action.

We partnered with the INDY photographer to capture dynamic pit crew shots and then traveled to Northern Ontario to photograph our Mega Loader in action. The result? An image that says it all. We hate downtime too!

Agency: Cormark Communications
Creative Director: Rob Porschak 
Art Director: Gerard Adderley
Writer: Cam Buchan

NuvaRing is a small, flexible vaginal ring that’s been a revolutionary option in birth control, delivering the same hormones as many pills, but with the ease and convenience of a once-a-month insertion. It’s discreet, it’s effective, and it’s tailored for modern women who want control without the daily reminder.

We developed a branded, indication-free digital social campaign to spark curiosity and drive awareness about NuvaRing. The concept was brilliantly straightforward: men don’t get it. Show a guy presented with a NuvaRing, and he’s obviously perplexed—cue the humor. It was clever, entertaining, and women were supposed to get it immediately. The campaign hit all the right notes, resonating with the client and blowing focus groups out of the water.

But just as we were gearing up for production—casting in Montreal and all—we hit an unexpected roadblock. Ad Standards™ flagged an oversight. Because NuvaRing was the only product of its kind on the market, and because ‘ring’ was part of the brand name, they concluded the campaign would breach Ad Standards™, PAAB, and Health Canada regulations.

The takeaway? Never put the form factor in a prescriptive brand name. If ‘ring’ hadn’t been in the name, we’d have had a green light, and this campaign would have taken the market by storm. A tough lesson, but an important one.

PRESEPT™ isn’t just another disinfectant on the shelf—it’s a revolution in hospital-grade hygiene. We’re not talking about your run-of-the-mill hypochlorites here. PRESEPT™ redefines what it means to disinfect, ensuring that no matter what’s on the surface—blood, organic matter, you name it—it gets obliterated.

We’re talking about a powerful clean that takes down the big threats, from MRSA to HIV, Hepatitis B, and Herpes viruses. It’s not just about wiping things down; it’s about a deep, uncompromising clean that you can trust.

When PRESEPT™ is in play, you know every surface is not just clean, but protected at a level that truly matters in a healthcare setting. It doesn’t just get stuff clean—it gets it done right.

That's one tough tablet!