Yellow Pages Local Markets

Out-of-Home - Series

2016

Leo Burnett, Toronto

Company: Leo Burnett, Toronto Chief Creative Officer: Judy John Creative Direction: Sean Ohlenkamp Copywriting: Dave Thornhill Art Direction: Pedro Izzo Designer: Pedro Izzo Illustration: Martin Bregman, Pedro Izzo, Kristina Marija Valiunas, Steven Tiao Agency Producer: Diane Gignac Group Account Director: Chris Perron Account Director: Brittany Gold Account Executive: Hazel DeVela Agency Planner: Trevor Thomas

To promote downloads of their app, Yellow Pages sought to leverage its unique competitive advantage over other search apps - superior knowledge of local markets.Over 100 unique executions were developed for 23 neighbourhoods in four major cities, demonstrating how the YP App can help potential users discover local gems. Every execution was catered to the specific location it appeared in, highlighting a nearby business in a way that speaks to the demographic of each neighbourhood.