Help the Guy in Stanfield’s Underwear Hitchhike His Way Across Canada

Stanfield's - The Gitchhiker

As any young man growing up in Nova Scotia, I grew up wearing my share of underwear made a dozen or so miles away at the Stanfield’s factory in Truro. However, I never attempted to hitchhike anywhere in my tighty whities, not even on a double-dog dare.

But, that’s exactly what testicular cancer survivor Mark McIntyre will be doing. Starting on November 14, he’ll be attempting to make his way from Vancouver to Truro in 21 days by hitching rides and completing challenges and dares. If he’s successful, Stanfield’s will give $20,000 to the Canadian Cancer Society for below-the-waist cancer research.

You can follow McIntyre’s adventure at, and help him out by voting on gifts (so far, fans have voted to provide him with boots and a toque) and saved kilometers in the Gitchmobile.

‘The Glitchhiker’ was created by john st., who previously worked with McIntyre and Stanfield’s in 2010 on the ‘Guy at Home in His Underwear‘ campaign.

[via Agency Spy]


War Child Launch Campaign to Protect Childhood in War Affected Areas

War Child Canada - Jam

A new PSA (embedded below) from War Child Canada features bullets that turn into crayons, landmines that explodes into pages from textbooks and a grenade that blows up inside floating bubbles.

It’s part of new campaign that looks to raise attention of protecting the childhood of the millions of children growing up in areas affected by war. By providing access to education, opportunity and justice War Child gives those children a chance to reclaim their childhood and break the cycle of poverty and violence.

“If childhood is taken away and replaced with the brutality of war, the chances of a society becoming trapped in a cycle of violence and poverty are greatly increased. War Child’s intention is to restore the opportunities for emotional, intellectual and social development that a stable childhood brings and thereby breaks that cycle,” said War Child’s COO, Dr. Lorna Read.

The campaign was created by War Child’s pro-bono partner, john st., and will be supported by posters, print and an upcoming social media activities. The PSA was directed by Henry Lu, and was made possible with a donation of one million Aeroplan Miles from Aeroplan’s Beyond Miles Program.


Mitsubishi’s Electriphobia Research Institute Combats Electric Car Anxiety

Mitsubishi Electrphobia Research InstituteAccenture forecasts that there will be 1.5 million electric vehicles on the road in the US by 2015, but for now all-electric vehicles are not a common sight. In a report released by the management consulting company, electric car buyers top concerns were how long it takes to charge and how far it can travel.

With the release of the new Mitsubishi i-MiEV pure electric vehicle, the automaker has created the Electriphobia Research Institute, tongue-in-cheek educational site to help potential buyers overcome some of the common (and uncommon) fears and anxieties around electric cars.

The Institute website features details about the 6 therapy treatments including:

  • Shock Therapy – Fear of electrocution: all objects in the lab are electrified except the car
  • The Silent Treatment – Fear of Silence: features exotic dancing mimes
  • Mapnotherapy – Range Therapy: enter your home and work address, the Commutalulator will calculate if the car will have enough juice
  • The Tailpatch – Tailpipe Separation Anxiety: eases the fear of gas-fueled cars drivers over the lack of tailpipes on EVs
  • Alternative SUbstitution Therapy – Gas Withdrawal Anxiety: the Gripe-o-Matic provides alternative things to complain about besides gas prices
  • De-Hippification – Fear of Becoming a Hippie: for those who fear electric car ownership will turn them into a hippie, this treatment includes ways of reversing that transformation including ordering a vente double-half-caf-half-ice-no-whip-mocha-latte-chino… non-organic!

The campaign was created by Toronto agency john st. Co-creative director Stephen Jurisic noted:

“EVs are still largely misunderstood. We wanted Canadians to really learn about the Mitsubishi i-MiEV and, to do that, we had to get them to spend some time on the website. So making it entertaining and fun as well as informative was crucial.”


Agency Thinks Outside of the Litter Box and Sees a PURRfect Future in Catvertising

John St Turns to CatvertisingEarlier this year, Toronto ad agency john st created some buzz with ‘Pink Ponies’, a case study spoof detailing gow the agency created an effective promotional campaign about an 8 year old girl’s birthday party.

Now John St is back with a new tongue-in-cheek video (embedded above) that reveals a surprising new direction, as they launch the world’s first Catvertising agency.

In the clip Creative Director, Stephen Jurisic explains, “We’re seeing a shift in consumer habits. Everything is moving toward cat videos, and the agencies that don’t realize that, get left behind.”

The video is both funny and well produced, but the whole concept veers dangerously close to the Kittywood Studios mockumentary clip with over 500,000 views that was posted on YouTube in August by Pixels per Second.

Maybe both these videos are simply playing off of the IKEA Herding Cats ad from 2010. In that project Mother London released 100 cats inside the Wembley IKEA store at night and filmed the results for a wonderfully effective TV ad.

What do you think? Simple coincidence, or are these two kitty-inspired concepts a little too close for comfort?

Rethink Cancer Launches ‘Your Man Reminder’ Mobile App

Rethink Breast Cancer - Your Man Reminder AppOctober is breast cancer awareness month, and the folks at Rethink Breast Cancer have launched a new mobile app to help remind young women to be breast cancer aware. The app created by Toronto ad agency John St and developed by Endloop Studios offers women a choice of 6 hot guys who will pop-up regularly (you can set the time, day, etc.) with a reminder to give your breasts some TLC.


  • TOUCH your breasts. Feel anything unusual?
  • LOOK for changes. Be aware of their shape or texture.
  • CHECK anything unusual with your doctor.

Oh, and make sure you watch the whole video above, you wouldn’t want to miss the guys getting down with some serious dance moves.

The ‘Your Man Reminder’ app can be downloaded for free now in the Apple App store. An Android version should be out later in October.