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john st.

The self-promotional films that became our calling card.

The Challenge

Every year, john st. does a video for Strategy Magazine’s Agency of the Year show (which means we have to be shortlisted every year, of course). It started 9 years ago with Pink Ponies: A Case Study, which led to Catvertising, ExFEARiential, Jane St., and others. For some reason (maybe to keep us honest) we like to do videos that make fun of our business. 

Every agency, like any business, needs to promote themselves. Agencies have traditionally put together “rip” reels of their best work to show how good they are. But when every agency does that, it just means that we all look the same. So instead, we did a video that poked fun at how agencies promote themselves. It was called Pink Ponies: A Case Study, and it prompted the CMO of Coca-Cola Global to call us and ask whether it was cool if she presented it at their global summit. We said sure. Then we did Catvertising, which got us a call from Fox in LA who wanted to do a reality show about our crazy cat agency. We realized that these things were a fun way to promote our agency and our culture, so we kept doing them. 

If we’re going to advertise ourselves, do what we tell our clients to do: be unignorable.

The Results

The self-promotional films that became our calling card.

5+
million cumulative views
50+
job applications from “cat” people
1
death threat (from ExFEARiential)
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how can we help you?

could your brand use a little unignorable?

We work with many of Canada's bravest and the most ambitious marketers. If that sounds like you, we should definitely have a coffee together.

do you want to compete with the best in the world?

We try to come up with ideas that travel around the globe. If you'd like to be a part of that and sweat a little blood in the process, we should talk.

could your brand use a little unignorable?

We work with many of Canada's bravest and the most ambitious marketers. If that sounds like you, we should definitely have a coffee together.