2017 Winner

Take Note



SilverCreative Catalyst

BronzeChallenger Strategy

Handwriting has been on the wane for many years. In a 2013 Docmail study of 2,000 adults, it was found that one-third hadn’t created a handwritten note in six months.

Take Note wanted that to change. The Toronto store wanted to show that, in the age of digital-everything, a handwritten note stands out. Agency BBDO’s task was to remind people how powerful handwritten notes can be.

The team recognized the uniqueness and thoughtfulness of receiving (and giving) handwritten notes. People keep old yearbooks signed by friends they grew up with, while shoeboxes holding family letters and postcards are often handed down through the generations.

But how can this implicit power be made relevant today? To rekindle the magic of a handwritten note, Take Note wanted to understand the cultural insights that could give the note added meaning.

As technology has made it easier and easier to stay in constant contact, there’s a greater appreciation for the effort it takes to stop and handwrite a personal note.

What’s more, the pace of life, particularly for families, seems to be accelerating. Household duties and family juggling make the weeks feel like a mad rush. Against this, it takes time to write a note.

A handwritten note can express emotion and connection, and so BBDO and Take Note produced a four-minute modern-day love story told solely through handwritten notes that chronicled the joys and challenges of a life spent and built together.

The brand released the online film in time for Valentine’s Day, taking advantage of the romantic day to drive both PR coverage and organic reach. Valentine’s Day is a natural moment to focus on the relationships that matter most to people and the love story fit perfectly into social conversations already happening.

The video was released on Take Note’s Facebook page and on YouTube. There was no paid media support, yet the campaign generated significant coverage and a notable increase in business results.

PR coverage included 77 articles and news reports in local and international media including Wired and Fast Company.

The video content generated over 50,000 views and since launching the film, Take Note sales have been tracking 30% above the previous year’s monthly sales.

Brand: Take Note
Agency: BBDO
SVP, CCO: Denise Rossetto, Todd Mackie
VP, ACDs: Chris Booth, Joel Pylypiw
Agency producer: Beatrice Bodogh
Director: Chris Booth, Joel Pylypiw
VP, group account director: Rebecca Flaman
SVP, director of account planning: Ed Caffyn
Skin & Bones production company producer: Chelsea Strachan
DOP: Kris Belchevski
Editing: Saints Editorial
Offline editor: Brian Williams
Online: Alter Ego
Online editor: David Whiteson
Colourist: Tricia Hagoriles
Music: Imprint Music
Music and sound design: Fraser MacDougall
Music and sound design: Tim White

Have questions? Need help?
Contact Rowan Traynor at 1-416-408-2300 x213 or rtraynor@brunico.com.