Archive for August, 2007

29
Aug 2007

Michel Barrette and his Durango

Posted by Steve  >  Advertising, Creative Direction
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To maximize the endorsement of Michel Barrette, Peter Overing and I created the ‘Follow Michel Barrete’ promotion.

Michel Barrette, a well known Quebec Actor and Comedian, is driving this Dodge Durango we designed and wrapped.

It promotes the tagline ‘Toujours Premier!’, which means ‘Always First’ and features photography of the Porschehaus Racing Team taking the checkered flag, reinforcing the message.

Michel Barrette is well known for his love of cars and is an avid collector, so highlighting the Dicom / Porschehaus Racing Team served a dual purpose.

In fact, this promotion proved so successful that people were following Michel around and we regulated the amount of time he actually drove the vehicle.

29
Aug 2007

Jesse Ventura

Posted by Steve  >  Creative Direction
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It was an odd yet great choice. Jesse Ventura, ex-Governor, to endorse BetUS and he was a hoot to work with. Controversial and outspoken. A perfect fit, except he would not let me dress him in a boa for the photo shoot.

29
Aug 2007

Miss BetUS Wallpaper

Posted by Steve  >  Creative Direction, Web Design & Strategy
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Once the Miss BetUS Calendar was mailed to 250,000 recipents, we needed to creat additional incentives to keep people interested, and one of those was Miss BetUS Wallpaper, which could be downloaded in a variety of resolutions.

With a vast majority of the customers young and male, these are still a popular feature.

Go figure.

29
Aug 2007

Miss BetUS Calendar

Posted by Steve  >  Creative Direction
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There are some projects that I’ve worked on that have been a little more fun than let’s say, automotive work. Although that is a cool product. it’s hard to beat spending almost a full year working on a calendar featuring women in bathing suits on the beaches of California.

But, that was my job and I gave it my professional best and came up with the calendar above and an entire web site based on this promotion and the ability to vote these girls in as the spokesperson for the company for a year.

Now, this may seem like just a calendar to you, but in fact, from the time I proposed this at lunch to the company, it required virtually nine months of work.

Now, some of you may say that looking at girls photos every day is not exactly work and I can agree in some ways but choosing from hundreds and hundreds of contestants requires a lot of work.

Then, we have to arrange to have the girls out on the beach in Califronia, take the photos, edit the photos, get the photos online and prepare to launch the site at the same time that the calendar drops in the mails and make sure the web site voting system is functional etc. etc.

We also featured wallpaper screens and videos for each contestant.

You can see this online still at http://www.betus.com/miss-betus/2006-07

29
Aug 2007

GOLD – Best in Canada

Posted by Steve  >  Creative Direction
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Certainly my proudest moment in my thrity years.

The 2000 RSVP Awards Automotive Products & Services

GOLD – Best in Canada

Campaign: Chrysler PT Cruiser Handraiser Program
Art Director: Steve Roper. Copywriter: Matthew Daley

‘Few brands push the envelope of conventional design quite like Chrysler. When the company launched the daring and innovative PT Cruiser, it was immediately apparent that the proverbial envelope hadn’t just been pushed – it had been torn to pieces.

In the nine months leading up to the May launch, Steve Roper, Matt Daley and Jeff Kess, created a campaign to attract prospects. Using simple cool images, the company promoted the PT Cruiser on billboard and transit ads, in magazines and on Web banners, gradually building excitement.

All the advertising included a call-to-action, either a 1-877 number or Web addresses – www.waycoolcar.com – that cemented the brand’s identity. These efforts built a strong database of “handraisers”, who were then targeted with a three-phase direct mail effort.

The first mailing, using a large exclamation mark, emphasized the fun aspect of the car. The second included exclusive information to keep prospects interested, and the third – which included a PT Cruiser key ring – invited customers to take a test drive. The key was to make recipients feel as if they were part of something exclusive and special.

The program attracted the right target – young, urban and hip – as conceived by Steve Roper, Matt Daley and Jeff Kess, giving the brand a certain cachet with a traditionally atypical Chrysler audience’.

The Canadian Marketing Association. 2001.

29
Aug 2007

Montreal Moving Billboards

Posted by Steve  >  Advertising, Branding, Creative Direction
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In 2006, we created moving billboards for Dicom Express and GoJit for 150 of their Cube Vans and Tractor Trailers.

The three versions created for their vehicles made the campaign seem fresh and clean. reflecting Dicom and GoJit’s brand identity

These trailers were seen across Quebec and Ontario for the past year and a half, maiximizing the endorsement value of Michel Barrette for Dicom Express and GoJit.

Working with Michel Barrette in a photo studio was a lot of fun and as usual, my friend and photographer Guy Lavigueur made the day enjoyable with great results. Choosing Michel Barrette as a spokeperson was Mr. Pierre Poliquin’s decision and his celebrity status in Quebec proved the decision an astute one.

If you have a fleet of vehicles you’d like to put to better use, contact us and we’ll be glad to help you create something spectacular.

29
Aug 2007

Victoria Ground Breaking Fence Wrap

Posted by Steve  >  Advertising, Business, Creative Direction
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This incredible Fence Wrap has been a project which truly reflected a team effort. Begun in Summer 2006, the initial design was revised after being presented to Victoria City Council, upon which time we made a series of revisions and re-submitted for approval.

We were met with further requests for refinements upon my second meeting with City Council, and re-submitted a third and fourth revised design prior to approval, a nice moment I shared with the Victoria City Council with my wife by my side.

As it turns out, we were breaking ground and actually trailblazing the City guidelines for future developments. The role I played in developing this type of signage, along with Danielle Boynton, the designer I worked with, has set new standards within the City of Victoria for future developers.

This 400 foot banner now spans the corners of three central blocks in downtown Victoria and is sure to be a sight to draw the eyes of both locals and tourists with it’s educational and promotional nature. It is expected to add over a million dollars in revenue through pass-by traffic wondering what the buzz is all about.

To see it for yourself, visit the corner of Humboldt and Blanshard in downtown Victoria.

29
Aug 2007

Discover St. Martin / St. Maarten

Posted by Steve  >  Travel
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In 1986 – 1987, I was fortunate enough to be invited to the island of St. Martin to work with a staff of talented people to put together that island’s first in-room destination guide.

It was a wonderul experience and led to my having the opportunity to travel to many of the surrounding islands to coordinate photo shoots, including Nevis, Anguilla, St. Barths (yes, St. Barths), St. Kitts and Saba.

It began many years of fascination with the Caribbean for me.

29
Aug 2007

Port Angeles, Washington Department of Tourism

Posted by Steve  >  Advertising, Travel
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Day One of a five day campaign aimed at attracting visitors to the area by visually taking them on the five day tour of a wonderful week in Port Angeles.

I had to present this campaign to the entire Port Angeles Chamber of Commerce and when my presentation was completed, I received a standing ovation. That was a first.

The campaign contributed to a solid increase in room occupancy rates year over year.

This campaign appeared across the Pacific Northwest n Canada and the United States.

To view the entire campaign, please review www.stephenroper.com > advertising.

29
Aug 2007

The Bermuda Department of Tourism

Posted by Steve  >  Creative Direction, Travel
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For two years, I was a part of a team responsible for the development of the Bermuda Department of Tourism brochure work.

It involved spending a significant amount of time at the island resorts overseeing photography, managing those assets and then creating the finished products. It was 1992 and 1993 and we were in the process of making the transition to computers.

These brochures took months to complete and were produced in the US and drop mailed from there as most recipients were stateside.

If your company requires great collateral materials, contact us.

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