Showcase

Showcase launches a new image campaign to reinforce the channel as the home of boundary-pushing television, airing provocative series and movies. The o­n-air campaign launched in mid-September, and print elements will follow in early October.

The campaign is based o­n the premise that Showcase viewers have reaped the benefits of the network's commitment to push boundaries over the years. The campaign features humourous testimonials from fictional viewers who have developed a desire to push their own personal boundaries as a result of watching Showcase.

Six 30-second television spots and six print ads feature viewers as they thank the channel for encouraging them to push their own boundaries. In o­ne, a businessman says, "I'm not wearing underwear today. Thanks, Showcase!" In another, an old woman exclaims cheerily, "I used the F-word today. Thanks, Showcase!" Promos have been airing nationally o­n Showcase and other Alliance Atlantis channels. Two 30-second trailers will also air in Famous Players theatres in Toronto and Vancouver.

Outdoor executions will be featured in Toronto and Vancouver o­n subway platforms, transit shelters, GO trains and murals. While print components will run in Metro newspaper, NOW, Saturday Night, Toro and Time Magazine, interactive executions will also appear in unique, custom media in order to reinforce the boundary-pushing nature of the campaign. In Toronto, motion-activated videoboards and print ads accompanied by an audio chip will be set up beside the vanities in washrooms of resto-bars; executions will also be featured o­n the videoboard in SAM square at Yonge and Dundas.

The campaign was developed entirely by Alliance Atlantis Communications' in-house Creative Services team.

Food Network Canada

Launching o­n Monday, October 4, 2004, Food Network Canada's new fall season will be heralded by a refreshed o­n-air look and a new outdoor and print campaign.

The new o­n-air creative evolves the network's existing o­n-air look, using a combination of green tones and style variations to add vibrancy and freshness. Created by Alliance Atlantis Communications' in-house Creative Services and Design team, the look is integrated into all branding elements including o­n-screen bumpers, program backplates and network IDs.

Food Network Canada is also in-market with outdoor and print campaigns, showcasing some of the network's most fun and entertaining key fall programming including the ultimate food film, Big Night, as well as King of Iron Chefs, Iron Chef America, Unwrapped and the reality series Ramsay's Kitchen Nightmares.

Created by FCB Toronto, the integrated campaign includes advertising o­n radio and in TV magazines such as Globe Television, Starweek and Toronto Sun TV, major daily newspapers including Metro, Vancouver Province and Calgary Herald, Famous Players theatres, Air Canada's in-flight media and transit in Toronto, Vancouver and Calgary markets.

The campaign also features a series of o­n-air promo spots created by Alliance Atlantis Communications' in-house Creative Services team.

HGTV

HGTV will break its fall consumer campaign, including new outdoor, print and o­n-air creative, beginning o­n October 2, 2004. The campaign focuses o­n the hosts of four key HGTV series - Debbie Travis, host of Debbie Travis' Facelift; Sarah Richardson, host of the soon-to-be launched Design Inc.; Mike Holmes, host of Holmes o­n Homes; and Steven Sabados and Chris Hyndman, co-hosts of Design Rivals - and depicts them engaged in surprising and entertaining design and décor vignettes. From making an office cubical livable and inviting to "fixing" the leaning tower of Pisa, the campaign communicates the ability of HGTV's experts to transform any space and fix any building problem.

The outdoor campaign includes transit shelters and subway platforms in Toronto, Calgary and Vancouver, and GO Train posters in the GTA. Print ads will run in TV listings publications in the aforementioned markets as well as Montreal, and in consumer magazines, including the October/November issue of Canadian Home & Country and the November issues of Chatelaine, Canadian Home Workshop, Flare, Wish and Reader's Digest. The print campaign was created by FCB Toronto.

The o­n-air spots, created in-house by Alliance Atlantis Communications' Creative Services team, dramatize the concepts from the print campaign. Coinciding with the start of HGTV's fall schedule, the o­n-air spots begin October 4, 2004.