Nick Krewen

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Articles by Nick Krewen

Gripped pedals new cycling magazine

The new pub, called Canadian Cycling Magazine, was launched to reach the ‘underserviced’ market of Canadian recreational bike enthusiasts.


PHD takes Internationalist Grand Prix

Three Canadian agencies take home a total of seven Internationalist Awards for Innovation in Media.


Goldman Sachs asks appeal court to kill Canwest sale

The Wall Street investment bank, a financial partner of Canwest, asks the Ontario Court of Appeal to reconsider other restructuring proposals.


Colorectal Cancer Association launches cheeky new campaign

A full-blown viral, social media, TV, OOH and print campaign urges cancer prevention through screening. There’s also an ingenious Facebook application that turns your Facebook portrait into your backside on Mar. 31.


Teletoon’s ‘Stoked’ surfs the web

Officially launched to capitalize on all that free time during spring break, the show’s new microsite features interactive elements to engage fans and, as such, advertisers too.


Dormez-vous takes Montreal: Media Monitors radio rankings, Feb. 22 to 28, 2010

In Toronto, Pizza Pizza remains the top radio advertiser. In Montreal, sleep is king.


Canucks earn four Festival of Media nods

Canadian media agencies OMD and PHD receive recognition for their work in four categories.


PepsiCo teams up amid hockey fervour

Riding high on Canada’s gold medal wins, the media campaign behind its annual ‘Team up and bring home the cup’ contest boasts a new customer engagement strategy.


Evian’s ‘Rollerbabies’ hit Toronto’s Commerce Court

The most watched online spot of all time dances onto large-screen digital boards in TO.


Caribbean Farms traffics black gold

The Canadian coffee co has started selling its organic Black Sunshine Haitian coffee to consumers – but they have to navigate the shady underworld of the drug trade (online) in order to get it.


Caribbean Farms traffics coffee online

HED: Caribbean Farms traffics coffee online
DEK: The Canadian coffee co has started selling its organic Black Sunshine Haitian coffee to consumers – but they have to navigate the shady underworld of the drug trade (online) in order to get it.
by Nick Krewen
Welcome to the deep dark underbelly of…the coffee business?
In an intriguing twist, Halifax and Toronto’s Extreme Group has teamed up with Toronto digital production studio Lollipop to present a dynamic new way of buying coffee.
In order to access Caribbean Farms online-exclusive Pure Black Sunshine blend, coffee lovers have to enter the website at, virtually charter a flight to a mysterious island, make it past an imposing steel door and deal with a humourless gun-toting dealer who will shoot you on the spot if you rub them the wrong way.
Make the right choices, however, and once you place your order, a package of coffee resembling a brick of narcotic, with a symbol marking light (lizard), medium (scorpion) or heavy (spider) will be mailed to you in a brown envelope wrapped with clear tape.
The website, which took three months to build, includes approximately 10 minutes of content filmed from a first-person point-of-view, using a Steadicam, intuitive point and click decision making navigation and photography by Frank Hoedl.
Extreme Group creative director Shawn King tells us that Caribbean Farms, originally a wholesaler before making this first foray into retail, gave his agency permission to run with something a little dark and subversive.
‘It comes from a bean that is in demand but a little hard to get, and because of that, we kind of landed on this idea of treating it like a narcotic,’ says King. ‘So we started with the packaging, and it led to this site. This product is being treated like an online only purchase. You can only get this through a website.
‘And when the idea of the narcotic aspect came to light, we were exploring various ways to make that as an authentic experience as possible,’ King tells MiC.
King says the campaign isn’t targeted at a specific demographic.
‘ We’re aiming at the online generation of coffee drinkers – probably a younger demographic,’ he concedes. ‘ We’re aiming towards the type of consumer who is web savvy, who understands and is not thrown off anything shocking that you might see online. ‘
King says the campaign is exclusively viral at the moment .
‘We wanted to create some buzz,’ says King, who adds that there will be further work on the site, plus a launch of another more retail-friendly Caribbean Farms product in the months to come.


CBC shuffles news sked for March

Ceeb viewers get more CBC News Now, more Lang & O’Leary as a result of the readjustment.


In the rings: Rockport rides rickshaws in Vancouver

The Canadian division of the US shoemaker uses foot-driven transportation to inform the wandering crowds of its new boot.


Pizza Pizza takes Toronto: Media Monitors radio rankings: Feb. 15 to 21, 2010

The pizza chain peppers Toronto radio market with ad buys. In Montreal, Hyundai is still parked in first.


Rawlco bows 102.3 NOW! Radio in Edmonton

The new station’s ‘hits for adults’ format will target the 25- to 54-year-old demographic.