Canadian Tire wanted to a way to demonstrate their commitment to sustainability and community, through an interactive online report that profiled all of Canadian Tire’s environmentally and socially-conscious activity in their product choices, their stores and the communities they serve.

High Road Communications developed a virtual world that used a combination of video, photos and dynamic content to tell Canadian Tire’s sustainability story.

Visitors can zoom into different areas – the store, a soccer field, homes, trucks, gas stations – and tour the different sustainable activities and processes that Canadian Tire had implemented. These range from energy-efficient lighting in stores through to their community involvement in JumpStart and Lucky Clover programs for Canadian kids.

The online report is accompanied by a downloadable print version, which can be printed out by section or in its entirety.

LG’s products had been long‐considered the epitome of sophistication and style, so it was only fitting to have the brand extend its association even deeper into the fashion industry with the announcement of LG’s title sponsorship of Toronto Fashion Week in 2009. With the goals of highlighting LG upcoming sponsorship role, the company’s unique fusion of technology and style, and demonstrating the company’s commitment to the fashion community in the year to come, LG hosted the Fashion Fusion Gala at the end of Toronto’s Fashion Week in September 2008.

Located in a reconfigured Fashion Week tent in Nathan Phillips Square in Toronto, over 1,000 industry icons, designers and consumers alike mixed and matched while experiencing a fête of fashion. High Road worked with agency partners to stage a full fashion show with designers Agent Provocateur, Greta Constantine, Wayne Clark, Shan and a handful of International design students treating the audience to the full runway experience. Additionally, High Road managed the launch of a new fashion phone series, which was integrated into a Carlie Wong fashion show.

Entertainment was provided by Grammy Award‐winning and International musical talent, Maroon 5, who rocked the runway with their soulful sounds. High Road worked with a variety of agencies and different vendors to coordinate all the logistics of the tent, entertainment, fashion show and catering.

To open up access to the public, LG projected the party on a huge screen outside the tent in Nathan Phillips Square. And when LG conducted an open casting call for aspiring models to strut their stuff on the runway and win access into a variety of fashionable events, High Road did public relations as well as online editorial outreach and social media relations to spread the word..

The Fashion Fusion Gala secured coverage from top‐tier publications, news broadcasts and online sites. The program, which continued with LG Fashion week in March 2009, October 2009 and October 2010, continues to drive home the message that LG is a brand focused on high‐tech and fashionable design.

Learn more at: www.lgfashionweek.ca

AstraZeneca  wanted to develop an awareness campaign that promoted the three pillars of a healthy lifestyle – eating, moving and motivation – and the importance of working with your doctor to maintain a healthy Cholesterol Ratio. In 2006, they asked High Road to develop  an engaging and fully interactive resource to helps Canadians assess their risk of cardiovascular disease, track their daily fitness and nutrition progress and get all the information they needed to make heart-healthy choices. KnowYourRatio.ca became the centerpiece of a two year of national awareness campaign.

The website included a number of engaging interactive tools designed to create repeat visitors. KnowYourRatio.ca became home to:

• A personalized interactive food and exercise journal where users can keep track of the calories they consume and burn on a daily basis;
• A database of cholesterol-friendly recipes from some of Canada’s best know dietitians;
• A calculator that determines your level of risk for cardiovascular disease; and
• Various Flash tools, PDF downloads, audio exercise programs, a survey and much more.

The campaign generated over 70 million media impressions, over 95,000 website visitors, and over 1.2 million page views. In early 2008, a search engine optimization program was executed to help sustain website traffic once the offline promotion had ended. By the end of 2008, KnowYourRatio.ca was on the first page on Google results, and as high as fourth, for its most competitive search term (“cholesterol”).