Digital, Social, Experiential Copywriting

I helped launch MSN and Hotmail and haven't stopped. Hundreds of PPC ads, Google ads, Facebook ads and Instagram stories later, I create provocative messaging and ideas that stand out in a busy digital environment. Wait, a phone call. Hello, Jim Diorio, Toronto Freelance Copywriter? No, my air ducts are spotless, thanks. I wrap towels around raccoons and let them loose inside. He hung up, how rude. Anyway: As a digital copywriter I’ve studied how people scan and skip and I know how to keep them reading your page. I will also deliver multiple digital ad campaigns and executions so we can test, and keep the creative fresh over time. My clients are always surprised by the range of ideas and punch of the messages. I think it’s because I love the digital copywriting challenge of grabbing attention instantly, usually with wit, emotion and a thoughtful angle.

IN GOOD ORDER LAUNCH
Digital copywriting and video scriptwriting for this new hard soda. Agency: Jacknife
IQ OFFICES WEBSITE 
Creation of corporate theme, "It starts with where" and full website copywriting, including Covid-19 messaging and approach, for the leading Canadian office space company.  Agency: Jacknife
FOX HARB'R DIGITAL CAMPAIGN
Digital display ads for five-star Canadian resort. Copywriting and Creative Direction.
Agency: Kuration.
THOMSON ROGERS PERSONAL INJURY LAW
Digital display campaign. Copyriting and Creative Direction. Agency: Kuration.

Intriguing messages about the nature of settlements, instead of lawyers screaming YOU DON'T PAY! 
TRUSHIELD INSURANCE COVER YOUR ASS CAMPAIGN, REBRAND
TruShield sales increased by 128% over the previous year. Freelance copywriter with Jacknife Design. Video scripts, digital ads, brand language, radio scripts. 

For year two we created The Coverage Coach, who preached the tough love of business insurance in social, online, radio and even on Trushield's chatbot.
BRITISH COLUMBIA ELECTRIC VEHICLE CAMPAIGN
For BC's provincial electric vehicle campaign I created the EVolution and "Homo Gasolinus," a caveman grappling with the shift from petroleum-based fuels to EVs. Edelman, Vancouver. Video, print, lots more.
WORLD ANIMAL PROTECTION
Facebook fundraising campaign. Grassriots.com. Revealing the mistreatment of broiler chickens.
Art direction: Deborah Caprara.
ROOTS CANADA: RETAIL, SOCIAL
Created several campaign directions for Roots Canada. Art direction by Roots.
GRAND SPIRITS DISTILLERY E-COMMERCE CAMPAIGN 
This cheeky social narrative was for a prohibition-style distillery/bar. Freelance copywriting.
Design by Shawn Murenbeeld.
ELECTRICAL SAFETY AUTHORITY SOCIAL​​​​​​​
Social campaign for Ontario's electrical safety regulator. Freelance Copywriting and Art Direction.
HEADWATERS TOURISM SOCIAL
Long-running social campaign featuring dozens of this tourism area's eclectic characters.
Freelance Copywriting. Design by Shawn Murenbeeld.
RYERSON UNIVERSITY, CHANG SCHOOL: BRAND CAMPAIGN
Created "A Future That Fits," the new positioning for Canada's most entrepreneurial continuing education school. JAW Advertising.
ONTARIO ASSOCIATION OF COMMUNITY CARE ACCESS CENTRES
Manifest Communications. Boiling down Ontario's alarming and complex health care future into a simple proposition using animation and infographics.
EMOTIVE BC: EVOLVE TO ELECTRIC
For BC's provincial electric vehicle campaign I created the EVolution and "Homo Gasolinus," a caveman grappling with the shift from petroleum-based fuels to EVs. Edelman, Vancouver. Video, print, lots more.
CANADIAN STEM CELL FOUNDATION: Renew the World
Manifest Communications. Creative director, copywriting.
ONTARIO NON-PROFIT HOUSING ASSOCIATION: Housing Opens Doors
Manifest Communications. Creative Director, Copywriting.  
Campaign to get the Ontario government to act on Ontario's affordable housing crisis. The centerpiece was a doorbell that you could ring online and on real doors, registering your support.
EXPERIENTIAL ADVERTISING & STUNTS
ONTARIO NON-PROFIT HOUSING ASSOCIATION: Housing Opens Doors Experience
Manifest Communications. Chief Idea Officer, sometimes Copywriting. Digital Director: Debra Sharp. Creative Team: Paul Bonsell, Matt Donne, Trevor Mann
A first-of-its kind experience that educated Ontarians about all the doors that affordable housing opens. And each door had a doorbell that, when rang, was tallied on a petition to get more such housing in Ontario. 78,000 rings in total.
MANIFEST COMMUNICATIONS: Moving Day Stunt
Manifest Communications. Creative Direction. Art Direction: Paul Bonsell
When Canada's premier social issues communications agency moved offices, we made sure to bring the things that matter most: our issues. And got worldwide headlines.
CANADIAN HEARING SOCIETY: Keep On Listening 
Manifest Communications. Creative Direction. Creative Team: Joe O'Neill, Fei Lu
We approached Canada's hearing advocates with an idea to get the message out to earphone-obsessed young people, about all the bad their music was doing to their good hearing.
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