The making of an editorial branded content cover (during Covid-19)

Strict pandemic restrictions didn’t stop FASHIONs editorial branded content campaign with L’Oréal Paris for its September cover. The issue features French modelling star – and L’Oréal Paris’ newest international spokesperson – Cindy Bruna.  Bruna is passionate about stopping domestic violence against women. She’s on the advocating team for Stand Up Against Street Harassment, the brand’s international initiative to train a million people in bystander intervention.

Here we give you a peek at how our FASHION team executed the cover shoot across countries and time zones.

Production

FASHION Creative and Fashion Director George Antonopoulos tuned in virtually for a nine-hours-plus shoot from Toronto. Bruna (and her tiny, socially distanced team) were on set in Paris. How did that work, exactly? Through FaceTime, Antonopoulos and Bruna selected the cover and editorial looks. Next, a virtual location scout determined the best possible spots at the Nolinksi Hotel Paris, the luxurious location for the shoot. Via Zoom, Jacques Burga (art director), Mira Metter (creative director), Claudia Revidat (assistant photographer) and Antonopoulos joined from different time zones to share ideas and work as if they were all there in person.

Behind-the-scenes

The team captured BTS video of Cindy highlighting the “making of,” which will appear on FASHION and L’Oréal Paris’ websites and social handles.

Make-up

While Bruna did her own make-up for the shoot, Val Garland, L’Oréal Paris’s global makeup director, sketched looks from her studio in London. SJC’s post-production team applied the makeup looks remotely in studio for both the print and digital content. Consumers can try on the looks on lorealparis.com using the Virtual Beauty Tool.

Product Shots

L’Oréal Paris make-up items featured in September FASHION spread were safely shot at at SJC’s studio in Toronto.

To see the editorial branded content produced across three countries, the September issue is on newsstands August 10 and available today on Apple News. Bonus: The issue includes QR codes to scan and virtually “try on” the looks Garland created for Bruna.

 

Cindy Bruna in FASHION
Jacket and scarf, $5,850, Louis Vuitton. Hoop earrings, $12,990, and necklace, $28,210, Messika. Top, Bruna’s own.

 

Cindy Bruna in FASHION 2
Jacket, $4,800, and top, $3,050, Saint Laurent by Anthony Vaccarello. Dangle earrings, $260, Helene Zubeldia. All stud earrings worn throughout, Bruna’s own.

A mini-issue of Today’s Parent reveals how kids are moving #forwardtogether

Months into the pandemic that upended every aspect of our lives, Today’s Parent partners with Rogers and Big Brothers Big Sisters of Toronto to put the spotlight on kids.

“Despite a few tears and frustrations, our children have shown an incredible amount of grace, patience and baking assistance in this uncertain time. So let’s hear what they have to say,” says Today’s Parent Editor-in-Chief Kim Shiffman in the introductory letter.

Today’s Parent asked 21 Canadian children to share how they are managing. The mini-issue also includes conversations with Sevaun Palvetzian who leads communications and CSR for Rogers and Leanne Nicolle, president and CEO of Big Brothers Big Sisters of Toronto.

Today's Parent and Rogers Tomorrow's Future inside spread

Go live with Maclean’s

In the latest edition of Maclean’s Live, an extraordinary group of writers – Esi Edugyan, Robyn Maynard, Syrus Marcus Ware and Ian Williams – sat down with guest host Desmond Cole or a conversation about systemic racism and the Black Lives Matter movement. Desmond is the author of The Skin We’re In: A Year of Black Resistance and Power.

Watch a recording of the conversation here:

With the start of the pandemic, Maclean’s pivoted its in-person conversation series, usually held at the National Arts Centre in Ottawa, to virtual. Maclean’s senior writer Paul Wells goes live every week via Zoom and recordings are available following the event.  Here are two more of the recent weeks’ conversations. For information on upcoming Maclean’s Live conversations, visit macleans.ca.

On May 7, Paul Wells sat down with singer-songwriter Steven Page to talk about life, work and the impact of the COVID-19 lockdown on creativity. 

On May 22, Paul sat down for a conversation with Dr. Maskalyk, who practices emergency medicine and trauma at St. Michael’s, Toronto’s inner-city hospital. He recently gained social media notoriety through guided meditation sessions he offers on Facebook Live. He shared his unique perspective on the COVID-19 outbreak.

FASHION creates a buzz-worthy co-branded program with Burt’s Bees

FASHION Magazine, in partnership with Burt’s Bees, celebrated women who are a #TrueForceOfNature. FASHION led a call out to readers asking what natural beauty means to them for their chance to be featured in a FASHION x Burt’s Bees co-branded program. The winners shared their personal stories of natural beauty in both print and digital, with Burt’s Bees products appropriate for each reader being featured as well. A slide show of products appearing with the digital story linked to e-commerce.

Check out the digital content and below are two of the editorial co-branded spreads that appeared in FASHION.

 

FASHION x Burt's Bees editorial spread
FASHION x Burt's Bees editorial spread

What SJC has been up to this holiday season

Get your home holiday ready (inside and out), browse the best cookie recipes, zero in on the perfect gift ideas, host a party and enjoy quality time with family. It’s all in our 2019 round-up of SJC holiday content we’ve been busy creating on behalf of our clients and our magazine readers across Canada. From magalogs, gift guides and custom content to broadcast spots, video and packaging, take a scroll through some of our favourite holiday content and get inspired to enjoy the spirit of the season.
Warm holiday wishes from all of us at SJC!

M&M Food Market – Your Holiday Headquarters

Highlights: To promote M&M Food Market’s timelessly popular party packs, we created a series of short, festive videos, shot in SJC’s food studio. The 15 and 30-second videos were shared on its website as well as social to show how holiday hosting can be a breeze with M&M Food Market’s convenient apps and desserts.

 

 

HELLO! Canada – A Very Royal Christmas

Highlights: Just in time for the holidays, the stand-alone special-interest publication was created by the HELLO! Canada team for anyone who loves royals, Christmas or both! The 100-page perfect-bound keepsake, printed by SJC Print, showcased everything from Royal Family traditions and heartwarming photos to fun quizzes and festive recipes. Plus: Gift-guide pages brimmed with ideas; presents for royal fans; fashion and accessories inspired by stylish royals; and treasures for the little prince or princess in your life. Available at newsstands and online, A Very Royal Christmas was supported by advertising in HELLO! Canada, Maclean’s and on social media.

HELLO Canada Holiday 2019

 

The Brick “Holiyays” with HGTV’s Kortney Wilson

Highlights: In a series of 15 and 30-second broadcast spots, HGTV’s Kortney Wilson moves from the dining room to the living room to the kitchen, where she unwraps one key product for each space. A fun way of positioning the My Brick Home 2019 holiday catalogue (photographed, designed and printed by SJC), each product benefits Kortney’s holiday entertaining and inspires viewers to create their own stylish party central this season. Shorter spots were also created for digital and social platforms, including animated supers for when audio is off.

 

 

 

Toronto Life and Pusateri’s Fine Foods: Home for the Holidays

Highlights: For the December feature of a monthly co-branded series with Pusateri’s, Toronto Life visited the Pusateri family at home to share how the family prepares its annual Christmas celebration. Capturing the family in action, food-focused photography, and even some of the special family recipes, Toronto Life shared the custom content in print and online.

 

 

 

Canadian Tire: NOMA Heritage LED String Lights

Highlights: Last holiday season, our brand and package development team worked closely with Canadian Tire’s marketing team to design a new brand identity for its NOMA Advanced™ line of products. On the heels of this successful relaunch, we teamed up with Canadian Tire to help make the holidays even brighter with the design of NOMA’s new Heritage line of retro style string lights. The packaging features reflect the roots of the NOMA brand and the personality and design architecture align with the vintage-inspired lights that are sure to bring a radiant glow to homeowners’ holiday decor.

 

Toronto Life – Nordstrom Holiday Shopping Challenge

Highlights: This holiday season, Nordstrom had you covered with a range of services – on-site gift-wrapping, expert shoeshine and sneaker buffing, plus a concierge service that will take your coat and shopping bags and let you shop hands-free. Best of all, there’s complimentary advice from Nordstrom’s crew of stylists, who will handpick your holiday outfits and steer you to the perfect gifts for everyone on your list – at any price point. To prove it, Toronto Life asked a group of stylish Torontonians to see if Nordstrom’s style experts can find them one amazing party outfit and two presents in less than 45 minutes. Check out episode 1 and find out if Jessica Lam beat the clock.

 

 

Leon’s – Hello Yellow Holiday “comfort & joy”

Highlights: SJC designed and produced an inspirational holiday-themed print magalog with Leon’s. The English version was polybagged and distributed through the LCBO and a 24-page digital version – available in English or French – included extended content to support Leon’s online channels. We also animated various stories within the magalog content in a series of GIFs for Leon’s to use in its social promotions.

 

Chatelaine – Holiday Cookies

Highlights: Just in time for holiday baking, Chatelaine rounded up 100+ of the very best triple-tested cookie recipes from the Chatelaine kitchen, including six new cookie recipes from the December print issue inspired by classic winter cocktails. Browse through Chatelaine‘s most popular recipes over the years, or jump right to classics like gingerbread or shortbread.

Chatelaine holiday cookies

 

Today’s Parent in partnership with LEGO Duplo

Highlights: Today’s Parent partnered with LEGO Duplo for its highly anticipated Toy Guide issue, including creating a custom cover out of 6,192 LEGO bricks! In addition to featuring three of the toddler toy sets in the print guide, and leveraging its curated influencer network to run a very successful toy-testing Parents of Influence program on todaysparent.com, Editor-in-Chief Kim Shiffman touted the top toys on a special holiday-inspired episode of Cityline.

 

 

General Motors: Unwrap the Holidays

Highlights: SJC creates the content delivered on General Motors’ In-Dealership Digital Network (IDDN). Several years ago SJC Content was selected to provide the content strategy and create the video content for GM’s in-dealership digital network that is now in more than 5,400 Chevrolet, Buick and GMC dealerships across the United States. This year, we created the “Unwrap the Holidays” spot, which is engaging, holiday-themed content that brings Chevrolet’s holiday “Employee Discount for Everyone” campaign into every dealership across the company.

 

FLARE, Chatelaine and Today’s Parent in partnership with Tourism Toronto

Highlights: With the most wonderful time of the year upon us, Tourism Toronto partnered with our three lifestyle brands to create custom guides to seasonal events and holiday hot spots in Toronto. FLARE came up with 25 of the cutest and most creative winter date ideas, while Today’s Parent rounded up the most festive family-friendly activities in the city, and Chatelaine put together the definitive list of Toronto foodie hot spots.

 

Gift Guides

Highlights: Whoever you need to buy for this year, our Media brands have you covered, with well-curated gift guides from Chatelaine, Châtelaine, Flare, Today’s Parent, Toronto Life, and FASHION.

FASHION gift guide 2019

Chatelaine’s cover collaboration with Dove earns a Media Innovation Award

December 16, 2019 (Toronto, Ontario) – Chatelaine’s editorial cover integration with Dove for its June/July 2019 summer swimsuit issue earned a Silver for Best in Content Publishing – the lone award handed out in its category – at the Media Innovation Awards announced on November 28, 2019.

Aligning with Dove’s focus on self-esteem and its new #ShowUs project, Chatelaine produced five covers featuring untouched “Everywoman” models in swimsuits to showcase body positivity amongst its 3.6 million readers. The issue also featured an ad calling on agencies and advertisers to up their representation of real women.

“This cover execution was a win-win-win for Dove, Chatelaine and our audience, and I could not have asked for a better partnership to kick off my tenure as editor-in-chief,” says Maureen Halushak, who joined Chatelaine in early 2019. “Our real-women models exuded confidence and joy, and exemplified our mission for this shoot: to showcase and celebrate swimsuits for all bodies. But the hands-down best part of this project was the ecstatic feedback we heard from our readers.”

The innovative and inspiring cover integration is a Canadian extension of Dove’s #ShowUs campaign born of the research that only 70% of women feel represented in the media. Partnering with Getty Images and Girlgaze, Dove created a global stock photo collection of over 5,0000 women portrayed the way they would like to be seen. Chatelaine sourced from this image bank for any stock imagery appearing in its June/July issue.

“The partnership between Chatelaine and Dove was so hugely successful in large part because Dove trusted our brand to know our audience and execute this joint vision,” says Jessica Robinson, Branded Content Editor. “ We aligned our respective goals – ultimately, to represent our readers honestly in a way that they actively seek from media brands – and from there, Dove let our team take the lead on developing a striking and impactful program that we loved as much from an editorial perspective as they did from an advertising perspective.”

Chatelaine received incredibly high engagement from its readers for the June/July edition across social media and in letters to the editor. Here are a few sample letters that demonstrate the issue’s positive impact on women’s self-esteem and diverse representation.

“Thanks for your latest covers! It was wonderful not to see toothpick-size women—I wish all magazines would follow your lead. Although I am 20 to 30 pounds overweight, I feel as confident as those beautiful woman on the multiple covers. Keep up the great work.”
—Cathy, Tillsonburg, Ont.

“I was thrilled to see a full-size model on your cover. I am so tired of magazines that showcase the small percent of women who are under a size 8. When I look around, most of the women I see look nothing like those shown in magazines. Bravo Chatelaine for getting it right! Please continue to represent the diversity of the Canadian population, both in ethnicity and in size.”
—Susan, Toronto

“I was walking in Sobeys today and did a literal double take when I saw the cover of your June/July issue. The woman on the cover is beautiful and happy, and her body looks like mine. It was such a lovely thing to see, and it brought tears to my eyes! Thank you so much—this means the absolute world to me and to millions of other women who struggle with their self-image every day. It’s a small step, but I promise you it makes a huge difference.”
—Riley, Toronto

Managed by Strategy, the Media Innovation Awards honour the best media plays and programs in Canada each year. For the Best Use of Media – Best in Content Publishing award, content must have been published in print (including newspapers, magazines), but may also have additionally been published in a digital format. With over 10 entrants in the category, judges only awarded the Dove x Chatelaine #ShowUs collaboration.

For more information, or to arrange an interview with Chatelaine Editor-in-Chief Maureen Halushak or Branded Content Editor Jessica Robinson, please contact: Marta Tsimcialis, Corporate Communications Manager, at marta.tsimicalis@stjoseph.com or 416-895-4771.

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About St. Joseph Communications
St. Joseph Communications is Canada’s largest privately owned print, media, and communications company. Whether the channel is mobile, online, print, bricks-and-mortar, or all of the above, SJC creates integrated cross-platform content solutions that deliver a seamless brand experience. The company brings its 60+ years of award-winning expertise to leading retailers, publishers, cataloguers, and financial corporations in North America. SJC also owns and publishes some of Canada’s most iconic and celebrated media brands including Chatelaine, Toronto Life, FASHION, Weddingbells, Today’s Parent, Maclean’s, HELLO! Canada and the Where Group of Magazines in Vancouver, Calgary, Ottawa and Toronto. SJC is a 2019 Platinum Club winner of Canada’s Best Managed Companies, marking 16 consecutive years of recognition.

BrandSpark partners with SJC to shine a bright light on award-winning brands

Toronto, Ontario, Nov 26, 2019 – Leading consumer research firm BrandSpark International announced today that it has entered into partnership with the publishing arm of St. Joseph Communications (SJC) to promote the winners of its two consumer-voted awards: the Best New Product Awards and the BrandSpark Most Trusted Awards.

Robert Levy, President and CEO of BrandSpark, said that the partnership’s aim is “to combine the quality content and engaged reach of the SJC media titles with BrandSpark’s research-based awards that are highly trusted by brands and Canadian consumers.” Levy explains that “Canadian consumers continue to be interested in trying new products and finding out which products are really worth their dollars, and consumer-voted awards remain to be one of the most influential drivers of awareness and purchase, closely following recommendations from friends and family. When you couple the influence of our credentials with the reach of St. Joseph’s publications, we are extremely confident in our ability to support brands better than any other consumer product awards program in the country.”

Earlier this year, SJC became Canada’s largest magazine publisher by acquiring all of Rogers Media’s print brands including Chatelaine (English and French), Today’s Parent, HELLO! Canada and Maclean’s, as well as its digital properties FLARE and Canadian Business. These iconic titles were added to St Joseph’s existing roster of award-winning media brands that includes Toronto Life, FASHION Magazine, Ottawa Magazine, Quill & Quire, Weddingbells and the Where Group of Magazines in Vancouver, Calgary, Ottawa and Toronto.

“We are excited to launch this new partnership with BrandSpark that will deliver value to our readers and inspire new integrated content opportunities with some of the country’s top consumer brands,” says Sarah Trimble, Executive Vice-President of SJC Media.

The partnership will include editorial features of the winners in print and digital formats across multiple SJC titles, targeted communications to readers and unique high-value advertising opportunities for brands anchored by the magazines’ content.

BrandSpark’s Best New Product Awards program has extended its entry deadline until Tuesday, December 3, 2019. Any beauty, health, personal care, household, kids, pets, food and beverage products launched after January 1, 2019 are welcome to enter. Winners – to be announced in January – will be featured in BrandSpark’s high-reach multi-platform media and PR campaign and earn the right to include the trusted Best New Product logo in their own marketing and communications.

For more information or questions about this year’s awards, contact Kim Diamond, Vice President, BrandSpark Canada at KDiamond@BestNewProductAwards.com or Adam Bellisario at ABellisario@BrandSpark.com.

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About BrandSpark International

Founded in 2001, BrandSpark International (www.BrandSpark.com) uniquely combines real world consumer insights with marketing credentials and services. BrandSpark Insights gets at the heart of WHAT consumers think, WHY they act the way they do, and HOW marketers need to respond in order to successfully grow their business. BrandSpark Marketing Services runs major awards programs Best New Product Awards and BrandSpark Most Trusted Awards. As well, BrandSpark has created Shopper Army, a new consumer site which helps Canadian shoppers find great products and save money with cash back on purchases made on Amazon.ca and 100+ other retail partners, as well as a shopper community of product testers providing honest ratings and reviews.

About St. Joseph Communications

St. Joseph Communications is Canada’s largest privately owned print, media, and communications company. Whether the channel is mobile, online, print, bricks-and-mortar, or all of the above, SJC creates integrated cross-platform content solutions that deliver a seamless brand experience. The company brings its 60+ years of award-winning expertise to leading retailers, publishers, cataloguers, and financial corporations in North America. SJC also owns and publishes some of Canada’s most iconic and celebrated media brands including Chatelaine, Toronto Life, FASHION, Weddingbells, Today’s Parent, Maclean’s, HELLO! Canada and the Where Group of Magazines in Vancouver, Calgary, Ottawa and Toronto. SJC is a 2019 Platinum Club winner of Canada’s Best Managed Companies, marking 16 consecutive years of recognition.

From page to pop-up: Weddingbells sets up shop at Bayview Village

SJC’s Weddingbells is Canada’s leading multi-platform wedding media brand. From fashion and florals to parties and planning, its bi-annual magazine is a go-to resource – and source – for all things wedding.

For the month of June, engaged couples and their friends and families had the unique opportunity to experience the ideas and inspiration curated by Weddingbells at the Bayview Village X Weddingbells I Do I Do I Do Wedding Pop-Up in Toronto.

“It was a wonderful project that came together when we were approached by Bayview Village about partnering on a large, one-of-a-kind activation within the mall space for the month of June, which is traditionally known as wedding month,” explained Alison McGill, Weddingbells editor-in-chief and editorial director of Mariage Québec.

The #BVxWB pop-up featured engaging events and activities over days 30 days to create immersive wedding experiences for everyone to enjoy. Themes included fashion and beauty inspiration, catering and sweets ideas, florals and décor. Every #weddingwednesday, guests were treated to expert sessions hosted by Alison McGill herself, touching on best wedding trends, celebrity weddings and how to plan the perfect wedding.

Brands could also engage with the Weddingbells audience in fun ways; for example MAC Cosmetics set up a Kissing Booth for brides to find their perfect shade and Glory Hole Doughnuts created a stunning edible gallery wall.

“This month-long event brought our Weddingbells brand to life in a way we have never done before and a new and bigger audience was able to immerse themselves in our wedding world.”

Check out the fun photo highlights below.

Weddingbells x Bayview Village Shopping Centre Pop-up

 

FASHION and Lise Watier Cosmetics announce first-to-market beauty collaboration

FASHION Magazine and Lise Watier Cosmetics have joined forces for a first-of-its-kind multi-platform collaboration to launch the new Lise Watier Haute Nature Fall 2018 beauty collection.

The innovative campaign launches the luxury makeup collection across Canada and includes a 360° multi-platform co-branded content integration created for print, social media, digital, video, and mobile formats. The program centred around a co-branded live beauty shoot that took place in a “secret garden” floral setting, and an exclusive VIP Beauty Influencer event that followed later that evening.

Here’s a look at the FASHION X Lise Watier program elements:

  • Print: an 8-page co-branded beauty feature in the September issue of FASHION and Lise Watier Haute Nature double-page spread brand creative.
  • Video: a 3-part co-branded editorial video series capturing the live shoot, the event and behind-the-scenes; and a series of three how-to videos featuring Lise Watier makeup artist David Vincent recreating the looks from the FASHION shoot.
  • Digital: long-form digital content on fashionmagazine.com.
  • Social Media: beauty shoot and event social media posted on FASHION’s Instagram, Insta-stories, Facebook, Twitter and YouTube channels reaching 2.67 million.
  • Influencer Event: a live event featuring 100+ beauty influencers sampling the Haute Nature Collection and taking part in the live “secret garden beauty shoot” via a series of custom activations designed for the creation of Instagram content moments. Check out the pictures from the event in our studio turned secret garden.

FASHION is proud to partner with Lise Watier on this first-to-market collaboration. Together we have produced a best-in-class co-branded editorial integration and a unique brand experience that is truly a game changer for product launches,” said Jacqueline Loch, VP & Group Publisher, Women’s Brands, St. Joseph Communications. “Through our editorial expertise in luxury and our understanding of engaging our audiences across all platforms, we have created a high quality 360º program with highly engaging content strategy designed to deliver on Lise Watier’s marketing objectives and exceptional ROI.”

The “secret garden” theme for the program was inspired by the Lise Watier Haute Nature collection and was aligned with the brand advertising campaign featuring the Fall 2018 Collection and model in a romantic floral setting.

“Lise Watier Cosmetics has continuously evolved while still holding true to its core values of quality, innovation and diversity,” said François Lafortune, Vice President of Marketing at Groupe Marcelle. “We couldn’t be happier to expand the reach of the brand’s iconic elegance and inspiring innovation through our partnership with FASHION.

Lise Watier has always been dedicated to delivering beauty expertise to women across Canada. The brand’s eponymous founder, Madame Lise Watier, loved demonstrating her innovative products and sharing her creative beauty techniques with women. From her beauty school to her frequent television appearances, Madame Watier was devoted to helping other women find new ways to bring out their best features. Today, through the brand’s association with FASHION, Lise Watier hopes to reach a new audience of Canadian women and enable them to reveal their true beauty.

Toronto Life presents Beauty Sessions in partnership with Sephora

Toronto Life partnered with the beauty mecca Sephora to host a series of conversations with some of the most stylish women in the city. (Each of the beautiful people had a coveted place on Toronto Life Stylebook’s Best Dressed List.)

In the first installment, fashion risk takers Sam and Cailli Beckerman reveal their twinning sense of style, their early love of beauty and their knack for finishing each other’s sentences.

Take a peek at all of The Beauty Sessions on Toronto Life’s YouTube channel and read a summary of all the life lessons shared.