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.

Digital content

This L’Oréal Paris x FASHION video shared on social features Bruna introducing FASHION‘s first every virtual cover shoot that readers can re-create at home.

 

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.

Sobeys names SJC its Content Partner of Choice

In a new multi-year agreement starting summer 2020, SJC will be Sobeys’ full-service partner, using our “content factory” model to create integrated marketing assets including flyers, in-store marketing, digital and social.

We will serve all of Sobeys’ Canadian grocery banners including Safeway, Foodland, IGA, Thrifty Foods, FreshCo and Lawtons Drugs.

SJC Content has been working with Sobeys over the past year to produce effective print and social campaigns such as this one for Cinca de Mayo:

“We are excited to expand our successful relationship as an all-encompassing partner for Sobeys,” says Tony Gagliano, Chairman & CEO of SJC.  “With both organizations sharing a foundation of family values and strong guiding principles, the partnership is a natural fit. Our unique combination of process, technology and creative expertise will provide a continuous stream of meaningful content to engage the Sobeys consumer for years to come.”

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

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

Jaguar drives consumer connection

As a luxury brand, Jaguar continues to invest in print, recognizing that its core demographic values the look and feel of print to help them connect with the brand.

Brochures are premium printed pieces. We work with Jaguar to apply high-quality features such as french folds and special finishes to denote the luxuriousness of the brand.

The Jaguar E-Pace Brochure is an award-winning print piece, earning the Best of Category for Brochures and Booklets at the 2018 OPIA Excellence in Print Awards. Distributed through the mail to previous and current owners of Jaguar, the brochure plays an important role in Jaguar’s marketing.
From brochures to guides, print enables Jaguar to provide a tangible expression of brand affinity.

 

Jaguar Lease-End Guide

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.

How Jonas Valanciunas and Pizzaville made the perfect pair

In his tenure as a fan-favourite Toronto Raptor, Jonas Valanciunas could often be found with a slice of pizza in hands – a Pizzaville slice to be exact. For the last two years, SJC Content had the pleasure of working with Pizzaville and its brand ambassador, Jonas, helping to create campaigns and videos that complemented the partnership while highlighting key brand features.

“The SJC team was able to leverage our partnership with Jonas while promoting our new app and Party Size pizzas in a fun, natural and engaging manner,” said Stephanie Contardi, marketing and promotional coordinator for Pizzaville.

Our team created videos for television, with shorter edits adapted for digital and social sharing, including pre-roll for YouTube and Globalnews.ca, paid sponsored ads for Facebook and Instagram and 30-second and 15-second spots broadcast on C24 and SportsNet. We also captured a series of photos at each shoot for Pizzaville to use in its various marketing collateral and promotions.

From a tree-shaped pizza box structure and pickles to pin-the-tail-on-the-donkey and, of course, plenty of party-sized pizzas, here are some of our favourite moments from hosting Jonas and Pizzaville in studio.

With the start of the

New package design for Metro’s Irresistibles Naturalia, pure and simple

Free of colouring, preservatives, hormones, antibiotics, artificial flavours and sugars, Metro’s Naturalia line spans multiple food categories. Containing only simple, understandable ingredients, each product clearly lists its healthy benefits. And because customers are looking for clean ingredients and transparency, the brand also states any additives it does not include. Our final design architecture with its enticing photography and warm, textured look, are a natural fit for this brand.

In addition to winning the 2019 PAC Global Leadership award (new Brand, Food & Beverage), it received a mark of excellence from the 2019 Vertex Award in the New Brand, Food & Beverage category.

 

Mitsubishi embraces AR to drive the customer experience

Potential new buyers of Mitsubishi’s SUV-sized plug-in hybrid electric, the 2018 Outlander PHEV, will benefit from an immersive, real-time augmented reality (AR) experience. Our Content Group created an object-based AR tool that overlays visual animation onto the actual vehicle to engage and educate visitors to Mitsubishi Motor Sales of Canada’s showroom floors.

“Up until now, the sales person had to verbally explain to the customer how the system works, and for somebody who is maybe not as knowledgeable about technological things, it may be difficult to grasp the explanation,” said Don Ulmer, senior manager, product planning for Mitsubishi Motor Sales of Canada. “The consumer can now actually see a kind of virtual reality of what’s going on with the vehicle, giving them a better understanding.”

Here’s a look at the AR experience, which activates once a Mitsubishi Motors dealer staff hovers their tablet over a visible start position, such as a wheel, which locks it into place. The viewer can then “walk around” the vehicle from different positions through hyper-accurate tracking and registration coding techniques created by SJC’s interactive design and development team.

 

Mitsubishi Outlander augmented reality

 

While there are increasing examples of image-based, consumer-driven apps, this AR experience is a unique solution in the Canadian auto industry that delivers business needs while leveraging content and technology that resonates with today’s millennial consumer.  It will hit showroom floors across Canada soon.

Click here to read the full press release.