2013 Campaign - OFF Infopresse | Clapboard Ad Archive

The 2013 Campaign for OFF Infopresse, crafted by Cossette and launched in the Canadian market, captures a distinct approach to outdoor advertising for the media industry by making the brand’s own unique identity its central creative feature. Aimed squarely at professionals and decision-makers within the media and communications sectors, the campaign uses a single high-impact out-of-home asset to claim public space and assert OFF Infopresse’s role as a singular authority in media insights and sector thought leadership. Rather than relying on conventional narrative or problem-solution storytelling, the creative execution foregrounds a personality-driven branding device, focusing on OFF Infopresse’s distinctive voice and heritage as a Canadian media brand—a strategic move that echoes what Clapboard’s taxonomy would classify as FORMAT#11 UNIQUE PERSONALITY PROPERTY. With its bold outdoor presence in a landscape increasingly defined by digital noise, the Cossette-led creative work positions OFF Infopresse not simply as a publisher but as a brand with a forward-thinking posture, engaging passersby and industry insiders alike through a visual assertion of its relevance, credibility, and future orientation. The campaign’s disciplined single-execution format underscores a clear, unwavering brand message: OFF Infopresse stands apart by virtue of its origin and editorial perspective, making itself visible in the physical fabric of Canadian city life and reinforcing its corporate identity outside the closed circles of media industry events. In a sector where brands often blur together behind slogans, sponsorships, and ephemeral trends, this work demonstrates rare focus, betting on the amplification of brand personality as a sustainable differentiator in audience engagement and long-term equity-building. Outdoor remains a platform that many in media, ironically, underutilize for their own marketing, and this campaign reminds the category that commanding attention in the real world still has currency for reputation, access, and influence, especially for thought-leadership brands. The campaign earns 49/100 in Clapboard’s global creative archive. As media brands increasingly look to hybridize their presence across digital and traditional channels, this campaign signals that disciplined, personality-led branding in public space continues to offer persuasive value in the media category when executed with clarity and confidence.