Yellow Pages

Leo Burnett Toronto hired me to create a huge series of illustrations for their Yellow Pages “Highlight Your Hood” campaign, accentuating how the YP App can help potential users discover local gems that are often missed by major search engines.

I created a set of around 170 illustrations that were featured in a massive media buy consisting of geotargeted out-of-home print ads, events, street teams, ambient and online media. The tone of my illustrations was iconic yet friendly, complementing the hilarious and irreverent tone of the excellent copywriting.

The campaign stretched across 23 neighbourhoods in four major cities, with over 500 contextually unique executions. Every instance was catered to the specific location it appeared in, speaking directly to the local inhabitants of each neighbourhood.