copeland's work

times colonist

Watercooler campaign

The Times Colonist wanted to position itself as the essential information source for newsworthy events in Victoria and Vancouver Island.

Copeland created a campaign demonstrating the power of the newspaper when chatting around the watercooler. Those who didn’t have the up to date information, whether in print or online, through the Times Colonist were seen as inferior to their colleagues who were armed every day with current news events.

This campaign was complemented  by a city-wide current events contest that drew in over 250 entrants – twice as many as was anticipated.