Masterfile’s new agency, Rethink Canada, has developed an
new ad campaign that centers around Master Creative, whom the company describes
as “ancient, all-knowing, wise-cracking guru of the advertising and design
industries.” The campaign is designed to promote Masterfile’s Web site in North
America and Europe.
The introductory piece is an online hip-hop video that
introduces the Master who encourages audience members to test their creative
kung-fu via a serious of challenges at masterfile.com. Supporting online ads feature
challenges like computer “mouse mastery”. Visitors complete challenges to
unlock “wisdom beards” while being taunted by the new mascot: “If you don’t got
the chops, I send you home crying, if you do, I give you sexy wisdom beard.”
The campaign also has print, direct-mail and trade-show components. It will run
through February.