Description
Founded in 1844, The Globe and Mail is one of Canada's most respected journalistic institutions—the country's newspaper of record. But as audiences migrate to fragmented digital platforms and trust in media continues to erode, the 180-year-old brand faces a defining challenge: how do you connect with a new generation of readers without compromising the values that built its reputation?
The answer was hiding in plain sight. We turned the paper's most recognizable asset into the message. By changing just two words, we transformed a static masthead into a dynamic storytelling platform, capable of speaking to every issue that shapes Canada: business, politics, culture, sport and national identity. The result was a simple, infinitely adaptable campaign that proved The Globe and Mail doesn't just report what shapes the world, it reflects what shapes yours.
This professional campaign titled 'What Shapes Your World?' was published in Canada in July, 2026. It was created for the brand: The Globe and Mail, by ad agency: VML Canada. This 360° medium campaign is related to the Media industry and contains 3 media assets. It was submitted 25 minutes ago.
Credits
Agency – VML Canada
Chief Creative Officer: Graham Lang
Head of Branding & Design: Mike Butler
Executive Creative Director: Frank Macera
Senior Art Director: Alison Dalupe-Domagas
Senior Copywriter: Daniel Kanhai
Senior Designer: Matthew Beaubien
Associate Creative Director: Corey Litvak
Head of Production: Steve Emmens
Senior Integrated Producer: Chris Esguerra
Business Affairs Director: Jolette Samuel
Business Affairs Coordinator: Mary Kamau
Chief Strategy Officer: Christine Maw
VP Strategy: Andrew Ahern
Chief Client Officer: Emma Toth
Managing Director: Tyler Harris
Account Supervisor: Lauren Publicover
Post & Production:
School Editing:
Editor: Monica Remba
Assistant Editor: Fi Alvarez
Assistant Editor: Darcy Stoitchkova
Assistant Editor: Marzia Miccoli
Archival Researcher & Producer: Kate Lingley
Producer (Senior): Steve Villeseche
Westside Producer: Jill Heintzman
Westside Photographer: Jennifer Roberts
Clients - The Globe and Mail
Sean Humphrey, Vice-President, Marketing, Product & Digital Experience
Lindsey Lowy, Senior Director, Marketing and Audience
Shelby Lenetsky, Senior Marketing Manager
Matt French, Head of Visual Journalism
Media - VMC Media
Rima Choueiri, Media Supervisor
