In john st.’s World, Fear is Key to Great Brand Experiences

By Kiran Aditham 

WPP-owned, Toronto-based john st. continues in its great annual tradition of taking the piss out of the industry as part of its pitch for Strategy‘s Agency of the Year awards (we covered fellow Toronto agency Lowe Roche’s entry earlier today). In its follow-up to last year’s introduction of a “professional clicking service” called Buyral, john st. gets more aggressive, scaring the bejeezus out of total strangers (well, at least let’s play along) as part of the a new marketing strategy that the agency’s christened “exFEARiential.”

It’s just as absurd/amusing, if not more so, than previous john st. AOY videos including Buyral as well as predecessors, Catvertising and Pink Ponies. It looks like we aren’t the only ones that get a kick out of “exFEARiential” as it picked up Best Agency Video at the Strategy awards, where john st. also took home gold for Agency of the Year and bronze for Digital Agency of the Year. FYI, if you stick around til the end of the clip, you can click on separate videos of the stress tests featured above (or if you’re just unwilling to wait, go here and here). Credits after the jump.


Executive Creative Directors:  Angus Tucker, Stephen Jurisic

Creative Directors:  Chris Hirsch, Nellie Kim

Associate Creative Director / Writer:  Kurt Mills

Associate Creative Director / Art Director:  Kyle Lamb

Agency Producers:  Dale Giffen, Madison Papple

Designer:  Tom Briggs

Production House: OPC//FamilyStyle

Director:  Jono Hunter

Director of Photography:  Bob Lyte

Line Producers:  Isil Gilderdale, Brendan Lynch

Executive Producers:  Liz Dussault, Donovan Boden, Harland Weiss

Editing Company:  Relish

Editor:  Chris Murphy

Assistant Editor:  Michael Barker

Executive Producer:  Sally Leggett

Transfer:  Alter Ego

Colourists: Conor Fisher, Tricia Hagoriles

Producer:  Jane Garrah

Executive Producer:  Greg Edgar

Online and Visual Effects:  TOPIX

VFX Compositor:  Matt Dochstader

Matte Painting:  Andrew Nguyen

Senior Producer:  Eugene Marchio

Audio House:  Vapor Music

Audio Director: Joey Serlin

Engineer: Julian Rudd

Executive Producer: Lindsey Bates