Great Mornings Start Here: Breakfast Television
For this year-long national campaign, the objective was to revitalize the brand identity of Citytv’s Breakfast Television (BT) and introduce a new roster of co-hosts to Toronto’s morning audience. Moving away from the rigid format of traditional news promotion, the creative strategy centered on the show’s unique energy, warmth, and sense of community; positioning BT as an inviting, essential part of the viewer’s morning routine.
The creative execution focused on deepening the audience's connection to the on-air talent. By capturing authentic, unscripted moments rather than staged poses, the visuals highlighted the genuine chemistry and relatable dynamic that sets the BT team apart.
The visuals were captured to reflect true, on-screen realness rather than a rehearsed performance. Every asset highlighted the hosts' genuine passion for their community and their natural, unscripted dynamic with one another.
This strategic framing celebrated that authenticity, reinforcing the campaign's core message: Breakfast Television is more than just a morning broadcast; it is an intentional, vibrant space designed to kickstart the viewer's day.
For the Out-of-Home (OOH) rollout, we deliberately disrupted the standard local news formula. Instead of isolating individual anchors in static headshots, the creative showcased the collective power of the ensemble cast. The final design layouts captured the distinct personality of each host within a unified, high-impact visual system optimized for major transit and digital displays.
