Role: Design Lead, Animation, Illustration
Client: SaskTel
Agency: LMNO Consulting

SaskTel is Saskatchewan’s leading Information and Communications Technology (ICT) provider, serving nearly 1.4 million customer connections across the province. The holiday campaign was designed to create a warm, feel-good, top-of-mind presence during a competitive and emotionally charged season.

The creative strategy centered on human connection and nostalgia—blending modern digital life with the warmth of shared memories. As design lead and animator, working closely with a writer, we developed a campaign built around an old reel-style home video paired with a heartfelt voicemail from a grandmother to her grandchild. The narrative reflected on simpler times and encouraged viewers to hold their loved ones close, reinforcing SaskTel’s role in connecting people across generations.

Grounded in SaskTel’s visual identity, the digital environment felt familiar and on brand. The contrast between clean, modern UI elements and textured vintage footage added emotional depth and authenticity. The campaign launched with a TV and YouTube spot, then expanded across digital and static ads, as well as large-scale out-of-home billboards. Messaging evolved to highlight the idea of new messages within familiar apps, reinforcing the line: “Spread the love this holiday season with Saskatchewan’s original connection.” This ensured broad reach and cohesive storytelling across all channels.

The result was an emotionally resonant campaign that strengthened brand affinity, reinforced SaskTel’s human side, and created meaningful connections with audiences across Saskatchewan.