Since launching in 1999, Toronto's Zig has established itself as one of the hottest creative shops in Canada.

Founded by Andy Macauley (formerly of Roche Macauley & Partners) and creative directing duo Elspeth Lynn and Lorraine Tao, the 20-person agency now generates spots for clients including Fidelity, Sony, Sleeman, Lavalife.com, Dare, and recently, has picked up some work for Ikea Germany. Their work for online dating site Lavelife.com, directed by Spooner & French, shows young singles channel-surfing through annoying potential mates, ultimately arriving at that perfect somebody. Well known to many is the spot "Cam's Breast Exam," a Breast Cancer Awareness PSA painting a teenage would-be breast examiner as a far gropier alternative to self-examination. The agency has no broadcast department, instead relying on the freelance producer Janet Woods to oversee many jobs.

"Our theme for the company is 'Ideas in their most powerful form,' so we like to think of ourselves as an idea company, focused on ideas rather than in the ways they are presented. Ad agencies do radio, TV and print ads, we like to think more holistically about the idea and the best way to present it."

For client YTV, Zig created a book called Kidfluence and distributed the tome on the power of youth marketing to the appropriate target (and had it published by McGraw Hill).

Webfiles:

Zig> http://www.zig.ca