The campaign's multi-channel national components include a 30-second TV spot, radio, print and digital ads. The media mix is aimed at B2B audiences across CNN, Bing Search, and Accounting Today, among other outlets.

"Our hope is to make Colonel Sanders a real pop culture personality in France. It's an incredible opportunity to be able to tell the story of such a persona."

Ads will also appear across TV and out-of-home, based on Santander's branch footprint, specifically Boston, Philadelphia and New York.

The creative is designed to challenge the notion that all Canadians are nice by following an athlete on a training run before a hockey game as he slowly becomes "less nice."

Omnicom's The Integer Group is expanding its Digitail practice, opening the agency's first ecommerce consultancy in Sydney following the recent launch of Amazon in Australia. Wylie Fowler, general manager of Integer Sydney will lead the operations. "When it comes to ecommerce, there wasn't previously a need for sophistication here," says Fowler. "Amazon's launch changes that." Fowler oversees a team of 18, and will draw from the digital and production arms of parent company TBWA Group Australia and Integer's global network Digitail team as the consultancy ramps up. They will help clients "immediately embrace and thrive" in what will be a …

The integrated ad campaign includes a long-form film, and two 30-second spots that will air nationwide. Additional short films will run online across multiple channels and within display ads.

The ads first launched on digital channels in December and will expand into an integrated social campaign and a revised website that will launch in early 2018.

This campaign will include organic and paid social ads as well as forthcoming user-generated content from select influencers. Instagram is the priority channel.

TV ads like "Closet" and "Noise in the Attic" show things people are inherently afraid of, by playfully showing they really aren't that scary after all. Have a look here.

The media buy includes paid social across Facebook and Instagram as well as a combination of digital video, native, display and search with media partners such as Yahoo. There are also digital audio spots running on Pandora.