Crisis Response / Critical Pivot

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2021 BRONZE

How supporting our heroes supported our business

Covid-19 brought hockey to a halt, along with MLS’s entire business with a massive 90% drop in revenue. With games gone, fans missed more than the game, they missed coming together to cheer for their heroes. To save MLS we made a dramatic pivot from hockey heroes to healthcare heroes - the one team, we were all cheering for. The limited-edition collection of MLS Healthcare Heroes socks sold out quickly. By restoring the community connect, MLS doubled its total revenue and raised $10000 for Canada’s healthcare heroes.

Brand: Major League Socks
Client: Major League Socks
Agency: TBWAJuniper Park
Language: English

2021 BRONZE

Unapologetically Human

Faced with collective vulnerability and our growing isolation from each other, it is time to celebrate a common thread and the hope that we can all find strength in our softness. We all bleed, we've all had snot drip down on us, we've all barfed, or been barfed on, we are all messy and, yes, we all use the toilet. It’s these realities that unite us all. That’s what make us beautiful. It’s these moments that we are in service of. Now is the time to unapologetically celebrate our humanity.

Brand: Cashmere, Purex, SpongeTowels, Scotties
Client: Kruger Products L.P.
Agency: Broken Heart Love Affair
Language: English

2021 BRONZE

Hellmann's vs. Virtual Food Waste

After pandemic-related shutdowns caused us to cease production on our 2020 campaign, we pivoted to creating a virtual food drive experience on Animal Crossing, where our target audience (millennials) was congregating during lockdown. The campaign drove 66.1M impressions, 54.8M reach, 6.8M engagements, 46.7% engagement rate and 84% showed an intent to fight food waste, successfully driving awareness and engaging apathetic millennials. Key to our success was leaning into a platform that millennials deeply cared about to engage them in an issue they didn’t care about at all.

Brand: Hellmann's
Client: Unilever
Agency: Ogilvy Canada
Language: English