David vs. Goliath

This is an award for smaller, new or emerging brands making inroads against big, established leaders; taking on "sleeping giants;" or moving into a new product/service field beyond their current category and set of competitors.

2021 BRONZE

Not For Lease

Small businesses account for 97.9% of Canadian businesses. Due to COVID-19, 50% are truly worried that they may have to close permanently. If Canadians are strongly on board with the ‘shop local’ movement, why are local businesses suffering? On Nov. 24, the second day of the new lockdown, “Roncy” residents woke up to more than 50 store/business windows covered in craft paper, with “For Lease” signs. This arresting display forced shoppers to viscerally experience the reality of the pandemic.

Brand: Roncesvalles Village BIA
Client: Roncesvalles BIA
Agency: The Local Collective
Language: English

2021 BRONZE

Taking on the Godfather

In order to promote a new hazelnut spread to consumers who believed that Nutella is THE category, we launched a campaign to celebrate Kraft Hazelnut for all that it’s not: Not made with palm oil* and low in saturated fat, not Italian and not even made by a hazelnut brand. This resulted in Kraft Hazelnut achieving 14% share of the market, partially stolen from category Goliath, Nutella, and one of Kraft’s most successful launches ever.

Brand: Kraft Hazelnut Spread
Client: Kraft Heinz
Agency: Rethink Canada
Language: English

2021 BRONZE

The King of Internet

Using DVDs, Connect went against all conventional communication efforts done by internet providers and created a one-of-kind on-ground experience to reclaim the trust of Lebanese internet users. Introducing: “The King of Internet”, a typical village fruit shop transformed into a pop-up DVD store that sold…Internet content! Packed with over 100 fake DVDs, the store invited market-goers to discover all the internet content they loved, but never watched more than 5 seconds of before it glitched. DVDs were also actual giveaway coupons packed with numerous offers, including free wireless broadband.

Brand: Connect
Client: Connect
Agency: TBWA/RAAD
Language: English

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