Kraft Canada Inc.

Kristi Murl - Director, Beverage
Leisha Roche - Director, Cold Beverage
chris Bell - VP, Grocery & Beverage

TAXI Canada Ltd. *Lead Agency

Jeff MacEachern - Executive Creative Director
Lance Martin - Executive Creative Director
Mike Blackmore - Assoc. Creative Director
Zach Klein - Digital Strategist
Mike Lee - Assoc. Creative Director
Ben Sharpe - Producer
Mike Shuman - Writer

Starcom MediaVest Group

After a successful launch, MiO's new sub-line, MiO Sport, launched in 2013. The challenge for MiO Sport would be to continue to introduce a relatively new product through this new innovation and continue the brand's narrative into year 2, focusing attention on the highly sought-after male-millennial target. What resulted was a campaign that was entertaining enough to build incredible brand health, effective enough to drive massive sales, and ownable enough to continue insulating the brand against a growing set of competitors.