2020 Winner

CASE SUMMARY

Rethink’s “25 Seconds” radio spots for Carex Mini-Storage cram a heck of a lot of content into a very short amount of time. There’s the one about the teenager’s bedroom, with its “Desk. Chair. Computer. Printer. Picture frames with photos of a New York trip. Dresser. Mirror,” and myriad other finds befitting a teenage boy. And then there’s the one about the home gym, with its “Long bench. Inclining bench. 10-pound dumbbells,” not to mention the “Flexmaster. Flexmaster 2000. Flexmaster 3000. A belt that gives electrical shocks to chisel your abs.” In each case, the message is the same: if Carex was able to fit all these belongings into 25 seconds, “imagine what you could do with 25 square metres.”

Credits

National creative directors : Chris Staples, Ian Grais
Creative directors : Nicolas Quintal
Copywriter : Xavier Blais
Art Director : Maxime Sauté
Producers: Marie-Pière Poulin, Katia Dupuy
Account Director : Alex Lefebvre
Strategic planner : Pascal Routhier
Sound editing, mixing, SFX : Studio Apollo — François Bélanger, Pascal Desjardins
Client: Chantal Gagnon