2019 Winner
Emerald Health Therapeutics
Slumbr
DDB Canada
GoldDigital - Online Film Campaign – Long-Form
SilverDigital - Integrated Web Campaign
SilverDigital - Online Film Campaign – 30 Seconds and Under
Emerald claims it has cannabis products that can help the sleep deprived get a full night’s rest. However, marketing cannabis ahead of last summer’s Canadian legalization made it difficult to build a brand. So instead of cannabis, Emerald marketed another product for insomniacs – Slumbr.ca. Along with sleep tips, the website offered a number of long videos featuring a completely unstimulating person doing really boring things (like eating soup or doing a five-hour puzzle). It was only available between midnight and 6 a.m., and was promoted with display and pre-roll to make sure tired brains remembered to visit. The site made the rounds on television talk shows, and when legalization finally came, Emerald’s cannabis products sold out entirely.
Client Name: Emerald Health Therapeutics
Client: Paul Dillman, Garett Senez, Tony Insua
DDB INTEGRATED & DIGITAL AGENCY CREDIT
VP Client Services Director: Bridget Westerholz
VP Strategy: Natalie Godfrey
Director of Project Management: Erica Jonsson
Project Manager: Shea Martin
Account Director: Neshat Mehrnoosh
Senior Account Supervisor: Piers Lawson
Account Coordinator: Celine Shen
Executive Creative Director: Dean Lee
Group Creative Director/Copywriter: Neil Shapiro
Art Director: Jesse Ellingson, Annie Chang
Digital Creative Director: Stéphane Fournier
Senior Digital Strategist: Nina Belojevic
UX Designer: Jothish John
Digital Designer: Amr Elkouedy
National Tech Director: Justin MacLeod
Developer: Chris Chapman
Video Production: Pink Buffalo Films
Video Animation: Wonderlust
Talent: Darcey Johnson
PR CREDITS:
Account Director: Gabrielle Totesau
Manager: John Bowes
SOCIAL MEDIA CREDITS:
Digital Director DDB Edmonton: Kate Leadbeater
Account Manager: Tessa Vriend
Creative Director: Eva Polis
Art Director: Matthew Cabaj
Designers: Mike Berson, Jack Kasianiuk
Brittany Dakins, Digital Strategist
Jenny Black, Digital Specialist & Community Manager
Belle Shaw, Digital Coordinator & Community Manager
FRENCH:
Exec VP, Managing Director DDB Montreal: JF Mallette
Account Director: Madjid Hamidid
Account Services: Jennifer Robertson
Strategic Planner: Hugo Martin-Bonneville
Social Media: Frédérique Poirier
MEDIA CREDITS:
Media Planner: Kathy Shapka
Digital Media Specialist: Mackenzie Clayton