2019 Winner
Loblaw Companies Limited - No Frills
Haulers
john st.
SilverFilm - Television Single – Over 30 Seconds /Long-Form
MeritCraft - Music
When you play in the grocery discount space, it’s hard to escape the almighty price point as a main marketing message. But this 90-second spot doesn’t overtly talk about No Frills’ cheaper groceries. Instead, it presents its customers as “Haulers,” those savvy shoppers who get more for their money. With production that looks more like a streetwear ad or music video, it shows a diverse customer set flying around the store like celebrities. Thanks to the work, sales increased 2.7% and foot traffic jumped more than 13%.
Chief Creative Officer: Angus Tucker
Executive Creative Director: Cher Campbell
Executive Design Director: Mooren Bofill
Design Director: Jacqueline Lane
Copywriter: Robbie Percy, Ryan Kukec
Art Director: Caroline Friesen, Kara Wark
Designer: Hannah Lee
Designer: Mike Mikaeo
Agency Producer: Aimee DeParolis
Account Service: Ryan O’Hagan, Elana Duncan
Brand Experience/Planning: Megan Towers, Jenn Munoz
Production Company: Revolver Films
Director: Scott Cudmore
Executive Producer: Luc Frappier, Richard Cureton
Line Producer: Peter Oad
Director of Photography: Pablo Berron
Editorial: Danica Pardo, Saints Editorial
Colourist: Clinton Homuth, Alter Ego
VFX/Online: Sean Cochrane, The Vanity
Audio/Music: Didier Tovel, SNDWRx
Casting: Jigsaw
Media lead: Moira Gilderson
Media Planner – Prashanth Kanagalingam
Media Buyer – Sarah Mogan, Rachel Banks, Bellamy Lacay, Nicole Saab
Executive Creative Director: Cher Campbell
Executive Design Director: Mooren Bofill
Design Director: Jacqueline Lane
Copywriter: Robbie Percy, Ryan Kukec
Art Director: Caroline Friesen, Kara Wark
Designer: Hannah Lee
Designer: Mike Mikaeo
Agency Producer: Aimee DeParolis
Account Service: Ryan O’Hagan, Elana Duncan
Brand Experience/Planning: Megan Towers, Jenn Munoz
Production Company: Revolver Films
Director: Scott Cudmore
Executive Producer: Luc Frappier, Richard Cureton
Line Producer: Peter Oad
Director of Photography: Pablo Berron
Editorial: Danica Pardo, Saints Editorial
Colourist: Clinton Homuth, Alter Ego
VFX/Online: Sean Cochrane, The Vanity
Audio/Music: Didier Tovel, SNDWRx
Casting: Jigsaw
Media lead: Moira Gilderson
Media Planner – Prashanth Kanagalingam
Media Buyer – Sarah Mogan, Rachel Banks, Bellamy Lacay, Nicole Saab