2020 Winner

CASE SUMMARY

For 100 years, Canadians have used Buckley’s Cough Syrup to help them during cold and flu season. Known for its terrible, face-contorting flavour, Buckley’s tastes awful, but it works. To celebrate the anniversary of the brand, Saatchi & Saatchi made the Buckley’s “awful taste face” the focus of a campaign, creating 101 tortured faces, one for each year from 1919 to 2019. Each of the photos featured the twisted face of a person taking Buckley’s, set against the backdrop of moments in Canadian history. To bring that to life, the agency executed takeovers of subway trains, creating train-length timelines that allowed commuters to see a century of Buckley’s and Canadian history all on their ride to work.

Credits

Executive Creative Director: Brian Sheppard
Group Creative Director/Writer: Rob Gendron
Associate Creative Director/Art Director: Craig Brandon
Agency Production: Carlene Allen, Bill Ing
Photography: Dave Todon, Instil Productions
Photo Retouching: Mike Halbwachs
Producer, Instil: Pamela Post