2020 Winner

CASE SUMMARY

Having branded its customers as “Haulers” in a previous campaign, Loblaw banner No Frills took its platform to the next level, launching a video game franchise inspired by the athletic undertones of hauling. “Hauler Aisles of Glory” is a retro, 8-bit, 2D animation video game where players can side-scroll through aisles picking up groceries and earning PC Optimum points along the way. The campaign was designed by John St., which personalized elements of the game. With people interacting with the game for an average of four minutes, “Hauler Aisles of Glory” was played over 200,000 times in less than a week, and the 50 million points the company planned to allocate over four weeks were won in just three days. The campaign boosted in-store foot traffic by 4.1% and store sales by 5.7%.

Credits

CLIENT
SVP Marketing: Uwe Stueckmann
VP Marketing: Mary MacIsaac
Director, Brand Marketing: Ashley McGill
Senior Brand Manager: David Becker
Brand Manager: Naveet Nanwa
Brand Specialist: Teresa Tornatore

AGENCY
Agency: john st.
Chief Creative Officer: Angus Tucker
Executive Creative Director: Cher Campbell
Copywriter: Robbie Percy
Art Director: Caroline Friesen
Director of Creative Technology: Joshua Richards
Account Service: Nick Pigott, Lindsay Day, Kelly Brennan
Strategy: Megan Towers, Mario Ramirez Reyes
Head of Production: Aimee DeParolis
Executive Producer: Matthew DeWaal
Producer: Summer Mitterhuber
Executive Director, Design: Mooren Bofill
Design Director: Jacqueline Lane
Designer: Ming Mikaeo

PRODUCTION
Game Creative + Development: Relish Interactive
Producer: Colin Marson
Associate Producer: Phil Leuenberger
Creative Director: Justin Sadler
Game Design: Aaron Worrall
Art Director: Alyssa Munaretto
Illustration & Animation: Jesse Millest
Game Developers: Rocco Briganti, Cody Chartrand
Web Developer: David Blonski
Dev Ops Lead: Rick Mason
Lead Tester: Damien Rochon

Arcade Unit Fabrication: wonderMakr
President & Chief Innovation Officer: Mark Stewart
Chief Creative Technologist: Garrett Reynolds
Manager, Creative Technology: Jonathan Warren
Jr. Creative Technologist: Alec Mulder
Director, Digital Development: Chris Fairhurst
Technical Producer: Al Macrae
Senior Producer: Rasheed Hussain

Game Music: SNDWRx Ltd
Music Creative Director: Didier Tovel
Executive Producer: Alison Lawee
Engineer: Stephen Cullen