2020 Winner

CASE SUMMARY

In 2018, No Frills rebranded its customers as “Haulers” — savvy shoppers who get more for their money. Naturally, the retailer wanted to replicate the success of the campaign again in 2019. To get even more haulers into stores, John St gamified the No Frills shopping experience. It gave people the chance to train for their next big haul via a retro “no frills” 8-bit animated game, where players could run and jump their way through the store and collect fresh hauls, while dodging unnecessary frills. Players were rewarded with PC Optimum points, which they could use IRL in No Frills stores. More haulers hauled, with the virtual shopping experience driving a 4.1% increase in foot traffic and a 5.7% sales lift the week it launched. The game was so engaging that No Frills was able to monetise it, with brands like Pringles paying the retailer to be featured in the game.

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