2020 Winner

CASE SUMMARY

That baby’s disgruntled face is one only a mother/father could love. The “I’m Not Eating That” spot for Maple Leaf Foods by Sid Lee features home recorded moments any parent can relate to. There’s always some excuse your kid seems to have for not eating the food you put in front of them: “The spaghetti is too long,” “The carrots are too crunchy,” and the worst one of all... “You cut it wrong.” The agency took kid reactions and gave them an adult voice, expressing the urgency and gravity of the situation as they see it. The spot ends with simple product shots of natural, premium foods that kids will actually eat: hot dogs, ham and bacon. Take that squishy peas.

Credits

Jeffrey Da Silva, Executive Creative Director, Sid Lee
Matt Fraracci, Creative Director, Sid Lee
Tyler McKissick, Art Director, Sid Lee
Zachary Radford, Copywriter, Sid Lee
Lindsay Ditkofsky, Account Director, Sid Lee
Martha Watson, Account Supervisor, Sid Lee
Micaela Pereira-Castillo, Account Coordinator, Sid Lee
Jennifer Mete, Producer, Sid Lee
Coey Kerr, Production Coordinator, Sid Lee

Eugene Marchio, Executive Producer, WestSide Studios
Liam Mogan, Director, WestSide Studios
Dylan MacLeod, Director of Photography, WestSide Studios
Noah Witenoff, Food Stylist, WestSide Studios

Stephanie Hickman, Executive Producer, Saints Editorial
Cam Lasovich, Editor, Saints Editorial
Jake Heise, Assistant Editor, Saints Editorial

Greg Benedetto, Executive Producer, Art Jail
Clinton Homouth, Colourist, Art Jail
Steve Mottershead, Online Artist, Art Jail
Andres Kirejew, Online Artist, Art Jail

Daenen Bramberger, Creative Director / Producer, Apollo Studios
Tom Hutch, Executive Producer, Apollo Studios
Harry Knazan, Audio Engineer / Voice Director, Apollo Studios