2020 Winner

CASE SUMMARY

No Name’s humorous tone has become as recognizable as its blackand-yellow packaging. With agency John St, the label amplified its brand voice on a range of new platforms. It started with a teaser on Twitter: “I am a brand. Follow me.” A few months later, No Name live-tweeted the Emmys, posting 38 times, in addition to running Emmy-specific TV spots evoking the same deadpan humour. The ongoing effort saw the company cover Toronto’s Union Station with over 75 black-and-yellow labels pointing out benches, stairs and fare-collection booths for exactly what they are. It wrapped the inside and outside of a GO Train car with signage identifying a “seat,” “window,” and a “door.” The multi-faceted campaign led to a 13% increase in quality perception, an 11% boost as a brand that consumers are “proud to have,” and $3.5 million in sales growth.

Credits

Client: Loblaw Companies Limited – no name
SVP Marketing: Uwe Stueckmann
VP Marketing: Cheryl Grishkewich
Director, Marketing: Kevin Andrews
Brand Manager, Marketing: Ashley Buckle
Director, Media: Sabrina LaRosa

Advertising Agency: john st., Toronto, Canada
Chief Creative Officer: Angus Tucker
Executive Creative Director: Cher Campbell
Associate Creative Directors: Sanya Grujicic, Simon Au
Copywriters: Sanya Grujicic, Duncan Boyd (OOH)
Art Director: Simon Au
Client Service Director: Ryan O'Hagan
Account Director: Caitlin Elliot
Account Supervisor: Elana Duncan
Account Coordinator: Emma Cully
Producers: Christina Laronga
Chief Strategy Officer: Megan Towers
Strategist: Colin Carroll
Executive Design Director: Mooren Bofill
Designer director: Jacque Lane
Designer: Michael Arnott

Media Agency: Dentsu X, Toronto, Canada
VP Associate Media Director: Moira Gilderson