2020 Winner

CASE SUMMARY

Canadians have a hard time viewing eggs as anything other than breakfast food. In some households, preparing an omelette or eggs benny for lunch might even be considered “weird.” The Egg Farmers of Canada and Cossette wanted egg lovers to realize there’s nothing unusual about eating those dishes at any hour – in fact, you’re weird if you think otherwise. A pair of videos flip the script on the traditional narrative, pointing out situations that make eating eggs for lunch and dinner seem normal in comparison: in one, a man has a girlfriend who looks exactly like his mother; in the other a man wears pants up to his chest. The campaign was supported by OOH ads featuring copy like, “Eggs for lunch. A completely, totally super normal thing.” The effor boost national sales by 2.3% – the equivalent of more than 21 million eggs.

Credits

Agency: Cossette
Global CCO(s): Peter Ignazi, Carlos Moreno
ECD(s): Craig McIntosh, Jaimes Zentil
Associate Creative Director/AD: Spencer Dingle
Associate Creative Director/CW: Jordan Hamer
Art Director(s): Anton Mwewa, Denver Eastman
Jr. Art Director: Harshal Ghatole
Copywriter(s): Laura De Santis, Alex Bonder
Designer: Yoojung Lee
Agency Producer: Erica Metcalfe
VP, Strategy: Fernando Aloise
SVP, Strategy: Rosie Gentile
Account Coordinator: Linh Vuong
Account Director: Tyler Harris
Group Account Director: Aniesha Farrington
VP, Client Lead: Anabella Mandel
Production Manager: Dawn-Marie Mills
Senior Retoucher: Trevor Gauthier
Production House: Untitled Films
Director: Francois Lallier
DOP: Francois Gamache
Line Producer: David Cranor
EP: Lexy Kavluk
Editing House: Untitled Films
Editor: Francois Lallier
Colour/Transfer/Online Facility: The Vanity
Colourist: Andrew Exworth
VFX Artist: Naveen Srivastava
Casting House: Mann Casting
Casting Director: Steven Mann
Audio House: Berkeley Inc.
Audio Engineer: Jared Kuemper
Photographer: Andrew Grinton
Food Stylist: Carol Brown
Media Agency: Cossette Media
Group Director: Michelle Johnston
Media Planner: Sonia Tan
Media Planning Manager: Marce Bylinska
Broadcast Investment Manager: Dianne Yu
Broadcast Buyer: Andrée Levesque
PR Agency: Citizen Relations
President, Canada & Global Innovation: Nick Cowling
Associate Account Director, PR: Kelly Baita
Account Manager, PR: Kimberly Riddell
Senior Account Executive, PR: Natalie Gardner
Senior Account Executive, PR: Jonathan Kim
Account Executive, PR: Meredith Sedgwick
Account Executive, PR: Jaclyn Farrell
Managing Director, XM: Kevin Wagman
Associate Account Director, XM: Skylar Lawrence-LeBel
Account Manager, XM: Christina Walsh
Senior Account Executive, XM: Jackie Scrymgeour
Client: Egg Farmers of Canada
Director, Marketing and Nutrition: Sarah Caron
Marketing Officer: Emily Agar
Digital Media Coordinator: Lara Youssef