2021 Winner

To get customers back into its stores during the pandemic, No Frills needed to remind its customers (dubbed “Haulers”) of their super-saving superhero ways. Working with John St. it created an elite team of Haulers and featured them in an action-packed universe taking on frills for the good of all Haulerkind.

The film was crafted in the genre of anime, with illustrations and scenes from superhero movie shows like Doctor Strange and Silver Surfer, and drew inspiration from the iconic comic book flip, now a staple in superhero movies. Fans pleaded that Netfix option the campaign into a fully realized and bingeable series, as “Haulerverse” generated 14.2 million impressions and $3.2 million in earned PR within weeks. The campaign also drove significantly higher prompted and branded recall.

Credits

john st.
Chief Creative Officer: Angus Tucker
Executive Creative Directors: Cher Campbell
Creative Director: Jess Willis
Creative Director, Design: Justin Close
Associate Creative Director: Robbie Percy, Caroline Friesen
Designer: Lauren Grudzinski, Marc Caringal
Copywriter: Robbie Percy
Art Director: Caroline Friesen
Agency Producer: Brittani Wilcox, Megan Flett
Chief Strategy Officer: Megan Towers
Strategy Director: Colin Carroll
Business Lead: Lindsay Day
Account Supervisor: Kelly Brennan


Production Company: Eddy TV Paris
Executive Producer: Emilie Walmsley, Camille Principiano
Director: Olivier Lescot, Brice Smith (Assistant Director)

Post Production: Brunch Studios

Music & Sound: SNDWRx
Music Director: Didier Tovel
Composer: Didier Tovel

Animation House: Eddy TV Paris

PR: Vertias