2022 Winner

For its first 8-bit video game about groceries, “Aisles of Glory: Legends of the Haul,” No Frills’ twist on creating a controller was to use actual bananas for its “Frill Blaster Pro.” The yellow fruit allowed gamers to run, jump and dodge while playing the the retailer’s game. Inside the box, players found three bananas, connecting cables and a simple motherboard, plus a manual that helped them configure and customize their controller and dispose of it with a recipe for banana bread. No Frills also partnered with TikTok gaming influencers, a driving force in delivering traffic to the game. The “Frill Blaster Pro” went viral on TikTok, with over 12 million video views, and helped deliver over 57 million impressions and 740,000 game plays for the broader campaign.

Credits

Chief Creative Officer: Cher Campbell
Creative Director: Jess Willis
Associate Creative Directors: Alex Manahan, George Lin
Copywriter: Emma Lorenzi
Art Director: Xiang Zheng
Designer: Carol Hung
Executive Producer: Matthew DeWaal
Producers: Danielle Lloyd, Alexandra Ungureanu
Client Service Director: Allison Ballantyne
Business Lead: Christy Cusack
Account Supervisors: Ariel Segal, Kelly Brennan
Chief Strategy Officer: Megan Towers
Strategy Director: Colin Carroll
Banana Controller Fabrication: wonderMakr
Producer: Rasheed Hussain
Creative Technologist: Garrett Reynolds
President & Chief Innovation Officer: Mark Stewart
Game Production: Relish Interactive
Creative Directors: Justin Sadler, Ram Kanda
Art Director: Alyssa Munaretto
Designer: Treawna Harvey
Illustrators: Jesse Millest, Jimena Castillo, Anthony Chavaria
Development Leads: Derek Martin, Rick Mason
Developers: Cody Chartrand, Aaron Bernstein
Testing: Matt Fleming
Producers: Phil Leuenberger, Pebble Lee, Joshua Doherty