2023 Winner

As part of its “Unbeatable Sponsorship” campaign, Maxi, a Quebec-based discount grocery store sought to highlight its local product offering by sponsoring local tennis favourite Félix Auger-Aliassime, ranked #1 in Canada and #9 in the world. There was one caveat. The deal was only valid if he remained undefeated. The sponsorship reflecting the grocer’s steadfast commitment to its “Unbeatable, period.” pricing policy lasted one game, but the campaign by LG2 had legs.

Ads featured Maxi’s spokesperson, a comedian, with Auger-Aliassime at a news conference announcing the terms of the unique sponsorship, and at a presser announcing the end of it, and the news was picked up by all of Quebec’s major media. Ultimately it attracted attention to Maxi during the National Bank Open in Montreal, which was played at a stadium that bears the name of a Maxi competitor, and engagement rates were all higher than benchmarks.

Credits

CREATIVE AGENCY: LG2
CLIENT: Maxi
PRODUCTION COMPANY: Gorditos
POST-PRODUCTION COMPANY: SHED
SOUND STUDIO / ENGINEERING: BLVD
MEDIA AGENCY: DentsuX

[Individual Credits - Agency - LG2]
CHIEF CREATIVE OFFICERS: Marc Fortin, Luc du Sault
VICE-PRESIDENT, EXECUTIVE CREATIVE DIRECTOR: Marilou Aubin
VICE-PRESIDENT, STRATEGY: Sophie-Annick Vallée
VICE-PRESIDENT, ACCOUNT SERVICES: Marie-Christine Cayer
EXECUTIVE CREATIVE DIRECTION: François Sauvé
CREATIVE DIRECTION: Frédéric Tremblay
COPYWRITING: Guillaume Bergeron
ART DIRECTION: Philippe Leduc, Mario Pesant
STRATEGIC PLANNING: Jean-Sébastien Martel
ACCOUNT SERVICES: Marie-Julie Cossette, Camille Joly, Justine Guertin, Alina Burelle, Sophie Georgiev
AGENCY PRODUCTION: Isabelle Fonta

[Individual Credits - Production Company - Gorditos]
PRODUCER: Véronique Poulin
DIRECTOR: Jean-François Chagnon
DOP: André Turpin

[Individual Credits - Sound Studio - XX]
ENGINEERING: Sylvain Roux
[Individual Credits - Post-production Company - SHED]
EDITING : Olivier Binette

[Crédits individuels - media agency - DentsuX]
MEDIA SUPERVISOR: Sophie Marcotte

[Individual Credits - Client - Maxi]
SENIOR MARKETING DIRECTOR, HARD DISCOUNT: Frédérique Perron-Thomas
MARKETING DIRECTOR: Élise Vaillancourt
SENIOR BRAND MARKETING MANAGER: Annie Vanier
SOCIAL SPECIALIST: Antoine Cormier
MARKETING SPECIALIST: Sarah Vincent