2023 Winner

When McCain Foods secured the Canadian distribution rights for Simulate, a U.S. plant-based food company, it needed to recreate its cultural presence in the country. Inspired by the brand’s name, Rethink created “Flying Chickens,” a campaign that involved an unbranded, fake, flying chicken that was set loose across targeted online platforms. The stunt sparked wild conspiracy theories and the videos quickly spread across Reddit, TikTok, Instagram and YouTube. When it was revealed that it was all fake, just like Simulate’s chicken, the internet lit up again.

Credits

Chief Creative Officer: Aaron Starkman
Executive Creative Director: Leia Rogers
Associate Creative Director: Grace Cho, Cam Spires
Creative Director: Karine Doucet
Writer: Cam Spires
Art Director: Grace Cho
Chief Strategy Officer: Sean McDonald
Planning Director: Darren Yada
Strategist: Sam Massooleh
Broadcast Producer: Eliza Nowack, David Fraser-Winsby
Production Company: Anthill Films
Partner / Executive Producer: Ian Dunn
Partner / Director of Aerials: Colin Jones
Cinematographer: William Biname
Director: Cam Spires and Grace Cho
Line Producer: Mack Stannard
Post Production House: PostPro Media
Editor: Julia Hostetler
2D / 3D Visual Artist: Mathew Hayashi, Cory Clarkson, Austin Wendenburg
Grading: Julia Hostetler
Audio House: Wave Productions
Engineer: Dave Gaudet
Group Account Director: Sarah Riedlinger
Account Manager: Melissa Luk
Strategic Communications Lead: Meredith Montgomery
Account Director: Sara Lemmermeyer
PR Coordinator: Kaitlyn Vian

Client:
Matt Kohler, Managing Director, Canada Retail
Mike Embir, Director of Marketing Retail
Kathryn Miskell, Sr Integrated Marketing Manager
Lily Devins, Brand Manager, SnApps
Nadia Eghbali, Associate Brand Manager
Matt Higgs, Community Manager/Always On Lead