2023 Winner

To rekindle the dormant affection that new Canadians have for Nescafé, which hasn’t carried over to their new home, Courage tapped into how the product is used in their countries of origin. The “Jars” film features a series of scenes depicting the ways people of various ages reuse their Nescafé jars: as piggybanks, rain catchers, insect catchers, candle holders, flower vases and storage for pantry, craft and workshop items. The film also carries a message of sustainability: “Every empty jar is full of possibilities.” With strategic placements on stations and in digital targetting Chinese and South Asian communities, the film resonated with the new Canadian demographics. The result was a market share increase of 150 basis points and sales growth of 6%. Having experienced success in Canada, the campaign is now being adapted to be aired in other markets around the world.

Credits

COURAGE
Dhaval Bhatt: Founder, CCO
Joel Holtby: Founder, CCO
Hemal Dhanjee: ACD, Writer
Steve Ierullo: ACD, Art Director
Chris Booth: Writer
Matt Miller: Writer
Tommy Yong: Art Director
Marina Khouzam: Designer
Niki Sahni: Partner, President
Saloni Wadehra: Group Account Director
Julia Ovcjak: Account Executive
Tom Kenny: Partner, CSO
Clair Galea: Agency Producer

SPY FILMS
Omri Cohen: Director
Marcus Trulli: Executive Producer, LP
Adam Richards: Director of Photography
Chris Strauser: Asst. Camera
Mark Forlenza: Asst. Producer
Adrian Cheung: Asst. Producer

OUTSIDER EDITORIAL
Cam Anderson: Editor
Andy Friesen: Editing Asst.
Daniel Karan: Editing Asst.
Kristina Anzlinger: Executive Producer
Kayan Choi: Senior Producer

ALTER EGO INC.
Eric Whipp: Senior Colourist, Partner
Malini Khotsiphom: Colour Asst.
Eric Perrella: VFX Artist
Nupur Desai: VFX Asst.
Ian Flaig: Motion Designer
Mary Guzova: Producer
Hilda Pereira: Executive Producer

VAPOR MUSIC
Ted Rosnick: Creative Director
Lindsey Bates: Executive Producer
Levi Considine: Sound Designer
Ethan Myers: Audio Engineer