2024 Winner
BronzeHoliday/Seasonal Advertising
Real Canadian Superstore
"The Boat Race"
Ethnicity Matters
"The Boat Race"
Ethnicity Matters
With the Dragon Boat Festival approaching, the Real Canadian Superstore wanted to use the occasion to highlight its East Asian product range to consumers in the community. The “Boat Race” video featured mini dragon boats carrying platters of cooked food, showcasing some of the store’s offerings. Given a limited budget, the video was shot in a single day.
The spot aired on TV, OOH, Facebook and WeChat. With over seven million impressions and click-throughs exceeding expectations by ten times, the campaign resonated positively across traditional and digital channels, particularly WeChat.
The spot aired on TV, OOH, Facebook and WeChat. With over seven million impressions and click-throughs exceeding expectations by ten times, the campaign resonated positively across traditional and digital channels, particularly WeChat.
Credits
Dorothy Lee, Senior Director, Brand Marketing - RCSSCarla Salvosa, Senior Manager, Brand Marketing - RCSS
Alessio Adriano, Brand Marketing Specialist - RCSS
Caitlin Murray, Art Director - RCSS
Natalie DeBartolo, Manager, Social Media - RCSS
Cherie Anton, Producer - RCSS
Wendy Castillo McFarlane, Managing Director - Ethnicity Matters
Waseem Shaikh, Group Creative Director - Ethnicity Matters
Ming Zhong, Creative Director - Ethnicity Matters
Jimmy Ma, Senior Art Director - Ethnicity Matters
Kiki Zhao, Copywriter - Ethnicity Matters
Kate Molina, Account Director - Ethnicity Matters