2024 Winner

Canadian Tire wanted to grow brand loyalty among newcomers, so it developed a campaign that reflected their curiosity, excitement and appreciation for winter. With snow being a novelty for the majority of newcomers, the “Find Your Winter Thing” campaign showcased a family from India trying different winter activities, such as snowshoeing and ice skating, before landing on the one they enjoy the most: soaking in an outdoor hot tub. The tone of the campaign, by Publicis, focused on the playfulness and discovery that comes with winter.

The ad ran in English, French and Hindi, targeting consumers on YouTube and TV channels like OMNI. The ad strongly resonated with newcomers, consistently outperforming industry norms.

Credits

CANADIAN TIRE
Vice President, Strategic Marketing: Irene Daley
Associate Vice President, Strategic Marketing: Natalya Lukie
Manager, Strategic Marketing: Sara Heller
Associate Marketing Manager, Strategic Marketing: Tara O’Brien
Associate Marketing Manager, Strategic Marketing: Katherine Lake
Digital Associate Manager, Strategic Marketing: Daphne D’Souza
Specialist, Strategic Marketing: Rachel Tran

PUBLICIS TORONTO
Creative:
Chief Creative Officer: Joanna Monteiro
Executive Creative Director: Vinicius Dalvi
Group Creative Director: Victor Yves
Creative Director: Sandra Baumander
Senior Copywriter: Peter Sreckovic
Senior Art Director: Devon Clarke

Cultural Consultant: Ethnicity Matters

Planners:
Chief Strategy Officer: Andrea Isbester
Group Strategy Director: Erin Brittain
Senior Strategist: Laith Goldie

Account Services:
VP, Brand Director: Serene Gaspar
Account Director: Sam Weisbarth
Account Director: Fiona Turner
Account Supervisor: Rachel Dickey
Account Executive: Rebecca Gee-Graham

Agency Producer
Jac Benoit

PRODUCTION HOUSE: Skin & Bones
Director: Shawn Z
DP: Catherine Lutes
Line Producer: Amanda Curtis
Executive Producer: Joan Bell

POST PRODUCTION VIDEO: THE PUB
VP & Executive Producer: Karen Huybers
Post Producer: Sarah Sutherland
Sr. Editor: Scott Edwards
Assistant Editor: Isaac Winter
Animators: Kathy Tidy & Ashton Samson
Online Artists: Asher DiGiuseppe & Daryl Shaughnessy
Online Assistant: Jacob Landmark

COLOUR COMPANY: Alter Ego
Colourist: Eric Whipp

SOUND PRODUCTION: Tattoo Sound + Music
Director: Steve Gadsen
Engineer: Adam Ive
Producer: Dana Gadsen

MEDIA COMPANY: TOUCHÉ TORONTO