2024 Winner

Last year, Scene+ sought to simplify its messaging and distinguish itself in a crowded market. Leveraging Scene+ Travel, powered by Expedia, which allows members to convert everyday purchases into travel rewards, Rethink created the brand platform, “Ordinary purchases. Extraordinary rewards.” To illustrate this concept, the team crafted the narrative of a family vacationing in Portugal, paying for their adventures with carrots, symbolic of Scene+’s point-earning mechanism.

Music played a crucial role, with the Portuguese hit “Fon-Fon-Fon” chosen for its ability to evoke vacation memories and add local favour. Despite being in its early stages, the campaign has garnered more than 137M impressions and achieved an 86% brand lift above category benchmarks. Who knew lowly carrots could make viewers
dream of travel once again?

Credits

Chief Creative Officer: Aaron Starkman, Mike Dubrick
Chief Strategy Officer: Sean McDonald
Creative Director: Michelle Spivak
CD / Art Director: Loretta Lau
CD / Copywriter: Arjang Esfandiyari
Strategy: Crystal Sales, Marguerite Gaylie
Account Services: Jules Sylvestre, Emily Davidson, Regina Trimble, Kailtyn Brouse
Head of Broadcast Production: Laura Rioux
Director of Broadcast Production: Shelby Spigelman
Broadcast Producer: Shannon Farrell
Integrated Producer: Jenna Fullerton
Production Company: Radke Films
EP: Dan Ford
Line Producer: Rob Jacklin
Director: Ian Schwartz
DoP: Matyas Erderly
Editing: Nimiopere, Graham Chisholm, Griffin Stobbs
Executive Producer: Paula Hicks
Colour & Finishing: Alter Ego
Colourist: Wade Odlum
Flame Artist: Darren Achim, Victoria Gaston
Producer: Mariya Guzova
EP: Hilda Pereira
Audio: Eggplant
Music Licensing: The Eggplant
CD & Producer: Adam Damelin
Engineer: Nathan Handy
EP: Nicola Treadgold
Producer: Nick Nadeau
Group Business Lead: Caitlin Bourada
PR: Meredith Montgomery, Matt Milne

Scotiabank
Vice President, Global Brand Management: John Rocco
Director, Marketing, Loyalty & Partnerships: Erin McGrath
Senior Manager, Marketing, Partnerships & Loyalty: Marc Bazerghi

Scene+
VP Marketing: Candice Troupe
Head of Value Creation: Greg Ambrose
Senior Manager, Brand & Communications: Aiman Feza

Empire
VP of Corporate Marketing: Erika DeHaas
Head of Creative Integration: Derek Kent
Marketing Communications Manager, Loyalty: Tara Thomas

Cineplex
Executive Director, Loyalty and Subscription: Rana Bharania
Director, Consumer Insights: Tara Murphy

Media: PHD
Managing Director, Client Business: Angie Genovese
Managing Director, Marketing Science & Strategy: Matt Devlin
VP, Strategy: Emma Matthews
Planning Director, Client Service: Sara Cross-Wilkinson
Associate Planning Director, Client Service: Atif Shaikh