2024 Winner

With a 10.4% rise in food prices, SkipTheDishes sought to address Canadians’ struggle to buy affordable groceries by leveraging AI to create a shopping tool designed to take inflation out of shopping carts. “The Inflation Cookbook,” by Dentsu, tracked price data for more than 400 ingredients from ten retailers to identify weekly top ten price drops.

With the help of a top chef and nutritionist, the AI tool generated recipes based on those ingredients, providing real-time savings alongside healthy meal options. Midjourney, a generative AI tool, also translated the food into hyper-real photographic images that were used in the app. Consumers could personalize the app to their location, family size and budget. They could also choose to buy their items via Skip Express Lane, a grocery-agnostic delivery service, or export the cart to buy the items at any store. Launched in partnership with The Globe and Mail, the service was brought to over two million Canadians.

Credits

CLIENT
VP, Communications: Melanie Fatouros Richardson
Senior Communications Manager: Kristen McGuey
AGENCY
Global Chief Creative Officer, dentsu: Fred Levron
Chief Executive Officer, Canada: Stephen Kiely
Chief Creative Officer: Jordan Doucette
Chief Strategy Officer: Rafik Belmesk
Managing Director: Dimitra Georgakis
VP, Strategy: Kevin McHugh
ECD: Ryan Paterson, Maxime Saute
ACD: Nathan Styles, Megan Kras
Copywriter: Ryan Paterson, Megan Kras
Art Director: Maxime Saute, Nathan Styles, Logan Cipparone, Jason Yurichuk,
Kaycee Diaz, Louise Delfin, Burak Ozcan
Global Executive Creative Producer: John Bleeden
SVP Studio & Operations: Kristie Filipp
Producers: Jordan Kentris, Kateryna Hrycak, Josh Malone
PM: Sarah Ng, Stephanie Chu
Head of Technology: Walter Flaat, Michael Balders
UX/UI Leads: Kateryna Hrycak, Joe Brown
UX Designer: Susan Luc
Proofreaders: Tessa Wolvekamp, Chloe Nadeau, Mourad Bouaziz, Marie-Luce St-Jean
SVP, Communications - Kate Dobrucki
Post Production Supervisor - Nathan Dharamshi
DWS BRAZIL
Operations Director: Thiago Winkler
Project Director: Aline Bof
Project Manager: Andreia Mello
Interactive Architect: Victoria Aiello
Associate Creative Director: Alisson Laschuk
UI Designer: Bruna Cardoso Slaviero
Mobile Developer: Mariana Andrade
Front End Developer: Victoria Duarte
Sr Front End Developer: Michael Aliendro
Sr Back End Developerl: Juares Sipert
Lead Front End Developer: Daiane Oliveira
Lead Back End Developer: Felipe Sacramento
Product Owner: Isabella Bof
Product Manager: Ketlin Marques
Tester (QA): Rodrigo Lehnen

PUBLIC RELATIONS
Pomp & Circumstance PR, Cheyenne Freitas, Amanda Alvaro, Lindsay Mattick,
Erika Ceddia, Derek Bathurst, Aleah Balas, Allie Martin, Alexandra Wassell,
EGS: Effie Giannou, Jennifer Akhen, Maria-Gabriela Garcia-Rousiou