2025 Winner
GoldReal-Time Reaction
Skip
"Skip: The Disscount"
Courage
"Skip: The Disscount"
Courage
The Drake vs. Kendrick Lamar feud involved both rappers releasing diss tracks. In “Euphoria,” Lamar references Toronto Chinese restaurant New Ho King and its fried rice. In less than a day, Drake responded with “Family Matters,” with large portions of the music video shot at the restaurant. Since New Ho King was already one of Skip’s partner restaurants, “Skip: The Disscount” turned lyrics from both artists’ songs into a promo code that resulted in 50% off orders at New Ho King.
For one day, the campaign flooded Toronto with digital billboard trucks and in-app messaging. Using reactive display messaging, Skip referenced lyrics from both diss tracks to speak to its offer, switching up its messaging online and on the ground within six hours of Drake’s response.
The battle garnered three weeks’ worth of orders within 36 hours for New Ho King, which turned off competitor services to focus on Skip orders.
For one day, the campaign flooded Toronto with digital billboard trucks and in-app messaging. Using reactive display messaging, Skip referenced lyrics from both diss tracks to speak to its offer, switching up its messaging online and on the ground within six hours of Drake’s response.
The battle garnered three weeks’ worth of orders within 36 hours for New Ho King, which turned off competitor services to focus on Skip orders.
Credits
CLIENT: SKIPRachel MacAdam - Vice President, Marketing
Melanie Fatouros-Richardson - VP, Communications and Government Relations
Jennifer Blackburn - Head of Brand & Sponsorship
Phil Sylver - Creative Director
Daniela Profenna - Head of Partner Marketing
Bethany Skelton - Senior Marketing Manager, Brand Strategy
Hannah Korsunsky - Senior Communications Manager
Emma Bowers - Communications Manager
Avery Hoffman - Social Media Manager
AGENCY: COURAGE INC.
Co-Founder and CCO - Dhaval Bhatt
Co-Founder and CCO - Joel Holtby
Partner and President - Niki Sahni
Partner + CSO - Tom Kenny
Executive Creative Director - Raul Garcia
Copywriter - Kushal Lalvani
Art Director - Jack Hwang
Executive Producer - Clair Galea
Rachel D’Ercole - Producer
Saloni Wadehra - Group Account Director
Emily Broad - Account Supervisor
Tino Monk - Account Executive
Rami Dudin - Group Strategy Director
Marcus Barrie - Editor
Sunaina Arora - Post Producer
TRANSFER+ONLINE: ALTER EGO
Colour - Alter Ego
Colourist - Lily Henry
Colour Assistant - Vika Svishchova
Producer - Sam Omand
Exec Producer - Hilda Pereira
AUDIO: VAPOR MUSIC
PRODUCTION: FUZE REPS
Nicole Gomez - Executive Producer
Sandy Nicholson - Photographer
Priya Belliappa - Production
Josh Meek - Assistant
Paul Jerinkitsch - Retoucher
PR AGENCY: POMP & CIRCUMSTANCE
Alexandra Wassell - Account Manager
Brianna Nelson