2026 Winner

In Québec, where French and English naturally intermingle, many listeners hear “My Sharona” as “chez RONA.” For RONA, that auditory overlap revealed a simple truth: there’s always a Mike at RONA. The campaign turned that insight into a sound-first idea. The track was fully re-recorded, recreating the original’s instrumentation, tone and rhythm with precision while shifting the lyric to “Mike chez RONA.” Casting was key: the performance needed to feel instantly recognizable, with the humour landing effortlessly inside the music itself. The result was a campaign powered by audio. The track moved beyond advertising into culture, with people singing it on job sites, sharing it on TikTok and creating their own versions. A fall reboot took the idea further, with the Orchestre Symphonique de Montréal recording an orchestral version, turning a playful mishearing into a platform that could scale

Credits

Senior Director, Brand Marketing: Jacynthe Prince

Head of Brand Marketing, Advertising & Influencer Marketing: Myriam Bernier

Marketing Specialist, Brands & Advertising: Vanessa Imbeault

AGENCY: Sid Lee

Creative Director: David Lambert

Art Directors: Félix-Antoine Brunet, Christian Jomphe

Copywriter: Olivier Goulet-Lafond

Group Account Director: Thalie Poulin

Account Directors: Sylvie Crête, Valérie Roy

Advisors: Laurence Dallaire, Gabrielle Crépeau-Hubert

Strategy: Jean-Claude Kikongi, Sophie Gibeault

Executive Producers: Marie-Soleil Patry, Vanessa Gervais, Julie Lorazo

Producers: Joannie Tellier, Annick d’Auteuil

Post-Producer: Philippe Tremblay-Perrin

Production Coordinator: Emma Rozenblum

Editor: Olivier Guillemette

Colorist: Chuck

Online: Arketype World

Head of Media Relations: Pauline Lazarus

PRODUCTION: Cinélande

Director: Didier Charette

Director of Photography: Antoine Ryan

Executive Producer: Sophie Gérard

AUDIO-POST + RE-RECORD: Circonflex

RE-RECORD : Maxime Barzel, Paul-Étienne Côté

SOUND ENGINEER : Pascal Desjardins

SOUND DESIGNER : Frédéric Laurier

RIGHTS CLEARANCE : Music Rights Clearance

MEDIA: Cossette

SOCIAL MEDIA: Substance