2026 Winner

RONA’s “MikeMania” marks the return of a familiar brand voice, building a short film around the growing presence of “Mike.” The idea is simple: take something customers already recognize and push it until it becomes impossible to ignore. As Mike appears more and more, the spot leans into escalation, turning everyday encounters into something slightly exaggerated and self-aware. The collaboration with the Orchestre symphonique de Montréal supports the build, adding scale and contrast. By bringing back a known asset and committing to a clear progression, the film creates a sense of familiarity and momentum – showing how a straightforward idea, executed with discipline, can make a lasting impression.

Credits

AGENCY: Sid Lee
* David Allard, Executive Creative Director
* David Lambert, Creative director
* Christian Jomphe, Art director
* Félix-Antoine Brunet, Art director
* Simon Blaquière, Copywriter
* Olivier Goulet-Lafond, Copywriter
* Quentin Fachon, Copywriter
* Thalie Poulin, VP, Accounts Services
* Valérie Roy, Account Director
* Gabrielle Crépeau-Hubert, Acount Executive
* Sylvie Crête, Account Director
* Laurence Dallaire, Acount Executive
* Shereen Ladha, North America Strategy Lead
* Chloe Hutchison, Strategy Director
* Jean-Claude Kikongi, Head of strategy
* Nicolas Dumitru, Strategist
* Vanessa Gervais, Executive Producer
* Marie-Soleil Patry, Executive Producer
* Alexandra Michaud, Producer
* Joannie Tellier, Producer
* Philippe Tremblay-Perrin, Post-production producer
* Emma Rozenblum, Production coordinator
* Amélie Duplessis-Tellier, Content manager
* Laetitia Harty, Director, PR and influence marketing
* Émilie Perreault, Account manager, PR and influence marketing
* Marie-Lise Campeau, Global President and CEO
* Johan Vakidis, President and Chief Creative Officer, North America

CLIENT: RONA
* Catherine Laporte, Chief Digital and Marketing Officer
* Jacynthe Prince, Senior Director, Brand Marketing
* Myriam Bernier, Head, Brand Marketing, Advertising and Influence Marketing
* Veronique Legault, Marketing Specialist, Brands and Advertising
* Louis-Philippe Charland, Head of Media and Brand Strategy, Marketing
* Nathalie Mahé, Media Strategy Specialist, Marketing
* Caroline Hurtubise, Social Media and Influence Marketing Advisor

PRODUCTION COMPANY: Cinélande
* Didier Charette, Director
* Sophie Gérard, Executive Producer
* Olivier Guillemette, Offline Editor

POST-PRODUCTION COMPANY: Arketype (Online Editing and Color Grading)

MEDIA AGENCY: Cossette Média

SOCIAL MEDIA AGENCY: Substance