2026 Winner

As trade tensions reignited and Buy Canadian sentiment surged, Skip saw an opportunity to turn national pride into action. “Spell Codes” tapped into a familiar frustration: Canadian spelling being constantly “corrected.” By turning words like “favourite” and “neighbour” into daily promo codes, Skip rewarded users for spelling the Canadian way, with discounts that scaled alongside rising US tariffs. Launched organically across Instagram and TikTok with no paid media, the campaign became a daily ritual, sparking speculation on Reddit and repeat engagement from users checking in for the next code. The campaign resulted in a 15% increase in new customers, over 50,000 redemptions and 2.3M organic impressions.

Credits

Agency: Courage Inc
Dhaval Bhatt - Founder + CCO
Joel Holtby - Founder + CCO
Tom Kenny - Partner + CSO
Niki Sahni - Partner + President
Clair Galea - Partner + Executive Producer
Cindy Marie Navarro - Creative Director
Hemal Dhanjee - Creative Director
Steve Ierullo - Creative Director
Ethan Gans - Writer
Marina Khouzam - Art Director
Oliver O’Brien - Senior Social Media Manager
Rami Dudin - Executive Strategy Director
Saloni Wadehra - Managing Director
Emily Broad - Account Supervisor
Jordan McConnell - Account Executive
Adriana Laborde - Senior Producer
Veronica Coles - Producer
Parker Wales – Junior Producer
Adrian Ryan - Editor + Motion Graphics Artist
Marcus Barrie - Editor + Motion Designer

Skip
Vice President, Marketing: Rachel MacAdam
Vice President, Communications and Government Relations: Melanie Fatouros-Richardson
Creative Director: Phil Sylver
Director, Brand and Promotions: Amy Gaertner
Associate Director, Brand, Promotions and Sponsorships: Bethany Skelton
Marketing Lead: Alessia Budaci -
Communications Manager: Emma Bowers
Social Media Manager: Avery Hoffman