2026 Winner

Following its 2024 masterbrand launch, President’s Choice needed to move from unifying its ecosystem to showing what that system actually delivers in everyday life. “Possible Lives Here” focused on younger Millennials navigating increasing pressure – balancing responsibilities, relationships and finances – and positioned PC as the brand working behind the scenes to support those moments. The production design built that idea into the world itself. Lived-in environments were crafted with warmth and specificity, using colour, texture and props to reflect real routines. These were paired with a parallel “backstage” system, where industrial elements like conveyor belts, crates and mechanisms revealed the unseen work behind each moment. The final wide shot brought all the environments together in a single frame, requiring each set to function independently while contributing to a larger composition. By turning production design into both setting and storytelling device, the campaign revealed the system behind everyday life, with PC at its centre.

Credits

Agency: Zulu Alpha Kilo
Chief Creative Officer: Brian Murray, Jenny Glover
Creative Director / Art Director: Jacob Gawrysiak
Creative Director / Writer: George Ault
Clients: Mary MacIsaac, Lindsay Cook, Gemma Abela, Michelle Linker, Emily Robertson, Jessica Cook
Account Team: Alyssa Guttman, Jaya Rizzi, Madison Pineo, Nicole Pagano
Chief Strategy Officer: Maxine Thomas
Executive Director, Comms Planning & Technology: Sean Bell
Group Strategy Director: Sarah Yim
Senior Strategist: Jordan Alperin
Media Agency: Loblaw Media
Media Team: Sabrina LaRosa
Senior Broadcast Agency Producer: Revital Grunberg
Production House: Spy Films
Director: Henry Scholfield
Line Producer: Ash Lockmun
Producers: Leah Munro, Tyler Klementti
Executive Producers: Marcus Trulli, Eugene Marchio, Aasttha Khajuria
Director of Photography: Pat Aldinger
Production Designer: Mark Connell
Food Stylist: Nicole Young
Prague Service Company: Unit+Sofa
Executive Producers: Fady Salame, Martin Sobotka, Veronika Hájková
Producer: Veronika Hladová
Line Producer: Nikola Mohorita
Production Manager: Veronika Hánová
Production Coordinator: Kristyna Novotna
Editorial: Nimiopere
Lead Editor: Graham Chisholm
Executive Producer: Julie Axell
Assistant Editors: Mariana Rossi, Jack Considine
Post Production Company: Zulubot
Editor: Angela Young
Assistant Editor: Yuseon Yang
Senior Producer: Lena Hamady
Director of Post Production: Sarah Dayus
Colour Grading: Rascal Studio
Colourist: Tim Smith
Senior Producer, Colour: Jai Mhach Durban
VFX & Finishing: FEATHER
Creative Director, VFX Supervisor: Julian van Mil
Executive Producer: Emily Goldberg
Senior Producer: Sonia Ruffolo
Production Manager - Sofia Spagnuolo
Online Assistant: Huan le vu Cong
Head of VFX - Colin Cunningham
VFX Artists: Sergej Liamin, Diego Dutra, Mike Morley, Pradeepto Roy
CG: Karol Kisiel, Sean Douglas, Jamie Brennan, Greg Winhall
Music Company: String and Tins
Music Post Producers: Alina Miroshnichenko, Claire Toms
Music Supervisor: Matt Saunders-Davies
Music Arranger: Michele Deiana
Orchestrator: Simon Whiteside
Musician Fixer: Eleanor Cawser @ Isobel Griffiths
String Re-record Engineers: Adam Smyth, Livy Wicks
Mix Engineers: Adam Smyth, Michele Deiana
Audio House: Grayson Music
Voice/Vocalist Directors: Tyson Kuteyi, Mark Domitric
Sound Engineer: Vlad Nikolic
Sound Designer: Matt Fasullo
Senior Producer: Nicholas Shaw
Executive Producer: Kelly McCluskey
Vocalist: Donovan Woods
Music Company, Licensing: Selfsame Industries/The Silent Part