2026 Winner

In a declining cereal category, “Here’s to the Squares” gave Shreddies a way to stand out by refusing to change. With no new product to promote, the brand leaned into its core truth – its consistency – reframing it as something worth celebrating, not apologizing for. Targeting Canadians 40-plus, the campaign connected the cereal’s iconic square shape to the dependable, everyday behaviours of its audience. OOH, social and a brand film championed the “square” traits people rarely celebrate, while a takeover of Toronto’s “You’ve Changed” mural reinforced the message. The approach resonated, driving a 16% increase in sales, 14% growth in unit volume and a move from fifth to fourth in the category.

Credits

Diamond — Agency (Toronto, Canada)
Peter Ignazi — Chief Creative Officer
Anton Mwewa — Associate Creative Director, Art Director
Hayley McOstrich — Associate Creative Director, Writer
Lori Davison — Chief Strategy Officer
Lorri MacDonald — Chief Operating Officer
Rebecca Flaman — Executive Vice President, Client Partner
Colleen Kelly — VP, Group Account Director
Dimple Sahajwalla — Account Supervisor
Chloe MacAleese — Account Coordinator
Daniel Vink — Producer
Karlina Bear — VP, Strategy
Anna Petrova — Strategy Director
Mark Graham — Head of Production, Video & Content
Clarissa D'Costa — Production Designer

Post Foods Canada Inc. — Client (Toronto, Canada)
Mazen Sous — Senior Director, Commercial
Marilia D'Souza — Marketing Director, Canada
Amy Bernstein — Associate Marketing Director, Grocery

Dear Friend TV — Production Company (Toronto, Canada)
Anders Bundgaard — Director Mark Chisholm — Partner, Executive Producer
Garth Collins — Partner, Managing Director

Saints Editorial — Editorial Company (Toronto, Canada)
Cam Lasovich — Editor Aidan Mcguire — Assistant Editor
Emily Mckay — Executive Producer

Darling VFX — Visual Effects Company (Toronto, Canada)
Kassi Bellamy — Colour
Eric Kingsbury — Colour Assist
Steve McGregor — Online Artist
Lee Nisar — Online Assistant
Stephanie Hickman — Executive Producer
Faith Clark — Producer

Grayson Music — Sound Design Company (Toronto, Canada)
Lowell Sostomi — Music / VO Direction
Eric Hulme — Engineer Mike Bisanti — Sound Design
Clay Cornelius — Music Supervision
Jeff Milutinovic — Composer (Sting Adaptation)
Sharon Yokoyama — Senior Producer

Mekanism — Media Agency (Toronto, Canada)
Edore Evuarherhe — Media Director
Usman Imtiaz — Media Planner