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BEST CREATIVE AND MEDIA AGENCY PARTNERSHIP
Le Pestacle: When Collaboration Rewrites Tradition
Touché!
Client: Dairy Farmers of Quebec (Les producteurs de lait du Québec)
Milk consumption was disappearing from younger generations. The Dairy Farmers of Québec faced a harsh reality: traditional advertising had failed them. This challenge demanded something unprecedented—creative and media agencies working as one truly integrated force. Every December 31st, Quebec gathers for the Bye Bye, a ritual reach...
BEST MEDIA PARTNERSHIP
Finish It
Cairns Oneil
Client: Terry Fox Foundation
In 2025, the Terry Fox Foundation marked the 45th anniversary of the Marathon of Hope with a renewed mission: to unite cancer organizations across Canada and inspire unprecedented donations and registrations. To launch the milestone year, the Foundation created a strategic partnership with MLSE and Rogers Sportsnet to seize a powerful ...
Bud Excuses
Anomaly x Starcom
Client: Budweiser
According to Budweiser’s second annual friendship study, we learned that 75% of Canadian men report hanging out less with their friends, and almost half admit to making up excuses to bail on plans. As the beer that’s all about bringing buds together, we set out to change that – all with the goal of deepening Budweiser’s brand mea...
Scotties Facial Tissues - By Your Side
Wavemaker
Client: Kruger Products
Despite being Canada's #1 facial tissue, Scotties faced a critical challenge: the entire category was widely misattributed to Kleenex, a competitor that exited the market in 2023, not Scotties itself. This deeply ingrained, low-involvement habit necessitated re-education to make Canadians call our Scotties Facial Tissue: ‘Scotties'. Ou...
Toronto Star Celebrates SickKids' 150th Birthday
Toronto Star
Client: SickKids Foundation
In 2025, two of Toronto’s most iconic institutions—the Toronto Star and SickKids Foundation—unified to celebrate the 150th anniversary of Canada’s leading pediatric hospital. Through a multiplatform campaign that included outreach to the Toronto Star employees, subscribers and readers, to produce custom patient storytelling and transfo...
Ultra Hole
Starcom
Client: Michelob Ultra
In summer 2024, Michelob Ultra set out to bring its new “superior light beer” positioning to golf in a way that strengthened its long-standing association with the sport and sustained its five-year streak as Canada’s fastest growing beer brand, rising from #20 in 2018 to #6 in 2024. With increasing pressure from competitors like Miller...
Unseen Billboards
Starcom x Ogilvy
Client: TD Bank
Only 3% of the internet is accessible to people with disabilities, leaving millions excluded from everyday digital experiences, including financial services, where complexity often outweighs empathy. Recognizing this gap, TD Bank launched the TD Accessibility Adapter (TDAA), a free online tool designed to support people with disabiliti...
VIA Rail Back on Track
Touché!
Client: VIA Rail
Post-pandemic travel behaviour had fundamentally shifted, but VIA Rail's audience segmentations hadn't. Legacy demographics no longer predicted purchase intent. The solution wasn't better media buying, it was better partnership. VIA Rail recognized that media partners possessed what agencies alone couldn't: real-time audience da...
BEST SOCIAL STRATEGY
For Fashion’s Sake
OMD
Client: Holt Renfrew
Live Ads transformed everyday routines into unmistakable fashion moments, placing Holt Renfrew style in commutes, errands, and offices to prove that self expression is the new luxury. Creators captured these real-world encounters as native social content, then amplified them through paid social and premium digital video. The approach h...
Budweiser Kings of Zero
Anomaly
Client: Bud Zero
“The Kings of Zero”: An Unexpected, Creator-Led Tribute to Hockey's Greatest Goal Scorer, Courtesy of the Few Men Who Stopped Him. To deliver a tribute worthy of hockey's passionate fanbase and the record-breaking star they were celebrating, we went straight to the 28 goalies who heroically survived his onslaught. We paid tribute to...
Oikos Pro x Strava: Measure Your PROgress
Wavemaker
Client: Danone Oikos Pro
Oikos Pro, a high protein drinkable yogurt, sought to change its image among athletes, who previously viewed it as a typical supermarket yogurt rather than a credible performance product. To address this perception, Oikos Pro recognised that athletes value not just a consistent high protein intake but a motivational training partner, t...
Sick Kids Foundation - Reddit
Cairns Oneil
Client: Sick Kids Foundation
SickKids Foundation needed to drive donations during a historically low-giving period while meaningfully engaging digitally native audiences increasingly resistant to traditional charity advertising. In its 150th anniversary year, the brand also needed to sustain momentum without over-relying on milestone messaging and reduce dependenc...
Student Line of Credit - We Got You!
Starcom
Client: TD Bank
Each year, just 6,000 students enter Canadian medical, dental, and veterinary programs, making them among banking’s most valuable future customers. Within days of acceptance, they must make major financial decisions. TD Bank identified a critical tension: while “getting in” is joyful, figuring out how to pay is overwhelming. TD’s role ...
BRANDED CONTENT
Le Pestacle: Rewriting Tradition
Touché!
Client: Dairy Farmers of Quebec (Les producteurs de lait du Québec)
Milk consumption was disappearing from younger generations. The Dairy Farmers of Québec made a radical decision: instead of creating ads about milk, they would create culture itself. Every December 31st, Quebec gathers for the Bye Bye—a collective ritual reaching 70% of the population. But it airs at 11 p.m., long after young fa...
Buckle Up Tour
Starcom
Client: Bud Light
Following a period of declining favourability and purchase intent among its core audience, men 35+ in small-town Canada, Bud Light faced the challenge of rebuilding trust amid broader brand controversy. To reconnect authentically, the brand returned to a passion point deeply rooted in its audience: country music. As the genre sur...
Manifest the Win
UM
Client: Boston Pizza
For 30 years, Canadian hockey fans have endured a painful drought with no Stanley Cup wins for a home team. To reignite fan belief, Boston Pizza tapped into a powerful psychological truth: magical thinking, the rituals fans turn to when outcomes feel uncertain, offering a sense of control in the face of unpredictability. Boston Pizza c...
Pillow Fight Championship
Angry Butterfly
Client: HUSH
Hush, an innovative Canadian bedding brand, needed a way to demonstrate the power of their pillows to help knock you out at night - in a way that stood out from the regularly sleepy competition. So Hush transformed a niche sport into a piece of branded entertainment: Hush Pillow Fight Championships – a real combat sport where th...
DATA & CREATIVITY
Stretch your Dollars in Montreal
Touché!
Client: Tourism Montréal
The Challenge: Tourism Montreal had a valuable advantage—a favorable USD/CAD exchange rate—but it remained invisible to hesitant American travelers. Static research couldn't capture the emotional truth driving their hesitation. The city needed real-time listening combined with creative intelligence. The Innovation: We launched a...
Pole Pillows
Starcom
Client: TD Bank
Auto insurance is a necessary but uninspiring category, high in cynicism, low in differentiation, and largely absent of emotional connection. To stand out, TD Insurance needed to prove its brand promise, “Here when you need us,” in a way Canadians could feel. Instead of focusing on claims after accidents happen, TD used proprietary cla...
Turning Every Cloud into Conversion
Wavemaker Canada
Client: Scotts
Scotts, Canada's leading lawn care brand, faced a stagnating category while targeting revenue growth +5% in 2025. The main challenge was to engage new homeowners (Millennials/Newcomers) who perceived lawn care as complex and intimidating, requiring education to drive awareness (TOM & spontaneous) and purchase intent. We discovere...
DIGITAL INNOVATION
DIYictonary
Starcom
Client: RONA
On the eve of its 85th anniversary, RONA faced a defining moment. After years of foreign ownership, the brand had lost some of its cultural closeness with Québec. When Lowe’s exited in 2023, it created a rare opportunity to rebuild trust and reaffirm RONA as a proudly Québec-rooted company. The mandate was clear: reignite affinit...
Huggies Sound of a Hug
UM
Client: Kimberly-Clark
In a diaper category where functional performance had become table stakes, Huggies faced declining retention beyond early babyhood despite strong new-parent acquisition. To deepen emotional loyalty, our research uncovered that today’s Millennial and Gen Z parents are increasingly concerned about their children’s emotional well-being an...
TOTAL COMMUNICATIONS CAMPAIGN
Invest in the Big Game
Starcom
Client: TD Bank
In a saturated investing category, TD Bank’s TD Easy Trade faced declining unaided awareness despite strong consideration. With Super Bowl Sunday offering a rare, high-attention cultural moment, especially among Millennials and Gen Z, we chose not to compete during the game, but during the ads. On one night each year, commercials becom...
Excuses
Starcom
Client: Budweiser
Canadian men admit they’re seeing their friends less and making excuses more. According to Budweiser’s Friendship Study, 75% of men report hanging out less often, with nearly half confessing to bailing on plans. For Budweiser, a brand built on bringing buds together, this presented an opportunity to deepen its meaning around one of Can...
Minecraft: Yours to Build
OMD
Client: McDonald's
The Minecraft Movie Meal transformed a product launch into a fully integrated communications platform connecting packaging, media, social participation, and in-game experiences. Fans unlocked exclusive content, shared their participation organically, and extended the campaign across physical and digital environments. The campaign sold ...
Put Your Loonie Where Your Moose Is
Media Experts
Client: Moosehead
Amid a surge of flag-waving and widespread “maple washing,” Moosehead faced a paradox. Founded in 1867 and still 100% Canadian-owned, the brewery was losing ground as competitors claimed Canadian identity more loudly. Awareness had stagnated, and market share was flat. Saying we’re Canadian was no longer enough. To win back credibility...
Sick Kids Foundation - 150th Birthday
Cairns Oneil
Client: Sick Kids Foundation
In 2025, SickKids Hospital celebrated its 150th anniversary amid one of the toughest fundraising climates in decades. Charitable giving was at a 20-year low, donor fatigue was high, and economic uncertainty left Canadians emotionally disengaged. While SickKids’ long-running anthem had driven monthly donations in the past, new donors we...
Skip To The Good Part
UM
Client: SKIP
With fierce competition from deep-pocketed competitors, newly-branded SKIP faced a critical challenge to reboot and re-establish its place in the hearts of Canadians. SKIP set out to do nothing less than help Canadians Skip To The Good Part of their day, signaling their transformation from food delivery app to the antidote to the stres...
Squid Game Can't Escape the Game
Media Experts
Client: Netflix Canada
To relaunch Squid Game after a three-year absence, Netflix needed to reignite one of the biggest cultural phenomena in streaming history in an environment dominated by endless scrolling and fragmented attention. Rather than rely on traditional awareness, the campaign made the Game impossible to escape by transforming everyday Canadian ...
