When you’re a Canadian company that’s over a century old, and you’re best known for your value rather than your style, how do you show a new generation of customers that you’re more than just your sales tag?
Our solution: step up to the plate. Be self-aware with a smile. And show people that you’re going to surprise them by exceeding their expectations.

You know that euphoric feeling when an idea pops into your head, fully formed, and every star aligns perfectly to make it happen? This was one of those. We also got some pretty great international media coverage, including AdWeek, Mashable, and FastCo, and both The Drum and Strategy Magazine have it listed as a favourite contender heading into awards season.

So as it turns out, there's more to being inside during winter than binge-watching Netflix and not wearing pants (enjoy that little insight into my life). The Great Indoors campaign encouraged people to bring the joy of the outdoors, well... indoors.

Also, on set, Kevin Pillar called me his favourite because I could actually talk about his offensive plays, not just his defensive ones. No biggie. I know sports things.

I'm 2-for-2 on the Young Lions shortlist. I'm also 2-for-2 on Young Lions briefs about the David Suzuki Foundation. In 2016 we entered the Cyber category, and in 2014, Film. In both instances we found killer statistics that helped shape the insights we built the creative around.

Sandwiches are people too.

Dempster's had a TV spot out that opened with the line "We've lunched with them all." In short, they've been around for a hundred years and have fed, well, pretty much every Canadian at some point. 

When we were asked to come up with the social arm of the campaign, we decided to give people the opportunity to "lunch with them all" too. So we turned famous Canadians into sandwiches.

Pie is great. Even the most avid cake-enthusiast has to give a shout-out to pie. But pie also has so much more potential than we give it credit for.

Enter the Tenderflake Test Kitchen. A social initiative to inspire ex-pie-rimentation (sorry). From hybrid recipes, unique seasonal ingredients, and pastry hacks, we've been having a lot of fun with pie.

We got a government client to go in on a puppet who doesn't know how to use autocorrect, proving that your tax dollars aren't just going towards smear campaigns about Justin Trudeau's hair.

Long gone are the days of "mom cleans all the things" (thank goodness). Household chores are a team effort. But this is most effective when you have someone actually delegating those chores: the Chief Cleaning Officer.

Online, people could also nominate their home's Chief Cleaning Officer to win $5000. (Fun fact: it was a guy that won. Take that, traditional gender roles. Except... I guess it's just another man in the C-suite. I'm really torn on this one.)