At the start of the pandemic, Piazza told his team to focus on maintaining relationships. But for 2021, its time to think about growing again. “Now the word is confidence.”
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Bell shows its history of connecting loved ones during the holidays
Both spots provide a retrospective of how Bell has connected people through the years, with a reminder it can play that important role in 2020.
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Why Loblaw made a 30-minute TV show for President’s Choice
The show features Canadian entertainment and sports stars talking about food and the holidays.
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Kid ranchers talk sustainability in new McDonald’s campaign
To promote the new more sustainably sourced Quarter Pounder, McDonald’s tells a story about kids growing up on cattle ranches.
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The Really Brief—Week of November 30
TD reminds people to shop local if they can—like Santa; Russ Rickey joins McCann; Argyle expands to D.C.; and Steam Whistle has the perfect gift for those who drink in the shower.
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Toronto BIA presents a stark picture of the future for small businesses
A stunt and ad campaign reminds residents to shop local as much as possible during COVID lockdown to help businesses survive the pandemic.
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How Loblaw will grow its media business with Eyereturn deal
Loblaw Media will have less need to work with third-party providers, while enabling it to do more with more clients.
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Amnesty International asks Quebec not to ignore systemic racism
The campaign by Taxi was inspired by Quebec premiere Francois Legault’s refusal to acknowledge the problem of “systemic racism” in the province.
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Sobeys and BBDO tell a story about families helping families for Christmas campaign
Back in March, Sobeys was certain family bonds would be especially important this year—a good fit for a brand that calls itself “Canada’s family grocery store.”
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Kraft taste tests its hazelnut spread in Italy, the birthplace of hazelnut spreads
As a challenger brand in a category dominated by one famous brand, Kraft and Rethink needed to show consumers how good it tastes.
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Christmas ads that connect with Canadians
An early look at what international holiday creative resonates with consumers on a deep emotional level.
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From what was, to we don’t know—what a difference a year makes
Wunderman Thompson’s Jeff Dack tries to makes sense of the past year by recalling where we’ve come from and where we’re going next.
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Hydro Quebec launches its Hilo smart home brand, designed by lg2
lg2 imagined a new smart home experience, deploying its digital experience team to design entirely new products and user experiences.
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The Really Brief — Week of November 23
Loblaw introduces fleet of self-driving vehicles; Toronto non-profit specialist Stephen Thomas wins Arthritis Society; Cossette promotes Stacey Masson.
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Subaru wins Best of the Best at CMAs, with Sobey’s Sanderson and HSBC’s Wong sharing Marketer of the Year
Rethink, Zulu Alpha Kilo and FCB all enjoy strong showing with multiple gold awards; Steve Levy is awarded for lifetime achievement.
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Pantene brings ‘Hair Has No Gender’ project to Canada
The campaign is based on the idea that the support of family and feeling good about ones’ hair can both empower self-confidence and self-expression.
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Grais, Shepansky and Staples leave Rethink—as independent as ever
With the founders’ departure, the agency will be run by a new five-person management team: Rogers, Lefebvre, Starkman, McDonald,,and Goodman.
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Skincare brand Consonant relaunches with a very unusual podcast
To underscore its focus on wellness as an important factor in healthy skin, Consonant Skin + Care produced a podcast about masturbation.
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Toronto and Publicis fight COVID fatigue
Rather than scolding younger Torontonians, the City took a humorous approach to urge people to stay vigilant about the coronavirus.
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Survey aims for more accurate understanding of BIPOC experience in advertising
“Visible & Vocal” survey is intended to bolster the amount of data relating to BIPOC individuals working in Canada’s marketing industry.
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