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ADIDAS | SUPERNOVA ADAPTIVE | 2026
Change the sole, and more people could run / adidas "SUPERNOVA ADAPTIVE"
It's an ad, but what it's really about is just a shoe. And that shoe got people running who couldn't run before.
Country
Canada
12 articles
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HEINZ | LOOK FAMILIAR? | 2026
Every Time You See a Fry Box, There's No Going Back / HEINZ "LOOK FAMILIAR?"
Fry boxes around the world turn out to be shaped exactly like the Heinz logo. Nobody ever pointed this out, but once you see it, you can't unsee it.
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SICKKIDS FOUNDATION | THE COUNT | 2025
Counting Birthdays / SickKids Foundation "THE COUNT"
It's a film celebrating a 150th anniversary, but what you see isn't the hospital's history—it's kids running with everything they've got. What's being celebrated isn't the past, it's the next birthday.
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HEINZ | IT HAS TO BE HEINZ | 2024
"Even AI says Heinz": how a 150-year-old brand proved its strength / HEINZ "IT HAS TO BE HEINZ"
Ask an AI to draw ketchup, and a Heinz bottle shows up on its own. Ask a person, same result. Behind the scenes at restaurants, fake ketchup gets refilled into Heinz bottles. The work that spent five years collecting proof of this blindingly obvious fact won the Creative Effectiveness Grand Prix at Cannes in 2024.
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Coors Light | Coors Lights Out | 2023
A commemorative can in 48 hours, sold out in 24, beating the official beer with $0 sponsorship / Coors Light "Coors Lights Out"
In August 2023, a foul ball from Shohei Ohtani smashed an LED module on a Coors Light sign at Citi Field. A black dot of missing pixels appeared right above the can. Normally this would end with a quiet "sorry, we'll fix it," but Rethink turned it into a commemorative can recreating that black square — released just 48 hours later. It's reaction marketing at its finest.
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REGENT PARK SCHOOL OF MUSIC | PARKSCAPES | 2020
When kids became the ones supporting their own school, not the ones being supported / REGENT PARK SCHOOL OF MUSIC "PARKSCAPES"
Instead of "receiving" donations, why not "earn" them? Kids learning music ended up standing on the same ground as the pros who make a living from it.
Rethink | One Dollar One Show | 2016
Become a CCO for One Dollar: A Dig at the Ad Industry / Rethink "One Dollar One Show"
Pay just one dollar, and your name gets credited on one of advertising's most prestigious awards. Somehow, this idea actually became a real campaign.
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Duracell | Moments of Warmth | 2014
Hold Hands, Get Warm / Duracell "Moments of Warmth"
Hold hands and the heater turns on—that's all it takes. In the dead of a freezing Montreal winter, this experience landed at exactly the right moment.
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WestJet | Christmas Miracle: Real-time Giving | 2013
Just a live camera and 175 people. / WestJet "Christmas Miracle: Real-time Giving"
It looks like it's using some amazing technology, but the real secret is just a live camera and 175 people doing the legwork. Here's what makes WestJet's Christmas campaign work so well.
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MINI | MINI DOMINATRIX | 2006
A Dominatrix to Help You Dominate Winter / MINI "DOMINATRIX"
Winter in Canada, 2006. Anyone who visited MINI's website was greeted by a dominatrix in leather. Click on each part of the car, and she'd "discipline" the MINI with a whip or a paddle while explaining its winter safety features. Kinky, bold, and impossible to forget.
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PFIZER | GOLF | 2005
What Wasn't Said in 15 Seconds / Pfizer "GOLF"
In 2005, Pfizer made a 15-second ad for Viagra. It's likely one of a series of three made by TAXI Toronto, and the only things I could confirm were that it won awards at D&AD and The One Show. Beyond that, I couldn't find out anything else.
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TOYOTA | REAL DEALERS CAN'T JUMP | 2000
A Bet on a Car Ad That Doesn't Show the Car / TOYOTA "REAL DEALERS CAN'T JUMP"
In 2000, this Toyota dealer ad won Gold at Cannes. Just from the title, you get the feeling there's another twist waiting for you.