Insight: Last year, "sugar-free" appeared on 2 in 5 product launches. The claim has become wallpaper. To launch Liquid I.V. Sugar-Free White Peach, we had to make wallpaper unignorable.
Idea: Peach Heads. Three days before launch, Toronto was hit by a bushel of unbranded peaches, giant peach-headed strangers who showed up on subways, at bus stops, in parks, and said nothing. When speculation peaked online, we revealed the truth with a Yonge-Dundas takeover, sampled the city, and invited everyone to Sugar (Free) Beach for a launch party.
Insight: 88% of people say it has to be Heinz when eating out. But independent restaurants, the ones most motivated to deliver what their diners want, had no way of telling anyone they actually served it. And Heinz, who doesn't sell direct to restaurants, had no way to reach the operators.
Idea: Heinz Verified. A blue checkmark for bottles. Inspired by social media verification, we turned serving Heinz into a mark of excellence that restaurants could earn. Verified spots got access to resources, marketing support, and an Uber Eats partnership that drove diners straight to them. Consumers nominated their favourites. Restaurants signed themselves up.
Insight: Canadians drink 90 million litres of beer on Super Bowl Sunday. Which is why the Monday after sees a 32% spike in "sick" days. Spoiler: the boss isn't buying it. You're not sick. You're dehydrated.
Idea: We introduced HR: Hydration Resources. Liquid I.V.'s fictional HR department dedicated to one thing, covering for you. Canadians enrolled in our hydration benefits plan via Amazon or Uber Eats before the big game, and a stick of Liquid I.V. landed on their doorstep by kickoff. Go big Sunday. Circle back hydrated on Monday.
Insight: After five years of silence, Classico needed to come back. Not to the same audience, to a new generation of millennial parents who want to cook from scratch but rarely have the time.
Idea: We shifted Classico from "just another jarred sauce" to the shortcut to homemade. Because without the right sauce, your favourite foods aren't really your favourite foods. And your ravioli, rigatoni, and fettuccine agree. Even when it's not from scratch, you still made it.
Insight: You can't fake genuine excitement. Every sweepstakes ad has tried, with actors squealing on command about prizes they haven't actually won. With the biggest World Cup in history coming to North America, Visa needed to tell cardholders they could win tickets, without a single fake reaction to sell it.
Idea: So we didn't fake it. We proved the tickets were real by actually giving some away. We found real Visa cardholders who were massive football fans, handed them real tickets to the 2026 World Cup, and rolled the cameras. Their reactions, unscripted, unrehearsed, unbeatable, became the ad. And a direct invitation to every cardholder watching: the next one of those reactions could be yours.
Insight:
Gum sales have been in decline for years. How do we introduce a new target, gamers, to the sensory experience of 5 Gum?
Idea:
We go to Canada’s largest gaming conference and turn the gum buying experience into a video game where you are the controller.
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Insight:
Everybody lies. But designers, lie more often than others.
Idea:
So how do we change this? We turn the DesignThinkers conference into a safe place for designers to finally speak the truth.
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Insight:
In hockey the stick tap is the biggest sign of respect you can show a teammate.
Insight:
After 4 years and over 1000 Good Deeds, Chevrolet wanted to thank the peewees who had made a difference in their community.
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Insight:
Bell wanted to showcase the new LG G7 and it's built-in boom box speaker.
Idea:
Let’s show people that bumpin’ the boombox is back in style.
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Insight:
The new Converse Mountain Club was designed for taking on winter conditions.
Idea:
So instead of launching in a store, we waited for the first snowstorm of the winter and launched in the elements.
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Insight:
The Canadian Dream, remains a dream without hard work.
Idea:
So we introduced the 8 All-New Silverados as the perfect tool for any job in Canada.
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Insight:
When pumpkin spice season rolls around, it’s biggest fans can’t get enough of their favourite drink.
Idea:
To show how much people love their favourite coffee flavour we created a story showing someone who doesn’t just have a sweet tooth, but a whole freakin’ pumpkin tooth.
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