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Sleep Country Canada faced a stagnating retail category where sleep product purchases had become commoditized and easy to postpone. To reignite demand, the brand launched Get Serious About Sleep, a national platform confronting Canadians’ normalized neglect of sleep. “Sleep Daddy” (Eugene Levy) and “Le Sommeil” (Marc Labrèche) interrupted poor bedtime behaviour and challenged consumers to take sleep more seriously. The integrated program spanned TV, digital, social, retail promotions, and owned channels, reinforcing Sleep Country as Canada’s destination for better sleep.

When hockey culture meets the freezer aisle, something special can happen. Save-On-Foods and the Vancouver Canucks brought their partnership to life with Bar Down Blast, a cobranded Western Family ice cream launched through fan voting, mascot-led moments, and unforgettable in-arena reveals. From centre ice to store freezers, the flavour became a fan favourite, delivering standout sales, soaring brand recall, and high-energy engagement across Canucks Nation.

After the US government implemented retaliatory tariffs, the Ontario Government directed LCBO to pull American products—including many perennial best-sellers —off of their shelves. LCBO, as a champion of local industry, saw a huge opportunity to take a moment of upheaval, where many customers were forced to choose something new, and turn it into transformative growth for the local industry. Embracing our role as a champion of the local beverage alcohol industry, LCBO launched “Eh List,” a campaign celebrating and elevating Ontario- and Canadian-made products, and helping convince Ontarian customers to make “buying local” part of their new habit.

Pet Valu’s Playtime campaign didn’t fight screen time, it hijacked it. By inserting playful interruptions into streaming, gaming, and scrolling moments, the campaign reminded pet parents that play isn’t optional, it’s essential. By interrupting streaming, scrolling, and gaming moments with playful, pet‑provoking media, Pet Valu reframed toys from a “nice‑to‑have” into an essential part of pet health and happiness. The result was a campaign that didn’t just capture attention, it changed behavior, one playful pause at a time.

In spring 2025, RONA hit a marketing home run in Quebec with its “Mike chez RONA” campaign featuring a fictitious employee named Mike that became an overnight phenomenon in the province. Leveraging nostalgia and entertainment through a parody of the 70’s hit “My Sharona”, the campaign captured the attention of the public and led to an all-out Mikemania. More than a campaign, Mike became a cultural icon, re-establishing RONA as a trusted and locally relevant home improvement partner.

Through the With All Our Hearts campaign, Hillberg & Berk reimagined how Canadians could show up for Team Canada. With a collection designed to be worn, shared, and gifted, the campaign transformed national pride into personal identity. The result was a powerful blend of storytelling and retail performance, generating over $1M in sales and strengthening Hillberg & Berk’s position as a Canadian, purpose-driven brand.

Feast on Love transformed holiday pet feeding into a shared ritual of love, inviting Devoted Pet Lovers to include pets in the season’s most meaningful moments. Pet Valu inspired pet lovers to elevate holiday feeding rituals with expert guidance, creator storytelling, and a digitally led, social‑first campaign. The result was a warm, culturally resonant idea that connected emotionally while delivering strong commercial impact.

To prove IKEA Canada’s mattress quality, we launched the Real Sleep campaign – a clever, multi-layered effort challenging the idea that a great night’s sleep comes with a premium price tag. We started by capturing attention with late-night DMs targeting people up scrolling when they should have been sleeping and later proved our comfort in the most convincing way possible: real people, caught on camera, talking in their sleep. The campaign resonated with Canadians, driving visitation and sales while cementing IKEA as a credible destination for high-quality, affordable mattresses.